We recently sat down with Jennifer French, Vice President of Business Development at FMG Suite, for a Kestra Out Loud podcast edition about ways advisors can differentiate themselves in 2020.Jennifer has over 20 years of industry experience and even started her career selling websites to financial advisors. Here are some of her most impactful tips: Design a powerful website. In this day and age, your company website should be considered the equivalent to your business’ front door. It is often the first thing prospective clients will see and as such, not somewhere you should cut corners.Ensure your website isn’t boring and templated, but rather, customized for your business’ specialization and market. Additionally, personalize your page with photos of yourself, your staff and the city in which your company resides. Lastly, be sure to update your content regularly to inform and educate your clients and most importantly, keep them coming back. Create original content. When it comes to creating content, oftentimes, the greatest challenge is deciding where to start. Think about the questions clients ask you regularly, or the pain points they often experience and address them in a blog post. Post pictures of yourself and others in your company to humanize your brand. This might include photos of your last family vacation or a recent company party or local charitable event.Most advisors offer the same services, but if people can truly connect with you, they are more likely to do business with you. Engage your clients with an inbound marketing strategy. Social media and email campaigns can help drive clients and prospects to your website. To create an effective inbound marketing strategy, consider crafting a “teaser” email on a popular topic your clients would want to read but only include a few sentences before they are then directed to your website for more information. Once they are on your site and finished with the article, include a call to action (e.g. A form to collect more information, a link to a seminar you are hosting, more articles on the topic, etc.). However, make sure you are keeping your call to action very simple. The same concept can be applied to social media - post a “teaser” on your company feed with a link back to your website for the remainder of the content and a related call to action.This strategy will get prospects to stay on your website longer, increasing engagement, and ultimately, bring them further down the funnel.4. Host a minimum of four client events per year. Events can be a powerful tool to bring clients and prospects together. At a minimum, host four events per year and make them a mix of educational opportunities and client appreciation activities, ensuring you have a good balance of both. For example, bring in a speaker to weigh in on a topic of interest (e.g. identity theft) or host a Super Bowl party or wine tasting to show your appreciation. Also, be sure to tell your clients to bring their friends! Odds are, your clients are friends with your ideal prospective clients.Utilize social media to connect with the next generation. Whether you are a baby boomer or a millennial, you need to be engaged on social media platforms. However, it is important to note that you do not need to post strictly about financial topics. Social media platforms provide opportunities for you to connect with your clients and their families as well your prospective clients. For example, you might want to post something about the local sports team or an upcoming event nearby. Use social media to build deeper relationships with your clients.Also, remember that social media is not just about posting, but listening. Connect with your clients and allot time on your calendar to browse and listen. Turn this intel into high-touch moments for your clients! For example, if you see a client is having a grandchild, you might send them an engraved piggy bank as a gift. Or if another client is buying a house, you might share some insight on the process.These marketing tools are proven and can make a real impact on your business. No matter how the times continue to evolve, employing these tactics thoughtfully will be critically important.Listen to our full conversation with Jennifer on iTunes or YouTube.