Under normal circumstances, your marketing efforts should address the needs and concerns of your investor personas. But the COVID-19 pandemic has likely had a significant impact on many of your clients’ wealth management strategies; more importantly, many of your clients likely have similar questions that can be effectively addressed through messaging.
During an economic crisis, topics that were once “niche” might address issues for a number of your investor personas. This Barron’s article is an excellent example of how your firm can address a specialized topic through your marketing content.