High-Net-Worth Individuals: Using Social Media To Reach Them

Estimates say 90% of all high-net-worth individuals (HNWI) — those earning between $100,000 and $1 million are quite active with social media, many of whom spend more than 48 hours a week on their social media accounts.

Here are three tactics that I teach my clients on how to leverage social media and digital marketing to generate new, high-net-worth individuals as clients

News Jacking

If you seek those million-dollar prospects to notice your product or services, first you need to scan news headlines in their favorite publications — Forbes, Fortune, Inc., etc. — and see what’s being talked about. Are there concerns about elections and how they effect on American markets? Craft a short Tweet or Facebook post with your take on the situation, using hashtags to insert yourself into the conversation: #economy, #politics, etc.

Create Helpful Videos

Affluent consumers, when researching their purchases, will wonder about what is going to make their lives the easiest in the long term. Which product is going to have the longest lifetime value? Which will enable them to best enjoy the leisure that their income affords them? Many lower price-point products, however, are not built to last in the same way, so non-affluent consumers are looking to get the best they can now.

With this in mind, it is powerful to create buying guides and comparison videos. According to a recent Google study, 45% of luxury buyers prefer to watch videos of products and how they are used or worn.

Acknowledge Their Status

If affluent prospects are incentivized through a suitable quid pro quo to give you their information online, you can give them the same treatment as when they roll up in a nice sports car “dressed to the nines.”

The benefit to you is that you can ask them questions like, “Do you make between 75–100k per year?” This helps you determine if a particular consumer is a digital “high roller” or not — which of course helps you qualify them as a solid lead.

But you do have to give them enough incentive in return to provide you that data.