Mastering the Client Journey: How to Maximize the Return on Your Tech

Growth is crucial for a wealth management firm to succeed and thrive.
This includes increasing your firm’s AUM, attracting and retaining the best talent, building a scalable process, and delivering a personalized client experience.
According to an eMoney survey, 98% of participants said that a website is important when they choose an advisor. 36% said they work with an advisor they follow on social media. 63% of those surveyed said that informative and educational content would make an advisor stand out.

Are you updating your website every year or two to stay current with your message?
Do you consistently add quality, relevant content?
Niche-specific topics (ex. Specific to doctors, business owners, etc)
Does it resonate with your target audience?

Your website is your base for getting your visitors to take that next step.
Keep in mind that 97% of website visitors do not convert.
You need to have two calls to action on your website: Primary CTA for those who are ready to move forward. Secondary CTA for those not ready to convert but might want more information. Tertiary CTA for those who don’t click on the primary or the secondary one.
Make your calls to action specific and inviting.
If you cater to a specific niche, make sure your content speaks to them in a way that will connect and create interest.
Use an online calendar widget to boost conversions (Calendly is a great tool to use).
Create an interactive element (Adding a quiz or an interactive element is a great way to engage and boost interest). Create a way for you to elicit information about a possible prospect that puts you in a position of being able to help them in a way no one else can (or something similar).

Events are one of the highest-converting tactics out there.
Even though webinars are incredibly powerful, only 23% of advisors are using them (according to an FMG/Wealth Management study).
The best topic is one that your audience is most interested in and aligns with your expertise, niche and business goals.
Up to 40% of webinar attendees become qualified leads.
Answer questions that your clients and prospects have (This allows people to get to know you).
Bring on other “experts” to expand your reach and you can even interview them - it makes the prep much simpler! (And be sure to ask guests to invite their lists, too).
Create your content once and repurpose it multiple times (Allow others to watch it on-demand, create clips or social media and put the replay on YouTube for SEO).

According to a BNY Pershing report, over 60% of investors believe that most financial advisors make the same promises, making it hard to tell the difference between them
Sharing educational, relevant and personal content is key- 63% of consumers believe informative and educational content would make an advisor stand out.
Write about what clients are thinking about- be relevant
Think about timely topics (ex. The September Effect, market changes, etc.)
Share interesting articles from media outlets
Leverage AI to help write captions

Client satisfaction has a huge correlation with your growth.
Happy clients refer you to more business. Referrals are still the biggest driver of your growth, so keeping your clients really happy is important!
47% of people wished their advisors communicated with them more frequently.
Talk about what is on your clients’ minds before they get the information elsewhere. (They will probably share it with their friends - and possibly generate referrals more effectively!)
A personalized email can go a long way with clients: show that you will go above and beyond to serve your clients and their families.
With relevant and niche-specific content, you can demonstrate to your clients that you understand both their problems and their possibilities - making you the trusted advisor.
Help your clients to better understand difficult financial situations and how to address them before they happen.
If you aren’t connecting with your clients and educating them, they will go somewhere else to find what they need.
There is a huge gap between services offered and services rendered in the industry in general, so there is a lot of opportunity for you to stand out.
Your words matter, so think about this when you are communicating.
Your clients just want to know you are keeping them on track to continue the life they want to experience.

Blogging: Aim for 2-3 blogs a month (Possible topics: Financial planning oriented, Optional: timely topics, human interest, financial topics)
Emails: 2-4 emails per month (1 newsletter, 1 timely email, 1-2 planning-related/general interest/blog promotion)
Social media: 6-12 posts per month (2-4 financial planning related, 2-4 shared media articles, 2-4 non-financial/tangential)
Surprise and Delight WOWs: 1-2 a quarter for top/ideal clients (random acts of kindness/thoughtfulness, appreciation, birthday/anniversary)

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