It’s a popular approach, even in this age of email and social media.
Just about any day, someone who is in or near retirement checks their mailbox and finds a friendly invitation to a free dinner where they can learn more about Social Security or how to protect their savings.
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These types of mailings have long been favored by financial professionals trying to reach out to potential clients. But nearly two decades into the 21st century, are too many advisors stuck in the past when it comes to marketing – and failing to embrace the digital-marketing world?
“It’s understandable that direct mail has been a time-honored way to invite people to these dinner seminars,” says Jonathan Musgrave, owner and chief digital marketer for Steep Digital Marketing.
“But it’s more efficient to make sure your message finds people where they spend a good part of their time. And more and more, that’s on their computers, their tablets and their smartphones.”
Of course, when it comes to marketing, those dinner seminars aren’t the only place where many financial professionals are still tethered to their old ways, he says. While some have quickly adapted to digital marketing, others have been more reluctant to part ways with their long-time strategies.
“The most dangerous thing I hear financial professionals say is ‘digital marketing is the future,’ ” Musgrave says. “No. Digital marketing is