Affluent Marketing and the Internet

Wealthy and Internet Marketing

When marketing to the rich on the Internet, its beauty is also its curse. It can be summarized in one word-speed. The good news is that I can come to anyone's website in the proverbial for a moment. The bad news is that I can leave in the same period.

Thus challenge for any website is to slow down the visitors. Get them to pause, to read, to understand what you can offer them. Begin the process of building a relationship. So how exactly do we do it?

Let us start by discussing what you do not want to do. There are two things that will make your site a marketing tool that actually helps you build more brand new customer relationships vs. just an online brochure hung out there in cyberspace.

Let's start with why people are searching on the internet in the first place? In today's fast-paced society, "surfing the net" is hardly the preferred activity for those customers you most want to do business with. According to Pew Research, the two most common reasons people are on the Internet is to 1) solve a problem, and 2) to find specific information. There is obviously an overlap between these two objectives.

But the point that most advisers miss when they create their websites is that people are not looking for "you". They do not sit down at the computer and say to himself: "I wonder what Hincklebottom & Schmelbrain is up to?" Granted, it would be nice if they did, but they do not.

Rather, they are in front of their computer, frustrated with the level of service they currently receive from their advisors and wondering / hoping, "Are there any of theirs, who understands my needs?" "Is there anyone who specializes in working with people like me?"

Unfortunately, when you go to most sites, you are greeted with a message that says "Since 1897 Hincklebottom & Schmelbrain are proud of themselves on superior customer service and customer satisfaction. As the oldest family-owned financial company in the

Tri-State area ... "

 Remember why the visitors went online to look at first. It was not to find the "oldest family-owned financial company in the Tri-State area ..." No, your visitors had frustrations, problems, problems.

This is what you want to focus on. This is what you want your message. It can be something as simple as: "If you're like many of our other customers, your needs for financial services is unique. The issue is more complex and involved, and need a company that takes a holistic approach to serve the rich market. "

Now of course I just made it up earlier statement, largely from the top of my head, but I'm sure you can see my point. What we want to do with the message that greats visitors to convey, in absolutely no uncertain terms that our audience has come at the right place. This is what is often described as "message to market match". We want to ensure that our visitors see a reflection of itself in all our marketing materials. So take a look at your current copy of your website. Who is it about? You or your visitors?