work

Client

WHZ Strategic Wealth Advisors

Goal

BRAND AWARENESS – Raise awareness in a new market. Help advisors become thought leaders for their main target audiences.

LEAD GENERATION AND CONVERSION – Increase lead generation and client conversion.

CLIENT RETENTION – Keep a strong position in the current home market. Work to keep or improve high client retention and satisfaction.

Strategy

Our strategy was to serve, not to sell. In other words, we aimed to increase brand awareness, build trust, convert new clients, and wow our existing clients by meeting them where they are (online and in life) and providing valuable information, insights, and resources that they can use to improve their finances and, by extension, their lives.

To do this we took a person-first approach, conducting research to better understand our target audiences’ needs, wants, worries, and preferences, not just around finances but in life. We did this using psychographic data from our own client surveys and industry research.

Execution

First, we identified our target audience segments: high-net-worth (HNW) individuals ages 35 to 55, 55+, executives, and business owners.

Next, we built a content strategy aligned with the top concerns and interests of each segment. We also aligned each of the firm’s advisors with his/her primary target segment served and area(s) of expertise by assigning content authorship accordingly.

Finally, we strategically deployed the content across a multitude of channels to meet each target audience where research indicated they were most likely to consume content. Those channels included weekly newspaper columns, blog posts, radio shows, podcasts, videos, social media, and email marketing. Paid support helped boost social media posts for each segment. This increased social media followers and website visitors. As a result, we gained new email subscribers and could run retargeting campaigns.

Results:

From February, 2023 through June, 2024 we achieved the following results.

AWARENESS:

• New website users remained flat, but returning website users increased 111% over the previous period
• Social media follower growth increased by 17%
• Social media engagement increased by
• Podcast downloads increased by 251%

CONVERSION:

• E-newsletter subscribers increased by 78%
• New and prospective clients increased by 92%

RETENTION:

• Client net promoter score increased by several percentage points