High-net-worth individuals require a different marketing approach than the rest of the world’s consumers.
According to the PwC Strategy & Global Wealth Management Survey 2016, high-net-worth individuals possess generous amounts of digital literacy. They use multiple devices frequently with 98 percent accessing the internet and/or apps on a daily basis.
Financial services not marketing to this demographic are missing out on a key group. Note, however, that marketing to high-net-worth individuals must be done right to be effective.
Highlighting Exclusivity and Top-Tier Service
High-net-worth individuals are used to having exclusive access and perks. These individuals expect products and services that are not available to the mainstream population. Your marketing needs to reflect that. Whatever you are offering, your strategy needs to promote this messaging.
Consider marketing your VIP perks, top-tier service not available to the mainstream, members-only benefits and anything else that requires a certain level of gatekeeping to access. This not only gives aspects of your business highly prized exclusivity, but it helps your high-net-worth individuals feel like their privacy is paramount.
The sticky IT Client VAULT, for example, assures efficiency and confidentiality, giving your clients secure access to documents and personalized collaboration.
Personalization in Marketing
High-net-worth individuals expect individual attention and care. Providing this is easier said than done in marketing. When you are working with people one-on-one, you can tailor your activities and strategies to the individual. With an online or digital approach, this is harder to accomplish.
This is where data-driven marketing comes in. Focused campaigns should be monitored and analyzed to make sure that strategies are working well. If, on analysis, they are not effective, you can – and should – adjust them.
Generic campaigns like mass emails will not work with the high-net-worth segment of your market. Instead, your approach should be highly personal, without losing sight of what your clients want and need.
sticky IT’s content filtering is one way to deliver highly personalized content. It allows marketers to pick and choose what each client or client group sees.
sticky IT’s Features for Financial Marketing
Our Client PORTAL, Client VAULT, and content filtering are just three of the ways we can help tailor financial marketing to high-net-worth individuals. We are happy to build custom programming to suit any marketing needs.
Reach out to us today to learn more about our offerings. Schedule a consult with our team and we’ll get started right away.