Speaking to ifa, Humble Financial Services director Colin Williams said that independent planners have the ability to personalise their websites much more readily than big players can, in order to further engage prospective clients.
“Corporates really struggle to personalise their information, whereas individuals don’t, so people really identify with their financial planner and the business just through the personalisation of what they’re doing,” Williams said.
“Most people would find it hard to communicate with a big bank, but they would find it very easy to communicate with someone in their local areas who is obviously a part of the community.
“That is to be by far the biggest opportunity that they have.”
Williams said that many financial planners avoid using social media out of fear of saying the wrong thing in a large public domain, not dissimilar to “stage fright”.
However, he said that social media is tailor-made for planners, aligning to many of the strengths of those in the advice industry.
“Most financial planners are good talkers, they know how to ask the right questions, they know how to listen, so a large part of social media I think is really made for planners” Williams said.
“It’s the way of the world and an online presence now effectively means whether you’re going to be relevant or not in the years ahead.”
Hi – Appreciate the comments – good to see that advisers are moving on and developing their web and social media presence. I noticed from Zurich research that more advisers are taking up the social media challenge and with FoFA coming in, good communication will be more important than ever. Cheers
Totally agree with Colin’s view, some of the larger licensees like AMP have been awesome, they provide their authorised representatives with the opportunity to promote their own brand, and allow their planners to have their very own branded app by Feedsy.
Subsequently AMP planners can personalise their own content, social media delivery and educate their clients with some of the worlds best journalism. Essentially reminding their clients why they are their clients (every week).
Feedsy is helping many progressive practices from AMP, Hillross, PIS & AAP right now with their very own branded news app.
Colin is spot on, planners have great people skills and it is a great time to be planning and using social media.
Some of the biggest concerns around where to source reliable and referenced content is also taken care of with Feedsy, this is why compliance sign-off has become an easy process for our planners.
We find social media a more relevant space to communicate to our community than newsletters or static media. Being nimble and dynamic is key here.
Completely agree. I also notice that many licencees are reluctant to allow individual planners to comment and communicate in social media due mainly to the fear that they (the Licencee) may lose compliance control over what is said. In this situation Planners need to pressure licencees to review their policies or provide either clear guideliines and or training in the use of social media.