Just over 10 years ago, Apple CEO Steve Jobs had a vision of creating an online store where people could buy music. In April 2003 that vision became a reality and iTunes was launched to the world. A month earlier, in Edinburgh, another launch took place as Bright Grey entered the UK protection market.
Ten years on technology has progressed at such a rate it’s hard to keep up with all the new advancements.
Social media has really taken off and while the financial sector was a little slower in embracing this new way of communicating, many businesses soon realised the benefits and necessity of adopting social media as part of their marketing strategy.
But there are still many who are yet to dip their toe in the water and recognise the value of having an online interactive presence.
For advisers looking to take their first steps into the world of social media, a good area to start with is the company website. But rather than just having a website with contact details and a bit about the company, include blogs and articles on your area of expertise whether that’s protection, investments or pensions.
Writing a regular blog means that content on a website is always updated and this is a great way to drive traffic to your site.
Blogs are not just about producing search engine traffic, though. They teach, build trust and that could ultimately increase sales.
If you think you do not have enough content for a blog, think about the top 50 questions clients are likely to ask. Those 50 questions will give you 50 topics for articles or blogs.
Twitter, Linkedin and Facebook all offer platforms to share ideas and opinions with other businesses and to connect with existing and potential clients.
The great thing is people are not just seeing a faceless corporate image, using social media allows individuals and companies to reveal a little about their personality and that could encourage potential clients to find out more.
Adopting social media does involve a certain amount of commitment but if seen as part of a company’s overall marketing strategy, the time dedicated to it will soon become part of normal day to day activities.
It’s no longer right to say social media is changing the way people communicate. It has changed the way we communicate, with each other, with friends, with colleagues and with companies we want to do business with. In the past ten years that change has been phenomenal.
So as Bright Grey celebrates its 10thAnniversary in this post RDR world and as Apple executives contemplate their next revolutionary product, what technological advancements can we expect in 2023?
Roger Edwards is managing director of Bright Grey & Scottish Provident