The good news is that with the advances in digital technology it has never been easier or more cost efficient to target and communicate with prospects and clients. Mobile technology and social media have enhanced the ease with which marketers can engage their stakeholders to increase website visits, extend message reach, build brand consideration and increase the level of client acquisition. In a recent Adobe research study of in-house marketing representatives, 39% of those surveyed indicated that their primary focus for enhancing digital marketing conversion rates was in and around “content” and “social media.”
Financial advisors who understand the power of “custom content” in shaping a voice for their brand and establishing relevancy for their firm can positively impact their market position while strengthening their emotional ties with their client base. Combine this with a commitment to optimize their earned and owned media and the future looks bright.
In the end, it is those emotional ties that are the key to client retention in good times and bad and which can be the primary impetus behind client referrals.
Cliff Campeau is a partner with Evolutionize LLC and a regular blogger on financial services marketing best practices. Evolutionize specializes in providing independent financial services firms with a suite of proven practice development solutions, including Web site development, inbound and outbound marketing tools and compliant social media marketing program support. Campeau can be reached at [email protected].