When HeyAdvisor began, our focus was to provide quality educational content for financial advisors at an affordable price. Originally, our content was being emailed to clients but input from our members has shown us there are many different ways to use our content library. We've been blown away by the creative and effective methods financial advisors have found to use our content to connect with their clients. Today I am going to share some of the different ways with you to help you get the most out of HeyAdvisor.
It was only after speaking with financial advisors across the country that I noticed a common objective. They wanted to add value in an automated way through email campaigns. Advisors that have successfully adopted this strategy are creating life event-based email journeys leveraging HeyAdvisor’s content library. One team uses our content and Mailchimp templates to create automated campaigns for each life event. When one of their clients or clients' children are getting married, they sign them up for a series of emails that educates them on the wealth planning opportunities that arise during this time. They have these automated emails for each life event: Having a Baby, Getting a Divorce, Buying a House etc. This allows them to add value at important times and create awareness without the time investment.
Social media is an area that is critical to advisors who are looking to work with millennial clients. Our users are posting our video and infographic content to Facebook, LinkedIn and Twitter to educate their audience and attract new clients. The teams that are building a successful online presence are looking at it as an extension of their website. It highlights their core services, the types of clients they work with and outlines who they are as a company. If used correctly, this can be a very affordable prospecting tool.
As part of their website, some of our users have created a resources tab that links directly to their white-labeled content. This allows potential clients to see how they can help them and their families with wealth planning issues and increases their website traffic.
As client portals become a big part of the way advisors and clients interact, it's no surprise that our users are leveraging this technology to share educational content. They are uploading links to videos and infographics as it relates to the client and the life event they are experiencing. This makes it easy for clients to reference the material and revisit it when needed. This is a repeatable process that can be applied across the entire client base.
We've also seen advisors uploading the entire content library to a client portal like Box or Microsoft OneDrive and sharing access with their clients. This allows their clients to browse videos and infographics at their leisure. A reference content library for clients allows advisors to save time as clients can quickly and easily obtain answers to common wealth planning questions.
If done correctly, preparing clients for upcoming meetings can help make meetings more effective. Some of our advisory teams are sending relevant HeyAdvisor videos and infographics to their clients prior to meetings. For example, if they were planning on discussing life insurance, they send a life insurance video ahead of time to prepare the client. This allows more time in the meeting for questions, discussion and advice.
A lot of our members like to reach out with a personalized email when their clients are going through important life events. Including a relevant video or infographic allows them to add value by educating and delivering a personalized planning experience.
Life event based wealth planning is particularly important to millennial clients. A recent study done by the Public Policy Forum (PPF) in Ottawa shows that millennials want financial advice linked to events and actions in their lives. This approach can help you attract and retain the next generation of clients.
One thing I love about what I do is that I get to connect with financial advisors across the country. Learning about their businesses, and the gaps they are looking to fill, allow us to continually grow. As we add more topics, videos and infographics to our content library, we are excited to see the different ways our content is shared and the impact it makes on financial advisors and their relationships with clients.
HeyAdvisor is a digital content library for Canadian financial advisors. We provide infographics and videos that can easily be integrated with email and social media. Review our plans here.