The sales process changed tremendously this year as wholesalers learned to build relationships and trust with advisors remotely.
As the pandemic continues so will virtual sales, with many firms planning to adopt a hybrid sales model even when our lives return to normal. Which means marketing has to change too.
A Marketing Metamorphosis
Marketing has started taking a bigger role at the front end of the sales process. According to Discovery Data, advisors now make it 57% of the way through the buying process before they engage with someone from your firm. With less involvement from a wholesaler at the critical early stages of the sales process, marketing has to morph its approach to attract advisors and keep them engaged.
Attract Attention
Think about how your firm can get noticed in the sea of product sponsors marketing to the same advisors you are. Competing products typically offer the same or similar portfolio benefits yours do.
Make a positive first impression by ditching your product pitch and focusing on how you can help advisors do their job. What problem do you solve for their clients?
Keep your messaging clear and brief. Give advisors key information so they engage with your firm.
Create a Positive Experience
Once marketers have successfully attracted advisors’ attention, it’s important to focus on creating a positive experience. Much of which centers around your website. Use it to make a powerful impression on advisors – not simply as a place to post your latest marketing material.
Evaluate your site to make sure it’s easy to quickly understand what your firm does without jargon. And create a clear information path for advisors. This is particularly important when your website is designed to appeal to multiple audiences.
Check to be sure your site functions properly with all links and PDFs current. An outdated website can give a negative impression of your firm’s ability to provide ongoing updates to advisors and their clients.
Build Trust
Part of marketing’s job is to build trust and credibility with advisors in the digital realm — this is particularly important in the context of a hybrid sales model. Provide the opportunity for them to learn about your management team and track record.
Show advisors you’re interested in them beyond an investment. Educate them. Deliver thoughtful and meaningful insights to help them make the right choice for their clients. Act as their partner in building their business and serving their clients.
We’ll Help You Differentiate Your Firm
You can differentiate your firm by creating a positive advisor experience. Schedule a time to learn how to start that process with website improvements.
Move advisors from researching your firm to investing in it.
Schedule a time for more information.
