Transcription
Client AcquisitionGetting the Right Clients to Find Your Advisors
Show of Hands?Does your firm promote“marketing support”when recruiting Advisors? 2017 1
Show of Hands?It is “Marketing’s” job todeliver qualified leadsto Advisors? 2017 2
Advisors face serious headwinds in growing their Practices 2017 3
Meanwhile at the home office “We’re facing increasing pressureto tie marketing to revenue 2017 4
Micro Targeting to Optimize the In-Bound Buyer JourneyAttracting a more tightly defined target audience can dramatically improve results.DriveQualifiedTrafficMaximizeOn SiteEngagementOptimizeConversion 2017 5
A well-defined targetis the first step ineffective in-boundmarketing and hascompounding resultsEnterprise LevelField LevelTargeting at ScaleEnterprise Level: Defining the Macro SegmentsOffering the tools/resources to helpAdvisors: Define their micro-segments/niche Optimize an in-bound marketingfunnel to attract this niche (content /channels)Advisor 1Target Niche AAdvisor 4Target Niche DAdvisor 2Target Niche BAdvisor 5Target Niche EAdvisor 3Target Niche CAdvisor 6Target Niche F 2017 6
The Alternative: Everyone fighting for the same audience 2017 7
How narrowly should we define our rviceExcellence 2017 8
Like a game of musical chairsFor Advisors who struggle to define their target .fewer viable prospects will be available. 2017 9
Narrowcast In-bound Marketing for WealthMicro-Target Audience Example AProfessionalBackgroundLife StageAge RangePre-retired, debt-free mass-affluentempty-nesters within 50 miles ofbranchLocationInvestible AssetsGoalsAge Range55-62Life StagePre-retiree (late-stageaccumulation)FamilyAdult childrenProfessional BackgroundBusiness owners, executives,blue-collar saversLocation50 miles of zip code 00000Near-term GoalsTax-efficient withdrawalplanning, final accumulationRelevant TopicsTopic A, Topic B, Topic CEst. Cost-Per-LeadMedium ( X- Y) 2017 10
Narrowcast In-bound Marketing for WealthMicro-Target Audience Example BProfessionalBackgroundLife StageAge RangeHigh-earning, 30-something dentistswithin 100 miles of branchLocationInvestible AssetsGoalsAge Range28-39Life StageYoung ProfessionalFamilySingle and/or NewlywedProfessional BackgroundRecent dental school grads,starting practiceLocation100 miles of zip code 00000Near-term GoalsDebt Management, Early-stageinvesting, mortgageRelevant TopicsTopic A, Topic B, Topic CEst. Cost-Per-LeadMed-High ( X- Y) 2017 11
Smart Insights : Helping Advisors Maximize New Client AcquisitionSmart Insights offers powerful insights that help Advisors engage and convert the right prospects. Liquid net worth estimates Top-of-mind finance concerns Charitable and politicalcontributions Key demographic details Compatibility with Advisor’soptimal client target Business and Lifestyle interests One-to-one contentrecommendations for relevantoutreach 2017 12
Broadridge Advisor SolutionsMISSION STATEMENTDeliver proven solutions to customers so that they can measurablygrow their business and develop stronger relationshipswith customers and prospectsPartnering with Leading Financial Services & Insurance Companies 2017 13
Smart Insights : Helping Advisors Maximize New Client Acquisition Smart Insights offers powerful insights that help Advisors engage and convert the right prospects. Liquid net worth estimates Top-of-mind finance concerns Charitable and political contributions Key demographic details Compatibility with Advisor's
