I first noticed subtle but perceptible shifts in content consumption a few years ago. The more I deep dived into my email and snail mail data, the more I realized that my prospects and clients had changed their content consumption habits in profound ways.
I found particularly striking changes in the percentage of people who access my content using their phones vs. a computer or tablet. In the old days, most clients and prospects opened emails with their computers. I have discovered that over 50% of my clients and prospects now use smartphones to access emails and other digital content.
Similarly, clients and prospects now expect more interactive content in the form of podcasts, webinars, and online training sessions. The pandemic has ensured that even older, less tech-aware clients are becoming used to meeting virtually. Some clients prefer that method of connecting over in-person meetings, in fact.
The trend toward digital content delivery was already in play long before COVID, and I expect it to become even more firmly established in the future. This shift to digital delivery means that agents and advisors must rethink how they produce marketing and financial education content and how it is distributed.
Here are some trends I see that will impact how agents and advisors attract new prospects and service existing customers. Improving any of these could mean gaining an edge over your less tech-savvy competitors.
The overriding principle here is: Websites must be mobile-friendly.
It’s mind-boggling to me how many advisors and agents either have no website at all or have sites that do not lend themselves to being viewed on smart devices. If you have a website, it must look clean and be easy-to-read on a smartphone or other digital device.