KEY TAKEAWAYS

• Create digital content that resonates with clients.
• Be strategic about your social media positioning.
• Use technology to personalize your financial planning efforts.

FACE THE FACTS

First, however, a quick review of some of CEG Insights’ key findings from its survey of more than 800 investors—all with at least $100,000 in net worth, but most with a net worth of at least $1 million.*

1. Email is clients’ preferred technology for advisor communication. A full 93.5% of investors want their advisors to email them information. Newsletters came in second place, cited by 39.6% of investors.
2. Investors are most interested in seeing that your website includes educational information on general market reports (57.5%) and income tax savings (54.2%), followed by estate planning and asset protection.
3. More than 50% of millennials say they would be at least somewhat likely to move more assets to an advisor whose website provides the features they desire.
4. Around 40% of investors overall—and 63.5% of millennials—feel it is very or somewhat important to have access to financial planning software.
5. A significant percentage of investors (43%) are at least somewhat open to their advisor using cutting-edge technology (AI, for example) in investment selection and wealth management.

INSIGHTS INTO ACTION

With that in mind, consider these 10 action steps:

1. 1. Master asynchronous communication. Embrace asynchronous communication methods like texting and emailing, which are particularly popular with younger investors. Understanding and accommodating these communication preferences are essential for effective client interactions and relationship-building.
   2. Create content with purpose. Focus on producing podcasts or videos that address the interests and concerns of your target market. Whether it’s millennials, retirees or entrepreneurs, tailor your content to match your audience’s financial aspirations and challenges. This approach ensures relevance and increases the likelihood of engaging your intended demographic.
   3. Collaborate for credibility. Enrich your digital content by inviting industry experts to discuss topics relevant to your target audience. For instance, featuring a tax expert to talk about effective tax mitigation strategies can provide immense value to clients concerned about tax liabilities. Such collaborations enhance content quality and expand your reach and appeal.
   4. Include clear calls to action. Include a compelling call to action in your digital offerings. Whether for a consultation, downloading a resource or seeking referrals, these directives should guide your audience, enhancing engagement and conversion rates.
   5. Develop a strategic social media presence. Develop a thoughtful and strategic approach to social media. Secure your profiles on key platforms and post content following a well-crafted plan. This ensures a professional, consistent and brand-aligned social media presence.
   6. Foster interactive engagement. 41 Boost engagement on social media with interactive tools such as polls, quizzes and Q&A sessions. These tools enhance user interaction and provide insights into client preferences, thereby aiding in tailoring your services.
   7. Use video marketing. Distribute your video content across various social media platforms as well as on your website and YouTube channel to maximize reach. This multi-platform approach taps into the extensive influence of video in digital marketing.
   8. Personalize financial planning with tech. Use technology to offer personalized financial planning. Align your clients’ trading activities with their long-term goals and risk tolerance. Technology enables you to create tailored investment strategies that cater to individual client needs.
   9. Provide advanced risk management tools. Provide in-depth risk management advice beyond the essential tools offered by do-it yourself platforms. This includes comprehensive portfolio analysis and stress testing under various market conditions, focusing on effective risk management and mitigation.
   10. Analyze and optimize performance. Monitor your clients’ self-managed trade performance so you can offer insights and improvements. This allows you to suggest alternative investment strategies or solutions from your firm, improving your clients’ trading strategies while potentially increasing assets under management.

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