In 2019, Market Leaders at a Top 5 Asset Manager faced the challenge of expanding their client territories from a single state to reconfigured regions covering up to seven states.
This shift presented a larger business opportunity but required an innovative and scalable approach to maintain relationships.
In the world of financial services, maintaining strong connections with financial advisors is essential for selling mutual funds and ensuring repeat business. Research shows that a dozen meaningful interactions per year significantly boost client retention. However, these touchpoints must be personalized and valuable, going beyond mass-distributed newsletters to build genuine trust and strengthen relationships.
To meet this challenge, a group of Market Leaders turned to Mileage Design for help in creating authentic client touchpoints. They wanted to move beyond traditional calls, lunches, and emails, taking their consultative service to the next level by deepening engagement and driving sustained growth.
Mileage Design approached this challenge by first analyzing the industry landscape, rather than jumping straight into deliverables. We focused on understanding the unique needs and challenges of financial advisors, researching industry obstacles, analyzing competitors, and brainstorming innovative ways for Market Leaders to add real value to their clients while scaling their outreach.
Leveraging our user experience process, we developed the Omnipresence Engagement Program, which combines digital content creation, thought leadership, and marketing collateral to deliver consistent, meaningful engagement.
A key component of the strategy was LinkedIn. Mileage Design devised a comprehensive LinkedIn marketing strategy to help Market Leaders expand their reach in their newly broadened territories. By creating a content calendar, writing compelling copy, designing visuals, and managing overall engagement on LinkedIn, we enabled the Market Leaders to connect with financial advisors at a higher frequency. This social media marketing approach ensures that the Market Leaders’ presence is felt even in the absence of in-person meetings.
In addition to LinkedIn, we implemented the Stat of the Week program, designed to provide personal, valuable touchpoints. We crafted branded postcards featuring an industry fact, paired with hand-written thank-you notes, emphasizing the personal attention that Market Leaders give their clients.
The early success of this program attracted interest from other Market Leaders, and Mileage Design now works with a total of 10 Market Leaders to create personalized, branded programs for each.
Ready to Enhance Your Client Engagement?
If you’re looking to build meaningful connections with your audience through content marketing, social media strategies, and personalized outreach, Mileage Design can help. Contact us today to learn how we can tailor a program to meet your business goals and drive measurable results.