Verizon Subscribers Home Page Screams: “Are You Today’s Winner,” But That’s No Way For RIAs To Market; The Rich Really Are Different Hot

agluckagluck  
 
 
0.0 (0)
Write Review
 
 
Many marketing techniques used by consumer websites can be employed successfully by financial advisors. Some Internet marketing techniques translate well from mass-marketing to marketing professional services to ultra-high-net-worth individuals (Ultra-HNWIs, a.k.a., UHNWIs). 
 
For example, a financial advisor’s web presence—an RIA's social network as well as its website—should utilize content marketing and a lead-general funnel. Content marketing and lead funnels are concepts that translate well to advisor marketing.
 
However, banner ads on your home page hyping contests to win a free iPad daily do not translate very well. If you're providing financial advice to "the 1%," it would be unseemly, if not downright offensive, to try to engage them by offering a chance to win an iPad. Would you get involved with a medical doctor who marketed his services to you by offering you a chance to win a free iPad? Probably not.
 
Lead-generation, a practice as old as the field of marketing, has been reinvented on the Internet, and it can work well for advisors. The funnel filters a broad mass of hundreds or thousands of prospects connected to you on social networks or in email newsletters.
 
RIA lead generation using techniques Hubspot recommends are examples of how financial advisors can utilize Internet mass marketing techniques effectively. The trouble with Hubspot for financial advisors and other content management systems for Internet mass marketing is that, ultimately, content drives engagement.
 
Hubspot and other systems for mass-marketing can deliver technology but not content. Sames is true of compliance applications used by BDs. While Hubspot and compliance apps make internet marketing techniques for advisors possible,they do not produce the content ultra-high net-worth individuals (UHNWIs) might read. Ultimately, financial advisor content is about ideas that matter to the wealthiest 1%, which by definition is not a group that is widely understood.
 
Incidentally, the often-derided 1% are coming through. The rich are being required to pay higher taxes in 2013. The 3.8% surtax, phase-out of itemized deductions on high-income earners, and higher capital gain and dividend rates impose higher tax burdens on UHNWIs. While the additional taxes don’t have a meaningful impact on the long-term financial problem afflicting the U.S.—paying down the structural federal deficit by cutting down unsustainable entitlements to Social Security and Medicare—they’re a start at addressing the nation’s most serious financial woes. The next Congress will tackle those longer-term issues.
 

 

This Website Is For Financial Professionals Only


User reviews

There are no user reviews for this listing.
Already have an account? or Create an account

A Strategically Focused CE Curriculum

With classes approved for over a decade by the CFP Board, IWI, and NASBA, Advisors4Advisors CE classes are an optimal knowledge stream for CFP®, CIMA®, CPA, CPA/PFS®, CFA®, and other practitioners. It's not a grab bag of speakers willing to sponsor CE content. Nor is it a one-man CE course. It's a group of subject matter experts with amazing communication skills and a history of thought leadership that, together, give advisors a well-rounded knowledge system for running a professional practice ethically and intelligently.

CE Since October 2008

A4A CE classes for financial professionals began in October 2008, the week Lehman Bros. collapsed. Initially billed as “The Financial Crisis Webinar Series,” A4A connects advisors with authoritative sources on investing, tax, and financial planning, chosen by A4A Editor Andrew Gluck, a veteran financial reporter. A4A members get a stream of CE classes for an advisor who: 

  • holds a CFP®, CIMA®, CPA, CPA/PFS, CFA or other designation requiring CE annually 
  • values monthly CE classes by Fritz Meyer, Craig Israelsen, Bob Keebler, Frank Murtha, or Andrew Gluck
  • diversifies a core of client portfolios in low-expense funds
  • invests based on MPT and economic fundamentals
  • advises on tax and financial planning as well as investing
  • needs financial counseling skills
  • wants the Certified Financial Counselor™ designation 
  • is building a brand as a thought leader locally or in a niche
  • wants the facts when bad news breaks
  • wants CE aligned with a content marketing system
  • wants 24/7 access to CE on-demand
  • insists on objective evidenced-based tax and investment planning analysis
MEMBER REVIEWS 
William Desormeau, Jr.  
It is not possible for me to overstate the cumulative value that Craig, Bob and Fritz have added for over 10 years to my investment advisory practice, as well as for personal and family financial planning. A4A gets my highest recommendation
Lynn Najman, CFP®
I’ve subscribed to A4A since its inception, and always find it intellectually stimulating and on point. It’s one of the few CE solutions out there that doesn’t waste my time by pushing product or talking down to me.

PeteDeacon-CPA-CFP

Pete Deacon, CPA, CFP®
A4A has had a profound effect on my business. Since 2009, I’ve relied on the consistent messaging and updates to run my business successfully. Being able to present the information from Bob, Fritz, and Craig's ongoing CE webinars has been a significant benefit.

fredericMayersen-phd-cfp

Fredric Mayerson, MBA, PhD, CFP®
I've been a financial professional and professor of finance for 35 years and find Fritz Meyer and Robert Keebler to be among the most engaging, incredibly knowledgeable, and experienced presenters I’ve encountered. They deliver an extraordinary amount of information in an extremely interesting way — sequentially and developmentally, utilizing pedagogical tools and techniques that few possess.  A4A to is the most consistently excellent CE program available.  
Ron Roge, MS, CFP®
I’ve been attending A4A many years because the CE classes are outstanding, and my time is valuable. Though I have over 35 years of experience, I’m always learning something new on A4A. I attend fewer conferences now because the CE is generally not advanced. If you want to learn from the best, in a faster, easier, and less expensive way, I highly recommend A4A.

John R. Day, CPA/PFS®

I’ve been a member since 2011 and never miss the monthly webinars with Fritz Meyer. I appreciate Fritz’s independent views on the economy and markets and Bob Keebler keeps me updated on excellent tax planning ideas. A4A is a great value!

NormanPolitzinerCFP

Norman Politziner, CFP

I wouldn't miss a Fritz Meyer webinar unless my pants were on fire. I've relied on Andrew Gluck's knowledge systems --client communications and CE -- for two decades. It's simply the best solution for tax, financial, investment, and risk-management professionals.®   

Dan Hawley, CFP® 

A4A, for over a decade, has been a great resource for useful and accurate information and CE. A4A and Advisor Products are bargains for an advisory practice. 

KevinBrosious-CFP-CPA-PFS

Kevin Brosious, MBA, CFP®, CPA/PFS®

I get CPA CE credit and CFP credit for the webinars.  But not only that, the A4A content is terrific