If you skipped last week’s Yardstick webinar, you missed a treat.

Samantha Russell, an expert on branding, digital marketing, and inbound lead generation for financial advisers and planners, spent an hour sharing her unique marketing perspectives.

So, in this week’s blog, we’re going to reveal our favourite 10 takeaways from our time with Samantha.

1. Be proactive with referrals

Samantha echoes our view that referrals and recommendations from existing clients remain the best source of new business.

However, she also explained that hoping clients will recommend you isn’t a viable strategy.

“I find that most advisers just have a hope and a prayer that people are going to refer them because they say, ‘I deliver great service.’”

Instead, Samantha recommended creating memorable experiences and touchpoints, which are proven to enhance levels of advocacy.

2. Reviews are like digital referrals

Samantha explained that compliance governing online reviews is much stricter in the US than in the UK.

Then, she provided a different perspective, reframing online reviews in a way we’ve never heard before. Describing reviews like this will help clients understand the importance and impact of their feedback:

“A review is just a digital referral. Instead of being told to one person, it’s being told to thousands of people.”

3. Embrace social proof

Samantha explained that the rules governing social proof are different in the US and the UK.

We have it much better over here!

However, whatever side of the Atlantic you’re on, social proof remains vitally important. Samantha endorsed what we’ve been saying for years: potential clients will search for you online before reaching out.

Strong online reviews, testimonials, and case studies reassure prospects that others trust and value your service.

“Why would anyone choose a financial adviser without reading reviews?”

4. Turn “we” into “you” on your website

According to Samantha, your top priority is to impress people with your online reviews and increase their chances of visiting your website.

When they do, Samantha explained why it’s vital that visitors instantly understand who you help and how.

Samantha also said firms often make the mistake of not talking about the visitor enough.

“Most people talk about themselves on their website. ‘We’ve been in business for 35 years.’ ‘We do this.’ ‘This is why we’re so great.’ Instead, you want to change a lot of your language from ‘we’ statements to ‘you’ statements.”

5. Consider publishing your fees on your website

Transparency builds trust, and what’s more transparent than publishing your fees online?

Unfortunately, despite experts such as Samantha and Marcus Sheridan advocating this approach, many firms still fear disclosing fees on their websites.

Samantha explained that a well-structured fees page can demonstrate transparency, filter out unsuitable clients, and attract those who align with your approach.

“If you go to a restaurant and there are no prices on the menu, you assume it’s expensive. That’s what happens when your fees aren’t listed. Disclosing your fees can also save time by weeding out clients who aren’t the right fit.”

6. Only broadcasting on social media? You’re doing it wrong

Social media is a two-way conversation.

Instead of just posting, build relationships and increase your visibility by commenting on other people’s content and joining discussions.

“A lot of people post things and then leave. Instead, you should be leaving at least five comments for every post you publish. If you’ve never commented on a stranger’s post before, you are doing social media wrong.”

7. Focus on “zero-click” content

The aim of your social posts is no longer to drive traffic to your website.

In fact, as Samantha said, posts summarising valuable insights without requiring a click-through tend to perform better.

“If you just post ‘go check out my blog,’ the number of people who will click is almost zero. Instead, share the key takeaways directly in your post so people engage with it.”

8. Use video to build trust

Video helps potential clients connect with you before you even speak.

Short-form video content on YouTube, LinkedIn, or Instagram can showcase your personality and expertise.

“When someone is choosing a financial adviser, so much of it is about the relationship. What better way to showcase your humanity than through video?”

9. Be consistent with your social media, but mix it up

Samantha explained that to get the best results from social media, you must use it regularly and post three to five times a week.

However, she also warned about the dangers of focusing too much on financial topics.

“If you’re only ever posting about your business, no one gets to know the real you. Think about social media like a dinner party. You wouldn’t only talk about work.”

10. A simple way to build your LinkedIn connections

Building your network is one of the three things you should do regularly on LinkedIn, but most people don’t take this simple shortcut.

“A really easy way to grow your LinkedIn following is every Friday, go back through your calendar and connect with every single person you’ve had a meeting with that week.”

Dive into the full hour

You can rewatch the webinar for free on our video library.

When you’ve watched it, we’d love to hear your thoughts. Please share them with us by emailing phil@theyardstickagency.co.uk or calling 0115 8965 300.