Ideas to Stand Out and Attract the Next-Gen

September 21, 2023, 01:00 am

The Great Wealth Transfer is here, and the new generation of HNW decision-makers defines value differently. Whether you’re connecting with next-gen clients, clients’ next gens or prospects, experiences are more important than ever to attracting and retaining them.

In this webinar, Chief Marketing & Experience Officer, Susan Theder and Vice President & Advisor Consultant at First Trust, Jackie Wilke shared 10+ simple ways you can leverage experiences to create raving fans and drive growth, future-proofing your business.

Short on time or just want the main points?

Here is your summary to skip ahead or scan through below.

  1. Experiences Are Everything [3:32]
  2. Modernize Your Value By Serving People [5:29]
  3. Your Clients’ Next-Generation [13:04]
  4. Highlight Your Human Capital [17:50]
  5. Ramp Up Your Virtual and Digital Channels [24:16]
  6. Weave In Meaningful Moments and Life Events [29:19]
  7. Educate Your Audience [33:48]
  8. Host Events [38:12]
  9. Hook or Resource [41:25]
Experiences Are Everything [3:32]

Experiences Are Everything [3:32]

  • Experiences drive value outweighing cost
  • It’s part education and part understanding what that experience truly delivers
  • Investors work with people that they trust and that are relatable
  • Experiences often foster referrals and introductions, quickly moving prospects to new clients


Modernize Your Value By Serving People [5:29]

Modernize Your Value By Serving People [5:29]

  • Defining your “why” story is crucial as this will speak to your target audience
  • Answer the questions: Why did you get into the business? Why are you passionate about what you do? What about your career gives you joy and energy?
  • Have a defined ideal client or clients, value is increased when it’s specialized


Your Clients’ Next-Generation [13:04]

Your Clients’ Next-Generation [13:04]

  • Existing clients are one of the best ways to engage with the next generation
  • Don’t wait until after the wealth is transferred
  • Depending on the age of those rising generations, you’ll engage with them differently


Highlight Your Human Capital [17:50]

Highlight Your Human Capital [17:50]

  • People who choose a financial professional do so because they value the human-to-human connection
  • Highlight your expertise but also who you are as a person
  • Differentiate your brand with persona experiences and relatable experiences


Ramp Up Your Virtual and Digital Channels [24:16]

Ramp Up Your Virtual and Digital Channels [24:16]

  • Digital channels can help you reach your ideal clients wherever they are
  • When you put yourself out there on digital channels, like social media, people will feel like they know you and trust you
  • LinkedIn is an incredible platform to connect with your audience


Weave In Meaningful Moments and Life Events [29:19]

Weave In Meaningful Moments and Life Events [29:19]

  • There is nothing more powerful than “surprise and delight” moments, as they create referrable moments
  • Meaningful moments are important to your clients
  • Unexpected experiences tied to holidays, life events, and what’s important to your target audience


Educate Your Audience [33:48]

Educate Your Audience [33:48]

  • Education establishes your credibility and authority
  • Webinars, videos, one-pagers, checklists, games and seminars, can all be effective ways to deliver this education
  • Doing a webinar on The Great Wealth Transfer with tips for how to navigate it is a good idea
  • The more relevant the education, the more likely you are to draw in your target audience


Host Events [38:12]

Host Events [38:12]

  • Events are a great way to connect, and they can create an incredible experience
  • A strong event can give your audience a great idea of what it’s like to work with you


Hook or Resource [41:25]

Hook or Resource [41:25]

  • Share some sort of resource that gets to and helps you to connect with the next generation
  • Attention spans are short and it takes more touch points to establish trust
  • Use strategic language to influence sharing of your resources, like education or events


Supplemental Resources:

A blog outlining “10 Ideas for a Virtual Holiday Party” to post on your website to drive engagement and connect with clients and prospects

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