Speaking on a panel at Financial Advisor magazine’s 8th Annual Invest in Women conference in Atlanta, GA, in early May, Diane Bourdo, CFP®, provided insight into the best way for financial advisors to market to women. In the article, ‘How Advisors Can Focus Their Marketing Toward Women’, Bourdo, President of The Humphreys Group, explains that the women’s market is divided into several niche groups, including breadwinners, women in transition, LGBTQ, and executives. “You can be a sounding board for each of these groups and come up with a value proposition,” she said.
The article focuses on the best options, as discussed by the panel of experts, for developing a marketing plan that is targeted at the female market and acknowledging that this is different to the male market as women tend to have a different approach, want to explore their options, are more goal-oriented and are looking for a connection with their advisor. The panel recommended some of the following tactics:
- engage your client base, especially the younger generations, on social media
- reuse the same marketing content but with a different approach
- don’t intimidate; aim to educate
Bourdo added that women might often think they are not good at finances; they need to be shown that they can be accomplished in this area. “You have to show them equal measures of expertise and empathy, which will be process-oriented but specific to their situations.”
Financial Advisor Magazine provides essential market information and strategies that advisors need to succeed in their increasingly complex environment. FA focuses on sophisticated planning and investment strategies to help advisors better serve their affluent clients, as well as practice management ideas to help advisors build their firms. FA magazine has been ranked first as the most-read publication for financial advisors for 4 consecutive years by Erdos & Morgan’s Financial Advisor Media Usage Outlook Study.
The Humphreys Group is a women-owned and women-operated wealth management firm based in San Francisco, California. The firm offers highly focused financial planning and disciplined asset management to a range of clients. Their expertise is helping women in transition navigate their particular challenges — such transitions as marriage, divorce, widowhood, inheritance, or that first stock option grant. Their passion is helping their clients take control of their financial lives and get smart about money.
