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  • insight Engaging and marketing to an increasing

    number of UK pensioner millionaires

    The cost per individual client acquisition has grown by around 50% over the last two years

    Challenges or opportunities of meeting your website needs and goals

    Your website is the most important information and sales channel you have – are you taking full advantage of it?

    the choice of financial professionals NOVEMBER 2019





    Goldmine Media Limited Floor 2, The Pinnacle, 170 Midsummer Boulevard, Milton Keynes, Buckinghamshire, MK9 1BP For more information please call a member of our Business Development Team on 0845 6860055, email findoutmore@goldminemedia.co.uk or visit www.goldminemedia.co.uk

    marketing academy insight



  • 02 insight

    FINANCIAL ADVISERS FACE INCREASED COSTS TO ACQUIRE NEW CLIENTS The cost per individual client acquisition has grown by around 50% over the last two years

    I t’s a fact: highly engaged clients invest

    more, evangelise more about their financial

    adviser, and demonstrate more loyalty to

    their adviser. At a time when headlines about

    Brexit and tweets from Donald Trump, the US

    president, and the US-China trade war can move

    markets, financial advisers’ clients want to be

    certain that their money is being managed by

    the best people, invested in the best funds for

    their needs, and know that their adviser will be

    there to help them through the ups and downs

    of the financial world.

    With this in mind, providing a high-quality

    client experience and regular communication

    should be the most important component in your

    client engagement strategy. Client engagement

    is the process of interacting with clients through

    a variety of channels and strengthening your

    relationship with them.

    Communicating or consuming content For many financial advisory businesses, this

    process begins with the first interaction and

    extends way beyond the point of investment or

    retirement products. In a very crowded space,

    financial advisory businesses today need to be

    engaging with their clients via social media, email,

    their website, blogs, or any other space where

    they’re communicating or consuming content.

    Increasingly, clients today expect their

    adviser to have a much better understanding of

    them when it comes to client engagement, but

    this is increasingly becoming harder to achieve

    with all the regulations controlling personal

    data. In a post-GDPR era, it’s still as important to

    create personalised client experiences based on

    their individual needs. But how can you provide

    these while remaining GDPR-compliant?

    Delivering the optimum client engagement strategy When a prospective client provides their

    information on your website, they usually want

    something in return, whether this is a specific

    guide they are interested in reading about

    (maybe covering ‘Estate preservation’ or ‘How to

    take a pension income’) or an offer to attend a

    complimentary review meeting with you. The way

    you manage this data is crucial to how you’ll be

    able to deliver a personalised client experience for

    them going forward.


    Abigail Spencer Digital Marketing Specialist Goldmine Media

  • 03insight

    To achieve this successfully, you need a

    client engagement platform. This is software

    that centralises all client communications,

    tracks client behaviour, and helps you efficiently

    respond to their needs and wants. Client

    engagement platforms help you to personalise

    campaigns by analysing client data and tracking

    industry patterns. You’ll also be able to test

    marketing, sales and client service campaigns

    to ensure you’re delivering the optimum client

    engagement. If you don’t, your competitors will.

    Sharing data in exchange for personalised experiences Adopting a platform dedicated to client

    engagement will give your business the tools it

    needs to increase client and prospective client

    interactions. However, you’ll also need a strategy for

    engaging with clients if you want your campaigns to

    be effective. The cost per individual client acquisition

    detailed in the Accenture 2018 Pulse Check Survey

    has grown by around 50% over the last two years,

    which makes increasing your efforts to retain

    existing clients even more important.

    The key is to provide every client and

    prospective client with a more personalised,

    meaningful experience. All the indications are

    that most financial service consumers today are

    actively willing to share their data in exchange

    for personalised experiences, which includes an

    increasing shift towards mobile usage.

    Smartphone obsession According to Ofcom, the average adult now

    spends over three hours a day on their

    smartphone. Digital, video, social media and

    podcast usage all continue to rise. Moreover,

    smartphone usage continues to increase as time

    spent on desktop and laptop computers declines.

    2008 was the year the smartphone took off

    in the UK. With the iPhone and Android fresh

    into the UK market, 17% of people owned a

    smartphone a decade ago – this has now reached

    78%. The smartphone today is the device people

    say they would miss the most, dominating many

    people’s lives in both positive and negative ways.

    People in the UK now check their

    smartphones, on average, every 12 minutes

    of the waking day. Two in five adults (40%)

    first look at their phone within five minutes

    of waking up. Similarly, 37% of adults check

    their phones five minutes before lights out,

    Ofcom reports.

    With the increase in smartphone activity,

    financial service businesses need to take a

    mobile-first approach towards client engagement.

    Your websites should provide targeted digital

    content that is indexable by search engines and

    published across many devices to reach out to

    existing and prospective clients to add another

    service layer and engagement.

    Four elements of client engagement you can’t ignore

    Personalised content marketing It is your digital content that helps create

    the narrative about your business. Providing

    personalised content drives your unique value

    and subtly persuades prospective clients to

    choose you over your competitors. Personalised

    content marketing is a key component that

    drives client engagement. It answers the

    unanswered questions of your audience and

    focuses on their specific wants, emotions,

    fears and likes. Regular blogs, articles, digital

    publications and email updates relevant to them

    will not only educate clients but also further help

    in promoting your business.

    Website Your website will often be the first touchpoint for a

    prospective new client who is looking to discover

    more about your business and services. It is also the

    primary resource for existing clients to stay in touch

    and updated on the latest financial news, your latest

    service offerings or any newsworthy information

    about your business, whether this is to announce

    charitable or fundraising activities, or seminar dates.

    Your website can make or break the image of

    your business within seconds of a visitor landing

    on your homepage. Therefore, it’s crucial to have

    a website that’s not only attractive visually but

    also user-friendly and mobile responsive.

    Apart from standard textual and visual

    content, interactive content is another way to

    engage with your clients through your website.

    Examples of interactive content includes

    downloadable guides, factsheets, publications,

    calculators and forms for visitors to book a

    seminar space or arrange a meeting.

    Social media In addition to your website, social media can and

    should be used as an extension of your client

    engagement strategy via networks like Facebook,

    LinkedIn and Twitter. For all financial service businesses,

    these platforms present an enormous opportunity for

    you to engage with your clients and prospective clients

    in a more targeted and personalised way, and to build

    a loyal online community.

    Through social media, you can connect

    directly with your target client personas, share

    information, identify new prospective clients,

    research influencers and promote content that will

    attract more new business opportunities. Regular

    monitoring and active engagement on social

    media will not only increase your business’ visibilit

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