Financial Service Brands MUST Think About Influencer Marketing
Written by: Angela Antenero
Financial services brands haven’t traditionally been seen as the most innovative when it comes to marketing and PR… But now that they have (finally?) started to embrace the digital-first way, all that is set to change.
When talking “influencer marketing”, people make the quick association with Insta-celebs and YouTube personalities with hundreds of thousands of followers on social media, who are used by the fashion and beauty industries to reach an exponentially large audience.
But there are no Kim Kardashians of the financial services industry. So who are our influencers? To us, an influencer has these three things in common: a following, trust and most importantly the ability to guide their audience. Financial services influencers include journalists, finance writers, bloggers, company stakeholders and executives, industry bodies and even satisfied clients of companies themselves who happily promote a product or service within their networks.
Why financial service brands need to think about influencer marketing
In a previous blog, we outlined how social influence can be powerful in improving positive consumer perceptions of brands. Identifying and focusing on other key leaders in the sector to drive and strengthen a firm’s brand to a larger market is crucial, as the shrinking Australian media landscape is making access to journalists harder.
In a saturated digital world, with so many voices competing for attention – those with social influence are becoming increasingly needed for financial services to target, giving them an edge to cut through the noise.
Don’t forget, people are time-poor, so instead of trawling through news publications themselves daily, they’re increasingly dependent on someone else they trust (like their favourite journalists, online opinion leaders, members of forums and communities on social media) to do the hard work and curate their newsfeeds for them on social media. In fact, 6-in-10 Americans get their news from social media according to Pew Research Centre.
It’s a known fact that there’s a strong connection between reputation and SEO. Not only can engaging in an influencer program increase your sales figures and create huge returns for businesses, doing so may improve your website’s search engine ranking, helping your content be found more easily. When influential domains link to your website and boost your web traffic figures, Google deems your content more relevant and over time you should see an improvement in your page rankings.
How should financial services companies use influencer marketing?
A good example of an effective influencer marketing campaign can be seen in TD Ameritrade, an online broker for online stock trading, long-term investing and retirement planning, who implemented a campaign called the Human Finance Project, which used investment advisors as influencers to reach a larger audience. The successful project focused on the relatable stories of these advisors for the average person to feel connected with them.
Note that influencers are not just people with huge followings – they need to align to the values, target audience and content quality of your company. The level of trust they’ve built with their audiences counts more than reach alone.
With its effectiveness in reaching audiences and building relationships with them, an influencer outreach program will soon become an essential element in online PR campaigns, and financial services brands will need to keep up.
Next week we’ll go into detail about how exactly to go about selecting your influencers, and how you can plan your outreach program.
An Advisor's Guide to Helping Women Become Savvy Investors
Today, more women than ever are involved in managing their personal and household finances. In a recent study, nearly half of the women surveyed (44%) stated that they are solely responsible for their household financial decisions, compared to 35% of men1. But the study wasn’t all good news. While women may be taking the lead when it comes to their finances, they also reported that they are not confident in doing so. In fact, in every financial category included in the survey, men reported much greater confidence than women. Where was the biggest gap? You guessed it: investing.
For advisors, this presents a challenge and an opportunity. There is a 90% likelihood that a woman will be financially self-reliant at some point in her life due to divorce, becoming a widow, or choosing to marry later in life or not at all2. By taking steps to help your female clients become confident, savvy investors, you’ll not only be more effective at serving in the best interests of these women and their families, but you’ll also be able to build much stronger, more trusted relationships to help ensure each family’s assets remain in your care for decades to come.
Follow these five steps to help your female clients invest with greater confidence:
1. Urge every woman to put her financial needs first.
Women do have a weakness when it comes to planning for the future, but it has nothing to do with a lack of knowledge, skill, or smarts. Their primary weakness is a willingness to put others’ needs first. This is a huge mistake when it comes to planning for the future. Investing for retirement simply can’t wait until the kids are grown or aging parents no longer need care. In fact, based on average life expectancies, women should plan to accumulate enough funds to last at least 20 years after retirement. The following chart illustrates the power of compounding based on an 8% rate of return to help bring that point home:
This hypothetical example assumes an annual 8% rate of return and does not take into account income taxes or investment fees and expenses. This example is for illustrative purposes only and does not represent the performance of any specific investment. An investor’s actual return is not likely to be consistent from year to year, and there is no guarantee that a specific rate of return will be achieved.
2. Educate women about the power of investing.
Security about any topic is rooted in confidence and knowledge. Educating your female clients about investment basics can help drive more confident decisions and more positive long-term outcomes. From the basics of compounding to the nuts and bolts of researching options and understanding the pros and cons of different asset classes, make it your job to help every client understand what she is buying—and why.
3. Dive into the details of asset allocation.
Asset allocation is by far the largest determinant of a portfolio’s success—even more important than the individual securities selected and timing of an investment. This is critical information for your client to understand as she pursues her financial goals.
4. Discuss how her investment strategy needs to evolve over time.
Part of every client’s financial education should be to understand how financial needs and goals change with each stage of life stage. Because a shorter investment time horizon creates greater vulnerability to market volatility, she needs to understand the impact of shifting a portion of her investment portfolio to more income-oriented investments as she moves closer to retirement. This Life Stages Guide can help you paint a clear picture of how allocation strategies need to evolve to fit her changing needs.
5. Be sure she’s covering all the financial bases.
Smart investing is vital, but missteps in other areas of financial planning can thwart even the best investment plan. Offer every client a basic planning checklist that includes these three important steps:
- Focus on the big picture. Organize your important financial papers and schedule an annual review of your investment strategy with your advisor. Regularly monitor your net worth—including your assets (all investments and savings) and liabilities (mortgage, credit cards, and other debts) to be sure you’re always moving toward your end goal of a secure retirement.
- Pay down any outstanding debt. Debt reduces your net worth, threatens your financial security today, and reduces your ability to invest for the future. Do whatever you can to minimize debt, and build an emergency fund to help pay for any unexpected expenses.
- Make estate planning a priority. Once a year, review your will and your beneficiary designations for every account to be sure they continue to reflect your wishes. If you have children under 18, work with your advisor or estate planner to establish a trust and select a trustee to ensure your assets are managed for the benefit of your children.
As a trusted advisor, make it your mission to provide your female clients with the education and guidance they need to become savvy investors and make the smart, educated financial decisions. By doing so, you can help every woman you work with not only enhance her financial security, but also gain the confidence to take greater control of every aspect of her financial life.
Click here to learn more about IndexIQ.
 Survey conducted by Regions Financial Corp. in partnership with Vanderbilt University, 2015.
 The Simple Dollar, “Guide to Financial Independence for Women,” 2014.
Disclosure: The information and opinions herein are for general information use only. The opinions reflect those of the writers but not necessarily those of New York Life Investment Management LLC (NYLIM). NYLIM does not guarantee their accuracy or completeness, nor does New York Life Investment Management LLC assume any liability for any loss that may result from the reliance by any person upon any such information or opinions. Such information and opinions are subject to change without notice and are not intended as an offer or solicitation with respect to the purchase or sale of any security or as personalized investment advice.
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