MARTECH MINUTES: Why Advisors Must Provide Financial Education

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Maintaining consistent communication with clients is imperative for building strong relationships and attracting new business. For financial advisors, a significant reason clients may be unhappy with their advisors is a need for more communication and namely, financial education. Communication is no longer just emails and phone calls, it’s educating clients through communication platforms such as social media, blog posts, and newsletters.

The Digital Wealth News team recently met with Teresa Leno, CEO and Founder at Fresh Finance to understand what’s at stake for wealth firms and their advisors around client communication.

“A communication breakdown can create an avoidable disconnect between your firm, advisors and their clients. It’s vital that firms help their advisors provide timely and consistent financial education articles to clients. Doing so can set your firm apart from your competition and keep your advisors top of mind,” says Leno.

How engaging financial content can help

Tapping into content marketing (social media, blog posts, podcast episodes, newsletters, third-party articles, etc.) helps maintain communication without coming off as ‘sales-seeking’ in your approach. Incorporating financial topics that are timely and relevant to clients can help strengthen their belief that your advisors are thought leaders in the industry. Additionally, it will increase trust among clients and prospects when providing educational content to help them become more informed investors.

In addition to building a content marketing mix, clients may want customized communication. Sending out a monthly or bi-weekly newsletter or articles of interest to a particular client is an excellent way to personalize marketing communication efforts, as the content can be problem-solving or action-specific.

The human touch

Today, advisors often compete with automated marketing tools that expand one’s presence in the financial services industry. Remembering that one of the greatest strengths is for advisors to ‘just be human.’ When advisors focus on building relationships, they find long-term success.

“Being a positive communicator and providing financial education goes a long way in maintaining client relationships and finding new prospects who need your help,” adds Leno.

She says people expect financial education from advisors, wealth institutions, and banks. If those organizations don’t provide education and informational articles, they will go elsewhere for the information; Google is a great tool for finding information. But, the risk lies in a Google search finding information on a competitor’s website or social media profile.

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Teresa Leno worked as a financial advisor and experienced firsthand the importance of financial education to help clients make more informed decisions before a crisis. Through her experience, Fresh Finance was started as a financial content marketing solution to help advisors validate their expertise through sharing content.