How to Best Connect With RIAs: A White Paper May Be Your Answer

How to Best Connect With RIAs: A White Paper May Be Your Answer

Publishing a white paper can be one of the most effective ways for service providers to connect with RIAs. A recent Practical Perspectives’ survey on “Value Add Support to Financial Advisors” revealed that RIAs find white papers, thought leadership pieces and economic-oriented commentaries or outlooks most useful, while wirehouse advisors prefer sales ideas and seminar. Having produced white papers on a wide range topics and firms within the RIA community, I’ve repeatedly seen how it’s helped position executives and firms as thought-leaders, deepened client relationships, and has been an effective lead generator to connect with prospects.   There are a variety of different types of white papers, for this article, I’ll focus on white papers that are more practice management and practical advice oriented.

Where to begin?

Often times the hardest part is getting started.  First, find a topic that is related closely to what you do and provides real value to the client segment that you serve. Then develop content that’s focused on actionable tips, advice, and takeaways that the advisor can immediately use to improve their firm. Efficiency and profitability are strong drivers for most small to midsized businesses. Think in terms of how you offer help them in these areas.

What’s in a name?

You’ll need a catchy title, but don’t overthink this one. Often times the simplest titles are the best so, simply call it exactly what it is. You may want to add a supporting sub-title too. White papers titles that start with ‘How to…’ or ’10 Tips for…’ are most effective. In addition, your title should be convincing enough for someone make the choice of investing the time to read what’s inside. If I were creating a title for the topic of whitepapers, it might be something like:

“How to Produce a White Paper that Achieves the Results 10 tips on writing a meaningful thought leadership commentary and how to effectively promote it to your target clients.”

What’s your Story?

Treat your white paper as a sort of mini-novel. Start with an introduction that sets the stage before getting into the main content.  Then each section becomes a chapter with your unique insights, advice and guidance that speak directly to the needs of advisors. Make sure to include research, statistics and other industry data that support your points. Incorporate infographics between sections to break up the text and bring attention to key points. You can also use call-out quotes from subject matter experts within your firm to make it more personal. Depending how deep your staff’s subject matter expertise bench is, you can also interview center of influence (COI) partners too.

How to close it out

A conclusion section is the last opportunity to make your point. So make sure it’s persuasive, convincing, and clearly directs the reader for the next steps of action.

Include a bio page, that highlights your credentials and shows how your firm provides value within the industry’s eco-system.  Also, include any specific examples of how you’ve contributed to your professional community too.

Since most whitepapers today are in electronic PDF format, create a reference and resource section that links to any outside articles, URLs and useful websites. Don’t forget the all-important, CTA (Call to Action). What is that next logical step you want the reader to do, such as ‘schedule an appointment with a representative for a complimentary consultation’? Whatever it is, give them as many options as possible to contact you (phone, email, social media, webform) and make the process easy and clear.

How to Get the Word Out?

Lastly, we all know the quote from Kevin Costner's character in Field of Dreams, 'If You Build It, He [or They, in this case] Will Come' Not so true when it comes to white papers.  In my next article, I‘ll provide insight on developing a foolproof marketing strategy and the best tactics for promoting your white paper.


Bill McGuire
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Bill McGuire is principal of W.M.McGuire, a full service marketing resource serving the Registered Investment Advisor (RIA) community. We help with every aspect of your market ... Click for full bio

Rosie the Robot, Amazon, and the Future of RAAI

Rosie the Robot, Amazon, and the Future of RAAI

Written by: Travis Briggs, CEO at ROBO Global US

It’s tough to find a kid out there who hasn’t dreamed about robots. Long before artificial intelligence existed in the real world, the idea of a non-human entity that could act and think like a human has been rooted in our imaginations. According to Greek legends, Cadmus turned dragon teeth into soldiers, Hephaestus fabricated tables that could “walk” on their own three legs, and Talos, perhaps the original “Tin Man,” defended Crete. Of course, in our own times, modern storytellers have added hundreds of new examples to the mix. Many of us grew up watching Rosie the Robot on The Jetsons. As we got older, the stories got more sophisticated. “Hal” in 2001: A Space Odyssey was soon followed by R2-D2 and C-3PO in the original Star Wars trilogy. RoboCop, Interstellar, and Ex Machina are just a few of the recent additions to the list.

Maybe it’s because these stories are such a part of our culture that few people realize just how far robotics has advanced today—and that artificial intelligence is anything but a futuristic fantasy. Ask anyone outside the industry how modern-day robots and artificial intelligence (AI) are used in the real world, and the answers are usually pretty generic. Surgical robots. Self-driving cars. Amazon’s Alexa. What remains a mystery to most is the immense and fast-growing role the combination of robotics automation and artificial intelligence, or RAAI (pronounced “ray”), plays in nearly every aspect of our everyday lives.

Today, shopping online is something most of us take for granted, and yet eCommerce is still in its relative infancy. Despite double-digit growth in the past four years, only 8% of total retail spending is currently done online. That number is growing every day. Business headlines in July announced that Amazon was on a hiring spree to add another 50K fulfillment employees to its already massive workforce. While that certainly reflects the shift from brick-and-mortar to web-based retail, it doesn’t even begin to tell the story of what this growth means for the technology and application firms that deliver the RAAI tools required to support the momentum of eCommerce. In 2017, only 5% of the warehouses that fuel eCommerce are even partially automated. This means that to keep up with demand, the application of RAAI will have to accelerate—and fast. In fact, RAAI is a key driver of success for top e-retailers like Amazon, Apple, and Wal-Mart as they strive to meet the explosion in online sales.

From an investor’s perspective, this fast-growing demand for robotics, automation and artificial intelligence is a promising opportunity—especially in logistics automation that includes the tools and technologies that drive efficiencies across complex retail supply chains. Considering the fact that four of the top ten supply chain automation players were acquired in the past three years, it’s clear that the industry is transforming rapidly. Amazon’s introduction of Prime delivery (which itself requires incredibly sophisticated logistics operations) was only made possible by its 2012 acquisition of Kiva Systems, the pioneer of autonomous mobile robots for warehouses and supply chains. Amazon recently upped the ante yet again with its recent acquisition of Whole Foods Market, which not only adds 450 warehouses to its immense logistics network, but is also expected to be a game-changer for the online grocery retail industry.

Clearly Amazon isn’t the only major driver of innovation in logistics automation. It’s just the largest, at least for the moment. It’s no wonder that many RAAI companies have outperformed the S&P500 in the past three years. And while some investors have worried that the RAAI movement is at risk of creating its own tech bubble, the growth of eCommerce is showing no signs of reaching a peak. In fact, if the online retail industry comes even close to achieving the growth predicted—of doubling to an amazing $4 trillion by 2020—it’s likely that logistics automation is still in the early stages of adoption. For best-of-breed players in every area of logistics automation, from equipment, software, and services to supply chain automation technology providers, the potential for growth is tremendous.

How can investors take advantage of the growth in robotics, automation, and artificial intelligence?

One simple way to track the performance of these markets is through the ROBO Global Robotics & Automation Index. The logistics subsector currently accounts for around 9% of the index and is the best performing subsector since its inception. The index includes leading players in every area of RAAI, including material handling systems, automated storage and retrieval systems, enterprise asset intelligence, and supply chain management software across a wide range of geographies and market capitalizations. Our index is research based and we apply quality filters to identify the best high growth companies that enable this infrastructure and technology that is driving the revolution in the retail and distribution world.

When I was a kid, I may have dreamed of having a Rosie the Robot of my own to help do my chores, but I certainly had no idea how her 21st century successors would revolutionize how we shop, where we shop, and even how we receive what we buy - often via delivery to our doorstep on the very same day. Of course, the use of RAAI is by no means limited to eCommerce. It’s driving transformative change in nearly every industry. But when it comes to enabling the logistics automation required to support a level of growth rarely seen in any industry, RAAI has a lot of legs to stand on—even if those “legs” are anything but human.

To learn more, download A Look Into Logistics Automation, our July 2017 whitepaper on the evolution and opportunity of logistics automation.

The ROBO Global® Robotics and Automation Index and the ROBO Global® Robotics and Automation UCITS Index (the “Indices”) are the property of ROBO who have contracted with Solactive AG to calculate and maintain the Indices. Past performance of an index is not a guarantee of future results. It is not intended that anything stated above should be construed as an offer or invitation to buy or sell any investment in any Investment Fund or other investment vehicle referred to in this website, or for potential investors to engage in any investment activity.
ROBO Global
Robotics and AI
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ROBO Global LLC is the creator of the ROBO Global® Robotics and Automation Index series, which provides comprehensive, transparent and diversified benchmarks representing the ... Click for full bio