When it comes to prospecting, there is a misconception that a solid website plus old fashion referrals is the recipe to acquire new prospects and leads. But Email has become undervalued, especially since explosion of social media. Although your website, blog, and social media critical in today's digital business environment and are effective ways to demonstrate your knowledge and expertise to prospects and clients, it is ultimately your email conversations with them that will consistently keep you top of mind, and deepen your relationships.

        AdvisorStream’s CEO Kevin Mulhern discussed the power of email marketing during a recent Webinar with Michael Kitces, emphasizing the importance of having email opt-in on all content you post, while stressing that leads don’t just happen overnight. “It takes time to gain a trusting relationship with prospects, time in which you must continuously share, and demonstrate your expertise through content,” says Michael.

The Empowered Client

Technology has created a new kind of client, the empowered client who has the ability to do their own research on you, prior to any first engagement. You can assume with most certainty that prior to any initial meeting, the client has already visited your website, gone to your social media properties, and chances are, have already determined your level of expertise themselves. They are not judging your credibility based on a referral alone, they are seeking you because you have demonstrated your expertise in multiple ways prior to contacting you.

Your Website is Only the Start

Michael Kitces explains how websites, blogs, and social media work to establish you as an expert, however it is the email that keeps the conversation active.

1. Website- Your website is your hub

Think of it as your digital office. This is where your prospects will arrive and the website is essentially a reflection of your abilities as an advisor and what you can offer them. One of the worst assumptions you can make is that simply building a website is a one time task that alone will generate more leads and attract business.

2. Blog- Your blog is your stage

Your blog is where you can demonstrate your expertise and range of knowledge. You are the driver of your blog strategy, you need to determine the frequency and topic focuses which make sense for you and your practice. The content should reflect the type of services you offer and be relevant to the types of clients you want to serve. Your blog is kind of the equivalent of an online seminar.

3. Social Media- The Distribution Centre

Think of Social Media as the platform where you can distribute information about you, it can amplify your reach and voice on-line. This is probably the fastest, most effective way to connect with all of your audience and eventually open up conversations. However, it is important to remember the speed at which social media moves. This means it is harder to stay front and center in your audience's newsfeed, which is why it should also be used as a pathway to your blog and email distribution. Current content is key to keep your intended audiences attention. Additionally, with great content on your blog, you become more searchable. Even Google will refer to you for answers.

4. Email Opt-In- The Relationship

Here is where the real relationship begins, where you can deliver some real value. An email opt-in option is crucial. When your prospect opts in, by sharing with you their email address, they are doing so because they like what they see and they want to hear more from you! Michael is adamant when he explains that there is no reason to hesitate in sharing your newsletter, or email those who have opted-in. Today, email addresses are not given out so freely, so for a prospect to share that information with you, indicates a level of trust they have in you and their desire to hear more from you. Email is often called an outbound marketing tool, this is because unlike websites and social media sites which are visited whenever the client or prospect feels like visiting your sites, you control when you connect via email. This is the reason studies show email still has a 40 to 1 ROI over social media marketing today!

By optimizing your digital presences and ensuring relevant engaging current content is available on all digital properties, you will build stronger relationships. Relationships are built on trust and trust drives revenue. But remember, trust is not built overnight, communicating with prospects through all digital channels (website, social media, blogs, and most importantly email), you will continually prove your expertise and credibility to your prospects.