Financial services firms have few tools to market products and services to potential clients. 

There is the Web site. All relevant information can be provided there, but how should it be disseminate it to get any interest from potential clients? The mission statements, the products and services menu, the bios, and media mentions can come across completely static.

There are social media platforms such as LinkedIn, Twitter and Facebook. But then the financial services firm has to consider compliance issues when using such platforms to market its services under the scrutiny of the Securities and Exchange Commission. There is the fear that a client or someone it doesn’t know “likes” something or tweets something the firm said and could take the information out of context.

Vigorous pitching and relationship building between reporters and your top performers and financial leaders is a good start, but what about outside the print and video sound bites? How are financial investment firms to acquire clients if they are bound to attorneys and compliance officers telling them beware what you say to potential clients at the end of the day? Where can you get greater visibility for your financial firm’s brand, leadership and message?

Why not pursue the speaking opportunity?

I recently worked with the president of a financial services firm who had written a book and was trying to find ways to get more visibility and appeal to potential clients.

We thought what could be better than a speaking opportunity? But where do you begin?

• We researched key markets around the U.S. with high-income earners and developed a wish list of places for the firm’s president to speak.

• We packaged a pitch with background on the president and his expertise and shared it with interested speaking venues such as chambers of commerce, investment clubs, economic clubs, MBA alumni groups, and others.

• We settled on a chamber of commerce in South Florida where a high-net-income population resides. The chamber's membership fit the marketing goals for the president and his firm.

We developed a relationship with the executive director to help position the chamber as a great place to speak, which made the logistical process efficient and productive. The executive director was more than enthusiastic and supportive in marketing the speaking event and promoting it among members.

In tandem with the executive director of the chamber, we reached out to the local press and any national financial media with bureaus or reporters in South Florida, notifying them with invites to attend and for interviews. Nearly 500 business owners, media and other representatives from the South Florida community attended. We were able to get a radio, online and print interviews, in addition to a great photo for the business section. More businesses and high-net-wealth earners became aware of the president’s reputation and firm. We received follow-up thank you e-mails from attendees and the executive director, as well as possible client introductions for the president and the financial investment firm.

Speaking opportunities, if directed from a sound, planned outcome and strategy, can reap countless benefits for a financial services firm. Once those connections are made, the relationships can grow from there if nurtured with follow-up and attentive guidance from the business development side of the financial services firm in collaboration with the public relations team.

The next time your firm is thinking of a new way to reach a targeted market, consider the speaking opportunity. It worked for our client, tell us how it works for you!

Kipp Lanham is a senior account executive at Media & Communications Strategies Inc.