How financial advisers are generating more referral opportunities

Henry Jasper Content marketing, Digital marketing, Email marketing, Lead Generation

Your website is the most important information and sales channel you have – are you taking full advantage of it? 

I have used the word ‘newsletter’ in this article as a generic term. At Goldmine Media, we moved away from creating newsletter formats many years ago, and now our publications visually and editorially resemble mini-magazines. Today, our goal is to produce publications for financial advisers that wouldn’t look out of place if they were featured in the online supplement sections that form part of one of the weekend broadsheets.

If you’re not providing prospective clients, existing clients and professional introducers with your own publication on a regular basis, then you’re missing out on a massive opportunity. Investing in your own client-facing digital publication – if utilised in the right way – is proven to attract more website visitors and generate quality leads and new business opportunities. Today, your website is the most important information and sales channel you have.

You only have so many hours in the day

I’m not discounting face-to-face advice, higher-value clients will continue to require. But you only have so many hours in the day, and you can only see so many clients annually. Wouldn’t it make sense to engage more regularly with clients to maintain greater contact with them, without actually having to be with them all the time, and also benefit from inbound leads that come to you?

At Goldmine Media, our position is that digital newsletters as a format are now very outdated. If you’re honest, would you rather read a well-designed digital publication with great imagery, great typography and quality content, or an unattractive newsletter that looks like someone’s just created it in Word on their home computer? It’s not really the impression you want to give to a prospective client looking to invest £500K or more with you, is it?

Capitalising from a great referral generating tool

We’ve been providing consumer-facing digital publishing titles to consumers in the financial service sector for over two decades, and from our own research, someone is much less likely to delete a digital mini-magazine format than they are a newsletter format. We’ve also seen there is a much greater likelihood that a mini-magazine format will be forwarded to family members, friends and work colleagues – making this a great referral generating tool.

It is worrying when we often hear some advisers say, ‘Sending my clients a newsletter is a waste of money,’ ‘They wouldn’t read it, ‘We can’t afford it!’ But this is great news for our own adviser clients that do get it and are benefiting from sending out a regular client-facing digital mini-magazine.

Lifestyle articles rather than just financial content

To help you further build relationships with your clients, articles need to be timely, topical, not too technical and demonstrate how your business can help them to improve their own financial performance. We are also now seeing a move editorially towards our adviser clients asking us to write more lifestyle articles rather than just financial content.

Your website is the perfect platform to showcase your client-facing digital mini-magazine and to keep your brand of clients and prospective clients, establishing greater authority and service levels. Like all marketing initiatives, your digital mini-magazine needs to have a quantifiable impact on your business. The first step is setting measurable goals, which include measuring an increase in subscribers, open rates, click-through rates and attributing these to increased sales revenue.

Sales campaigns or new business initiatives

These goals should be linked to various sales campaigns or new business initiatives the publication could reinforce. For example, in the run-up to the end of tax year, you may want to promote different ways the reader can reduce a potential tax bill or take advantage of tax-efficient allowances. The publication could then contain content about VCTs, SIPPs, ISAs, Capital Gains Tax and Inheritance Tax planning strategies, with tracking links to different sections on your website where they can obtain further information, contact you or arrange a meeting.

Effective client-facing publications should primarily be informational, not sales-driven. Visitors to your website are likely to be regularly bombarded with offers, sales and promotions. To get visitors to your website (whether existing or prospective clients) to open and read an email, the content needs to be genuinely interesting – beyond an attempt to sell them an investment or other service. Users are much more likely to open an email targeted to educating or informing them.

A narrative that brings more personality

Your client-facing digital mini-magazine gives your business an opportunity to demonstrate authority and expertise on different subjects and your services. This give readers a reason to trust you, and it also tells a narrative that brings more personality to your business. One proposed methodology for inclusion of different types of editorial is 90/10: 90% information, 10% sales material. With the right balance – a less-is-more and educational approach – you’ll experience a greater return on your marketing outlay.

Key components of creating a successful client-facing publication are that it needs to be specific to your target audience and published in regular intervals. And with more people using smartphone  devices, it’s essential that your digital publication is optimised for tablets and smartphones for the best results.

Building further loyalty and awareness

Emailing clients and prospective clients your digital mini-magazine will help you build further loyalty and awareness to your business while increasing your bottom line. Clients do business with you because they’re loyal to you and trust you, not because you sell. So it’s even more important today in a turbulent world that you keep connected with them!

If you want to drive more people to your website, you can’t expect that it will happen organically. You need to work actively to attract visitors, and emailing your digital mini-magazine will help. You need to invite them, encourage and incentivise their presence if you want visitors to come to your site, browse through content and make contact. One crucial thing to remember is that you need to target the right audience with the right content.

More reach will start generating more activity

Don’t forget to include emails that also contain social sharing buttons that are likely to give you a much higher click-through rate when compared to those that don’t. Social media platforms like Facebook, Twitter and LinkedIn will increasingly become more important for many financial advisers’ overall growth and marketing strategies.

However, growing those channels can require more time and work. Emailing your digital mini-magazine can help you build your online community – engage them through their inbox and guide them to your social media channels. There, you have more reach and will start generating more activity.

Time to find new proven ways to engage with clients and prospective clients?

If you are looking to find new proven ways to engage with clients and prospective clients, we’ll help your business develop captivating creative that cuts to the core, inspiring further loyalty among your clients by leading with what matters to them most. For more information about how Goldmine Media can help your business, talk to a member of our Business Development Team on 0845 686 0055, or email: