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Connect Your Digital Dots to Increase Your Retirement Plan Expert Authority

Okay, you just got a referral. What is the first thing you do? I bet you Google them, right? Well, guess what? These prospects are going to Google you, too!

Let’s take a digital journey and find out what the wide-open internet says about you.

First things first, you need to sign out of your search engine. Sign out. In most search engines, it is in the top right hand corner. (Don’t worry, this won’t affect any passwords or saved information. After you sign out, you can sign right back in and everything will be back to status quo.)

Next, type in your name. Sounds easy, right? Type in your “normal name,” the name that clients and centers of influence call you. For example, if your real name is Joseph Kavanaugh, yet everyone calls you Joey Kavanaugh, then type that in. Many advisors have “formal names” and “normal names.” Remember, the internet is just connecting keystrokes (numbers and letters), so if you have a formal name on your biography, social media profiles and written articles, update it to your “normal name.” This will make it easier for the search engines to connect the digital dots to better represent you.

Now, what did you find? You are looking for these three things:

  • Your professional biography

  • Your social media profile(s)

  • An article that you wrote and/or were quoted in

Didn’t find these things? It’s okay. The internet is editable! Update your biography, LinkedIn profile and articles with your normal name. This will immediately help your search engine optimization.

Two more quick tips: click over the images and see what appears. You might find your team members, spouse, vacation photos and more. These are images your clients, prospects and centers of influence are going to see when they search for you. Last, click on the videos. We recently found a client’s club team volleyball video. Better to know what they find than to be surprised.

Take the time to learn what the internet says about you. Do this every six months. Get your team involved and have them do the same exercise. As a professional retirement plan advisor, your prospects are going to search for you before they decide to work with you. Let’s put your best digital foot forward.

Thanks and happy marketing!

Rebecca Hourihan, AIF, PPC, is the founder and CMO of 401(k) Marketing.