Let’s hope it works better than smart diplomacy.
Digital content marketing provider Vestorly announced on Wednesday that’s it’s offering “a free and comprehensive content marketing suite” for financial professionals. The difference from similar content providers is the use of what CEO Justin Wisz calls its “smart data techniques” to solve lead generation problems in wealth management.
“By smart, I mean it works with the advisor to gain better data from those prospects that consume the content,” Wisz said. “It then captures, collates and organizes the data, thereby turning content shared with clients into referral opportunities.”
And it does it with regulatory guidelines without “fear of testimonials or endorsements,” he added.
“The real challenge for digital marketing platforms is delivering actionable data that helps professionals convert new clients as opposed to simple content distribution,” the former of which current platforms fail to offer. Paid-for marketing tools may schedule, push and archive content across multiple digital channels, he argued, but typically lack the intelligence to identify, attract and convert new clients. As a result, Wisz believes that these baseline services have become so commoditized that they ultimately will become free, just as many other online features have.
“Vestorly’s mission is to power up the wealth management industry and its professionals with smart data that accelerates client acquisition,” Wisz continued. “As part of that mission, we believe that the basic features of digital content marketing services should be free.”
The platform captures the basic interaction between individuals and wealth management professionals. It then organizes user content views into better client service data and user content-sharing into new client referrals. The algorithms developed by the firm then facilitate the client referral process by collecting smart data on individual prospects.
“Investment professionals have very specific requirements when it comes to client acquisition, and current marketing solutions may not be addressing that,” said Wisz. “Client acquisition is a science, not a gamble. With the data available now, professionals in wealth management can be more efficient in making smart decisions about how they communicate and grow.”
Wisz certainly knows of what he speaks, having founded the firm in 2012 after leaving marketing powerhouse Fisher Investments. Vestorly’s platform is currently being used at more than 300 wealth management firms.
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