Making Local Search a Competitive Advantage
“The Hearsay dashboard to manage content on your website is very easy to use. Financial representatives like that you can update your site with one click of the mouse from the same content library they’ve been using all along. The familiarity with Advisor Social made the adoption and integration of Advisor Sites seamless and easy.”
Modern Woodmen of America does not invest in national advertising. Instead it leverages the strong community involvement of its financial representatives to represent the brand. But the reps websites were outdated and didn’t show off their local brand — full of canned content and distant mission statements. Since Modern Woodmen has been investing in a social media program for 3 years, many financial representatives found it easy to build a compelling personal story through their personal social presence. One that resonated on a local level. It became clear Modern Woodmen of America needed to make a change. Advisor websites needed to empower financial representatives to engage with their individual communities.
With a successful field social media program in place, and search engines increasingly prioritizing local search results, a modern local website strategy was the logical next step. The firm chose Advisor Sites to seamlessly balance corporate design requirements with the need for customizable local content. Advisor Sites also had the benefit of allowing representatives to publish content to their website from the same easy-to-use dashboard they’ve been using to post social media content for years.
Modern Woodmen of America deployed more than 700 websites in just six short months. With rich SEO features and content to highlight the distinct offering of each financial representative (not to mention up-to-date contact info), the sites allow reps to promote key differentiators — they aren’t robots. Each site is unique because each representative is different. Now they have an easy way to highlight what they’re doing in the community in a compelling, authentic way. Whether it’s posting information about an education program, advertising a special event or showing off photos from a sport sponsorship, representatives come to life through their personal websites. The new sites reflect how Modern Woodmen of America Financial Representatives add real value to their communities. The firm has built the new sites program into their onboarding process for new recruits and plans to expand Advisor Sites to 1200 financial representatives.