How I Helped Produce $72MM in New Assets
Gloria Mendez
I am Series 7 and 63 licensed and have over 1 year experience in creating digital marketing strategies for Financial Advisors.
I was in charge of developing and executing digital engagement strategies that integrated website design (Yext Website Builder), social media platforms (LinkedIn, Twitter and Facebook), along with email campaigns (Salesforce CRM). Other tools included Google Ads and the Aladdin Portfolio Risk Platform.
I supported 42 financial advisors across the country, and produced over $72 million in net new assets as a result of the digital marketing strategies and management I had put in place for them.
I was able to accomplish this by identifying the goals of each advisory team, establishing their brand and what sets them apart, and utilizing the tools at hand to help deepen their client relationships and generate leads/new assets.
I do not have permission to publicly share examples of my work, however I’m happy to share this case study or more insights upon request.
Case Study
Goal: One of the advisors I supported had a goal of down-aging her book of business. 9% of her book was under the age of 45 when we started, and we set the quantitative goal of reaching 20% by the time we’d reach a year of implementing our strategy.
Objective: She wanted to secure the longevity of her practice and brand herself as a wealth coach.
Website: For her website, I created a custom tab dedicated to the Next Generation. This included resources for young investors, such as a “Millennial and Gen-Z Guide to Retirement,” “How to Use Credit Wisely” and “Behavioral Investing.” I included images to attract engagement, call to actions that encourage visitors to check out the articles, and was intentional in the article selections and how they help her SEO.
She received two leads under the age of 45, once we implemented these changes to her website. She converted them to new clients within two months.
Her website monthly page visits increased by 67% compared to the traffic she received prior to our partnership.
Email Marketing:
We also had an email campaign strategy, focused on timely/relevant information for her clients to stay up-to-date and connected to their advisor. Many people leave their advisors when they don’t hear from them for a while.
By building on the relationships with the new clients, they referred the advisor to another young family.
Her email marketing also led to an 18% increase in open rate, and targeted over 200 clients compared to sending an email to 1 client inconsistently.
Social Media Marketing:
We also utilized social media to increase her SEO, along with representing her professional brand online. We used the Hearsay platform to schedule and modify posts for LinkedIn, Facebook and Twitter. We included helpful insights for young investors, personal milestones to humanize herself online, as well as market updates.
With an organized approach to her social media profiles, we increased activity from her connections by 35%.
Results: We were able to increase her percentage of clients under the age of 45 to 12%. She gained 9 new clients and before ending our partnership, I helped transition her over to a new digital marketer to continue the process we had in place and update any outdated items.
Be sure to reach out if you have any questions or would like to discuss your online marketing strategy!
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Posted Feb 23, 2023
I helped down-age a Financial Advisor's book of business in order to create longevity for her practice and bring in new assets. Check out my prior work.
