American Financial Planners Suffer an Opportunity Cost, Says Study by Kahuna Content

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Financial planners in America have the almost perfect marketing tool literally at their fingertips, but they're missing the opportunity, costing them future revenue. There is a high correlation between their highly coveted "future client" and the average blog reader, yet they are not engaging these receptive blog readers with their financial planning expertise. Blogging could be a great help to the marketing of their practices, but almost all appear ignorant of its potential.

There is an "opportunity cost" that is, ironically, affecting the financial futures of American financial planners. Industry statistics state that about half of all blog readers are in the 31 to 50 age group. But America's financial planners are doing next to nothing to grab the attention of this coveted market segment in the blogosphere. The cost of this inaction is lost opportunity.

A recently completed study by The Kahuna Content Company, Inc., a New Jersey-based social media research company, uncovered that America's financial planners don't use blogging as a serious marketing tool. According to Richard Telofski, Principal Consultant at Kahuna Content, "We found that there is an overwhelming overlap, a very high correlation, between the demographics of a large proportion of blog readers and the demographics of a market segment that many financial planners have told us they covet. Yet, these financial professionals are largely absent from the blogosphere."

Per Kahuna Content, the demographic group of interest is males between the ages of 31 and 50, a market segment that financial planners should be targeting for future growth of their practices. Telofski said, "Given the inevitability of retirement and the 'magic' of compound interest, it seems reasonable to expect that with time on their side, there would be more that a financial planner could do for someone in their late 30s or early 40s, than the planner could do for someone who is in their late 50s or early 60s."

With a blogosphere teeming with persons in this ideal market segment, it would seem that almost all financial planners would be learning the ropes of blogging and jumping in with both feet. But from the Kahuna Content study it's been discovered that this is clearly not the case. "Far less than 1% of the almost 58,000 American financial planners blog," said Telofski. "We've found that there is a heck of a marketing opportunity staring them in the face. They should exploit this opportunity, not turn it into a cost."

Speaking of cost, blogging itself is not expensive. Said Telofski. "Compared to other marketing programs used by financial planners, blogging is relatively inexpensive and, because of its relative low cost, it could be of enormous value especially in times of recession or economic sluggishness. So, when the low cost and the target market alignment are considered, combined with the fact that blogs are well-known for establishing their authors as experts in their chosen field, marketing via a blog should be a foregone conclusion for these financial professionals."

For additional information about Kahuna Content's new study, entitled The Future Value Blog Brief, go to, click on "Learning Reports," then click on "Financial Planners."


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Richard Telofski
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