4 ways to use digital tools to acquire clients

May 1, 2019 @ 12:01 am

Client relationships are the lifeblood of your business. As technology and consumer expectations evolve, you must ensure you have the right digital tools and approach for a successful client acquisition strategy.

Here are four ways to stay engaged with prospects.

Optimize your digital voice.

You likely have more than one online presence for your business: a LinkedIn profile, a website, a blog, a Facebook page. But are you efficiently harnessing the full potential of digital capabilities to actively generate and nurture leads?

It can be time-consuming to create and regularly publish content that's compliant with regulations. Look for a tool that offers a continually refreshed library of preapproved content with the flexibility to post custom content in real time. A built-in review process is also a must-have — it should screen your personalized posts for compliance and automatically upload content to multiple platforms, even email and text.

While turnkey content lets you maintain a consistent cadence of communication, personalized content is what really helps you stand out with clients and prospects. “Digital can be an incredibly potent resource for client acquisition if you use it effectively,” says Kari Kopischke, Vice President, Client Acquisition, Retention & Field Engagement at Ameriprise Financial. “I encourage advisors to really think about digital prospecting: Search for people who have something in common with you and personalize your communications to them.”

You're competing for attention against a constant stream of content on multiple channels. Make your message available to people wherever they choose to be, and make sure it resonates — and reflects who you are.

Take a multi-gen approach.

Provide content that positions you as an advisor who works across the family tree. Demonstrate the breadth of your knowledge to help clients see the value of connecting you to extended family who could benefit from your advice.

“My field leader introduced me to industry specialists who helped us consider a multi-generational approach to get more referrals,” says David Boccignone, Private Wealth Advisor at Ameriprise Financial. “Ameriprise provided the resources to bring this approach to life — and help me grow my practice.”

Social media helps you informally connect with your clients' extended family while still sharing relevant insights. It's a way to show both your personal and professional selves, making prospects feel like they already know you. This can increase asset retention as wealth is transferred across generations.

Provide referable service.

Exceptional service to existing clients can be one of the most powerful client acquisition tools in your arsenal. Your clients' recommendations to friends and family are priceless, and word of mouth is supercharged online.

Make your clients feel you're giving them exactly what they need to reach their goals, show them you're thinking about their needs, and make it convenient. This creates positive digital interactions, making people more likely to recommend you to their friends. That's where client acquisition is headed — you're really competing on the service you provide.

Keep evolving.

If one thing is clear from the disruption that every industry has seen over the past few years, it's the importance of continuing to learn and grow. Making evolution an intrinsic part of how you do business will help you survive and thrive in the ever-shifting landscape.

Of course, knowing what you should do and knowing how to do it are two different things. It can be helpful to affiliate with a firm that also sees change as a key part of doing business. “Ameriprise offers six-month client acquisition coaching programs to our advisors. With 3,000 participants each year, these free programs yield results,” says Kopischke.

With the right tools and firm, you can leverage digital marketing to support your practice today, as well as position your business for future growth.

Learn more about client acquisition resources and support from Ameriprise at joinameriprise.com or call 1.866.806.9984.

Ameriprise Financial Services, Inc., is an Equal Opportunity Employer. Ameriprise Financial Services, Inc. Member FINRA and SIPC. © 2019 Ameriprise Financial, Inc. All rights reserved.

Learn more about client acquisition resources and support from Ameriprise at joinameriprise.com or call 1.866.806.9984.

Ameriprise Financial Services, Inc., is an Equal Opportunity Employer. Ameriprise Financial Services, Inc. Member FINRA and SIPC. © 2019 Ameriprise Financial, Inc. All rights reserved.


What do you think?

View comments

Upcoming event

Oct 22


San Francisco Women Adviser Summit

The InvestmentNews Women Adviser Summit, a one-day workshop now held in six cities due to popular demand, is uniquely designed for the sophisticated female adviser who wants to take her personal and professional self to the next level.... Learn more

Most watched


Finding innovation in your firm

Adam Holt of AssetMap explains how advisers understand they need to grow, but great innovation may be lurking right under your nose.


Finding your edge from Tony Robbins

Guru Tony Robbins has helped a lot of people, but armed with his psychology Financial Advisor Josh Nelson has helped his practice soar.

Latest news & opinion

Redtail CRM data breach exposes personal client data

The information exposed includes names, addresses, dates of birth and Social Security numbers.

This strategy can double your estate-tax exemption

'Portability' allows a surviving spouse to tack the decedent's exemption on to his or her own. Despite the higher threshold for paying estate taxes in the 2017 tax law, experts recommend filing for the benefit.

Couple in Morgan Stanley advisory account wins $519,000 arb case over unsuitable investments

Plaintiff's lawyer says junk bonds, futures contracts and derivatives were inappropriate for his clients.

The growth of factor-based investing

Advisers are making decisions about clients' portfolios by using the same characteristics that govern factor-based ETFs.

Finra makes its list to target hundreds of rogue individuals

The regulator sees patterns in the behavior and disclosures of high-risk brokers.


Hi! Glad you're here and we hope you like all the great work we do here at InvestmentNews. But what we do is expensive and is funded in part by our sponsors. So won't you show our sponsors a little love by whitelisting investmentnews.com? It'll help us continue to serve you.

Yes, show me how to whitelist investmentnews.com

Ad blocker detected. Please whitelist us or give premium a try.


Subscribe and Save 60%

Premium Access
Print + Digital

Learn more
Subscribe to Print