White papers can be an excellent source of content marketing for advisers.

President and Founder of US Based i-Impact Group Mr. Claudio O. Pannunzio never ceases to underscore with his financial adviser and planner clients that to stand out and engage audiences in today’s super crowded marketing landscape strong content marketing is imperative.

“Consumers are disconnecting from traditional marketing activities often ignoring TV, radio, newspaper and magazine advertising – even advertisements placed in electronic online bulletins are suffering the same fate”, said Pannunzio.

“Content marketing is emerging as a technique for creating and distributing valuable, relevant and consistent information to attract, connect and engage with a clearly defined target audience.  A viable source for content marketing is the often-overlooked white paper”.

Despite an over proliferation of white papers – and this may have contributed to marginally dilute the importance of this tool – publishing one can generate significant benefits for an adviser’s business.

A well thought-out and written white paper that addresses a current issue of great importance to a financial adviser’s clients and prospects position him / her as a trusted expert source, builds trust, credibility and status as a thought leader.

In addition, it will raise the brand awareness of the practice and, if properly marketed, act as potential catalyst for journalists in search of expert opinions.

Ultimately, it will contribute to drive traffic to the adviser’s website, encourage phone and email inquiries, as well as enable the collection of valuable demographics from would-be readers.

Pannunzio continues, “To be successful, the white paper must engage the attention and interest of the readers by offering knowledge and innovative thinking on a specific issue that is relevant to them.  It must also provide well-researched finding backed by sound statistics”.

“Writing a white paper with the only scope being to educate readers, while a commendable gesture, will not help much in achieving the goal of growing an adviser’s business or marketplace reputation.  It must motivate the reader to take action.  Readers will not opt to call the adviser’s office or become clients only because he / she undertook the task of educating them about the features of an investment, protection or retirement strategy”.

Pannunzio affirms a white paper must offer a symbiosis of education and marketing.  A blueprint for communicating and underscoring the value the adviser brings to the financial well being of the client.  The educational component must be clear, easy to understand and meaningful to the target audience.

Ultimately, the readers will be genuinely engaged only if the perspective is relevant to them and clearly defines what it can do for them, how it will help them effectively address their problems, lessen their pains, and what key goal(s) will help them attain.

Pannunzio offers the following tips for advisers on how to make their next white paper successful.

Unique Topic – Advisers are the experts in their field with in depth insights into the markets and sectors within which they specialise.  Consequently, by doing a bit of homework they can identify a relevant topic that has not yet been the subject of a recent white paper.  The right subject matter will reinforce the unique client value proposition of the financial practice.

In the research process, stay clear of white label products, poorly researched topics and statistics, as well as data from questionable or unknown sources.

Map It Out – Prior to engaging in the actual writing process, draw out a structure for the white paper, outlining the different paragraphs and ensuring that content will follow a logical progression.

Find the most appropriate third party statistics, studies, articles, and exhibits and verify whether or not permission is required to reference them in the document.  If issues to be addressed require the use of specific technical terms, resort to footnotes and/or a glossary to provide appropriate explanations.  Remember that a glossary will also give the white paper a more professional look.

Copywriting & Tone – Do not assume that the audience possesses an in-depth knowledge of the topic and is familiar with the industry jargon.  Craft concise sentences and short paragraphs articulated in a crisp clear language to make the white paper easy to read.

Implement a writing style that reflects the adviser’s own personality. Do not get too casual, but seek to write with the same tone that would be used when explaining the topic to a prospect during a face-to-face conversation. This will help build credibility and trust and increase the odds readers will take appropriate action.

Promote it – Begin by making sure that the white paper displays the practice logo and full name of the firm, as well as the office contacts on the front cover and possibly last page.

Leverage social media platforms and email to announce its publication and availability for download.  Email and social media announcements should feature links that will direct interested parties to a customized page, which provides no distractions and makes them feel comfortable to relinquish their email and other contact information in exchange for the sought after document.

The content of the white paper can also help the adviser create his / her own editorial calendar.  This can be  used to extract ideas, concepts, data, statistics, research findings, expand on them and use them as topics for a series of videos, blogs, advisories, short articles and briefing documents that the adviser can periodically disseminate via social media. This will help spark conversations, gain followers and also increase the odds to get some media attention.

Be Prepared – When publishing anything, be it an article, op-ed or white paper, be prepared to accept the possibility that someone out there will not share the same point of view and openly disagree with the author.  However, if good research has been undertaken and backed up with sound facts and figures, this is the time when they will be required to be referenced.

Advisers should not engage in hand-to-hand combat, rather use the opportunity of the verbal challenge as a viable PR opportunity to further articulate, refine and reiterate views and opinions.

Pannunzio added that with traditional marketing methods becoming outdated and uninteresting to consumers, financial advisers need to implement new and creative marketing strategies with the end goal of establishing their practice as expert in its field.

Content marketing is a targeted marketing strategy that involves creating insightful, engaging and interesting written content with the aim of facilitating client loyalty and increasing opportunities for future business.

“As it becomes harder for financial practices to stand out from the crowd in a highly competitive market, a content marketing strategy becomes increasingly important.  Content marketing is a low-cost, highly effective way for advisers to establish a position of thought leadership, reinforce relationships with existing clients, centres of influence, alliance partners and potential future customers”, concluded Claudio Pannunzio.

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Mindfulness can improve your relationship with your client.

At a recent financial service industry event on the need for financial advisers to engage with their clients in the present moment, President and Founder of US Based i-Impact Group Mr. Claudio O. Pannunzio reminded the attendees of a famous saying by Henry David Thoreau “The greatest compliment that was ever paid to me was when someone asked what I thought, and attended to my answer”.

“The frequency with which we do things in an inattentive manner in our daily life is simply astonishing. From driving a car to interacting with a client or a prospect, way too often we are on auto-pilot, going through the motions but not being present”, said Claudio Pannunzio.

“The consequences of this inattentiveness are way too dangerous to be quickly dismissed”.

In his workshops, seminars and conference presentations for financial advisers, Pannunzio defines attentiveness as staying in the present or mindfulness. It is paying full attention to what is at hand – the note being written, the coffee being sipped, the person being spoken to, whatever is around as he / she move through their day. A client meeting, talking on the phone to a friend, shopping at the supermarket are perfect opportunities for advisers to test their ability to be mindful.

Mindfulness is something that everyone possesses and need to ensure for survival. However, its nature is highly elusive. As an adviser sits down with a prospect, completely determined to convert them into a new client, despite their best efforts, the ability to mindfully listen can disappear in an instant. It takes a fraction of a second for the mind to lose its focus and swiftly engage in worries, speculations, projections and fantasies about the future.

Pannunzio affirms that for advisers to practice mindfulness they do not have to drastically change their life. “They will continue to perform their daily activities and chores – however, they will carry them out with a different level of awareness. That heightened degree of awareness will trigger some changes in behavior. They will not change who they are, but will become more fully present with every situation. As a consequence, they will be able to better observe thoughts, feelings, and preferences”.

“Mindfulness makes us more sensitive to the present moment. It generates an energy that empowers us to actively notice new things, take advantage of opportunities as they manifest, and be able to produce more positive outcomes”, added Pannunzio.

For Pannunzio, life can best be described as a sequence of moments. Consequently, the more we focus our attention to make each moment matter, the more our life will matter. “During a meeting, the adviser should not let their mind race forward worrying or engaging in speculation about the meaning of the short pause the client made while answering a question. Rather, just notice it, acknowledge it in the mind and come back to the present, to the conversation, to the client”.

Listening mindfully is one of the hardest things for a human being to master. Many advisers experience unconscious barriers to good listening that prevent them from clearly recognizing when they are not listening.

Mindful listening is a magnetic and creative force. When advisers listen to what the client says, they experience a satisfying expansion and become highly creative. It is this creative force that actually enables ideas to spring forward and come to life.

“We experience it countless times but, regrettably, we easily forget. One of the most valuable rewards of listening in a mindful manner is the opportunity we get to learn something we might not know”, continued Pannunzio.

“Advisers conscientiously listening to their clients enables them to gather good intelligence about what they worry and care about, what motivates them and, ultimately, why they work with – and what they really ‘want’ from the adviser”.

By listening mindfully, advisers will be better able to facilitate their client’s pursuit for financial freedom, better address their demands, and even dispel some of their financial fears.

During a client meeting, Pannunzio encourages advisers to pose a question, such as “What are the most important challenges our firm has helped you successfully address?” Then, commit to mindfully listen to every word articulated by the client. The answer may yield valuable information, some of which may have been mentioned during past conversations, but because the adviser many have been on auto-pilot… missed.

“The ultimate goal of mindful listening for advisers is simply to listen – nothing more and nothing less. Focusing attention and activity on what they are doing in the immediate moment, whole-heartedly without getting side-tracked by premature ideas and projections of future personal gain, which incidentally are not pertinent to the present moment and may or may not happen in the future. When advisers are completely ‘present’ in that way, each activity becomes the most important activity they can perform for their highest and greatest good and that of their clients”, concluded Pannunzio.

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Tips for effective presentations.

President and Founder of US Based i-Impact Group Mr. Claudio O. Pannunzio said financial advisers are turning to his communications consultancy in growing numbers seeking assistance and support to prepare them for speaking engagements.

This demand is fuelled by more and more advisers being invited to speak on a variety of business, investment, protection and retirement related issues at luncheons, industry events and of course, for their own clients.

Reflecting on this trend, Pannunzio believes that in order for a presentation to be memorable and effective, it has to be an enjoyable experience for the speaker and this is the objective of his training programs and workshops.

Aside from training adviser clients on how best to articulate and convey messages, Pannunzio discusses with them the dos and don’ts of public speaking and what to avoid during a presentation.  He offers the following five important recommendations to maximize their public speaking experience and success.

The first tip is to Know Thy Audience.  Research and learn as much as possible about the organisation or event and the type of audience that will be addressed.

If the adviser arrives at the venue before the time of their presentation, a wise move would be to invest some time in talking to members of the organisation to get information, insights and testimonials about their activities and event itself.

So when the adviser steps up to the podium, this little investment will pay handsome dividends, as it will enable the speaker to bring up ad-hoc examples and / or anecdotes that will resonate and engage the audience.

Understanding the Rules of Engagement is Pannunzio’s second tip.  Learn well ahead of time what are the rules and norms for speakers.  Are speakers allowed to use visuals and / or distribute handouts?  How much time has been allocated for the presentation?  Will it include time for Q & A?  Will the organiser be willing to share a copy of the attendees’ list with their contact information?

The third tip is the need to Practice the Technology Skills.   At home or office, advisers should practice connecting computer cables, opening and closing flash drives, pulling up PowerPoint files on the laptop screen, etc.  By timing these actions in advance, the speaker will know how long it will take to set up the visuals in the unfortunate event that an IT person is not on hand at the time of the presentation.

In addition, it’s a wise precaution to have the presentations on a flash drive and / or hard disc and have a couple of print copies, just in case the computer and / or projector decide to fail as well.

The need to Be Flexible is Pannunzio’s fourth tip.  If the organisers have allowed 60 minutes for the presentation, plan for less time.  Frequently, events run into delays and often only a few minutes before stepping up to the podium speakers are informed that their presentation time will be reduced.

So, the need to be prepared in advance to give a shorter presentation is essential.  This will avoid the unexpected pressure of having to fly through the presentation’s original format.

The final tip is to Allow for Extra Time.  Travelling by air, train or car has become a big gamble, especially around big cities.  Speakers should allow themselves extra time when booking flights, taxis or driving to the destination.

Contact the organisers to find out travelling time from the airport / train station or hotel.  Also, ask about the exact location of garages and parking facilities and how far they are from the venue of the presentation.

If the destination is a conference centre, be sure to identify the closest entrance to the function room / auditorium – in large conference centres, it takes several minutes to walk from one end to the other.

Pannunzio also admits that this may sound “old school”, but if driving, print the directions and don’t blindly rely on the GPS, especially if it is the first time that the speaker is going to that particular location.

“Most financial advisers invest significantly in the marketing of their practice and yet one of the best ways to build and promote their individual brand or business profile is often overlooked: and that is public speaking.”

“The benefits for advisers that engage in public speaking are immense and can provide many opportunities to lift their own professional standing in the industry, with clients as well as providing a platform to promote the services and expertise of the practice to a broader audience,” concluded Claudio Pannunzio.

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4 steps to improved SEO: i-impact Group

President and Founder of US Based i-Impact Group Mr. Claudio O. Pannunzio said financial advisers still underestimate the power and importance of search engine optimization (SEO) as a process for attracting traffic to their practice websites and in doing so, are curtailing new business and client engagement opportunities.

In his main platform and workshop presentations, to assist advisers in their understanding SEO, Pannunzio often describes the most popular engines – Google, Bing, Yahoo, etc. – as the librarians of the Internet.  Their core task is to collect information and catalogue it in a way that helps people immediately find what they are searching for.

To store information, every search engine employs an algorithm; and advisers should think of it as a secret recipe that turns information into search results. Therefore, SEO is the process of ensuring that adviser websites possess all the ingredients that match search engines’ recipes (algorithms).  For financial advisers, like other business owners, search results are very important, as they increase the odds that their business is easily found on the Internet.

Claudio Pannunzio affirms that the correct approach in using social media is to establish an ongoing and consistent conversation that drives traffic to the adviser’s website with the ultimate goal of converting visitors into clients.  In marketing lingo, this is defined as a hub-and-spoke model.

It will also be extremely beneficial for advisers to establish the core objectives of their SEO efforts. The clearer these goals are, the easier it will be to measure them and assess if their SEO strategy is working.

Pannunzio provides his audiences with four key suggestions and zero-cost ideas they can implement to create an SEO strategy that will help achieve an effective online presence:

1.    First, go to Google and set up Google Analytics (www.Google.com/analytics) to find out the most common terms/search words people use to find a financial adviser (it is free), and ensure that such terms are included in the practice website and social media interactions.

The more specific the adviser gets with his / her keywords, the better the chances of ranking high in search engines.  The key words should be placed strategically throughout the website content.  For example, if the key phrase is “a comfortable retirement,” make sure to create content about it and provide ideas and tips on how to achieve this objective.

2.    Advisers can optimize their website for local search by ensuring they have a detailed listing of their practice on Google Local (www.Google.com/local/add) and other engines such as Yahoo, Bing, etc.

3.    If advisers do not have a blog yet, they should consider creating one as way to increase their website ranking in the search engines and boost brand exposure.  Managing a blog can be time consuming. However, it will help to attract potential clients.

4.    Advisers should consider using videos on their website and/or blog.  It will enable the achievement of two key strategic goals: increase the time visitors spend on the site, and boost SEO ranking.

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Adviser could benefit from focusing on niche marketing: i-Impact

In a recent presentation, President and Founder of US Based i-Impact Group Mr. Claudio O. Pannunzio said financial advisers continue to seek the newest and latest processes to attract new customers when the process is still a basic exercise that has been unchanged for years and simply requires the creation of an ideal client profile.

The creation of an ideal client profile is a simple yet powerful exercise that enables advisers to list the core characteristics that in their opinion qualify an individual as a potential client.

“Too often, in their quest for new clients, advisers seem to restrict their focus primarily on the investable asset. Using assets as the main gauge and failing to establish the type of client he/she truly enjoys working with and servicing and in doing so – leads to frustration and disappointment”, said Claudio Pannunzio.

The creation of an ideal client profile is similar to the process employed by leading marketers around the world. The process is called creating a buyer persona – a fictional representation of an ideal client based on demographics, online habits, personal hobbies and a series of educated speculations about their motivations and concerns.

Pannunzio continued, “Marketers constantly analyze and get a well-defined picture of their audiences to create engaging marketing messages that resonate and motivate those people to buy products and services”.

To do so, they seek to identify themselves in their target audiences and answer as accurately as possible specific questions, such as:

• Who are our ideal customers?
• What needs are they seeking to satisfy?
• What are they concerned about?
• What do they expect from a product?
• Do they have specific interests and/or hobbies?
• What motivates them to favour a product or service over another?
• Where do they get support and information for their purchasing decisions?

Creating an ideal client profile in this fashion is a highly rewarding effort that empowers advisers to attain two key strategic goals:

1. Determine the key traits that characterize the type of clients they wish to work with and avoid pursuing those who will not be a fit.

2. Craft specific marketing messages and deploy client service efforts that fully reflect such characteristics.

In his workshops and presentations, Pannunzio offers some basic steps that will help advisers create their ideal client profile:

The first step is to begin with a review of the current portfolio of clients to single out the top five to 10. Identify if they share a common denominator, such as professions, hobbies, marital status and academic background.

Also, think about how they became clients. Were they obtained from a prospecting campaign? Were they referred from a client or a centre of influence?

Demographics is the next step in the process in order to define the age range of the adviser’s ideal client and how best to relate to them.

Furthermore, the adviser should think about the type of profession and industry they’re in and assess if they have enough experience to serve that type of client.

Identify the specific life stage the ideal client is going through. Is it similar to that of the adviser? If yes, will this help better understand and anticipate his/her needs? If not, what challenges will it pose for the adviser?

The creation of an image of the ideal client’s short-and long-term goals is next and includes the type of risk protection or portfolio and asset allocation required to match their lifestyle and financial dreams and needs. The level of service and support they’d expect from the adviser and the practice in general: Does the practice have the appropriate structure in place that will support the requirements of this type of client?

“Knowing the type of personality traits that the adviser best enjoys interacting with will exponentially increase the odds of attracting the ideal client” added Pannunzio. “For example, if the adviser enjoys providing clients with industry insights and programs that educate and support their financial services knowledge, then retirees rather than overly busy corporate executives or entrepreneurs may be the ideal fit”.

Seek to define the type of hobbies and interests that the ideal client pursues. This will enable the adviser to create specific marketing initiatives tailored to the client’s interests that will have a strong impact and be highly appreciated.

Claudio Pannunzio concluded, “Creating an ideal client profile can be an exercise as detailed as you want. The bottom line is: I highly recommend that advisers take this exercise seriously and make it the foundation of their prospecting process”.

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Social media tips for advisers

One of the most frequent frustrations expressed by financial advisers to President and Founder of US Based i-Impact Group Mr. Claudio O. Pannunzio during his social media and communication workshops relates to perceived lack or minimal ROI on social media effort.

In his response Pannunzio points out that social media should not be considered as the ultimate marketing tool or the panacea for prospecting challenges.  The benefits advisers can derive from social media are too important to ignore.

During his presentations, Pannunzio emphasizes that social media needs to be fully incorporated into a financial practitioner’s marketing mix and activities must follow specific rules and approaches.

In his workshops, Pannunzio offers four basic tips to help advisers maximize social media ROI:

1. Quality over quantity

“Firstly, focus on quality over quantity for although there is a plethora of social media sites available, advisers should refrain from joining as many as possible”, said Pannunzio.

“Instead, pick one or two platforms where clients and prospects go to get information about their investments and focus on those.”

After an adviser has established a presence there, they should not obsess with metrics, such as number of followers or re-tweets.  The adviser’s goal is to position themselves as a trusted source and provider of high-quality information, actionable ideas and tips that motivate prospects to seek their services.

If followers do not find value in what the adviser offers, the odds they will seek their services or provide them with leads will be minimal.

2. Delegation

Don’t Delegate and keep social media in-house is the second tip Pannunzio offers advisers.

If an adviser cannot find the time for social media interaction then the task should be assigned to an employee. He or she not only knows the adviser’s business and what they’re looking to accomplish on social media, but more importantly will articulate it using the language of the practice.

In Pannunzio’s opinion, the cons of outsourcing social media activities far outweigh the pros:

Pros

• The adviser will have the ability to free up time
• An outside specialist knows social media better than the adviser
• A specialist can help the adviser to build his/her brand 

Cons

• Loss of company’s “voice”
• The adviser has relinquished control of what is posted/tweeted
• Potential exposure to greater risk that the delegated person may say something wrong that could lead to a social media nightmare
• The adviser will have to pay the specialist

3. Be social

The third tip is to ‘be social’.  The interaction by the adviser with his/her network on social media is more important than building that network.

Pannunzio added, “Social media, as the name infers, is social in nature; it should be used to identify common social denominators that associate the adviser with the audiences they want to reach”.

“A Facebook page that shows the adviser’s involvement with family, community, university or philanthropic activities, enables them to share with clients and prospects the personal side of their life. Ultimately, this will empower the adviser to establish a stronger bond with the target audience/s”.

4. Be engaged

The fourth tip offered by Pannunzio is to be actively engaged.  An adviser’s mere presence on social media does not guarantee new business.

An adviser’s followers can perceive inactivity of their social media accounts as they have nothing meaningful to share and consequently become of no value.

Claudio Pannunzio concluded, “The secret to social media success is active and enduring engagement.  Study the audience to attain an intimate understanding of the financial issues they face and the type of information they seek.  Create content suitable for the audience’s key interests in easy-to-understand language and appeal to their emotions”.

“Seek to be active at least once a day, possibly at the same time, so followers will look for the posts.  Be selective on the content posted.  Ultimately, actively interacting with followers will convey the notion that the adviser cares about them, their issues and challenges”.

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It’s time for many planners to update their approach to their business website.

President and Founder of US Based i-Impact Group Mr. Claudio O. Pannunzio sees too many websites of financial advisers just sitting there and doing nothing.

What disturbs the communication professional and presenter is that whether a prospective client finds an adviser from a referral or Internet search, the bottom line is that a significant number of them will inevitably visit the website prior to making contact.

Pannunzio points to the KISSmetrics ‘Infographic: How Mobile is Changing Business’ industry study in the USA that found Internet searches conducted by computers, Smartphones, iPads and tablets continues to be on the rise and will grow significantly in importance. Consequently, having a well-conceived and functional website increases the odds that an adviser’s firm surfaces in Internet searches.

For this reason websites have become virtual storefronts, online business cards, and ultimately, a core element of the overall branding effort. Regardless of whether the adviser based in the North America or Australia and considering investing in a new website or planning to revamp an existing one, Pannunzio offers ten tips to be considered before undertaking the project.

Firstly, determine the objective and don’t have a website just for the sake of having one. Instead, clearly establish the chief scope of this critical tool by asking the following important questions: Will my website serve as a business-generating tool? A reference platform for my current clients? A medium to attract attention to the expertise and capabilities of my firm?

Attain an in-depth understanding of the audience, the issues and problems they’re experiencing, and then clearly articulate how they can be helped to address such concern (s).

A visitor who learns that the adviser can provide a solution to their specific problem will be immediately engaged and compelled to read on for a better insight about the practice and its services.

Before design process is commenced the message needs to be established in order to cater for the following: A clear and unequivocal positioning of the practice and what it does for its clients including the key differentiators that set it apart from its direct competitors. The message should be clear, concise and in a language that everyone can understand.

The content should endeavour to tell a story throughout the pages of the site, rather than just listing the products and services provided. Pannunzio said, “Websites overflowing with information, links and tools can put off visitors. Hire a professional writer to craft a story for the site. Ensure that all core messages are woven into the story along with expertise and capabilities. Content should be focussed, concise and feature bullet format paragraphs to facilitate easy reading.”

The use-ability factor plays a major role in a visitor’s engagement on a website. In the Western world, the majority of people tend to follow a ‘Z’ pattern while browsing a website. They start across the top from the left and end in the bottom right corner of the screen. Pannunzio recommends that advisers ask their website designer to place the most important mark of their identity – the logo – at the top of the Z pattern. Visitors’ eyes will naturally follow the path of the Z to its end where a ‘call to action’ should be strategically placed.

The growing importance of mobility cannot be stressed more highly as several market researches project that by 2014 more users will access the Internet from their phones and tablets than from a computer. If the adviser’s website is not accessible to mobile phone users, they significantly increase the odds of losing new business. The mobile version of the site must feature a limited number of pages and condensed content. Pannunzio continued, “Use a video to increase the time visitors spend on the website.

A YouOnTV study revealed that web surfers spend an average of 48 seconds on a specific website. When a site features a video that time jumps to 5:50 minutes. Scientific evidence suggests that one minute of video equals 1.8 million words. Consequently, with a single video frame an adviser can deliver the same amount of information contained in three pages of text”.

A call-to-action is something designed to induce a visitor to take action. The adviser’s goal should be to establish a connection with as many visitors as possible, so give them a reason to remember the business. Offering the opportunity of signing up for a newsletter, downloading a white paper or a free ebook, will prompt visitors to take action and voluntarily give their email address and other valuable demographics. From there the adviser can begin to develop a relationship

In the game of baseball it’s, 3 Strikes and You’re Out. The scope of a website is not only to provide good information, but to ensure that information can be accessed and consumed as swiftly as possible. On dated or poorly designed websites, information is accessible only after a string of clicks. On average, three clicks is the threshold visitors tolerate to access information.

Pannunzio concluded, “The website is an adviser’s number one marketing tool and is essential for engaging with prospective and existing clients, demonstrating expertise, educating, nurturing relationships or providing potential new customers a solution to their financial or investment problems.”

“A well designed and executed website delivers many valuable benefits for an adviser’s practice by keeping clients engaged and providing a steady stream of new business interest and opportunities”.

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Advisers risk overestimating the average investor’s knowledge of markets.

Mr. Claudio O. Pannunzio President and Founder of US based i-Impact Group said financial advisers earnestly overestimate the average investor’s knowledge of financial markets and this has been reflected in a recent survey by Accenture*. Although the survey was conducted in the USA, Pannunzio believes the findings have global ramifications, especially in sophisticated mature markets such as Australia.

The Accenture survey was conducted among an emerging investor population called Generation D (D for Digital) – a diverse group spanning multiple demographics and representing more than 75 million people with $27 trillion in assets – and 400 US financial advisers, revealed that the latter believe 42% of investors are extremely knowledgeable about investing, while only 12% of investors regard themselves as very knowledgeable. “This creates both a challenge and an opportunity for advisers,” said Pannunzio.

“On one hand, clients tend to regard advisers’ communication on investment topics and products as promotional and, most importantly, frequently well beyond their real comprehension capabilities.”

“On the other hand, it creates a unique and powerful opportunity for advisers to increase the frequency of client communication. This can be achieved by establishing consistent flow of communication focused on educational content, which will resonate with clients and help advisers address their fears and concerns about their investments.”

The survey also revealed that advisers in the USA tend to misconstrue their clients’ risk tolerance, often assuming a threshold for risk higher than what the client can actually endure.

This appears to be particularly true with Millennials of Generation D, a segment of the investor population with a pronounced lack of trust in the financial system – consequence of the recent global financial crisis (GFC) – and a subsequent prudent and conservative attitude toward their investments.

Here too, the situation presents a great opportunity for advisers. According to the Accenture study, Generation D is by far the most technology and social media savvy.

This gives advisers an exceptional opportunity to tap this vast audience in a cost – effective manner by simply maximizing their use of digital tools and platforms. Pannunzio continued, “Because of this group’s predilection for digital communication, advisers will be able to provide increased investment education, and intensify the frequency and speed of client communication by using video messages, Webinars, Webcasts and online communities.” “This will ultimately help advisers to regain Generation D trust.”

Another notable finding of the Accenture survey has to do with advisers’ responsiveness. In a previous industry communiqué, What We Have Here Is an Enduring Failure to Communicate, Pannunzio referred to a Spectrem Group study**, indicating that 73% of affluent investors would leave their adviser if he/she would not return their calls in a timely fashion.

Fortunately, the Accenture survey reported that 59% of advisers recognize the ability of responding and addressing clients in a faster manner as one of the chief benefits of social media.

Other key results of the survey, included:

• More than 50% of advisers understand that social media plays an instrumental role in their successful interaction with Generation D
• 40% of advisers landed new clients through Facebook and 25% through LinkedIn
• 77% of advisers report that the use of social media helped them with client retention
• 74% report an increase in AUM and 73% an overall increase in client interactions, due to their adoption of social media

Pannunzio concluded, “The findings of the Accenture survey unquestionably reiterate how rapidly advisers are embracing social media. The use of digital tools and social media platforms will undoubtedly continue to play an increasingly instrumental role in delivering the financial education that investors want and need.”

“Ultimately, social media will empower advisers to stay relevant with their clients, build credibility and regain trust.”

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* Accenture Closing the Gap How Tech-Savvy Advisors Can Regain Investor Trust March 2013

** Spectrem Group 2013 Ultra High Net Worth Investor report April 2013

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“Marketers relentlessly bombard us with a deluge of messages from every angle – advertising, publicity and the Internet. In response, we’ve learned how to shut off to the communication barrage to the point that the majority of messages are just blur, failing to trigger any response and generating zero return for marketers,” said Claudio Pannunzio.

“For financial advisers in the US and Australia marketing to their key audiences, there is nothing they can do to change the message-overload situation. The problem is a global phenomenon.”

“What advisers can do is connect to their audience in an intelligent manner by providing them original information that grabs their attention.”

The secret says Pannunzio is to communicate differently. Advisers need to do more than just promote their products, services and areas of expertise. They must provide valuable and authoritative content that offers solutions to problems.

Content marketing is the art of communicating with key audiences without focusing solely on selling. It involves the creation and dissemination of original and useful content aimed at educating key audiences, rather than just squarely giving them a sales pitch.

Pannunzio continued, “The ultimate goal of content marketing is to provide information on a proactive and ongoing basis; information that the target audience finds valuable and that ultimately positions the adviser as a trusted professional.”

“From Fortune 100 companies to small businesses, companies of all sizes are embracing content marketing for one reason: it works. It works because it is focused on relevancy and value – the two characteristics that separate effective communication from the
daily spam consumers have grown accustomed.”

A recent study conducted by Information Technology Services Marketing  Association revealed that nearly 67% of US buyers of products and/or services reach out to vendors only after they have gathered facts and data through their own research, not vice versa.

In most cases, before an individual establishes contact with a business, he / she is already armed with information about the firm, its team and the products and strategies they offer. This new consumer attitude enables financial advisers to leverage content marketing to proactively educate prospects about investment products and strategies, industry lingo and available solutions.

Pannunzio said, “Empowering your clients and prospective new customers with knowledge that allows them to pose the right questions and get personalized answers enables you to establish a relationship of trust. That’s what content marketing is all about.”

“In essence, your clients and prospects engage in conversation with you before you even know they are interested in your services.”

Effective marketing content causes audiences to pause, read, get engaged, behave and act. In reaching out to audiences advisers should focus on creating thoughtprovoking rather than thought-leading content.

“In our information overload times, thought leadership continues to be essential, but it is no longer enough to generate appropriate reaction from your clients and prospective clients. Your content marketing strategy must prompt them to take action.”

“This could be by simply downloading your newsletter, signing up for a seminar/event, accessing significant articles or white papers or becoming your advocates,” concluded Claudio Pannunzio.

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The provision of financial planning services is a very personal business in which an adviser’s role often morphs from consultant to personal confidant. Because clients entrust advisers with their life savings and dreams, relationships have a large emotional component.

Claudio Pannunzio said “Video Killed the Radio Star blurted a 1979 song declaring the demise of radio and ushered us into the era of music videos. Today, video is rapidly replacing not just audio but the written word, too.”

“Because people think visually, images can be a powerful tool for financial advisers to establish and maintain trust and confidence.”

By 2015, according to eMarketer.com, 76% of the Internet audience, or roughly 195.5 million people, will be viewing video online on a regular basis. As much as we like print (most of you are reading this, after all, not watching it), videos are more powerful than words simply because people think visually.

“When we read, our minds convert printed scribbles into visual images that we encode with emotion and remember. When information comes directly in the form of an image rather than words, our minds can grasp more and make more connections because it’s not doing any of word-image translation,” said Pannunzio.

Dr James McQuivey of Forrester Research makes that point in his research, which found that one minute of video equals 1.8 million words. In a single frame, therefore, a video can deliver the same amount of information as three pages of text. While video is unlikely to erase the written word – just as it didn’t entirely replace radio – the inherent strength of the visual medium and the ever-vanishing technological barriers to its creation have powerful implications for financial advisers.

Pannunzio continued, “Video, far better than words, enables an adviser to appeal to the visual and emotional part of a client’s brain, thereby facilitating a better understanding of concepts surrounding money, investments and risk protection. More important, video establishes an emotional bond that even the best-written material cannot achieve.”

Video also can be a powerful component of an adviser website. A concise and informative video captivates users, inducing them to stay on your site. Videos can help advisers attract and retain new clients or generate new business from existing ones. Sending to a prospect a 60-second video underscoring an adviser’s expertise, investment approach and recapping the specific issues discussed during a first meeting can be an effective and highly personalized follow-up strategy. Also, a short educational video articulating the benefits of investing, saving, retirement planning, etc and featuring a clear call-to-action, could be instrumental in generating new business.

Advisers can also use video to deliver timely market updates, commentaries and insights on breaking news, and convey their thoughts on specific subjects. Instead of traditional greeting cards or e-mails, a growing number of US based advisers are beginning to use videos to send anniversary best wishes, thank you messages, invitations to special events or seminars, and to introduce new employees and new practice capabilities.

According to a recent research conducted by YouOn TV – a global new media and information technologies company – web surfers spend 48 seconds, on average, on a specific website. When a site features a video, however, average time spent jumps to five minutes and 50 seconds, which is 5.33 times longer than a visit to a traditional text-only website. Simply put, video provides a one-stop shop for information that reduces the need to navigate to other sites and keeps the user engaged until he / she is ready to act on an embedded call-to-action.

In periods of market volatility and uncertainty, the need to initiate and maintain client communication is self-evident. Video is an easy and cost-effective tool that increases an adviser’s face time with clients and adds a personal touch to client relationships. Indisputably, while producing a 60-second video commentary on breaking news takes effort, as well as some commitment of time, being able to reach 50, 100 or even more clients via video instead of individual phone calls or in-person conversations saves significant and valuable time.

“Complementing a traditional communication effort with video enables advisers to enhance the perception of their expertise, extend their brand, foster trust among clients and prospects, and differentiate their firm in the marketplace,” concluded Claudio Pannunzio.

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