Are you trying to be noticed in the most crowded sector of the superannuation industry?
The growth in SMSFs has generated vigorous competition amongst SMSF professionals, so positioning yourself to stand out from the crowd is vital. Let’s work through how to build a professional branding strategy for your SMSF business.
First you’ll need to be able to demonstrate you have SMSF expertise, so obtaining an SMSF specialist designation from a respected body is a must.
With a SMSF Specialist designation behind you, it’s time for leverage. Utilise your designation wherever you can. On all client letters and emails, include your designation after your name.
In 2012, Investment Trends research found that over half the people looking for a new adviser will initially ask family or friends, so include a request for referrals on everything.
Google was the next most popular way clients found a new adviser; therefore, it pays to have a strong online and social media presence.
- Company Website: make your designation the prominent feature about you. Click here for a great example
- Facebook: reference your designation in the About section
- Twitter: include your designation in the Bio section
- Linked In: add your designation to the Certification section
Combine the above by coming up with ways to make it easier for your existing clients to refer you to their friends and family. For example, SPAA has a range of specialist marketing material to promote the benefit of using a SMSF Specialist. Our members use this range of material to help them come up with engaging online content that they can distribute to their existing clients and encourage them to pass on to their friends and family.
Extending beyond your immediate client base, we are seeing a number of practitioners entering the blogosphere. They are using these forums to connect not only with their own clients, but to the broader market as well. Of course in doing so, they are indirectly profiling their SMSF specialisation and demonstrating their expertise.
Lastly, if you really want to stand out from the crowd, don’t forget to nominate yourself for industry accolades. A number of associations and related industry groups provide awards to recognise the very best in the financial advice and specifically the SMSF industry.
These awards can set you apart from other SMSF professionals. Even more importantly, they validate your client’s decision to use your expertise giving them greater confidence to endorse you.
They also make for great online content to be shared!
Liz Ward is Head of Education Services at SPAA. Contact Liz: lizward@spaa.asn.au
