When it comes to managing finances, clients increasingly want someone they can trust. Trust in financial services worldwide is 63%, up 10 points in five years. It is the only sector with double-digit growth since 2021.
While trust has always been important in the financial industry, the playbook for how to earn trust is changing. 37% of consumers begin their online searches using AI platforms, with many using the tool to locate a financial advisor. Establishing trust often requires you to connect with clients on a personal level before they even walk through your door.
Financial advisors need to find new ways to stay visible and connect with potential clients. At Media Minefield, we’ve worked with hundreds of financial advisors across the country over the past 15 years, and we’ve seen how public relations can elevate a business.
PR allows you to be more visible online, improve your reputation, share credible thought leadership and attract new clients.
What does public relations entail?
Public relations is one piece of your marketing strategy, but it can include a wide variety of content. We consider three aspects to be essential in your PR strategy: earned media appearances, thought leadership articles and executive social media.
Earned Media
Earned media is publicity that you do not pay for. This typically includes interviews with TV, radio or podcasts and in print or online publications. Because you are positioned as an expert in your industry, these interviews instill trust and boost your credibility.
Thought Leadership Articles
Thought leadership articles allow you to share your thoughts on a topic in much more detail. Depending on the platform you utilize, these articles should be focused on educating your ideal clients on key financial topics, giving the audience a better understanding of your expertise. You typically have more control to optimize the content for humans and AI by making it well-structured and breaking it up into short paragraphs that are easier to digest. These can be posted on your website or LinkedIn Pulse.
Executive Social Media
Sharing authentic content on social media that showcases your expertise and thought leadership can establish or strengthen trust with ideal clientele. 71% of consumers are more likely to buy from a company if its CEO is active on social media.
An active executive social media presence allows financial advisors to connect with potential and/or existing clients on a personal level, while tactfully promoting the brand and services the brand provides.
Because financial topics move incredibly fast in the news cycle, social media gives financial advisors a platform to share their insights and thought leadership. You should also leverage your earned media and thought leadership articles on your social media platforms.
Why does PR matter?
The value of PR can be difficult to understand, but the impact can be notable. Through our work with financial advisors, some have received new clients directly from their earned interviews or thought leadership, and others have received new interest and increased traffic to their website and social media channels.
The PR strategy also provides a notable boost to credibility. Earned media makes you a thought leader on financial topics, and because these media outlets are credible sources with loyal viewers, readers and listeners who trust the information, they begin to trust you.
Advisors often play the videos or have articles displayed in the office to illustrate their expertise. They often report back that they have increased credibility with their own clients, and it provides a boost when potential new clients see them during initial visits.
The results from PR impact AI search results, which control your narrative, whether you like it or not. These are often potential clients’ first exposure to your reputation and business, and earned media, your brand website and LinkedIn are among the highest-cited sources on AI platforms, giving you more visibility in AI searches.
Consistent PR makes you more likely to appear in AI search results. It can also help you establish key messaging, which helps AI platforms understand your business and communicate it clearly to people searching for financial guidance. PR efforts let you share key messages across multiple platforms, building a clear and credible identity.
Additional Ways To Leverage PR
The key to unlocking the true value of PR is understanding how to leverage it, and there are some additional ways to do so.
Your website is a key resource AI platforms use to find information about your business. Including an “In The News” page on your website makes it easier for current and potential clients to find your appearances and understand your key messaging and services. It can also create a one-stop-shop for them to get a feel for your personality, areas of expertise and credibility.
If you have a regular newsletter for clients, include your PR efforts. Your clients may not see your live interviews or read your latest articles organically. Your content could boost your credibility and give them useful information.
As many people are advised to do with their finances, consider working with a PR expert to help you get started. Media Minefield can help connect you with the right media outlets and platforms, craft the right messaging and stand out from the crowd.
Key Takeaways
- PR allows you to be more visible online, improve your reputation, share credible thought leadership and attract new clients.
- A complete public relations strategy includes earned media, thought leadership articles and an executive social media presence
- Public relations helps boost credibility with current and prospective clients, AI search visibility and establishes key messaging for your brand
- Further leverage your PR efforts by posting your interviews on your website and in newsletters, and consider working with an expert.
Noah Manderfeld is a Senior Media Coach, securing interviews for dozens of financial clients in media outlets throughout the country and helping them craft their messaging and leverage it for maximum impact.