• On average, we check our phones 150 times per day, and the newer smartphones are highly dynamic and interactive.

  • How can we apply this idea? We need to hurry up! Advisors are struggling to keep up with evolving technology, even when it comes to having the most basic mobile interface for websites. However, some advisors are embracing Facetime, Skype and other video meeting strategies while others take it a step further and produce videos and podcasts to educate clients and prospects. When we think about the world around us, it’s clear that financial planning tools must be digital and collaborative, or they will become extinct.

    The Third Insight: Content Is king

    We’ve established that people searching to explore investment-related topics are most likely looking for specific answers on their mobile devices. The key to success is to be able to offer the right content, at the right time, to the right person. We need to be a central part of this ongoing conversation. Consider what Google shared with us:

    • 55 percent of people searching for wealth management services do so by exploring content, not looking up company names.

    • 59 percent of people who later purchased investment-related services spent about a month looking around online, averaging 16 content searches and five website reviews.

    How can we apply this idea? As marketers, we have to think like publishers when it comes to content and our websites. Blogs are important and should be kept timely. I can’t tell you how many firms unfortunately let months pass between blog posts. Public relations is worth the investment, as earned media mentions heighten credibility. Being perceived by key audiences favorably, while also portraying the best version of your firm via its website, is key to success in this area.

    If you’re a skeptic, you may be thinking that your new clients come from referrals, not digital marketing. But if you are honest with yourself, you know that the world has indeed changed—we all check things out online and are certainly influenced by what shows up.

    Google isn’t just a place with cool ideas, or even a search engine. To “google” is now a verb, an embedded behavior in our culture when we want information to help us make decisions. Whether we like it or not, the impact of Google on wealth management can’t be ignored, and the best firms will embrace this truth and add value to the online conversation. 

    Gail Graham is chief marketing officer at United Capital, an innovative and fast-growing financial life management firm with a unique approach to the market. Having earned awards in retail investor and advisor marketing, Graham is driving United Capital’s brand development, marketing and lead generation across all channels. Follow her on Twitter: @GailGrahamUC

    First « 1 2 » Next