Put-Thru for Financial Advisors
The financial advisory market, as a whole, has been way behind adtech and digital marketing trends for a very long time. Now, more than ever, this presents a unique opportunity to jump ahead, for those willing to make the move. The fact is that 2024 marks the first time that people people turning 59 ½ are NOT baby boomers. While that alone is stark, it shows the entire trend shift coming your way.
If you think you can be successful using Radio, direct mail and in-person seminars, to build your brand and acquire clients, you are in for a very rude awakening. The data is clear. You need to evolve, or your competition will. The choices you have at your disposal, with any market credibility, lack the skills and the knowledge to navigate the digital landscape as it stands in 2024.
Here is what will NOT work anymore:
- Organic social media
- Direct Mail
- Outbound email
- SEO
- Google’s PPC
- Seminar invitations
- Radio
Today, your challenge is different.
Generation X doesn’t have the brand loyalty their parents did, and they open their mail standing over a trash can as they immediately toss virtually every solicitation they see. Every survey done shows they would rather spend their time with their own friends and families rather than meet you and 20 strangers at a Holiday Inn banquet room.
And here is the worst part: the IMOs capitalizing marketing spend rely of the FMOs (Field Marketing Organization) to help advisors navigate marketing and most of them are nearing retirement themselves. They advocate for the marketing that enriches themselves; best results be damned. Sure, they’ll take you to an NBA game or NFL game but why wouldn’t they? They’re making money all over the place by keeping your spend with printers and radio stations that haven’t been relevant for a decade. And recently, we’ve seen them partner with companies offering to build “personal brands” through organic social media. The entire digital marketing world walked away from organic social as a conversion strategy when Meta decided less than 5% of your own followers will ever see your posts. Now it’s all about audience ID and paid ads but none of these people (FMOs) posses the tech to avoid the rampant waste due to bot traffic on these platforms. It’s a lose, lose, go to a ball game, lose, situation.
That’s why there has NEVER been a better time to gain an advantage than right now.
On the other side of that coin is the reality that if you don’t make the move now, you will forever be behind the ones that do. Playing catch-up is expensive. Put-Thru has developed the perfect play to identify the right audiences based on the exact product, engage them and drive awareness and then convert them into clients. It is the buildout of a literal machine that produces new monthly revenue in perpetuity. The audiences update automatically, and the tech stack engages, nurtures and converts. It’s the right play at the right time and we are signing clients all over the country.
Make 2024 the year you drive and track new revenue for YOUR firm and keep the material benefit of marketing spend where it belongs, in your bottom line. After all, wouldn’t you rather go to the game with your friends and family? You’ll have a lot more money for the tickets…
** By the way, if you think these guys are really your buddies, move your marketing spend to benefit you instead of them and let me know how soon the next invitation for a game night comes….