As new content such as blog articles gets created, the best way to get people actually reading it is by sending it out to your list of clients and prospects. We often hear that many send PDFs attachments to a list of clients through their email service provider. While it is good that advisors are trying to stay in touch with their audience, by not using an email marketing platform, advisors are not creating a poor user experience. Additionally, using an email marketing platform gets higher than average open and click through rates. Sending an email newsletter with a link back to a new blog article also pushes people to an advisor website, where they can also read additional content.
When wealth management marketing teams see advisors sharing their content on social media channels like LinkedIn, Twitter and Facebook, their audience often engages with that content through likes, comments and shares. This is a great way for advisors to continue to make an impact and influence their audience beyond their regular scheduled meetings.
When customers are more engaged with a brand they are more loyal but even more important, when they are engaged with their financial advisor they are more likely to be a long time client. That level of engagement creates a certain trust that takes a long time to build. Wealth firms can’t afford to take customer engagement seriously because quite frankly, if they don’t another firm well and clients are just waiting to get a better experience from someone else.