Digital Marketing and Communications for Investment Professionals
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Digital Marketing and Communications for Investment Professionals
Everyone is Online
Source: Google
Yes… Everyone
Baby Boomers (Age 50-68) Seniors (Age 69+):80MM in US, controlling 70% of the wealth
HNWIs Demand Online Engagement
The Moment of Truth
Consumers check out your website after a traditional outbound marketing campaign
Source: Google
“Pre-Stalking”
DISCOVERCONTACT
42% “Pre-Stalk” Investment Advisors before meeting with themSource: 2nd Annual Survey of Advisory Success: 2014, Pershing BNY Mellon
Even Baby Boomers “Pre-Stalk”
Advisors UsingSocial Media
30%
Advisors NOT Using
Social Media70%
Social Media
Using a Website for their Firm
72%
Advisors WITHOUTa 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
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
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?”
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
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
Power of Digital Engagement
Demonstrate Ongoing Value Creation
Promote Topics for Discussion
Maintain Top-of-Mind Presence
Inspire Interest & Research
Connect to Next Generation
Your Competition
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