Oct 12 2024 29 mins 8
The pace, scale and sophistication of RIA marketing has accelerated into hyperspace in the last 10 years.
There are new business models in wealth management and, thus, new voices and sources of trust.
The speed of content creation and publishing is increasing- especially with newer artificial intelligence tools.
Social media has made the scope and reach of marketing efforts enormous — and required firms to be data scientists as much as financial advisers.
Finally, where once the firm drove the branding in the RIA space, there appears to be a move back to the star system – where recognizable names create the light that attracts clients.
Enter RICHARD HEFT, President of EXT MARKETING – His firm focuses on marketing for RIA’s, asset managers, and other financial institutions.
The development and execution of marketing strategies are accelerating well past the leadership of the typical RIA. They have to prove to the market that their inorganic growth efforts are real and sustainable in a crowded (and often bland and undifferentiated) space. Richard tells us what he is seeing in the RIA Marketing space.
Background- What does EXT do?
What was the opportunity you saw?
What is “Marketing” vs Marketing for Financial Institutions? vs. RIA Marketing?
Differences
Regulation
Other cultural issues
Where does RIA Marketing stop and PR start as part of larger strategy?
How do you combat the “sea of sameness” and “Lowest common denominator” factors in RIA Marketing?
Boats, Piers, Forests
Couples at the Beach
New demographics, new ideas
Measurement –
What does marketing success look like from the agency perspective?
Is there a difference in the clients’ perspective?
How do you bridge that gap and make sure there is agreement on metrics?
Digital –
After putting strategy, into action, what is the importance of data integrity and maintenance?
Having established a visibility strategy, how does one convert eyeballs to dollars?
How do we get around the “consulting class” fluff?
Success stories
The new sophistication of the referrer and the consumer / client.
The art of segmentation?
B2B vs B2COI
B2B vs B2C?
How much can (or what should) be outsourced to an agency vs hiring someone internally?
The necessity of 3rd party credibility and how to get it (and get credit for it)
“RIA Marketing” Trends going forward?
Artificial Intelligence and other tools
Social Media (How an UHNW adviser uses podcasts)
Will there be a move away from referrals to “legitimate” digital lead generation?
Where does traditional media fit in?
