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.

1. Digital Marketing and Communications for Investment Professionals

2. Everyone is Online
Source: Google

3. Yes… Everyone
Baby Boomers (Age 50-68) Seniors (Age 69+):
80MM in US, controlling 70% of the wealth

4. HNWIs Demand Online Engagement

5. The Moment of Truth
Consumers check out your website after a
traditional outbound marketing campaign
Source: Google

6. “Pre-Stalking”
DISCOVER
CONTACT
42% “Pre-Stalk” Investment Advisors 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
NOT Using
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 is a 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 of Sticky 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 is Advertising
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
 Turn Off 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 Digital Engagement
Demonstrate Ongoing Value Creation
Promote Topics for Discussion
Maintain Top-of-Mind Presence
Inspire Interest & Research
Connect to Next Generation

14. Your Competition