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OrangeAxis - First Rate Conference 2015
Digital marketing is important for investment professionals to engage with clients. Many clients now research advisors online before meeting them. While 30% of advisors use social media, those without an online presence are at a disadvantage since 49% of clients can't find their advisor online. Advisors need an online strategy that provides clarity, consistency and relevant content to clients to build their brand and maintain engagement. They must also ensure compliance by monitoring social media discussions and documenting all posts and approvals. An effective digital presence can help demonstrate ongoing value and connect advisors to younger clients.
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OrangeAxis - First Rate Conference 2015
- 1. Digital Marketing andCommunications for Investment Professionals
- 2.
- 3. Yes… Everyone Baby Boomers(Age 50-68) Seniors (Age 69+): 80MM in US, controlling 70% of the wealth
- 4. HNWIs Demand OnlineEngagement
- 5. The Moment ofTruth Consumers check out your website after a traditional outbound marketing campaign Source: Google
- 6. “Pre-Stalking” DISCOVER CONTACT 42% “Pre-Stalk” InvestmentAdvisors before meeting with them Source: 2nd Annual Survey of Advisory Success: 2014, Pershing BNY Mellon
- 7. Even Baby Boomers“Pre-Stalk”
- 8. Advisors Using Social Media 30% Advisors NOTUsing Social Media 70% Social Media Using a Website for their Firm 72% Advisors WITHOUT a Website 28% Websites Advisors Can Do Better Digitally 49% of Clients can’t find their Advisor online Source: 2nd Annual Survey of Advisory Success: 2014, Pershing BNY Mellon Source: Finect survey, 2014
- 9. Your Brand isa Conversation Who are you speaking to? What are you trying to say? Source: Financial Planning Tech Survey, Joel Bruckenstein, 2014 Social Media Channels Used by Financial Advisors What is your desired outcome? YOU CAN PARTICIPATE BUT DO NOT HAVE CONTROL
- 10. Three C’s ofSticky Conversations Clarity Consistency Content “Clarity Trumps Persuasion” - Dr. Flint McGlaughlin, MECLABS “We are what we repeatedly do. Excellence, then, is not an act, but a habit.” - Aristotle Be Shareworthy - “Why Should I Care?”
- 11. Compliance Social Media isAdvertising Restrict Conversations Establish Protocol • Archive • Verify Accuracy of All Proprietary Commentary • Document Approval by Principal • Limit Channels & Content Type in Each • UGC is good, but it is ________ when monitored by the SEC/FINRA • Schedule all Posts : Hootsuite, Bufferbox, FutureTweets, Social Sprout, etc. • Involve Multiple People • Document Approval by Principal
- 12. Compliance Specifics TurnOff activity broadcasts Turn Off display of Skills Turn Off & Do Not Give Endorsements Do not sync or upload contacts from Outlook No specific investment advice or recommendations No pictures of or details about Clients Nothing involving any kind of testimonial about your firm
- 13. Power of DigitalEngagement Demonstrate Ongoing Value Creation Promote Topics for Discussion Maintain Top-of-Mind Presence Inspire Interest & Research Connect to Next Generation
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