Six Steps for Financial Advisors to Incorporate Client Testimonials into Their Marketing Strategy
Six Steps to Incorporate Client Testimonials into Your Marketing
Step 1: Review the compliance policy for the use of client testimonials
Before you jump in, be sure to familiarize yourself with the rules and requirements. LPL Financial advisors can visit the SEC Marketing Rule page on the ClientWorks Resource Center. Others should consult with their own firm’s compliance team and resources.
Step 2: Make a list of 20 current clients who would make good candidates for testimonials
Try to include a mix of stories that reinforce your value proposition and relate to your target market. For example, if you work well with business owners, be sure to get testimonials from several clients in that category who can share how you’ve helped them with business-related challenges.
Here are a few criteria to consider when making your list:
- Likely to refer new business or have referred in the past
- Long-time and second or third generation clients
- Individuals you’ve recently helped through a specific challenge or opportunity
- Clients who are most likely to agree to provide a testimonial
Use your own judgement and experience with your client base to decide who would be likely to provide a good testimonial for your practice.
Step 3: Contact each client individually via phone or email
Since you’re asking for a favor, it’s best to take a personal approach to client outreach. Instead of a form letter or group email, call or email clients individually. Explain that you now have the opportunity to feature testimonials in your marketing materials, and you would be honored to include their valued opinion. Provide some tips or a framework for their testimonial, and remember to obtain their written approval to use their comments in your marketing materials.
Step 4: Review the testimonials you received
Hopefully you received at least 10 responses back from your outreach. Select the top five that best represent your value proposition with a good mix of comments and stories.
Step 5: Obtain compliance approval for your testimonial
Follow the rules and requirements set forth by your firm to obtain approval prior to use. LPL advisors should use the Advisor Profile tool in ClientWorks to submit testimonials for MRR review and approval. The submission form will contain financial professional attestation requirements. Supporting documentation for the client’s testimonial must be attached at the time of submission, such as an email or written note in which the client confirms that they’ve consented to the use of their testimonial.
Step 6: Incorporate written testimonials into your marketing materials
Your testimonials are ready to incorporate into your marketing strategy. Be sure to follow the rules to have new or updated materials reviewed and approved by compliance. Examples of how testimonials might be featured:
- On your website homepage, or in special section clearly identified as “client testimonials”
- In printed materials such as client brochures
- Featured in print and digital advertisements
- Pinned to the top of your social media profiles
Pro Tip: Select two or three of your top testimonials from clients who might be willing to state their feedback on camera. Invite them to your office for a filming session, and then use each video individually, or combine them into one video montage to feature in places like your website, social media pages, YouTube channel, email signature, or even lobby monitors.
As always, consult with your compliance department before implementing any of the ideas shared here.
by this content website link :- https://www.lpl.com/news-media/marketing-blog/6-steps-for-advisors-incorporate-testimonials-marketing-strategy.htm