There are myriad ways for financial advisors and providers to promote their performance to current clients. There are numerous ways a financial advisor or provider can advertise their services to potential clients.
But there are two methods that are relatively new, and certainly not followed by all advisors and providers. Among those financial professionals who do use these methods, it is possible they are not employing these methods to their full potential.
Those methods are financial videos and financial blogs.
Financial videos and blogs can provide simple or complex educational information on financial topics, they can provide analysis of current economic trends, or they can be blogs from well-known financial commentators. And the best aspect of providing financial videos and blogs is that clients, both current and future, are looking for them on your website.
According to Spectrem’s study Wealthy Investors and The Use of Digital Tools, 20 percent of investors watch videos on financial topics, and of those, a majority (56 percent) prefer that they view them on the website of their financial provider or advisor. That is a slightly higher percentage than those who go to websites of major financial media sites like CNBC or Fox Business (53 percent).
Creating financial videos may come with an additional cost or having someone on the staff who can produce quality material. But such videos can expose your firm to an audience that chooses to educate itself and inform itself on video formats like YouTube.
That does not only include Millennials and Gen X investors. While a majority of Millennials looking for information via financial video prefer to go to YouTube or Facebook, 40 percent of Millennials and 42 percent of Gen Xers look for videos on the website of their advisor. And guess what? Approximately 60 percent of Baby Boomer and World War II investors who like to watch videos on financial matters go to the website of their advisor first for such media.
The same is true of blog readers. While only 24 percent of wealthy investors regularly read blogs, those that do are looking for the same kinds of information – financial education (56 percent), current events (50 percent) and commentary from experts (45 percent).
And where do they prefer to go to read these blogs? On a 0-to-100 scale, their preference is the website of their financial advisor or provider (52.17), compared to the websites of CNBC or Fox Business (46.98).
Unlike videos, there is no cost to producing blogs other than the time it takes to write them.
These are two methods that can elevate a relationship between current clients and their advisor or can help potential clients discover an advisor whose digital contributions they appreciate and employ.
©2019 Spectrem Group
