Adviser all-rounders falling behind

adviser advisers

18 July 2014
| By Staff |
image
image
expand image

Advisers' attempts to cover all bases could be costing them new clients, with search patterns showing those with specialist offerings have greater pulling power, a planning consultant believes.

With industry pressure to upskill and "do everything", planners often fall into the trap creating generalised websites and marketing campaigns in an attempt to appeal to the masses, according to Elixir Consulting managing director Sue Viskovic.

However, the ones who hone in on a niche area have a far greater chance of attracting a loyal client base, through both marketing and referral networks, she said.

"The most successful (planning groups) I'm seeing are very specific in the messages that they are sharing and what they stand for as a business," Viskovic said.

"A lot of advisers think ‘if I get too specific, I won't get too many clients', but what actually happens is that they actually appear more often in searches," she said.

"It's about getting really finite and tailored and focused in the messages that you're sharing.

Part of the problem is how advisers market themselves through their website, she said.

Her advice to advisers was to be clear about what the business represents and how their offering differs from that of their competitors.

"If you want to attract the small business owner that has got six to 10 employees and they're within a 30 kilometre area, then you talk very specifically about the issues that those people have. You don't want to attract everybody, you really want to attract a certain group."

 

 

Read more about:

AUTHOR

Recommended for you

sub-bgsidebar subscription

Never miss the latest news and developments in wealth management industry

MARKET INSIGHTS

This verdict highlights something deeply wrong and rotten at the heart of the FSCP. We are witnessing a heavy-handed, op...

12 hours 58 minutes ago

Interesting. Would be good to know the details of the StrategyOne deal....

4 days 18 hours ago

It’s astonishing to see the FAAA now pushing for more advisers by courting "career changers" and international recruits,...

3 weeks 2 days ago

Insignia Financial has made four appointments, including three who have joined from TAL, to lead strategy and innovation in its retirement solutions for the MLC brand....

2 weeks 4 days ago

A former Brisbane financial adviser has been charged with 26 counts of dishonest conduct regarding a failure to disclose he would receive substantial commission payments ...

3 days 16 hours ago

Pinnacle Investment Management has announced it will acquire strategic interests in two international fund managers for $142 million....

2 days 19 hours ago