Third-Party Information Is Invaluable
August 31, 2023 | Marketing Intent
Financial advisors love getting third-party information from asset managers. This is what we’ve been hearing in the field. Why? Read on for the many reasons third-party information can be a powerful tool for asset managers and how it helps financial advisors.
Building Trust
We all love telling our own story…and when we do, we highlight the positives. Providing third-party information to advisors about your offering or your asset class helps build trust because you’re not shying away from sharing someone else’s perspective – which can be perceived as a more balanced perspective with pros and cons. Financial advisors need the whole picture on what you’re offering and the asset class you’re working within to feel comfortable presenting your investment opportunities to clients.
Sharing third-party information with financial advisors also demonstrates that you’re willing to share perspectives on your firm, offerings and asset classes that go beyond tapping into your sales team and senior management team. Financial advisors appreciate these varied perspectives and transparency.
Where to Find Third-Party Resources
There are many credible and reputable sources for market outlooks on alternative investments, various types of offerings and asset classes. Find the 3-4 sources your firm is comfortable with and continuously monitor them for articles and insights relevant to you. For deeper dive third-party information on your firm and offering, you can also use your due diligence report (e.g., Fact Right) as a third-party resource.
Third-Party Content as a Value-Add
Creating original content can be time consuming. Use value-add content to supplement your original content…and think beyond just your offering. Maybe you see an article that can help advisors with practice management…push it out to the sales team as another touchpoint. And the sales team can do this on their own as well based on advisor interests. They can send something to an advisor that may relate to a personal interest in an email saying, “Hey John, I was just thinking about you when I read this. I thought it would be very beneficial, I know we talked about this the other day.” It helps advisors know the sales team is listening and helps to build relationships.
Where to Use It
Use third-party information to help fill your content calendar when your own development of content is light. You can send it out in mass emails to advisors, post it on social media (this is especially useful for firms offering 506(b) offerings that are limited on marketing) and the sales team can use it to start or follow-up on conversations with advisors.
Starting the Conversation Continues It
When you start building conversations by sending out third-party information, you can become an advisor’s go-to…and the conversation continues. Advisors – producers and prospects – are going to come to you with, “You’ve always been so helpful with the information you provide. I really appreciate it.” And that appreciation and transparency + trust.
If you would like to discuss how you can find more third-party information, share it with advisors, and help build trust, reach out to us.
