BUSINESS
When you think about ways to connect with younger generations, it may be helpful to consider these tips.
Marketing: When You’ve Tried It All And Nothing Works! Commit to a strategy and be consistent in order to be successful in marketing to new clients. By Julie Genjac
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inancial professionals often feel as though nothing works when it pertains to a seamless marketing strategy that attracts new clients to their practice. I have heard “I’ve tried it all and nothing really works!” more times than I can count. My team at Hartford Funds and I recently conducted a study that examines how investors of different genders and generations want to receive financial advice and marketing materials. We understand that the next generation of clients has more options than ever when it comes to financial advice, so it is important for financial professionals to have a buttoned-up approach. To create an organized marketing plan that will attract younger generations of clients, consider the following tips.
Commit To A Strategy
This is a phrase that I repeat multiple times per day. I am a true believer that financial professionals can work to enhance their email marketing and social 52
InsuranceNewsNet Magazine » June 2022
media plans by truly focusing on and committing to one strategy. I recently had a conversation with a team whose members felt as though nothing was working with the plans they put into place, so I asked them to describe their strategy to me. It was a little bit of this, a touch of that, a pause, then a restart. This was then
repeated implementation is crucial to ultimate success. For example, when you think about ways to connect with younger generations, it may be helpful to consider some of our findings. We found that 42% of younger consumers are attracted to lifestyleoriented materials that highlight how
Consistency is key. Apply this same thinking to your business plans. Consistent, repeated implementation is crucial to ultimate success. followed by some talk of using LinkedIn, some website and some email. What their strategy didn’t have was consistency. Here’s the analogy I used with this team: If you set out to lose 10 pounds and you work out for one day, don’t work out the next day, do half a workout on the third, binge on cake on the fourth, and then go back to a light workout on the fifth (and repeat), you will be frustrated at the end of the month when you either haven’t lost a pound or have actually gained one or two. Consistency is key. Apply this same thinking to your business plans. Consistent,
sound investment advice and decisions can support their lifestyle goals. This compares to 25% of older consumers. Could a member of your team focus on engagement activities related to life, balance or leisure to attract young adults? In addition, our study found that design is also important. Content that is colorful and engaging resonates with 28% of younger consumers, compared to only 10% of those from older generations. Although these details are just that — details — they ultimately can impact your marketing strategy’s reception.
