What’s Top of Mind for Advisors? Looking forward to finding out next week at Future Proof Citywide 

A few of us from Lowe Group are headed to Miami Beach next week for Future Proof Citywide, the high-energy financial festival for advisors. The agenda includes all things AI, and we are looking forward to learning more ways to apply generative AI and all it promises. We’ll get to hear from many of the financial influencers advisors and are looking forward to their takes on how advisors can better serve clients and grow their businesses.

Our priorities are to talk with advisors about their financial PR and digital marketing strategies. One thing we appreciate about FutureProof is the well-orchestrated Breakthru Meeting program which allows for deeper and richer one-on-one conversations. In our meetings, we are hoping to discuss a few topics:

1. How are advisors using PR to build awareness and find new customers? We’ve written about how PR can be a cost-effective part of the advisor marketing toolkit and help advisors move up market. Media are often eager to talk with CFPs, especially about retirement planning topics.
2. How are advisors prioritizing their marketing spend? Events? Digital advertising? Paid social media or search?
3. What do advisors want to hear from ETF and mutual fund sponsors? Market commentary? Sector outlooks?  Education materials for CE credit?
4. What financial influencers do advisors pay attention to? Podcast hosts? I’m asking for my colleague Greg Joslyn, whose Substack newsletter Finfluential tracks financial influence. (Subscribe here.)
5. Are advisors’ clients paying attention to finfluencers on YouTube or TikTok? If so, who are consumers listening to?
6. Are they embracing video for social media or their website?
7. Are they using testimonials to help tell their story?

We’ll let you know how it goes! And if you are going to Future Proof, please let us know. We’d love to see you there! Reach out to Jody Lowe or Maya Stojkovich.