Financial advisers can push back against rating sites by developing their own online presence and asking clients and peers to provide feedback about the quality of services offered, a financial advice marketing specialist has claimed.
SRS Coaching and Consulting Managing Director, Rachel Staggs said the growth of online review and rating services was likely to continue and advisers should develop their own digital reputation instead of allowing one to be created for them by others.
Staggs said advisers should be asking clients for reviews to build a reputation and presence noting that unless advisers ask for a review, clients were unlikely to leave on or be unaware they could do so. At the same time, advisers should be taking note of reviews and comments clients have made to ensure they reflect the services offered.
Staggs added that online reviews and ratings were only a small part of an adviser’s digital reputation and producing content for use on social media, a blog or a website allowed advisers to ‘own their patch’.
“By having relevant up to date information, you are beginning to show the world that you are knowledgeable,” Staggs said, adding that advisers should seek comments and feedback whenever publishing new content.
“When you post something, ask for a comment, ask for some feedback – aim to get some engagement.”
“When you post something, ask for a comment, ask for some feedback – aim to get some engagement. If you ask for feedback and each time you get responses it is another way to help develop your digital reputation. It shows people that others do like you and like to communicate with you in a positive manner,” Staggs said.
“I know many advisers are concerned about all these rating platforms and options available to clients, but they shouldn’t be. Rating sites and variations of them are here to stay, and they will evolve. What I would suggest advisers do, though, is take a proactive role in managing their digital reputation rather than shy away from it,” Staggs said.
“Don’t let the increase in online rating platforms rattle you, instead, accept that they are here to stay and embrace the opportunity to be able to engage with people.”
Staggs will be holding a free webinar titled “How to Project Your Online Reputation” on 30 March. Click here for more information and to register.
