Superannuation is a regular payment made into a fund by an employee for his retirement. Super fund comes from contributions made by employer, employee and the government through co-contributions. These contributions accumulate over the course of working life. Superannuation is a lifetime investments with many benefits. Some of the benefits are:
• Retirement savings
• Tax advantages
• Bonus contribution from the government
• Cheaper insurance
Self Managed Super Funds is also known as do-it-yourself funds. This is a micro superannuation fund established between 1-4 members and controlled by directors/trustees can be run via intranets like sharepoint or just email who decides where the funds will be invested. SMSF offer a level of control and flexibility unmatched by traditional superannuation alternatives.
Advantages of SMSFs:
• Reduces income tax on investment income and capital gains.
• Increases flexibility of asset selection and investment choices
• Provide control over total investment portfolio
• 1-4 fund members can pool their resources
• Seamless transition of pension income streams
• Increased flexibility to use the advantages that superannuation offers
• Ability to transfer listed securities and personally owned shares directly into superannuation.
• Owning real property in the superannuation fund
• Borrowing opportunity on investment by means of limited recourse borrowing arrangements
Marketing Self Managed Super Funds
Self managed super fund market is growing at 40 percent each year. It has been the fastest growing sector of the superannuation market with over 500,000 SMSFs in existence. Marketing Self managed super funds in an ageing society is one of the biggest future industries. Financial service providers are developing and marketing product solutions targeted at this market. Some of the marketing strategies used are:
Website – is important to establish business credibility. Thought leadership style content on the site connect and nurture SMFS. Content must be geared to educate and influence decision making with high value communications. Website should be objective and informative in tone to attract potential clients.
Search Engine Optimisation – having an informative website is not enough. Financial service providers’ website must be optimized to be visible and be found online easily. SEO helps website to rank on the top of search engine.
Blogs – is best way to feed the thirst and knowledge of potential SMFS clients. Blogging feed clients’ desire for transparency and confidence in their ability to make decisions.
Lead generation and nurturing – lead nurture software are used to help financial companies automate long-term regular communication with investors.
Social Media – LinkedIn, Twitter, Facebook, YouTube and intra-office social media such as Sharepoint are some of the social media platforms used to engage with the growing younger clientele of SMSFs. 40 percent of new SMSF entrants are under 45 and most of them are tech savvy.
Email marketing – sending targeted email to the right demographic improves the chances of signing up potential clients. Targeted email marketing works hand in hand with lead generation. Emails provide online resource and position financial service providers as thought leaders that can be trusted.
Video marketing – targeted video content providing educational material to potential clients is proven effective because it help simplify complex ideas and communicate important message. Videos have a strong engagement rate and high social-sharing frequency.
Whitepapers – provides strategic investment advice to potential clients. And with fill up forms and call to action whitepapers is an effective lead generation tool for financial providers.
Seminars – clients who are looking at investing or want to set up their own self managed super funds are invited to attend seminars to receive current and relevant advice, contacts, tips and special offers from industry experts.
Referrals – researched showed that satisfied clients provide higher number of high profit advice business referrals. Client satisfaction is one of the key to generate leads; a satisfied client would highly recommend their adviser to others.