High net worth leads are just as active – possibly even more-so – than your average internet user. Especially younger, millennial success stories; they communicate through social media and use search engines to discover new opportunities, too. Take a look at our blog 3 secrets to high net worth lead generation to find out more.
For this reason, financial and investment organisations can implement inbound strategies to reach out to new audiences, investors and clients. A creative, transparent and bespoke campaign can target a huge volume of high net worth leads, at a high quality that won’t waste your sales team’s time.
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We've worked with several investment clients, so we'd like to think we know our stuff. For now, let's run over the basics - here are three things you need to know!
Know your audience
In all likelihood, you’ll be looking to attract a relatively wealthy audience. After all, your ideal investment lead needs to have enough money spare to put into your product. More importantly, investment leads may need to self-qualify as sophisticated or high net worth investors in order to meet FCA regulations.
Bear this in mind when creating your messaging. If your core audience consists of wealthy retirees looking to add to their pensions or experienced business professionals in senior management positions, there’s not much point using the latest teenage lingo or making references to Love Island. This is why it’s so important to develop accurate buyer personas.
Know your industry
Here's where some marketing agencies may struggle if they don’t have any experience in the investment sector. This is an industry with plenty of regulations and performance standards, and it's bad news all round if your marketing fails to meet all the required criteria.
The FCA has guidelines specifically for social media communications – that’s how important it is. All messaging must be clear, fair and not misleading. “Doing social” isn’t a task you can just pass on to the nearest intern when it comes to investment marketing.
One way of managing these risks is drafting up a document of common objections and standardised responses for use on social media. These pre-approved replies can be used to offer a prompt response while minimising risk.
Know your competitors
Keep your friends close and your enemies closer. It’s a well-worn saying, and for good reason. If you can work out which products you’re in competition with, you’ll be able to identify your own strengths and weaknesses, and differentiate your product.
It’s a common misnomer that “brilliant customer service” or “great value” can be promoted as unique selling points (USPs, to those of you in the know). None of your competitors will admit to offering substandard service or poor value!
Think about your brand. Do you offer a particularly low entry price point, or run an online platform which makes it easy for customers to check up on their investments? Are your products chosen by a well-qualified and reputable industry expert? Dazzle your investment leads with what you have to offer.
Know when to ask for help
These three steps aren’t prescriptive. Ideally, your brand should have a unique marketing campaign that reflects your unique strengths and values. It takes a lot of hard work to create a really strong investment marketing campaign, but for what it’s worth, we believe it’s well worth the effort.
We’ve seen one investment client achieve an ROI on marketing of over 3000%. This is thanks to an incredibly successful lead generation campaign, which has been continually tweaked and tailored by us, paired with expert consultancy services provided by the client.
A perfect combination! As a result, this client has expanded their team fivefold since we began working with them. Not a bad result, we think.
If you’d like to find out more about perfecting your investment marketing campaign, give us a shout. We’re always happy to help!