Lead generation and conversion of ultra-wealthy prospects – often classified as accredited investors – is a significantly different process from traditional business-to-business marketing or D2C lead-generation marketing.
Why?
Because the accredited investor requires important and unique marketing and advertising tactics.
An “accredited investor” is defined as one of the following:
- “An individual (or married couple) whose (joint) net worth exceeds $1 million, excluding the value of the primary residence.”
- “An individual with income exceeding $200,000 in each of the two most recent years, or a married couple with joint income exceeding $300,000 for those years, and a reasonable expectation of the same income level in the current year.”
More marketers are reaching out to this unique demographic to sell various products and services for several reasons…
- During economic uncertainty, there are still great prospects.
- They are great buyers of all products and services… especially expensive items like boats and cars.
- And they are top investors.
For example, accredited investors continue to invest even if the stock market is down if you present a good enough message, especially for private equity, crowdfunding, and unique investment opportunities under the JOBS Act.
So, with more marketers trying to reach a receptive but distinctive audience, here are 11 secrets to generating leads and converting the super-wealthy into buyers …
Secret #1: Data Is King
The wealthy respond well to digital and direct mail marketing. But the starting point is data. You must precisely identify and then target your audience.
For successful lead generation in the wealthy segment, you should use advanced Data Transactional Modeling (DTM) in combination with an integrated multichannel marketing campaign.
Paid search, TV, radio, traditional banner ads, general email, and other media are wasteful and inefficient formats to connect with this audience.
However, an integrated multichannel marketing campaign with advanced Data Transactional Modeling at its core can produce powerful results.
Note: You can contact Jeremiah Dart at 615.814.6633 for more about identifying data to target the wealthy market.
The current quantity of accredited investor list of prospects is 9,237,954 people strong. This creates the base data for doing an…
Secret #2: Integrated Marketing Campaign
From the Transactional Data Modeling (TDM) list of accredited investors, you can run campaigns for Facebook, Google, Instagram, Truth Social, email, and pre-roll commercials. addressable TV, direct mail, and much more.
This creates a truly integrated multimedia campaign without waste, going to your core, selected audience.
Secret #3: Direct Mail
On an ROI basis, direct mail is usually a major key to success with the accredited investor.
There are several powerful options to generate a lead from postal and direct mail…
Option A: The Direct Mail Envelope
The lead generation campaign starting point of a traditional campaign is the direct mail envelope.
This is the approach used by Fisher Investments.
The purpose of the envelope in any direct mail campaign is to get it opened. But you need different envelope strategies when dealing with the wealthy.
Some ways to approach the affluent include:
- TEASER COPY
Envelopes with teaser copy on the outside are usually out-poll, just plain envelopes.
Here’s an envelope with a teaser copy immediately defining the unique selling proposition (USP) of high return …
- USE A DIFFERENT ENVELOPE SIZE
Here is an example of a 9 x 12 envelope we used in a campaign targeted at wealthy prospects who owned homes overseas…
- UNUSUAL SIZES
Using an odd-sized envelope also attracts the attention of your wealthier prospects.
Here’s an example of one sent by Ken Fisher for his investment money management…
- HIGHLY PERSONALIZED PIECE
Another strategy is to use a highly personalized direct mail piece. However, don’t limit this personalization to the outside of the envelope only. Use it across all of the components inside the envelope as well.
This example uses no machine print at all…
Option B: Magalog
The magalog is a powerful alternative to envelope mailings. It looks like and feels like a magazine but is actually an infomercial in print. You can watch a quick video brief for more details about the magalog HERE.
Here’s an example of a magalog for an equity crowdfunding campaign…
Option C: Videolog
This is a combination of a direct mail piece that plays a video. For more details, watch this video brief.
Here’s an example…
Secret #4: Email
Only send emails to the prospects to whom you’re sending a direct mail piece.
Make sure it feels personal, contains valuable information, and mentions the direct mail being sent to their home.
Here’s an example…
Secret #5: Facebook
Target the same names on your postal list with Facebook ads. This part of the integrated campaign magnifies your effectiveness. Your prospects see your direct mail piece. They see the emails. And then they see the ads on Facebook.
Here’s an example…
Secret #6: Banner Ads and Native Ads
Again, your prospect will…
- Get the direct mail piece.
- Get the emails.
- See the Facebook ads.
And then they’ll see the banner ads and native ads on websites they frequent often.
Here are a few examples…
Secret #7: Pre-Roll Commercial
To the same names you selected via advanced Transactional Data Modeling (TDM)… who get the direct mail and emails, see the Facebook ads and the banner/native ads… you should also get in front of them with a pre-roll commercial.
Secret #8: Direct Response Offer
Your audience may be wealthy, but you must still motivate them with a powerful direct response offer that is enticing.
Secret #9: Measurability and Accountability
Know your cost per lead and cost per sale. Everything you do must be measurable and accountable. Good testing can analyze your response for effectiveness.
This chart shows you how many leads you could generate from a 100,000-piece mailing.
Leads — 100,000 mailing
Once you have the leads, you can convert them into clients. This process requires a combination of a conversion series with inbound and outbound calls.
Conversion rate of 1,000 leads
Note: An increased closure rate from 2% to 5% is highly significant. An increase from 5% to 10% is powerful!
That leads me to …
Secret #10: A Convincing Conversion Series
You’ll need to send a conversion series that consists of six to 12 emails, digital, and one or two postal letters to your leads.
It can look like this…
Secret #11: Retargeting the Leads – Digitally and in the Mail
Once you have generated a lead, a special retargeting campaign to Facebook and Google… and even via direct mail again… should begin to increase your conversion rates.
There you have it: the secrets to creating a powerful campaign designed to catch the attention of a special group of prospects.
If you’re interested in learning more about marketing to the wealthy, give us a call at 615-933-4647 or email Michael at [email protected]
