In this series, we’ll highlight the common queries we receive from Vestorly users and our recommendations for best practices.
Users who have built libraries, imported contact emails, and sent many Email and Social Roundups are ready to act on their results to meet prospective clients. When they check their Vestorly Data page, they see information on reader and content performance, but want to turn this data and the digital relationships into real offline connections that convert to clients.
This article outlines our recommended steps to act on your Vestorly data to form relationships and gain clients. Consider this outline a template to be customized based on your prospective clients, your brand, your data, and your personal preferred method of building relationships. After all, wealth management is a relationship business and building relationships requires your personal touch and salesmanship.
On the Data page, choose the Relationship Scores tab, which shows you your active relationships. Some you might recognize as clients or friends, but some might be considered a prospect – perhaps a friend of a client, or someone you met at an event once and added to your email list. There are a few important things to note about this page.
First, you can sort by name, date, views, shares, and the score, which is calculated by an algorithm that considers how many articles a reader has read, shared, and how recent the activity is. Relationships with higher scores are more active, and if the reader is a prospective client, you can consider him or her a warmer prospect.
We recommend sorting by views or score to see who’s most active. If you recognize someone on that list as a business opportunity, click on the relationship profile. Say one of the readers at the top of your most active list is Joe, who you met when a client brought him along to an event for friends and family. You click through and his profile looks like this:
We see Joe is fairly engaged with the firm’s content. He’s been reading a lot about personal finance, including articles on tax brackets, retirement and corporate benefits. Based on what he’s been reading and what you already know about him, you can consider Joe a warm prospect now.
Complete this step for the rest of the active relationships on your list. Check if you know them or not, if you have a mutual contact, and what they’ve been reading. You might see people you’ve never met, but you’re connected through a client on LinkedIn, or you might see a prominent business owner well-known in your town. You’ll come across many different possibilities in this step, depending on the source of your initial reader list and how your readers have been sharing.
Create a new tag called Warm Prospects and add any relationships you identified as a business opportunity. Create a content library for this tag group, and add content to this library that you’ll share via an email with this tag group. We suggest adding original content, blog posts, press features, interviews, information on your firm’s services, and third-party articles on wealth management.
At this point in the marketing process, your relationship is becoming more and more personal and customized to your firm’s offerings. Include the content most relevant to your firm, your services, and news of the day.
Use the library of content you just built to send an email to your prospective clients. Here’s what that might look like:
This example functions as a great template for an introduction. Here’s that text if you’d like to copy and paste it as a starting point:
I’m excited to introduce you to Alvero Capital, a leading wealth management practice focused on financial plans that make sense for you.
You may recall reading an article on retirement planning from us recently. We thought you might be interested in learning more, so we’ve compiled a few articles for you below on topics like long-term care, retirement, market insights, and more on Alvero Capital and wealth management.
We invite you to click through and learn more. If you have questions about any article, about your own financial plan, or about wealth management in general, feel free to contact me.
Looking forward to getting to know you.
A basic introduction works well here, but you also have an opportunity to be creative. For example, opportune times to reach out to prospects are when the markets are volatile, when a big financial event occurs, or when a common question or worry is floating around. The DOL ruling is a recent example. Many knew something was going on, but most didn’t know if it affected them or what it really meant. Reach out with an explanation that makes sense to the general public and offer your expertise or services.
Or, consider a more local example. One of our users told us about a time a large organization in his region announced big layoffs. He used this opportunity to reach out to employees of the company with content on pensions and transferring 401(k)s.
Think about what’s going on in the markets, in world and local news, and how it affects your prospects positively or negatively. Consider how you’re connected to your prospects, and what they’ve been reading to offer them content and a message most engaging to them.
After this first email, keep in close contact. We recommend weekly emails. Review the data and relationship performance to send readers what’s most appealing to them. If you see some are always clicking on retirement news and some are always checking on specific funds or portfolios, separate them into different libraries to send the content most useful for each. You’ll also notice that your relationship profile pages include suggestions from Vestorly. These recommended articles are based on what each reader has been clicking on to help you better engage them.
At a certain point, you’ll see that some of these prospects have been very engaged, reading articles regularly. Perhaps you also have a mutual connection you’ve spoken to, or you’ve seen the person at an event recently. The timing of this next step is somewhat based on your judgement, but when the time is right, reach out personally and request a meeting.
Here’s a basic template you might find useful:
You may recall reading a few articles from my firm Alvero Capital recently, but I wanted to reach out personally and introduce myself. I work with investors much like yourself to develop specific plans for their financial future. I noticed you’ve taken in an interest in estate and retirement planning, and I though it may be likely you have some questions still unanswered.
Would you be interested in a brief consultative phone call? I can tell you more about what we do, and answer any basic questions you have about wealth management and your future.
I believe we also have a mutual friend in common, John Willis. He can certainly fill you in on Alvero Capital if you have any hesitation!
Let me know if you would like to talk about this development further.
Just edit the template with the right names, interests, services, and connections. Dightman Capital, a Vestorly user, has seen success using this method and a similar template. Here are some of the specific emails the firm has sent to initiate conversations.
I hope you found the article I sent you on Microsoft’s recent purchase of DNA code interesting. It sounds like they have already had some success testing data storage with the technology. This is just one example of amazing innovation currently under way with a variety of companies.
Let me know if you would like to talk about this development further.
I’m emailing today to see if you are open to a cup of coffee to talk about markets and investments. I know you follow Mike Swanson and it looks like he finally has a gold rally underway. There are a lot of other interesting developments as well.
Let me know if you are interested in catching up.
Dightman Capital has had success with Vestorly because the firm uses it as a relationship building tool and a chance to connect with clients and prospects. Using personal experience acquiring clients in conjunction with Vestorly’s data, the firm can make better choices about when and how to engage prospects to convert new clients.
The methods outlined in this article should be considered a starting point for your approach. Your best strategy will depend on your content, your relationship and connections with your prospects, their engagement level, what they’re reading, and encounters that happen with them offline.
If you’d like assistance creating a strategy personalized for your firm and prospects, send a note to your Customer Success Associate or firstname.lastname@example.org. Or, request more information to learn how you and your clients can benefit from Vestorly.