New Media Journal on Ulitzer

In preparing an investment policy statement or proposal, how much would it be worth to you to have access to a reliable record of a prospective client's likes, dislikes and goals?

Establishing thought leadership expands an advisor's presence, while accelerating client qualification

Fortunately, if your prospect is one of the millions who regularly use social networking sites like Facebook, LinkedIn and Twitter, your task has been made easier. You will find a rich source of accurate and timely information at your fingertips -- market intelligence that may well have a place in a closing presentation.

1. Engaging your audience
   It takes only a few minutes to sign up and gain access to most social networking sites. Whether you are preparing for a family office meeting or an institutional presentation, knowing more about the influencers and decision-makers in your proposal approval process can prove invaluable. One financial advisor we know uncovered a shared interest with a client in the area of micro-financing. The rapport that was built over this shared interest played an important role in developing a growing, sustainable and personally rewarding relationship.
   
2. Establish your areas of thought leadership
   What are the particular challenges your prospect is confronting that can be met by your professional expertise? One of our clients is a specialist in helping senior executives with their compensation questions. After drafting an article about the refundable AMT credit that lay hidden in last year's stimulus bill, he posted the article through a number of blogs dedicated to financial social media marketing. The effort resulted in many repeat visits to his web site, requests for more information and increased business.

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