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Providers appear to be easing up on the volume of advisor communications. This year, advisors report receiving an average of 101 monthly touches from providers. True, this may seem like an overwhelming volume of content to sift through, but it is significantly lower than the 110 monthly touches reported in 2016 and a dramatic shift from the 126 monthly touches reported in 2013. This decline is nearly systemic and can be seen across all types of touches except email.
Providers should seek to match their marketing strategies to the way advisors prefer to be communicated with and in a positive sign, this year firms appear to be hitting the right frequency and touchpoint. 57 of the average 101 monthly touches are emails and 56% of advisors cite email as the most effective way to reach them. However, in what appears to be an unmet opportunity, nearly one-quarter of advisors prefer external wholesaler visits, a touchpoint that has seen a decline in frequency since 2015.
To truly gain the most value from any touchpoint, providers must further align their outreach to the unique needs of each channel. For example, despite the overall stated preference for email, National producers are most likely to value face-to-face interaction and be energized by external wholesaler visits, while Bank producers want the ability to reach an internal wholesaler on standby. Other notable distinctions include RIAs as their penchant for emails is carrying over into their digital proclivity toward provider websites and webinars.
Fortunately, asset management firms have a variety of ways to segment and customize advisor outreach to maximize brand engagement and future consideration. The key to success lies in not just communicating with advisors in the way they prefer but creating content that resonates and differentiates their brand to builds advisor trust and loyalty.