The term Digital Native was coined by American Writer Mark Prensky in 2001. It is used to describe the generation of people who grew up in the era of ubiquitous technology, including computers and the internet.
This year marks the 20th anniversary of the Digital Native. The generation he refers to are well into their 30s and knocking on 40 some of them. This is relevant to financial advisers for two reasons:
- This Digital Native generation is likely to be married, mortgaged and monied. They are a large market segment and with time on their side from an investment point of view
- Digital Natives are more likely to have a digital network. Natives are more comfortable accepting referrals from online sources than the generation before.
A financial adviser needs a marketing plan that can deliver referrals and enquiries both from traditional ‘in the room’ networking and via a virtual network.
The effects of the pandemic have been to increase the number of online searches for financial advisers compared to 12 months ago.
You need to be where your clients are. Online and offline.
Financial advisers would be well served to know how their practice compares in search engine results to others that they may lose work to. The practices at the head of the list are not there by accident. They know, or they engage with people who know how to get them there. Typically a variety of online tools needs to be used including:
- Social Media (Facebook and LinkedIn)
- Content marketing (blogs and vlogs)
- Client testimonials
- Community marketing
- Google My Business
- Inbound weblinks
- On-page SEO and local marketing
For advisers that need to rank highly in their own locality, Sixth Sense Marketing has a monthly outsourced service designed to do just that. The marketing package optimises the online presence of a practice. The package enables your practice to have every chance of attracting a greater number of the existing enquiries.
Click for more details about our managed service for St James’s Place financial advisory practices.