Advisors spend a lot of time educating their clients. This is usually done in conversation when completing a client’s wealth planning. It’s a common misconception that advisors only add value by helping their clients reach their financial goals. The real value is your expertise and how you communicate to your clients to help them understand key issues. Since you can only have so many conversations in a day, it's important to leverage your time and position yourself as an educator online. This allows your current clients to learn on their own through their trusted advisor while also showcasing your knowledge to potential clients.
Here are just a few ways you can positional yourself as an educator online:
Both videos and infographics are great visual aids to help you teach your clients about key wealth planning opportunities. You can gather analytics on what content gets the most interaction and use that to help you decide what type of content to post in the future.
Hosting a webinar on a specific topic, and inviting the clients you feel would be interested, is a great way to engage and educate. This will give them an opportunity to learn and ask questions. You can then go into more depth in personalized conversations if needed.
Creating educational campaigns in email marketing programs such as Mailchimp is an easy way to leverage automation to educate clients. Although there is some work at the front end setting these up, once they are done they can be used over and over again. I suggest setting them up by topic. For example, a ‘new investor’ series. This campaign would include investment basics that you would want your clients to learn. If you create a handful of these campaigns, you can put a signup form directly on your webpage. You can track who signs up and which topics receive the most interest.
Almost 70% of millennials have received no formal financial education* and this is where you can use your skills and expertise to add the most value.
*Investments and Wealth Institute: The Millennial Need for Financial Education
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.