A lot of RIAs have been patiently waiting for the COVID-19 pandemic to slow down and for things to "go back to normal" before reconnecting with clients. But as we've seen since states began reopening across the country, our definition of "normal" may end up shifting more than we realize.
This article from Wealth Management explains why you may need to adjust the way you keep in touch with your clients moving forward—and why you should start adapting to potential changes now.
https://bit.ly/35WegUg
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Why You Shouldn't Wait To Reconnect With Your Clients
In light of the recent social unrest, many of our clients have struggled to find a way to address social injustice without overstepping or wading into uncomfortable territory.
Some firms are comfortable tackling these issues head-on, but those that aren't can still address current events through a financial lens. We though this article from MarketWatch offered a good blueprint for discussing challenging topics within the scope of wealth management.
https://bit.ly/2RNG44R
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How To Address Social Issues With Your Clients
If your firm is looking for a cost-effective way to communicate with your clients, a podcast is one of the best available options. 50% of all homes are podcast listeners, and 45% of those listeners have an annual household income over $75,000.
In this piece from ThinkAdvisor, TD Ameritrade's Dani Fava offers a helpful list of do's and don'ts.
https://bit.ly/2EjEtAw
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Why A Podcast Is A Good Idea (And How to Do It Right)
Most RIAs don't think of television as an effective marketing platform; the advent of the internet and the rise of social media offer more direct ways to reach your firm's target audience. But television can still play a role in marketing efforts — not with commercials, but with appearances on local news.
Most advisers think the "talking head" role is for national and cable channels like CNBC, but your local news can be a good way to establish your expertise and get your firm's name in front of a wider audience. This article from RIA Intel demonstrates the power of local television.
https://bit.ly/31l6qzu
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Advisors Should Look Beyond CNBC and Bloomberg. Local TV Appearances Can Drum Up Business, Too
Your advice and guidance helps your clients achieve financial security, but too many firms focus on the long-term items and overlook the day-to-day habits that can make or break a financial plan.https://bit.ly/2NHZuWG
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Why Your Marketing Should Cover More Than Just Investing
Sometimes, simplicity is best. As this Forbes article demonstrates, when so much is out of your clients’ hands, they’ll likely benefit more from advice that focuses on things they can control. https://bit.ly/3ikO0GU
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The Value of Simple Advice in Uncertain Times
Marketing content is a great way for RIAs to keep their clients up to speed on the latest financial developments. But for some RIAs, news stories are single-use: if they've already discussed a particular news story in previous marketing content, they won't revisit it.
The fear among these firms is that their content could seem redundant, but your clients are more likely to benefit from a deeper understanding of one news item than they will from ten headlines that don't tell the full story. This Barron's article demonstrates when — and how — to circle back on existing content to give your clients a more complete picture.
https://bit.ly/3jaY9ox
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Why It’s Okay to Circle Back on Old Content
Broadly speaking, your marketing content should resonate with as large a portion of your target audience as possible. But on occasion, it's more valuable to address more specific client concerns — even if doing so limits your audience.
Occasionally narrowing the scope of your content can help your firm demonstrate your focus not just in the big-picture items, but in the smaller ones as well. This article from Barron's shows how content that isn't for everybody can still be valuable to the target audience. https://bit.ly/354GVUO
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Marketing Content: Why Bigger Isn’t Always Better
As any successful RIA knows, the backbone of a firm's longevity is trust. Clients need to trust that your firm is looking at the big picture: not just financially, but in terms of their quality of life as well.
Most RIAs tend to use their content marketing to address their clients' financial needs, but those clients have a life beyond their portfolios. This piece from Barron's is a great example of why your marketing should occasionally go beyond the numbers and focus on the people and life experiences behind them.
https://bit.ly/36UV89k
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Why Your Content Should Go Beyond Numbers
Most firms know that social media activity plays a significant role in their marketing efforts. Unfortunately, in an effort to keep up their marketing outreach, too many firms settle for sharing content from other sources rather than engaging in the kind of thought leadership their clients expect.
This article from Wealth Management explains why when it comes to LinkedIn marketing, "quality over quantity" might be a good motto to follow. https://bit.ly/36MvNys
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Your LinkedIn Content Is A Chance To Lead—Not Follow
For most firms, the main value proposition (besides their financial expertise) is a personal touch: the most successful firms establish meaningful, long-term relationships with their clients. As a result, firms tend to focus most of their communication on face-to-face or telephone interactions.
With face-to-face meetings on hold because of COVID-19, advisors who haven't embraced new modes of communication are struggling to keep their clients: in a recent survey, 77% of North American advisors reported losing business due to a lack of appropriate technology tools to interact with clients. This article from ThinkAdvisor explains why modernizing the way your firm communicates is more important than ever. https://bit.ly/3lOWQOx
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Now More Than Ever, Your Firm Needs To Modernize
When it comes to getting in touch, each client has their own unique preferences. Some clients prefer to stay in regular contact with their advisor, while others prefer more of a "I'll call you if I need you" communication schedule. Those clients who prefer to initiate contact can be difficult to pin down, even when they're long overdue for a review of their investments and their financial goals.
As this article from Kiplinger demonstrates, your content can be a great way to remind your clients to get in touch without feeling hounded by their advisor. https://bit.ly/3lfXHam
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Use Your Content To Remind Clients To Get In Touch
Many firms view retirement guidance solely as a financial concern. While proper retirement planning does, of course, depend on the right financial guidance, for most clients the financial aspect of retirement is a secondary consideration. What’s more important to them is what life will look like once they retire.
This article from InvestmentNews explains why there's more to retirement guidance than just money.
https://bit.ly/364Iinb
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Why Your Retirement Advice Should Cover More Than Just Money
Your firm likely has a diverse client base — especially when it comes to their political leanings. Many RIAs avoid discussing politics in their marketing for fear they will alienate some clients; however, not discussing political developments that could impact clients' wealth management strategies can give your clients the impression that you may be avoiding the so-called “elephant in the room.”
This Forbes article is a good example of how to navigate the political minefield while still keeping your clients informed. https://bit.ly/2TE4PBi
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Put A Financial Spin On Current Events With Your Content
Many firms use their content marketing to address their clients' most common questions, but as you know, no two clients are exactly alike, and some may have questions that your messaging isn’t addressing.
This article from MarketWatch is a great example: while most retirement articles focus on the more common concern among retirement savers of Am I saving enough?, this article focuses on the inverse: Am I saving too much?
https://bit.ly/37HDgzr
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Use Your Content To Cover All The Angles
This article from Kiplinger is a great example of educating your clients by showing them that even a basic principle of wealth management like "save as much money as you can" isn't quite so simple. https://bit.ly/3jgjPRX
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How Content Can Add Nuance to Your Clients' Financial Knowledge
Good marketing content is more than just an effective way to win new clients — it's also a great way to highlight the value your firm offers to your existing clients.
https://bit.ly/36rzuJ1
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Why Niche Marketing Should Be Part of Your Firm's Marketing Strategy
Regular communication between your firm's advisors and your clients is, of course, crucial to maintaining positive client relationships. But according to a new report, many clients don't just want to talk to their advisors — they want to share their experiences with other clients as well. This article from RIA Intel explains how facilitating client-to-client communication can help improve overall client satisfaction with your firm. https://bit.ly/3qVpaRd
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How Connecting Clients Can Benefit Your Firm
Your clients work with your firm because of your expertise, and because they trust that you will know how to guide them no matter what financial questions they may have or challenges they may be facing.
As a result, many RIAs believe that client satisfaction is solely based on meeting their clients' financial objectives. But sometimes, a personal touch in your firm's marketing can more effectively strengthen client relationships than any guidance your firm can offer. This article from MarketWatch is a good example of how to get more personal (while staying professional) with your messaging. https://bit.ly/3olkinM
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Why Your Firm Should Embrace Getting Personal
When it comes to forging deeper connections with clients and prospects, there's no substitute for a face-to-face discussion. However, while virtual client meetings may seem to lack the personal touch of an in-person conversation, it is possible to have meaningful client meetings — and build stronger relationships as a result. This article from Kitces explains how RIAs can use virtual meetings to strengthen client relationships. https://bit.ly/2Jvx1Vz
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How to Develop Stronger Client Relationships with Virtual Meetings
Your clients don't just rely on your firm to provide guidance when they ask for it, they also rely on you to keep them informed about developments that could impact their planning or wealth management. Your content can be used to highlight important planning topics with potentially significant financial implications to your clients. This Forbes article is a great example of how to break down a complex topic into simple, actionable pieces. https://bit.ly/34xK1S3
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Use Content to Spark a Conversation
