September 14, 2016

Rosemary Denney , Wealth Matters Consulting

Communications Expert, Branding Advisor, Creative Thinker, Entrepreneur and Mother

10 Fundamental Marketing Strategies for Wealth Managers

We work with independent advisors of all shapes and sizes. Even though all these firms are different, there are a few basic best practices we recommend as part of a marketing strategy. Want to be perceived as a thought leader? Want your prospects to view your content? We recommend a firm start with these few basics to get started.

Read the full post here , or read below.

WEALTH MATTERS

CONSULTING

Your family office was created to protect your clients’ wealth and financial well-being. Managing a

marketing department may not be your forte, but a thoughtful and strategic communications

approach is vital to growth. Here, we highlight ten basic marketing tactics every wealth

management firm should implement.

KNOW YOURSELF

Determine what your firm does best. How do you differentiate your services from the

competition? Create a strong value proposition in support of the unique attributes and

services your firm provides. In today’s competitive market, being independent, transparent

and a fiduciary isn’t enough to stand out from the crowd, so dig deep for the distinct

features that set you apart.

BUILD YOUR BRAND

Yes, you are a wealth advisor for high net worth families, but you also

represent a brand. No matter where your clients encounter your firm, they should

immediately recognize that it’s you. Your website, marketing collateral, social media pages,

and even your office space should all have a similar look and feel that clearly present the

distinctive impression you want to convey.

DEFINE YOUR TARGET

Saying you serve families with significant investable assets is not specific enough. Honing in

on a more narrow audience will give you better direction in your business development

efforts. To determine your target, pursue the audience that you already know. What do your

best clients all have in common? Tailor all of your communications and content to speak

to them.

SPEAK THEIR LANGUAGE

Try to avoid an abundance of industry buzzwords or regulatory language, which can

sometimes feel impersonal and forced. Clients want to know they can trust your firm,

manage risk, and increase opportunity. Make sure your marketing materials evoke

those sentiments.

10 FUNDAMENTAL MARKETING STRATEGIES

FOR WEALTH MANAGERS

MAINTAIN A FRESH ONLINE PRESENCE

Is your website stuck in the past? One of the first things a prospect will look for is your

website. Is it current? If you have not changed it in three years, it likely needs a refresh. Do

you feature recent news about your firm? Does your website speak in terms your prospects

understand? Think about the questions or concerns you hear from clients, and answer them

proactively and clearly.

LET YOUR CONTENT WORK FOR YOU

A steady stream of fresh, relevant and timely content will provide you with a constant source

of material to increase your top of mind awareness. You should repurpose any content you

produce for press outreach, social media, speaking engagements and firm events.

DON’T REINVENT THE WHEEL

While you want to generate original content to express your own analysis, you don’t always

need to start from scratch. Supplement your own writing with external articles. Curating

commentary from third-party sources is a quick and easy way to show you have your finger on

the pulse of the wealth management industry.

HIGHLIGHT CASE STUDIES

Explaining how you have specifically helped your clients will enable prospects to envision

how you might be able to serve their unique needs. Everyone likes a good story, and case

studies are a great way to personalize your firm’s services.

GET IN FRONT OF A CROWD

Participating in a speaking engagement or serving on a panel of experts will put your firm

at the forefront of industry events. Not only are you demonstrating your expertise, you are

also branding your firm. In the same vein, host your own proprietary events and seminars

for clients and prospects, either on your own or with a strategic partner.

CULTIVATE YOUR REFERRAL SOURCES

While reaching out to clients and prospects is essential, don’t forget to include your centers

of influence in your marketing efforts. Add them to your distribution list for market updates,

publish wealth management reference tools relevant to their industry, and invite them to

client and networking events.

Wealth Matters Consulting can serve as your complete marketing and communications

department, for less than it costs to hire one employee. Contact us to find out how at

rbd@wealthmattersconsulting.com or visit our website at

wealthmattersconsulting.com

WEALTH MATTERS

CONSULTING

Rosemary Denney, Wealth Matters Consulting

CNBC: Savvy advisory firms have an effective PR plan

This is a great article from CNBC on the basics of a proactive marketing plan and creating a “culture of business development.” A proactive marketing and communications plan can help define your business development process, make sure your team is ...

Sep 15, 2016