Don't go fishing in the forest
Sales & Marketing for Professional Services & Sales Tips

Don't go fishing in the forest

May 13, 2013

by Tony Vidler

attracting affluent clientsSee if you can find any correlation here:

1. Relatively few financial advisers are active, let alone have mastered, the key social media platforms.

2. The majority of affluent investors are active on a select few key social media platforms.

3. The Holy Grail for many financial advice professionals is to attract well-heeled clients, and ONLY deal with them.

Does anything stand out?

Of course it does…many advisers SAY they want to deal with certain types of clients.  Yet, they don’t go where the clients themselves are.  Then the advisers wonder why they can’t find the right types of clients.

Very few financial advisers actually build up a client base of predominantly affluent clients, so clearly the majority of financial advisers are not using the right methods or hanging about in the right places to network with such ideal prospects.

If you want to know where the affluent prospective customers are hanging out you should read an item called

Influencing Mass Affluents on Social Media

Without wanting to steal their thunder, there are some compelling statistics that support the contention that this is where the affluent are.  They include some standout stats, such as:

  • nearly 90% of affluent investors are active on social media
  • 36% are using social media to research their choices
  • 1 in 2 use social to CONNECT with professionals.
  • 1 in 3 use social to CONSUME professional content.

Some other key taekouts point the way to how an adviser can position effectively to get their attention, and appeal to them.

“The research also shows that context matters when evaluating financial decisions, and the mass affluent are investing time on LinkedIn with the goal of getting something valuable in return. Conversation and content are key drivers of influence in financial decision-making on LinkedIn, and the study shows there is a higher degree of trust in financial information on LinkedIn than on other social platforms

The top three most valued types of interactions they expect are improved customer service, timely updates and relevant content.”

If you want to go fishing for fish, go where the fish are.  There’s not a lot of point in going fishing in a forest. images

If you want to deal with affluent clients, go where they are and deliver the type of content and engagement that they value.

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Comments (4)

  • Nice page, Carry on the very good work. Thanks a ton.

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  • Way cool! Some very valid points! I appreciate you penning this post and the rest
    of the website is also very good.

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