25 Marketing Stats Every Advisor Should Know

25 Marketing

Stats

Presented by Legacy Financial Partners

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Financial advisors  oftenstate that marketing andprospecting are the mainchallenges they face  in theirpractice .  This  i s  certainlyunderstandable ;  marketing isa rapidly evolving processand reaching consumers canbe diff icult .  However ,   i t   i sposs ible to posit ion yourselffor success in our digital ly­driven world .

The important thing toremember i s   that thereis not one process thatwill  give you the edge,but rather a col lect ionof approaches thatwork in concert witheach other .  That saidhere are 25 importantmarketing stats  youneed to know.

EMAIL

1Organizations using

email to nurture leadsresult in 50% sales­ready prospects.  

(Forrester Research viaHubspot)

2

These nurtured leads see a20% increase in salesopportunities whencompared to non­nurturedprospects.(Hubspot)

3Personalized messages aremore effective than non­personalized messages.According to an Experianstudy, personalized messagesreceived 29% higher openrates and 41% more uniqueclicks. (Experian)

4According to CampaignMonitor, personalizedsubject lines saw a 26%increase in open rates.(Campaign Monitor)

5Email is more effective for

client acquisition than socialmedia. McKinsey found thatit was almost 40 times moreeffective than Twitter and

Facebook combined. (McKinsey)

Main Takeaway:Advisors should be utilizing

email as a marketing tool andas a way to nurture leads

passing through theirmarketing funnel. The more

personalized you are, the betteryour open and click­through

rates will be.

Direct Mail

6Direct mail is nearly seven times

more effective than email,mobile, social media, internet

display, and paid search—combined. This is according the

Direct Marketing AssociationResponse Rate Report 2015.(DMA via PremierIMS)

7 Over forty percent of peoplethat receive direct mail items

read or scan them.

(DMA Statistical Fact Bookvia eleventy marketing

group)

8A survey conducted by DMAfound that seventy­ninepercent of consumers wouldact on direct mailimmediately versus 45% whosaid they would act on emailimmediately. (DMA via TheDrum)

9A neurological study conducted byTemple University, and sponsoredby the Postal Service InspectorGeneral’s Office, found that:         While digital ads drawattention quicker, direct mail hasmore review time         Direct mail is more easilyremembered than digital ads.         Direct mail elicits more of an"emotional reaction" than digitalads      (DM News)

Main Takeaway:Even in a digital drivenmarketplace, direct mailis still a very effectivemarketing platform.

MOBILE

10

70% of mobile searchesresult in website action

with an hour.(IAcquire)

11A little over 80% ofconsumers surveyedstated they woulddelete a mobile email ifit didn’t render properly.(Blue Hornet)

1265% of all email isopened on a mobiledevice, such as asmartphone or tablet.(Venture Beat)

13

Almost half ofconsumers will abandona website if it renderspoorly on a mobile

device.(The Social Media Hat)

1440% of mobilesearches are focusedon local services.(Think With Google)

Main Takeaway:Consumers increasingly

use their mobile devices toaccess the internet andinteract with pieces of

marketing. Your websiteand your emails should

be designed for the mobileexperience.

VIDEO

15Consumers spend anextra two minutes onwebsites with video,versus sites that don’t.(Merchant MarketingGroup)

16More than half of allmobile traffic is online

video.(Merchant Marketing

Group)

17Video on landing pagesleads to an increase inconversion, in one testcase as much as 86%conversion.(EyeView)

Main Takeaway: Video can be a powerful

way to enhance yourwebsite and marketing

materials.

17Video on landing pagesleads to an increase inconversion, in one testcase as much as 86%conversion.(EyeView)

WEBSITE

18

A one second delay inloading time can reduce

conversions by 7%.(Kissmetrics)

19

A loading time of morethan three seconds causes40% of shoppers toabandon the website.(Kissmetrics)

20

In April of 2015, Google beganusing mobile­friendliness as aranking signal in search results.This means if your website doesnot smoothly translate to mobile,it may not rank higher in searchresults when a consumer searchesfrom a mobile device.

Main Takeaway:Make sure your

website loads quicklyand incorporates

responsive design..

SOCIAL MEDIA

21 According to a report from

LinkedIn and Cogent Research,5 million investors with assets$100,000 or more use socialmedia to investigate their

financial decisions.(LinkedIn/Cogent Research)

22 Most high­net­worth investorsuse social media, over 90%.(Linkedin/Cogent Research) 

23Over 60% of advisorswho used LinkedIn forprospecting acquirednew clients.(LinkedIn and FTIConsulting)

24

According to a recentAmerican CenturyInvestments report,about 43% financial

professionals identify apositive ROI to their

social media use.(American Century

Investments)

25A recent Putnam survey ofover 800 advisors, foundthat 79% had found newclients via various social

media.(Putnam Investments)

Main takeaway: Social media, especially

LinkedIn, can be extremelyuseful to connect with newclients. These clients include

high­net­worth individuals andothers many advisors would

identify as their target market.

Legacy Financial Partners is an independent and fullservice Life Insurance and Annuity FMO that providesspecific marketing solutions to help their clients succeed.Using dynamic tactics, an extensive support networkand progressive marketing options, Legacy FinancialPartners provides unique and specific development

strategies to their business partners.