Do you know how to use LinkedIn effectively to target high-net-worth clients? Ninety percent of these potential customers are participating in social media, and 63% are taking action afterwards to learn about financial products and services.
This was revealed in a study of more than 600 investors with more than $100,000 in investable assets. The Cogent Research and LinkedIn survey found that only 4% currently interact with their financial adviser on social media, but 52% said they would if their adviser used social media.
“Although these findings relate to the USA, the reality is that they make a compelling case for all financial advisers to engage in social media activities,” says Claudio O. Pannunzio, president and founder of US based i-Impact Group.
He says that LinkedIn groups, particularly those focused on personal finance and investments, provide a great opportunity for Australian advisers to reach out to affluent and high-net-worth prospects.
“By joining these groups, advisers will be able to review members’ profiles and gather key information about their work experience, professional and academic affiliations and hobbies.” Advisers can pinpoint hot topics debated by the group, and showcase their knowledge and expertise by offering answers to queries, as well as guidance, ideas and actionable tips.
Converting interactions into leads, and eventually clients
“Although it is not carved in stone that every tip or guidance you provide will turn into a new client, the goal of advisers should be to establish a system of value exchanges with group members, and that will significantly increase the odds of generating leads,” says Pannunzio.
The online interaction must focus on empowering LinkedIn contacts and group members to act on the advisers call to action, i.e., signing up for an upcoming seminar, subscribing to a newsletter or downloading articles and/or whitepapers.
“Advisers can achieve this by improving their content marketing. The ultimate goal of content marketing is to provide – on a proactive and on-going basis – information that the target audience finds valuable and that ultimately positions the adviser as a trusted financial services professional.”
“Effectual marketing content causes audiences to pause, read and get engaged. This in turn will compel them to act on the adviser’s call to action, seek their services, and eventually reward them with their business.”