During autumn 2020, discretionary investment manager PortfolioMetrix worked with 30 financial advisers to survey their clients to find out how advisers’ and clients’ ideas about the value of advice differ.
Empathy and trust were the most important for both clients (72%) and what their advisers thought they found most valuable (76%).
Almost six out of ten (59%) of clients also said that peace of mind that a specialist is involved was one of the key elements of an advisers’ service that they felt offered the most value to clients.
So how can financial advisers build trust with their clients and simultaneously demonstrate their expertise?
Soft skills and regular consultations obviously play an important role here, but financial advisers should not discount the value of content marketing in this area.
Good consumer facing content delivered to their clients in the fashion which suits them can not only demonstrate knowledge and expertise, but it can also help drive regular engagement with clients.
By offering content that clients can find insightful and apply to their own situation, financial advisers can add value to their advice as well as providing clients with materials they can share with their friends and family, potentially expanding the adviser’s client base even further.
It seems like a lot of financial advisers agree with me, and the Coronavirus pandemic has seen more of them turning towards digital marketing than ever.
I want to offer content to my clients, where should I start?
When I spoke to financial advisers, insurance companies, and asset managers earlier this year, many told me they were having issues finding specialist marketing support with the necessary in-depth knowledge of the markets in which they operate.
Anyone can write but is a specialist skill to write well. By letting an untrained or non-specialised writer loose on your marketing content you could end up doing more harm than good.
Not every marketing team includes someone with strong writing skills. The result can be clumsy or insensitive communications which end up rubbing your clients and prospects up the wrong way.
So what do you do when that specialist skill isn’t available to you in house?
Earlier this year I wrote a short guide to choosing a writer to help get you started.
Content is king at Brandon Consulting Services. We specialise in distilling complex topics and information into clear, understandable, and interesting content.
Get in touch today to learn more about how we can help you.
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