Client Events: Any Financial Advisor's Secret Weapon

Think about the last great party or event you attended. What made it memorable? How did you feel about the host? Did you meet new friends or business acquaintances? Or maybe learned something new? Advisors can harness the same concept to better connect with clients and prospects and make a positive impression on the community. Yet there is more to it than throwing a great party – to see a return on your event-investment, you need a strategy. In this blog post, we share the five key components of an effective client event.

Before we discuss how to host an effective event, we will briefly touch on why. The “why” is simple: it comes down to connections. Client events create an opportunity to connect with current prospects and clients in a new way, while also opening the door to meeting potential new prospects who wouldn’t otherwise be in your pipeline. Client events also create the opportunity for advisors to meet new centers of influence, discuss services with a target audience, earn referrals, stand out from the competition, make clients feel appreciated, and entertain key staff. However, to achieve these benefits, your client events must be executed properly.

Poorly planned client events can sometimes be worse than no event at all – which is why advisors are often hesitant to even try. No one may show up (including speakers!), technology may malfunction, drinks may run out, and so much more – all of which can hurt your client and prospect relationships. So, how can you ward off Fyre Festival 2.0 and instead host the perfect client event? It comes down to planning and, we’ve outlined some of the most essential steps for successful client events below.

How to Plan an Effective Client Event

Step 1: Determine Your Goal

Before any other steps are taken, we recommend determining the specific goals that your firm hopes to achieve through the client event. Do you want to express gratitude to top clients and referral sources? Gain introductions to prospects? Stay in touch with clients from across the country? Make a positive impact on your community? Introduce a new brand or successor? The options for goals are endless. However, without specified goals, your event may go off in the wrong direction or lack direction all together.

Step 2: Select the Type of Event

Once you determine the goal of your event, you can focus on the type of event you want to host. Event types can range from large symposiums to small intimate gatherings, however we recommend selecting a type of event that directly represents who you are as a firm as well as what you wish to accomplish. For example, a private dinner at a museum may be a great way to show appreciation to top clients and referrals or get introduced to new prospects, but it may fail at introducing a new firm name or giving back to your community.

It is also important to note that most clients and prospects will not attend an event that doesn’t seem fun, educational, or worth their time. Because of this, it is crucial to plan an event that doesn’t just appeal to your goals, but appeals to your target audience as well.

Step 3: Create a Strategy

Once you have a sense for what type of event you want to hold and what you aim to accomplish, the next step is creating a thoughtful strategy and putting ideas into action. Below are some best practices that should be part of any event strategy.

  • Take your firm’s passions into consideration. When you build events around something you and/or your firm is passionate about, you will exude enthusiasm that will help make real connections with clients and prospects. For example, if you love to paint, maybe host a painting class or hold an event at an art museum.

  • Find common ground. After you create a draft invite list, take the time to group invitees according to commonalities. By doing this, you can design events based on specific interests, challenges, or personalities.

  • Pick the ideal date. The wrong date can result in low or no attendance. Make sure no big events that your invitees might be interested in are occurring on the same day. We also recommend choosing Wednesday or Thursday as those days typically have the highest attendance rate. Lastly, make sure the event is occurring when your clients or prospects will likely be in town.

  • Hire a speaker. Hiring a speaker for an event is usually an effective way to attract attendees. The more high-profile the speaker, the bigger the draw. Just remember that the speaker should relate to your firm and the services you offer but also not compete.

  • Select an exciting venue. Just like the speaker, a great venue can be an effective draw for clients and prospects. Try to select a venue that can not only accommodate your event’s size, technological needs, food and beverage, etc. but also one that your invitees would be excited to go to. We have found that events that provide unique access create an incentive to attend, whether it be an exclusive private club, a private tour of a ballpark or a dinner featuring a well-known chef. Clients and prospects are more likely to go if they can’t otherwise access that experience.

Step 4: Book! Book! Book!

With a firm client event strategy in place, it is now time to book! book! book! You do not want to procrastinate and be left hanging without a crucial part of your event. Book your speaker(s), venue, caterer, valet, entertainment, and everyone and everything necessary for your event as soon as possible.

Step 5: Get the Word Out

Since there is no event if there is no one to attend it, the final step to planning your client event is getting the word out. Carefully curate your invite list and make sure to give all your invitees ample notice for the event so they can put you on their schedule. We recommend sending out a save the date a couple months prior to the event and a formal invitation a few weeks prior to the event, followed by a personal phone call. Your clients and prospects will be thankful that you put in the effort and be more likely to accept your invitation and attend.

Ready to Start Planning?

Successful client events can be a lot of work, but with the right planning, they create excellent potential to grow your firm and enhance your clients’ experience. While we only discussed the steps you need to take toward your next event, in order to reap all of the benefits, actions must also be taken during and after client events as well. Wealth Matters Consulting is here to assist you every step of the way. Our elite team of marketing, communications and PR experts have the skills and experience necessary to execute your perfect event from start to finish. Contact us to get started today!

6 Wealth Management Marketing Resolutions for a Successful New Year

With a new year comes new opportunities for success. However, if your firm is hoping to achieve great success throughout 2019 and beyond, we recommend that you make some wealth management marketing resolutions. Whether your focus is on retaining your current clients or obtaining new ones, starting the year off with clear marketing objectives can help you accomplish your goals.

Here are six wealth management marketing objectives to make sure that you hit the ground running this new year.

Resolution #1: Understand Yourself

While this may sound rudimentary, being able to simply define what differentiates your firm from the competition is often no easy task - and this is largely due to many wealth managers not taking the time to properly brand themselves. This year, establish a clear and authentic brand that shows your firm’s values and illustrates why clients should work with you. Once your brand is established, it is time to clearly and consistently communicate it across all of your marketing channels.

Resolution #2: Understand Your Clients

Having a target audience is an essential part of getting and keeping clients. However, simply targeting high net worth clients is not enough. We recommend that you get to know each current and potential client you wish to serve as an individual in a personal and engaging manner. What are their demographics? Do they own a business? Are they struggling to preserve generational wealth? Do they live a flamboyant lifestyle or one that is more understated? These are some of the questions to consider asking yourself in order to develop long-lasting and successful relationships.

Resolution #3: Build a Comprehensive Website

In today’s digital world, your website often acts as the face of your firm, so it is essential that you build a professional and comprehensive website. Do this by making sure that the background, colors, fonts, and images match your firm’s brand and are visually appealing. Also, take the time to clearly and effectively communicate your mission statement, services, values, and provide a forum for news and thought leadership. By building a comprehensive website, you are able to boost your credibility with prospects and industry colleagues.

Resolution #4: Produce Engaging Content

With so much content produced and put in front of people all day every day, the necessity to produce engaging content that will interest clients and prospects is more important than ever before. Not only does engaging content get people to take notice, but it can also be used to boost brand awareness, strengthen loyalty, and build client relationships. Reap these benefits by ramping up your content efforts and go from simply producing content to producing effective content that connects and builds trust with your audience throughout the entire client journey.

Resolution #5: Build a Social Media Presence

Similar to content, social media is proving to be an important channel in wealth management marketing. While Snapchat and Instagram may not provide any value to your firm, LinkedIn, Facebook, and Twitter are all great platforms that can maximize your content and establish you as a thought leader in the financial industry. Get started by creating profiles that match your brand on all three channels and posting engaging content consistently. Just remember: despite the real-time interaction that occurs on social media, it is still crucial to follow all regulatory compliance guidelines.

Resolution #6: Utilize the Power of Events

One of the most effective ways financial advisors can network and initiate face-to-face conversations with potential prospects is to host events. While having your firm host its own event is ideal, attending and speaking at other relevant industry events can also be beneficial to your business and further establish you as a thought leader in your field. Regardless if it is your firm’s event or you are a featured speaker at someone else’s, always take the time to create a plan with well-defined goals and strategies to ensure you make the most out of each opportunity.

Interested in Learning More About Wealth Management Marketing?

Now that you have identified your objectives, it is time to achieve them. For more information about accomplishing your marketing objectives, or just to learn more about wealth management marketing in general, please do not hesitate to contact us. Our team of marketing, branding, public relations, and communications specialists has what it takes to provide you with the support you need the way you need it.

Content Marketing for Advisors: How to Differentiate Yourself

While content marketing for wealth advisors is not new news, it is taking over as a strategy to grow and build lasting relationships with families. With content marketing generating three times as many leads and costing 62% less than traditional marketing, financial advisors across the country are now recognizing the power of content. This has led to a flood of publishing, so it's critical to not only publish, but publish well. Effective content is timely, relevant and interesting to your audience...and a great place to start is to ask: "What are my clients asking me about?"

Take a look at these top 7 tips to produce content to differentiate yourself.

7 Steps for Effective Content Marketing For Advisors

Step 1: Identify Goals and Objectives

The first step for any content marketing strategy is identifying your goals and objectives. It is extremely difficult to successfully execute a plan without understanding why you are taking action and what goals you hope to accomplish. Do you want your content to build awareness? Generate prospects? Boost search engine rankings? Without defining your goals, it’s impossible to measure your progress and adjust as needed.  

Step 2: Define and Understand Your Target Audience

No matter your specific goals and objectives, to achieve them you must define and understand your target audience. Consider the type of clients and prospects you wish to replicate, and conduct research to figure out what is most important to them. Which topics can you bring a new perspective to? What questions are people asking that you can answer? Answer these questions to determine what type of content you need to create in order to resonate with the type of prospects you wish to attract. 

Step 3: Plan Your Content

After you have figured out your goals, objectives and target audience, you need to plan your content. Create a content calendar at least once every quarter and make sure that is complete with topics and dates. Try to balance and mix up the types of content you create by subject and point of client journey.  Also, it is important to note that your content calendar does not need to be set in stone – if you see a trending topic that you are knowledgeable about and that matters to your clients and prospects, jump on it.

Step 4: Create High-Quality Content

When it comes to content marketing for advisors, quality must always come before quantity. One quality piece that delivers truly valuable insights to your target audience is significantly more valuable than a new fluff piece posted daily. Ensure your content is nothing but the highest quality by always relating to your audience, avoiding complex financial jargon, backing up points with data, using proper grammar and spelling, and incorporating correlating images

Step 5: Utilize a Call to Action

A high-quality piece of content should provoke a response from your audience – take advantage of this by directly asking for a specific action. This call to action can be anything from scheduling an appointment for a planning session to an invitation to a seminar and everything in between. No matter what, you do not want to miss this opportunity to get one step closer to achieving your goals.

Step 6: Post and Promote

Once your content is complete, proofed and approved by compliance, it is time to post and promote. For compliance reasons, your website blog is typically the best central place for your content. After it is posted there, share the link in posts on your social media accounts and create an email campaign around it to be sent to your growing list of contacts.  

Step 7: Track and Optimize

The final step toward effective content marketing for advisors is tracking and optimizing. First, measure any progress and track all results from your content marketing campaign. What is working? What is not working? Could you change anything to better reach your goals? Answer these questions and then optimize all of your future content for optimal success.

There is no time like the present to start following these seven steps so both your content and your firm can cut through the clutter and stand out from the competition. Interested in getting started? Then contact our experienced and dedicated wealth management marketing team today.

Are You On The Website Naughty List? List of Top 5 Advisor Website Mistakes

“If you don’t show up on Google, then you don’t exist.”

I’m not sure who first spoke those wise words but they were right. In wealth management marketing, a website is one of the most critical pieces of collateral in an advisor’s arsenal. It can serve as:

·      a widely available and dynamic brochure to describe services and value prop;

·      verification for those seeking your firm, location or staff;

·      a source of information and thought leadership;

·      and a point of affirmation for those researching your firm.


In our marketing and communications work with wealth advisors, we complete a great deal of industry research and often look at websites all day long for competitive analysis and inspiration. While there are professional and perfectly beautiful advisor websites, more often than not, websites we see are less than inspirational. Most of the time, the wealth advisor websites we find are unprofessional, unattractive and uninformative. This is not only a missed opportunity, but can also act as a deterrent!

Knowing that the first step of vetting a firm is often a quick Google search, why would a wealth advisor not make their website amazing? A good website with informative content can score instant credibility! That said, simplicity is the key; less is more.

There are a few faux pas that I often see – here are the top five:

1.      No Website At All -

The most heinous mistake I see happens when I search for a firm - and find nothing. Even worse, when I search for the firm I am seeking, I'll incorrectly stumble on similarly-named competitors who have websites optimized for search. This can make it difficult for prospects to find your firm - even a client coming in for a meeting can be frustrated at not being able to find your address easily. Not having a website makes it seem like your firm is either non-existent or not professional enough to have one.

2.      Typos –

Websites that have grammatical errors and misspellings make the firm in question appear sloppy. Your website is a reflection of you and your firm – would you send client documents with typos? No way! Your website is the most widely available piece of collateral your firm produces. It needs
to be properly edited for mistakes.

3.     Poorly Structured Navigation -

Many times when I see a wealth advisor website, my first impression is that it is a jumbled mess, often with choppy navigation and many more pages than necessary. Our attention spans are getting shorter and shorter, and a prospect is not going to take the time to search through a confusing maze of sub-navigation pages to find the information they want. The content of your website should be written for your prospects – and less is more! A simple navigation structure and easy-to-read content makes it easier for the reader to understand your offering. 

4.     Out of Date content -

There is a reason we don’t wear clothes from high school. An out-of-date website leaves the impression that your firm is not current in technology capabilities and communication methods. Firms who embrace technology to benefit their clients should also make sure this forward-thinking approach is reflected in their public materials.  A website is not “set it and forget it”  - rather it should be refreshed every 3-4 years to ensure current design and technology standards.

5.     Basic Unattractive Look and Feel -

Why is a website often the most unattractive piece of collateral a firm has to offer? Your firm’s website should be the MOST appealing part of your marketing arsenal! In an age of digital marketing, the investor is constantly bombarded with images, information and shiny objects, so it is important to make sure your website is an appropriate reflection of your firm’s caliber of service. Keeping your website consistent with your firm’s brand standards help a reader seeking your website know they’ve come to the right place. In an era when there may be several firms with similar names to yours, it is critical to use visuals that are attractive and consistent with the rest of your firm’s collateral and brand.