More and more advisors are building their online presence, says Maggie Crowley, marketing manager with Advisor Websites in Vancouver. However, effective online marketing can be elusive, especially if you believe the misinformation that is circulating.

“If you’re spending time building these marketing channels, it’s just a waste if you’re not using them to really leverage the maximum benefits,” Crowley says. Without an effective strategy in place, she adds, you risk creating a website or social media channels that nobody visits. The first step is to separate the misconceptions from reality.

Here are four popular marketing myths:

Myth No. 1: Your web presence doesn’t matter if you communicate through other media
Many advisors say their leads come from referrals, thereby making a web presence pointless.

“This is a myth,” Crowley says, “because we know that approximately nine out of 10 of your prospects, including referrals, will search for you on a search engine such as Google before contacting you by phone or stopping by your office. Everyone is Googling you, [as] a little bit of due diligence.”

Myth No. 2: Your target audience isn’t online
This myth is becoming less prevalent, but advisors with an older client base can be reluctant to embrace digital marketing, believing their audience doesn’t use the Internet.

This approach is misguided, Crowley says, especially when you consider that the fastest-growing demographic group on Facebook is seniors aged 60 and up.

“Everybody is online,” Crowley adds, “and not just young people.”

The key is to identify which websites your clients are frequenting, and use that information to guide your marketing-communications strategy across all channels.

Myth No. 3: Clients and prospects will find you easily now that you are online
Merely having a web presence doesn’t mean your audience will be drawn to you.

It is a mistake, Crowley says, to assume that placing content online — whether it’s a blog, an e-book, a podcast or YouTube videos — is enough to attract an audience.

“It’s really disappointing,” she continues, “when you check your Google analytics and find that no traffic has come to your site.”

You must have a plan in place to draw people to your website, Crowley says. It could be as simple as telling people about your website in person or through your email list, or sharing content via social media. Make sure that your clients are aware of all the resources your website offers.

Myth No. 4: Every visitor to your site is prepared to become your client
It’s a mistake to assume that everyone who visits your website is ready for a consultation. Make sure visitors who need more information about you before calling can find that information easily.

“Maybe I’m ready to learn more about who you are and what you can do for me,” she says, “but I’m not really ready to meet with you in person.”

Your website should do more than describe the excellence of your firm; it should help prospects understand the benefits of working with you and emphasize the value you would bring to the relationship.