(From the March 2024 Edition of eFORUM)
By Angelina Hung & Zainab Williams
When considering the components of an advisor’s business, it’s essential to focus on four parts: Attract, Convert, Deliver, and Collect fondly known as A.C.D.C. [1]
Attract is about marketing. Convert is all about sales, Deliver is about operational efficiency, and Collect is about compensation. Attract, the main point of our discussion today- how to attract and bring in ideal clients. In order for advisors to start becoming visible and relevant to their ideal clients, they need to start harnessing the power of technology in attracting and serving clients effectively.
Let’s dive into five key avenues advisors can explore:
Referrals: The cornerstone of client acquisition, referrals thrive on personal connections and trust. From embedding referral requests into email signatures to orchestrating targeted campaigns, advisors can leverage technology to streamline and amplify their referral networks. The use of Customer Relationship Management (CRM) software allows advisors to organize and manage their client interactions efficiently. They can track client preferences, communication history, and referral sources, enabling personalized outreach and follow-ups.
Networking: This involves attending in-person events and industry gatherings relevant to your ideal clients. For example, if you’re working with dentists, you may consider joining the dental association. It’s important to join associations, non-profits or boards that you and your clients care about, by being part of a cause your clients care about, it helps forge meaningful connections and cultivates credibility.
Seminars & Events: Webinars and seminars are a great way for advisors to be viewed as a thought leader, and engage with prospects and clients on a global scale. Advisors can repurpose webinar content across various digital platforms such as their website, social media, and email newsletters. This ensures broader reach and extends the lifespan of valuable content.
Cold Outreach: By deploying targeted Google Ads, Facebook Ads, or print campaigns, advisors can direct prospects to landing pages, optimizing conversion rates and minimizing distractions.
Online Presence: A robust online presence is non-negotiable. From professional websites, lead magnets, email marketing to captivating social media profiles, advisors must curate a digital footprint that resonates with their target audience. Platforms like FundEvolve serve as conduits for connecting with women seeking tailored financial guidance, underscoring advisors’ commitment to inclusivity and empowerment.
In today’s world, flooded with financial tips, many clients seek personalized solutions to address their needs before consulting advisors. That’s where FundEvolve, a fintech platform dedicated to empowering women financially, steps in. It allows women to enhance their financial literacy before engaging with advisors, paving the way for a more informed discussion. This shift not only boosts consumer confidence but also shifts the conversation towards creating tailored financial solutions rather than focusing solely on products. In this dynamic, advisors are viewed as financial stewards, strengthening the client-advisor relationship.
As shown in the Advocis DigiCat diagram, advisors possess a myriad of digital tools at their disposal to enhance their marketing efforts and attract their ideal clientele. By embracing technology and automation, advisors not only streamline their operations but also amplify their impact in guiding clients towards financial well-being.
The art of attracting clients in the digital age demands a harmonious blend of human connection and technological innovation. By navigating the complexities of social media, embracing automation, and leveraging digital platforms strategically, advisors can position themselves as trusted allies in their clients’ journey towards financial prosperity.
[1] Michalowicz, Mike (2018) Run Like Clockwork, Portfolio
Bios of authors :
Angelina Hung, BA, CFP, CLU, CHS, EPC
Financial Marketing Nerd
Angelina is a highly experienced professional with a background spanning over 20 years in financial services, marketing, technology, and design. With a track record of excellence, she has earned CFP, CLU, CHS, and EPC designations. She is known for providing financial advisors with investment and insurance content and the latest digital marketing strategies to grow their business.
At Financial Tech Tools, Angelina combines her knowledge and expertise to provide advisors with digital marketing solutions, which can save them hours when creating a website, content, email, and social media strategies. This offering has positioned Financial Tech Tools as a leading provider of digital marketing solutions in the industry.
She has been recognized for her outstanding achievements and was featured as one of the top “50 Women of Influence in Canada” in The Insurance and Investment Journal.
Angelina holds positions on both the board of Advocis Greater Vancouver and the Advocis Technology and Innovation Committee.
Zainab Williams, CFP, CSC
Financial Inclusion Enthusiast
Zainab Williams is a Certified Financial Planner and the founder behind Elleverity Wealth. With a mission to empower incredible women to achieve financial independence and embrace a work-optional lifestyle, Zainab is dedicated to making a meaningful impact in the financial world.
Passionate about promoting financial inclusion for women, Zainab founded FundEvolve, an innovative platform providing accessible financial solutions and wealth planning tailored to women’s needs. Through FundEvolve, women can seamlessly connect with trusted financial professionals when they’re ready to take control of their financial futures.
Beyond her entrepreneurial endeavors, Zainab shares her financial insights with various media outlets and actively volunteers for causes that promote women’s well-being. She serves on the board of Advocis Technology and Innovation Committee and has successfully completed various accelerator programs.
