Financial advisors need to use strong client testimonials now more than ever.
Why? Their role for their clients is changing. Complex family situations, tax assistance, and retirement needs beyond investment management, are just a few of the adapting roles advisory firms are implementing into their practices.
For years, the use of testimonials was restricted, but the SEC announced new advertising reforms in December 2020, allowing Financial Advisors to use testimonials as part of their marketing efforts, provided they meet compliance and disclosure requirements.
This significant change creates a huge opportunity for you to emphasize a wide range of financial planning services beyond investment management, and to implement a new marketing approach by integrating a reliable testimonial component.
Reviews, Based on Data, Are Invaluable
Some things to keep in mind regarding the power of client testimonials.
- 9 out of 10 people say they trust what a customer says about a business more than what that business says about itself.
- 71% of consumers say positive testimonials and reviews increase their trust in a business
- 73% of consumers will take action onlyafter reading a positive review
Yes, the data shows that not only are reviews beneficial, but becoming necessary.
How You Can Effectively Use Them?
When you’ve been able to gather a great collection of client testimonials, the million-dollar question becomes, HOW can you use them? Here are our key actionable tips to take advantage of your client feedback in marketing to others.
On Your Website >
Create a dedicated testimonials page or section on your website, ad also incorporate testimonials throughout your website to reinforce key messages and improve credibility. Make sure you use eye-catching design elements to draw attention to testimonials and make them stand out.
On Social Media Graphics >
Create graphics that feature testimonials, using visually appealing designs that will grab attention. Highlight key quotes from your testimonials to showcase the most compelling content, and make sure you create versions that work well across each platform you use, whether Facebook, Instagram, or LinkedIn.
In Your Key Collateral >
Feature testimonials prominently in your printed marketing materials, such as brochures and flyers. Be sure to pick the testimonials that best enforce your unique process or value proposition.
Client Review Videos >
Create video testimonials featuring satisfied clients, highlighting their experiences working with you. Use these videos on your website, social media channels, and in digital ads.
Branding Videos >
Create a company branding video that showcases your company’s values and approach to financial planning. Include testimonials throughout from satisfied clients to reinforce your brand messaging. Use this video on your website and in digital ads to introduce potential clients to your brand.
Need some guidance on how to collect testimonials, build a system to generate them from clients, and then showcase them? A marketing team with an experienced background with advisory firms will be your best bet. Feel free to contact our team at Oak & Stone today with any questions.
