It’s a brand-new year—and, eager as we are to put the past behind us, there are a few realities that have stuck with us. For one, market uncertainty continues to rattle many investors. And, at the same time, most interactions between investors and the advisors who serve them are happening remotely.
Our 2020 research study with 8 Acre Perspective on the impact of the pandemic found that advisors want help from asset managers to improve their client communications.
The meeting of these two crucial factors—the need for financial communications, tools, and an approach to help advisors prospect and grow digitally, while supporting investors through uncertain markets—presents a significant opportunity for asset managers to give advisors exactly what they need in order to add value when their clients need it—and them—most.
What’s more: it’s the kind of opportunity that only comes along once in a great while and doesn’t hang around forever.
A digital toolkit designed for this moment
Taking all of this into consideration, we created an all-digital toolkit that makes it easy for advisors to confidently engage investors about market uncertainty in plain English. This complete set of digital assets includes:
How to use the digital toolkit in a marketing funnel
To illustrate how an advisor can use the toolkit to reach investors, let’s look at an example using the first topic in our series on volatility, “Taking the Long View: Keeping Your Investments in Perspective.”
Step 1: TOFU translates into broad reach
Digital lead generation, often characterized as a marketing funnel, starts with communication designed to reach as many people as possible. The top of the funnel, or TOFU for short, represents the first step in this process.
How it works: The advisors share a social media post on LinkedIn. The post includes a graphic from “Taking the Long View,” showing how some of the market’s best days can follow its worst, and how missing just a few of those days can have a significant effect on long-term performance. The advisor can add a personalized message, inviting engagement.
