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Financial Advisors Need to Become ‘Google-licious’

For financial advisors who are tightening their belts and cutting back on marketing costs, there’s a simple—and free—way to prospect for clients and generate business: turn yourself into an online expert.

September 16, 2011
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For financial advisors who are tightening their belts and cutting back on marketing costs, there’s a simple—and free—way to prospect for clients and generate business: turn yourself into an online expert.

That’s the message to retirement plan advisers at the American Society of Pension Professionals & Actuaries 401(k) conference in San Diego, who are being encouraged to explore new ways to increase their online footprints and enhance their reputations on the cheap. The conference took place March 22-24.

Patrick Galvin—founder of marketing firm Galvin Communications Inc. of Portland, Oregon—suggested that retirement plan advisors set up blogs that discuss 401(k) plans and investment strategies to establish themselves as retirement experts.

He also recommended that these advisors establish profiles on social networking sites such as LinkedIn and Facebook.

“These are sites that are very Google-licious,” Galvin said, noting that these online strategies will help make advisors easier to find and research.

“If it comes down to you and another advisor, and that advisor has easily accessible information online that a prospective client can research and learn about, who do you think has the advantage?” he asked a roomful of retirement plan advisors.

By way of example, Galvin pointed out Joshua Iztoe, principal of Greenspring Wealth Management of Towson, Maryland, whose blog—Fixingthe401k.com—has helped establish Iztoe as one of the leading retirement experts in the last year.

“It’s transformed his business” said Galvin, noting that Iztoe has also published a book under the same title as his blog.

“And all it takes with a blog is an hour of your time each week to position yourself as an expert plan advisor.”

Filed by Mark Bruno of Investment News, a sister publication of Workforce Management. To comment, e-mail editors@workforce.com.

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