Free or low-cost email providers like Constant Contact and Mail Chimp let you stay in touch with clients via short blasts or newsletters, and Twitter lets you share opinions or updates in microbursts. Services like ZoomInfo let you tap highly targeted databases to generate leads and integrate with your own CRM program. Of course, coordinating these communications with your legal and compliance team is important to ensure your message is consistent with your regulatory obligations as a RIA.
Keep the Conversation Going
On an on-going basis, media relations activities give you the opportunity to showcase your expertise in specialized areas or on relevant topics and allow you to maintain a high profile. Topics may include investment management, asset allocation, investment opportunities, financial planning and estate planning issues. PR initiatives may include writing by-lined articles or participating in media interviews on your areas of expertise.
Once your website is launched and a calendar of events is established, you will need to provide your clients with regular updates on your business through newsletters, client seminars, white papers and social media postings. Having a good marketing firm can help you source and write interesting articles, provide updated product and service guides and plan targeted marketing events.
Be the Brand
The advantage of having your own firm versus being an employee with a firm supporting thousands of advisors from a marketing perspective is that you realize that your materials can become far more personalized and targeted to your clients and prospects. When you market to HNW business owners, you can shape the communications to their specific demographics, types of businesses and region of the country. The connection you make will be far stronger and more personal than sending a generic piece.
Remember the old adage about only having one shot at making a first impression? Make it count with the right brand.