Sitting on Too Much Cash? Here's What to do With the Extra...
When you’ve built up a surplus of cash, it’s hard to feel like you’re doing anything wrong. After all, a surplus is indicative of a frugal lifestyle built on a foundation of spending less than you earn. Who could criticize that?
But money is more than just a resource you need to stock up – it’s a tool that can create even greater wealth if used correctly. In other words, money that’s just sitting around is a wasted opportunity.
There are plenty of things you could be doing with that extra cash that are low-effort and low-risk. If you’re ready to get your money working for you, consider these options.
How Much to Keep on Hand
You’re going to hear varying numbers here, but you should aim to keep six month’s worth of your must have expenses as an emergency fund (think rent, mortgage, utilities, groceries, insurance, and essential items you’ll definitely need to pay for no matter what). That amount will cover you in case you lose your job, face a prolonged illness or have to take time off work to care for an ailing relative. If you work for yourself or have children, you might consider saving a year’s worth of expenses just in case.
Any cash you’ve tucked away for an emergency account should be kept in a high-interest savings account. A savings account is the perfect tool for this because it’s liquid enough that you can access it within a couple days, but not located in the same checking account you use for daily purchases. You can use the same bank you use for your checking account or another if it offers a better rate.
A high-yield savings account will usually earn you around 1% interest a year if you’re lucky. That amount won’t match inflation, but it’s better than a checking account paying nothing.
Why Keep It Elsewhere
You risk losing money when you store excess cash in a checking account or under your mattress. Money’s like a plant – it can only grow if it’s kept in the right environment.
The longer you keep cash somewhere it’s not growing, the more you lose due to inflation. That means if you keep $1,000 in a checking account that’s not earning interest, it’s worth less every year.
Think of your money as an opportunity. The choice of whether to waste or seize that opportunity is entirely up to you.
It’s important to note though, that while you want to maximize the amount of interest you earn on your emergency fund, this is one chunk of money that for your financial planning purposes, isn’t meant to be invested or utilized in any way that could lose your principal balance. This emergency fund is meant to be available in case of emergencies, and last I checked, we don’t know when those will happen. There is an opportunity to earn more growth and income when deploying additional funds into savings accounts for retirement.
Other Savings Goals
Cash you’re saving for things you’ll need in the next three to five years doesn’t need to be kept in a savings account.
One popular option for short-term savings goals is a CD that will mature in a few years. A CD is insured by the bank and has a specific time in which you hold it. Rates will vary based on the bank you choose, how much you can deposit and where you live. You can compare rates online at Bankrate or NerdWallet.
Money market accounts are another option if you won’t need the money for a couple years or more. Some have higher rates than savings accounts and are also backed by the FDIC. Bonds are another option, but rates vary depending on when they mature and how the economy is doing. Your best bet is a CD or money market for short-term goals.
Invest the Rest
Once you’ve allocated money for your emergency fund and short-term savings goals, it’s time to invest any remaining funds for retirement. This money should be deposited in an IRA, 401k or other long-term savings vehicle. These accounts can provide a much greater return because you won’t have to access them anytime soon.
Popular options for retirement savings include index funds or target-date funds, most of which have low fees and decent returns. A financial advisor or planner can help you pick a fund if you‘re unsure which to go with.
Bottom line, if you’re sitting on more than six months worth of expenses in cash, it’s time to get a plan in place for how to allocate the rest in order to ensure your money is being put to work for you.
Capturing the Attention of Millennials: Be Relevant and Digital
I know Gen Y are stereotyped as being transient, digital natives who are impossible to capture, but that is just the world we live in today. Technology has caused a proliferation of advancements and the financial services industry is (or should be) feeling the pressure. We have seen the rise of the robos, fee compression, virtual advisors, and various regulatory changes, all culminating to challenge financial advisors to find ways to cut through the noise to demonstrate their value.
Developing an effective marketing and lead generation process that’s tailored to millennials is vital for two key reasons:
- It’s the only way you’re ever going to capture their attention
- It’s the only way your business can remain profitable serving this demographic
Let’s be honest; there is a bit of an over-hype and obsession with millennials right now (don’t get me wrong, I’m obviously a fan). Nearly every business is starting to ask itself, “How do we capture this next generation?” And they’re spending tons of time and resources devoted to this one demographic. So think about all the different emails, social media and digital advertising you’re competing with, even beyond just the financial services industry. Whatever you put out there will have to be niche to their needs in order to capture their attention – and will have to feel authentic if you want to build enough trust to get them to engage.
As you begin to assess your ability (or desire) to serve younger investors, the question about profitability will inevitably come up. The traditional marketing advisors do today for their HNW investors is just not an effective or profitable way to target millennials. No COIs, business networking, client events, newsletters – that takes up way too much of your time. Instead, you should take a more scalable approach using digital marketing and messaging that actually resonates with your intended target market. Serving millennials should not be a loss leader; that’s exactly why segmenting and tailoring your marketing will be vital with this demographic.
Bringing it back to our friends Marg, Chip and Drew
In order to assess what type of marketing will effectively capture the attention of our three millennial personas, we need to answer these questions:
- What are their aspirations?
- What are their problems?
- When is the best time (in their lives) to capture their attention?
Marg seems to be more reactive and short-sighted, only seeking advice when there’s a triggering event causing her stress. Chip and Drew tend to have relatively similar characteristics, which you’ll notice quite a bit throughout our research. Aside from income, assets and debt levels, Chip and Drew tend to have the same needs and preferences. This means that you can take a relatively similar marketing approach in terms of messaging, but you’ll need a slightly different approach for each party later on, when we get into fees and service models.
Chip and Drew tend to be a little more financially mature than Marg; they look at longer-term goals and aspirations. The only exception would be that, when it comes to how these three define financial success, they all answered, “Having enough savings to retire when I want” as their top choice.
With the goal of tailoring your marketing messaging and approach to effectively engage these different segments, here are our recommended approaches.
Marketing to Marg
Topical blog posts and social media are the way to go. Even though Marg might not be ready for or in need of your professional advice quite yet, you can still find scalable, automated ways to prospect her (with the long-term goal of eventually capturing her once she becomes more like Chip and Drew). The key is to identify those triggers that cause Marg to seek help and find a way to insert yourself into the picture through digital marketing.
Writing a blog with topical posts that address key questions or issues that Marg might Google or research in her time of need is a great starting point. Think of blog titles like: A 5-Step Guide to Building a Budget, What to Do When You Have Credit Card Debt, and How to Improve Your Credit Score. Even though blogging might feel like it takes a lot of initial effort putting together the content, once it’s written, it can be leveraged in so many ways that you can actually realize a return on that investment of your time.
One blog post can be broken down into 10-20 different social media posts, posted on many different social media platforms (Twitter, Facebook, Instagram, etc.), and can be used for months after the blog goes live. And, over time, that content will accumulate and improve your website’s visibility in search engines (that’s search engine optimization) to increase visitors and visits from people like Marg.
Marketing to Chip and Drew
Build a targeted marketing campaign focused on life event planning. Retirement is still a very important issue when it comes to emerging wealth prospects like Chip and Drew. Not only do they define financial success as the ability to retire when they want, they also cite retirement planning as the top financial issue they want more help with. However, big life events are the key trigger for Chip and Drew to take action on their finances. And so the key to capturing these millennials is by striking at the peak of their interest – when these life events happen.
But before you can market messaging and content specifically focused on life events like marriage, first-home purchase, first child, and change of career, you have to first address any potential branding issues. If you’re serious about wanting to engage this group, your brand and website cannot be hyper-focused on traditional financial advisor themes like retirement, investing and wealth management. Expand your current brand or create a separate brand geared to this demographic that focuses on financial planning for life events (which can still include retirement as one key component). Then build topical messaging and content that plays to each life event, like “3 Financial Musts After Having Your First Child.”
If you’re fully committed, you could even take it a step further by implementing marketing that specifically targets millennials going through specific life events. For example, you could pay to promote social media posts or ads that only target millennials between the ages of 28-30, the average age most millennials are getting married . Maybe you purchase ads on blogs or other websites like The Knot for newlyweds or The Bump for new parents. You could also identify social influencers who blog or speak about life events and other topics affecting your target market and look for cross-promotional opportunities. The more targeted your marketing and content, the more likely you are to cut through the noise and capture millennial attention.
This brings me to a key point
Marg, Chip and Drew are not niches; they are merely personas representing 3 key segments within the millennial cohort. However, niche marketing is a very powerful tool that should not be overlooked when discussing effective ways to market to Gen Y. The more niche your content and targeted your advertising approach, the more effective your marketing will become in grabbing their attention. Case in point: A 33-year-old dentist is much more likely to click on something titled “Dos and Don’ts of Tackling Debt from Dentistry School” than a generic title like “Dos and Don’ts of Tackling Student Loans.” You want millennials to feel your content to is talking specifically to them – and that you’re a resource who understands the needs and issues of people just like them.
To those advisors who still aren’t really interested in serving millennials, but are using this series as an opportunity to review industry trends – this niche thing is not just for millennials; it can be an effective marketing tactic to use with all generations of all ages. There are so many changes going on right now in financial services that can confusion among investors and muddle your value proposition as a financial advisor. Recent technical innovation has caused a proliferation of many different business models in our industry. You’ve always competed with DIY platforms, but now (whether you like it or not), you’re being compared to robo and virtual advisors who likely spend a lot more on digital marketing and targeting than your traditional advisor. That’s why niche marketing can play a key role in helping you to cut through this noise and grab the attention of potential prospects (no matter what age they might be).
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