Advisor Products has been producing websites since 1997 and we’ve had to be innovative to survive and thrive as the Web has evolved, but it’s not been easy always. Now, I am happy to report, I think we’ve got social media marketing nailed. Here below is a detailed explanation of what we’re doing along with some context, tracing how we went from here to there in the evolution of social networking and content marketing for advisors.
Early Adoption By Advisors. In the first wave of social media adoption by financial advisors, which began about four years ago, BDs led adoption by implementing compliance technology solutions with little regard to content. They flopped, according to executives at several large BDs. In that initial effort, a few social media marketing companies offered proxy software. An advisor would not log in to LinkedIn or Facebook to interact with their network. Instead, you would log into their applications, which were stripped down versions of the social networks. It was impractical because the apps advisors would use worked on desktops but often did not work on all the different mobile browsers, so you could not tweet from your smartphone.
The early solutions came from compliance apps or from companies whose founders came from a successful technology or social media background. They were not experts in financial planning, however. After selling the BDs on their solutions, these companies realized they were really in the content business. They’ve struggled to produce content. They don’t know what a defective grantor trust is or why many wealthy individuals are asking judges to bust trusts created just five or 10 years ago. Content marketing, funny enough, depends ultimately on valuable content. Check out the two-minute video below to see a sample of client content for RIAs for ultra-high net-worth individuals (UHNWIs).