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Forward Thinking Magazine : December 2010
45 Type in ‘financial advice’ as a search term in Twitter and you may be surprised by the results that come back. You’ll see advisers advertising their services, prospective clients asking for financial assistance, and plenty of referrals and recommendations. Facebook and LinkedIn are more ‘traditional’ social networking sites that enable you to promote your services. Use your Facebook homepage to re- articulate your core value proposition for prospective clients seeking advice services, and create a group of friends who can recommend you to their peers. LinkedIn is another opportunity to request referrals from your existing contacts. However, when using social networking you should always be aware that you cannot control what others post to your site. If a user or past client posts a negative comment on your page you must respond quickly and transparently to minimise reputational impact. Where to from here? Jordan Vaka’s client base consists entirely of wealth accumulators. He says that far from requiring a completely new lead generation strategy, the tried and tested methods for generating business still apply for these clients. However, they are supported and enhanced by modern, online communication. “Traditional methods of lead generation such as client referrals are still dominant in the accumulator market and I think they always will be,” he says. “But new, digital mediums of communication are a really effective way of further engaging your clients and building a relationship with them in a time-efficient way. An integrated approach of the traditional and the modern is essential”. 1 ABS, 2008, Household use of information technology 2 AIMIA Australian Mobile Phone Lifestyle Index, Sept 09 3 Telsyte survey, The Australian, Oct 19 2010 4 Australian Communications and Media Authority’s Communications Report 2008-09 5 Communications and Media Authority; Australia in the Digital Economy Report 1: Trust and Confidence; 2009. technology story Coming Soon Macquarie Access, our new secure adviser website Imagine logging in just once to access all of Macquarie Adviser Services secure websites such as your.clients, Wrap online, Macquarie Life and MAStech. Imagine having a consolidated list of all your clients’ cash and wrap accounts, in one place. Imagine a client profile page which details the cash and wrap holdings for each client. Launching in the New Year, Macquarie Access will be a gateway to all our secure applications such as your.clients, Wrap online, Macquarie Life and the MAStech Library. Macquarie Access has been developed in collaboration with advisers, and is designed around how you do business – with your working day in mind.