Strategies for successfully marketing to female investors by financial advisors
The Significance of Female Investors
The role of women in wealth control and financial investment decision-making has undergone a significant transformation in recent years. Research has highlighted the remarkable influence women exercise in managing financial affairs. They increasingly serve as primary breadwinners or equal contributors to household income and control a staggering $10 trillion in assets in the United States alone. (1)
Women possess a majority of the purchasing power:
- Women are responsible for 89% of financial account openings. (2)
- Women sign 80% of all checks, encompassing business and personal transactions.
- Women are responsible for managing 75% of all family finances. This includes investment decisions, budgeting, bill payments, savings, and overall financial planning.
- 66% of women maintain separate investment accounts from their spouses.
- 27% of all millionaires are women. (2)
Research conducted by investment firms and companies such as Invesco and Fidelity Investments provides further insights into the changing landscape of women's financial engagement. The data underscores that women manage investments, develop budgeting strategies, and engage in long-term financial planning. Women are actively participating in shaping their financial futures, not only for themselves but also for the future betterment of their families, making them ideal clients for any advisor.
Transfer of Wealth
The transfer of wealth and inheritance financial planning, investment, and wealth management is poised to be massive. One significant factor contributing to this transfer is the demographic reality that approximately 70% of Baby Boomer women are expected to outlive their husbands. (3)
Effective estate planning, wealth preservation strategies, and thoughtful discussions around wealth transfer can help ensure a smooth wealth transition and financial security for women in these circumstances. By proactively addressing these issues, financial advisors can assist in maximizing the potential benefits of wealth transfer while safeguarding the long-term financial well-being of these individuals.
Changing the Landscape
As women continue to gain financial independence and actively engage in wealth management, it becomes crucial for financial institutions and advisors to adapt their financial services to cater to this evolving demographic. Learning how to harness the power of the female investor with relevant education and compelling topics. You need to maintain your client, which will grow your business with referrals, as women are ten times more likely to recommend a financial advisor to a friend and three times more loyal than their counterparts. (4)
The Strategic Mindset
The first step is to recognize that everyone approaches money and wealth from a distinct perspective and that not everyone will be the same. Men may exhibit a competitive mindset regarding money management; women's primary objective is typically not solely the accumulation of wealth but rather enhancing their lives and those of their families.
Advisors must communicate in a manner that resonates to attract and retain female clients. For instance:
- Women may value connecting and learning within communities in a relaxed home setting or through social media platforms.
- Women can establish meaningful relationships with their advisors and seek referrals from other women for guidance and support.
- Unlike men, who tend to approach their finances in a transactional manner, women may prefer engaging in conversations that involve discussing their financial decisions and exploring various options. (2)
Traditional gender-based marketing campaigns that rely on the color pink have proven ineffective in capturing the attention of today's dynamic female demographic. Women now account for over 50% of purchases in traditionally male-targeted product categories such as consumer electronics, automobiles, and home improvement items.
The outdated notion that products and services should be segregated by gender has led to the infamous "Pink Tax" on items labeled "for women" by certain brands, damaging their appeal. For successful financial advisor marketing efforts, they must adopt gender-free marketing messages and campaigns that genuinely resonate with the female audience. The power of the message and the right marketing strategy, not the specific product, distinguishes a truly effective campaign aimed at women's wealth.
Reach, Maintain, and Grow
Reach: Marketing Strategy
Studies have revealed compelling insights about investment advertising. For instance, research conducted by Harvard Business Review found that the financial category is one of the most biased and underserved. With 1,200 women surveyed, the consensus is that gender-neutral, family-forward, and education is the goal. The study underscores the importance of crafting advertising strategies that transcend traditional gender stereotypes and embrace the diversity and individuality of women consumers. (5)
There are any number of strategies you can deploy in your marketing activities. Through digital marketing, you can utilize specific audience selection. This means using social media and other digital platforms to send messages that connect with women on a personal level. Gender-neutral marketing and other strategies that make women feel empowered and understood should be utilized.
Social Media Ad Targeting
If running Social Media ads targeting women (paid advertising), you should choose the right interests and accurately target the audience. The female interest on Facebook has a massive audience of 408,051,530, with women accounting for 66.8% and men for 33.2%. Most of the audience is aged 25-34, making up 35.13%. (6)
To effectively market and reach these valuable prospective clients, advisors can use tools like Facebook ad targetting options to discover hidden or niche interests competitors might not know about. Analyzing the audience's demographics, like relationship status, education, job titles, and country/region, can help tailor your ads more precisely.
In 2023, the Retirement Wealth Academy found that approximately two-thirds of all the people registered for in-person retirement and financial education workshops were female.
Social Media Posts and Community Engagement
Incorporate women's stories into social media and blog posts. By featuring women's stories, financial advisors can reflect and establish a connection with women within and outside their target audience. When an advisor embraces and shares stories from women of diverse demographics, and socioeconomic backgrounds, it can expand their reach and create awareness.
Advocate a Cause
According to the Ernst and Young Groundbreakers report, 81% of millennials desire companies to demonstrate good corporate citizenship. These statistics create a compelling case for brands to consider partnering with or advocating for a cause to attract the female demographic.
Highlighting your practice's community involvement and efforts to improve lives and uplift society becomes important. Craft messaging that emphasizes how supporting your company translates to supporting meaningful work.
Keep in mind that every post reflects your brand. Out-of-context posts can easily cause conflicts and negative sentiments among your followers and potential clients. If you have designated staff members handling your social media responsibilities, it's advisable to establish a social media policy to guide their posts and interactions.
Marketing Strategy Examples
For example, successful gender-neutral marketing campaigns have emerged as influential examples over the past decade. Nike's "Dream Crazier" campaign, which celebrates female athletes generated significant buzz and garnered positive feedback from women across various age groups.
Similarly, the "Share a Coke" campaign by Coca-Cola, which featured gender-neutral labels and encouraged personalization content marketing, resonated strongly with female consumers seeking inclusivity and self-expression.
Re-engage With Your Audience
Establishing effective communication and being responsive is paramount to maintaining female clients' trust and retaining them as clients. Women can have a deep connection with the emotional aspects of money, making it crucial for financial advisors to move beyond mere numerical discussions and forge genuine personal connections. Recognizing that conversations with female investors often revolve around significant touchpoints, such as life and family matters in their financial decision-making process. Some examples of the content may include the need for long-term care, estate planning, charitable giving, and even finances and divorce.
To assist female clients in their financial plan by identifying key lifestyle events impacting their financial strategies, it is essential to consider marriage, divorce, aging parents, children, widowhood, and career turning points. Initiating conversations surrounding life and family can establish a relatable and empathetic foundation. Financial advisors can better understand their unique goals, aspirations, and concerns by demonstrating genuine interest in their clients' lives.
Attentive listening is another critical element of effective communication. Women appreciate being heard and understood, so financial advisors should prioritize active listening, allowing clients to express their thoughts and emotions freely. This helps build trust and fosters a collaborative approach to financial planning.
Incorporating real-life examples and stories can significantly enhance the communication experience. Sharing relatable anecdotes and case studies helps women visualize how financial decisions and strategies can impact their lives positively. By illustrating practical applications and outcomes, a financial advisor can bridge the gap between abstract financial concepts and the tangible benefits they bring.
Bank of America's recent study found that just under half of women don't feel confident about their finances. Only 28% of those surveyed felt empowered to take action in their financial future (7). They seek more information and education on financial planning, specifically access to calculators and tools, a simplified breakdown of advanced financial advice principles, and participation in relevant webinars or live seminars.
As a thought leader and financial educator, offering easy-to-use resources, access to outside analysis, hosting seminars that cater to different life stages, and initiating meaningful discussions on social media that target women, can help ensure their financial acumen.
Growth Through Referrals
Financial advisors can expand their client base and establish themselves as trusted resources by creating a robust and incentivized referral program. Referrals are crucial for decision-making, and women prioritize recommendations and personal connections. Advisors can leverage this by hosting networking events, sharing testimonials, and engaging in conversations demonstrating their expertise.
Financial Advisors should also organize all-women seminars to provide opportunities for education, community-building, and showcasing their knowledge. By incorporating these tips and a referral program, a financial advisor can foster client relationships and offer reliable financial guidance to women seeking trusted resources.
Investing for Women
Effective financial advisor marketing strategies targeting the female investor audience require a deep understanding of the changing landscape of investing and women's financial engagement. Women's significant role in wealth control, investing, and financial decision-making requires custom-tailored approaches and a pivot from current standards in attracting female investors.
Financial advisors must go beyond numbers-only discussions and create meaningful personal connections by addressing their life and family issues. Engaging in conversations that involve active listening, clear communication, and real-life examples can build trust and empower women to make informed financial decisions that align with their unique financial goals.
Further offering education and resources that cater to women's unique concerns, organizing networking events, and hosting seminars tailored for women can help firms establish strong relationships with new clients and foster growth through referrals. By recognizing women's distinct perspectives on money and wealth and tailoring their marketing efforts accordingly, businesses can effectively connect with their target audience, promote financial empowerment, and help women achieve their financial goals.
Brookstone Capital Management
Brookstone Capital Management understands financial advisors' unique challenges in marketing, maintaining, and growing their businesses. With our robust Turnkey Asset Management Platform, we provide comprehensive support across various crucial areas. Advisor training has always been a key focus in helping independent financial advisors grow their practices, and that's why we offer workshops tailored to every advisor level.
Brookstone also offers an exclusive lead generation program through the Retirement Wealth Academy to enhance financial advisor marketing efforts and to build brand recognition and visibility. Brookstone advisors can access various marketing materials to support their advisory practice effectively. To learn about our complete capabilities, visit brookstonecm.com/advisor-solutions to see our all-in-one practice advisor growth platform.
- Deloitte and Touche research cited in Brand X Reaserch's "Women and Finance" Study (2011)