Increasingly, financial advisors I work with are looking for ways to attract younger clients. Sometimes it’s a junior advisor who is trying to build their book. Or, it’s more seasoned advisors wanting to add longevity to their assets (as older clients are in the distribution phase of their plans). Whatever the reason, this can be a smart move for your firm.
Rejuvenating your website is often a great place to start marketing to millennials (and young Gen Xers). There are three things every financial advisor must consider when tailoring their site to this audience. The ideas provided assume you have taken the time to segment your audience and understand their specific needs. With that in mind, read on!
#1: Video
Get ready for your close-up. If you want to start to form a personal connection and a foundation of trust in a virtual environment, video is essential. Despite its obvious power, video is an underutilized financial advisor marketing tool. It’s likely a matter of cost and complexity. However, a great video will have meaningful ROI for your practice, especially as you target younger clients.
There are two types of videos that will help you with younger audiences:
1. Talking head. You should have at least one video featuring you (and/or your team) saying hello and succinctly explaining what you do for this audience and why they should choose you (i.e. your differentiated value prop).
2. How-to. These are optional, but powerful. If you want to educate your younger audience (something they need and want), include short, animated how-to videos on your website.
Your videos should be:
• Brief. Shoot for under two minutes for any format.
• Engaging. Include interesting visuals and minimize text in concept videos.
• Audible. Sound quality is critical to a good viewing experience.