As 90% of my clients are in the wealth management and financial services space, I am frequently asked how to connect with High Net Worth Individuals (HNWIs) (and Ultra High Net Worth Individuals – UHNWIs). Of course we can find them but equally important is making sure that they find you.
Inbound marketing is a marketing strategy by which you drive prospects to your website rather than outwardly advertising your products or services. Ideally, you’ll impress them—thus making it more likely that your prospects will go to your service when their need materialises.
Q: Why use inbound marketing?
A: Because it allows you to build trust with high-quality leads who are genuinely interested in your service.
This is particularly important if your prospects generally take their time to research different offerings and weigh the pros and cons of each – building brand awareness and trust is crucial.
You need to demonstrate value.
You need to build a go-to brand. Although St. James’ Place Wealth Management has a “marmite” reputation, they have a credible recognised brand.
Let’s look at how to effect this inbound marketing…
Sounds Millennialesque but According to HubSpot—the SaaS company that popularized the term “inbound marketing” circa 2006—people who prioritize blogging are 13x more likely to get a positive ROI.
Those who publish blog content at least 16 times a month generate 3.5x more website traffic and 4.5x more leads compared to companies that only update their blogs a few times a month.
A blog is a terrific way to answer your prospects’ pressing questions (e.g. How should I structure my pension plan as an expat?)
HNWIs are frequently time poor. Provide a quick snapshot of insightful data, ideally presented in an aesthetically pleasing format.
If you can get them talking about your brand, you’ll see conversions and referrals in no time.
Showcase your brand as an authoritative resource of actionable, insightful information. Provide it free of charge and in exchange for contact information. A how-to guide is irresistable.
A case study
Everyone is interested in a success story, especially one thatresonates with themselves.
An internet seminar – adding human content, essential in relatioship building.
A podcast / video
This is huge and going to get bigger in 2019. It’s growing and engaging, and most importantly, it’s effective.
Search engine optimization
This seems almost archaic and boring to cite nowadays but still has its place.
Most importantly is to have your #LinkedIn profile optimised – a key step which people in their endeavours to stay “low key” forget.
It is wrong to assume that because you are working within the highest echelons, you can’t or won’t find our ideal client via social media and, in particular, via #LinkedIn.
If you lack the time or require technical assistance effecting the above, please don’t hesitate to contact me at firstname.lastname@example.org