The Importance of Authentic Marketing

July 26, 2018

Through out our careers, we’re always taught to make sure our marketing is perfect. The right words, the right pictures, and the right advertisements. And this has been a safe approach for a lot of companies. However, when a customer visits your professional website, they rarely take a look at the content because they already feel like something is being sold to them. The more the marketing materials seem “perfect,” the less likely a consumer will purchase them. Instead, your marketing should be authentic and customized to who you truly are.

So what exactly is authentic marketing? This approach simply shares who you are and your business focus, all while utilizing your own words. I stress the importance of authentic marketing because if you are a financial advisor and you ask your clients to trust you with their entire life savings, they’d want to know who they are working with.

Some of the best ways to achieve authentic marketing is to share your companies personality through your website and marketing materials such as: pictures, videos, blog, etc. Consumers buy real and when you share with them who you really are, they are more likely to trust you.

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Tips On Acing Your Headlines and Titles

July 12, 2018

Whether you are writing your own blogs, social media posts, or are having to take over for your marketing team for a little bit, everyone gets stuck on the simple aspect of titles and headlines. It sounds like a minor detail, but, imagine this: you wrote a fantastic post that you think will benefit your clientele, prospects, and people who are generally interested in learning about finances and your services. However, the title doesn’t portray that and no one ends up opening the post. Today I’m going to focus simply on headlines and titles that’ll get those people to open your fantastic posts (and don’t limit this, it could apply to email titles, proposals, etc.) Nowadays with pretty much everything becoming digital, simple things such as this could make a big difference in differentiating yourself from the various articles out there.

TIP #1

Provide the benefit right away in your article/blog post/social media post. Let’s take the example from earlier. You wrote a post that has beneficial information to your clients/prospects while also explaining how your services can help. And let’s say that this post allows for people to successfully buy a home loan. Your title, for example, could be something like this: Eliminate stress with a “Stress Free” home loan.  

TIP #2

Keep it short. When people read the headline, they can already get a sense of what the article will be like. So taking something from “Our company focuses all of our time to save our clients money” into “Save more with *insert company name*” allows the reader to not feel overwhelmed by the title.

TIP #3

Use more verbs than adjectives. Using too many adjectives could create skepticism for your audience whereas verbs pull the audience in. Just think about it, two of our most famous headlines in history are: “Got Milk?” and “Just Do It.” 

TIP #4

Last but not least, be authentic. Be straightforward about what you wrote in your article and make sure that the benefit that you’ll provide in the headlines is located in the article/post.

 


Is Your Website Up-To-Date?

June 28, 2018

It’s obvious that in 2018 the way consumers make purchases has changed dramatically. Everything changed from walking down your local Main Street and instead it’s all done online. Consumers spend time searching Google, Yahoo, Bing, Yelp, etc. finding the right business for their needs. It’s very clear that if your company does not have a website, you are missing out on various opportunities. In fact, to a customer you might even seem nonexistent. However, what’s more important is how you portray yourself, your company, and your service to your potential viewers on your website. With our evolving technology, it’s a must that your company also follows the latest website trends. No customer would want to do business with an outdated website. I’d like to leave you with three simple tips on ways you can keep your website up-to-date which in return can help you find potential online customers!

  1. Theme. Create a strong theme for your website to truly portray your company. What is the one thing you want your customers to “feel” with your theme? Do you want them to think that you’re a digitally advanced finance advising firm? Do you want the visitors to feel that you’re more unique than your competitor? The choice is up to you, but make sure you are following one theme.
  2. Concise Messaging. No one these days has hours to spend reading a companies About Me trying to understand what they do. That’s why it’s important that your website is clear, concise, and straight to the point.
  3. Include Videos and Authentic Pictures in Your Content. 51.9% of marketing professionals worldwide name video as the type of content with the best ROI. And a lot of consumers would prefer to receive their information in video rather than in words. Therefore, to truly stay up-to-date with websites and stay competitive, your company website should contain videos. Additionally, have authentic pictures on your website. For example, use the people who work in your office instead of stock photography. It allows for the customer to connect with your website.

What is your company doing to stay up-to-date with website trends?


What’s Unique About Your Business?

June 14, 2018

In the business world, it seems that it’s always a company’s goal to be better – better price, better product, better service. However, that’s not always the best way to go about your business. Whenever a customer says “why shouldn’t I just go to the financial firm across the street?” and your answer is “because we’re better,” does the customer necessarily believe that?

What truly matters and what we should all be focusing on is being different. Think about what’s unique about your company. Most of the time, customers choose your business because of you, not knowing the products you offer because they loved what’s unique about you. If you look at really successful companies, they didn’t become successful because they wrote “WE ARE BETTER THAN THE OTHER GUY” as their headline. They outlined what’s unique about them and shared it with the world. And people bought their product because of them. 

So, you’re probably wondering: what’s something that could be different about your firm? The people, your leader, and staff. No other firm has the same people as yours does, and that’s one of the best ways to describe your uniqueness.

I’d like to leave this post with a few questions for you to think about:

  1. What’s something that you are doing that your competitors aren’t?
  2. What are you doing that’s exactly like your competitors that you could change?

Include Event Marketing in Your Strategy to Grow Your Business

May 24, 2018

In this blog, we talk a lot about all of the different ways you can market your business: social media, website, cold calling, referral programs, etc. However, one major marketing practice that I think is often overlooked is event marketing. What if my event goes horribly? How do I go about planning it? Am I just going to waste all my money? These are valid questions and the thought process in terms of event marketing for a lot of financial advisors. But what if the opposite happens? And you gain a good amount of new potential clients. Or if you are putting on a marketing event for current clients, this could allow for them to feel truly appreciated.

Now that you understand why I think you should definitely include event marketing in your strategy, let’s talk about how you can actually get people to attend.

TIP #1

Firstly, when planning your marketing event, it’s important to create an invitation that shows what’s in it for them. State the benefits they could receive right away!

TIP #2

Give a call to your prospects! Another way to make potential clients feel important is to actually invite them yourself. Nowadays, everything is automated. So anything personalized goes a long way.

TIP #3

Another thing that’s often missing nowadays is follow up. It’s important to follow up right after the event. You need to plan this in advance so that you don’t feel overwhelmed when the time comes. Some ways you can go about doing this is by sending follow up hand written notes, a professional picture of the individual from the event, or scheduling an appointment and calling.

What successful marketing events has your company hosted? Let us know in the comments below!


Attracting Your Ideal Client

May 10, 2018

In today’s world, there are financial advisors left and right. As the businesses grow so will the need for clients. One thing that most financial advisors and planners are constantly curious about is: how do you attract a wealthier clientele? In other words, your ideal client. There’s a lot that goes into attracting prospects. Today, I’d like to focus on the marketing aspect of it and provide you with four tips you can use to find your ideal client.

  1. Be the best at what you do. What are you doing differently than other financial advisors? What’s your track record? How are you sharing this with your prospects? In order to attract a wealthier clientele, it’s important for you to become the best at your service so that the client will feel confident with the assets they’re going to trust you with.
  2. What’s your story? I know I mention this often in my blogs but I can’t stress enough the importance of having a unique story for you as an individual and your company. You need make sure your story is providing value to the customer. Remember, people will pay for your story.
  3. Marketing communication must be 50% emotions 50% logic. Going off my #2 advice, how you communicate the value that you can provide to your clients is important. An example of combining emotions and logic into marketing communication would be: “Through my daily financial practices, I have been able to change people’s lives by helping 5,000 clients.”
  4. Ensure you are visible to your ideal clients. I know this seems obvious, but sometimes we get so caught up in our marketing efforts that we forget about our ideal clientele. Attend networking events, whether they’re virtual or live, be a speaker on webinars and events, and write articles and books. All of these ideas will not only make you more visible but will also build your credibility!

Amaze Your Clients in One Simple Way: Social Media

April 26, 2018

So you are looking to expand your business and gain more clients… You’ve been doing everything that you need to do but you’re looking for that extra increase in clients. I have great news for you. One of the best ways, that’s increasing yearly, is: social media. In a recent study, 86% of financial advisors reported that utilizing social media while increasing activity has helped them gain more clients. That’s a 37% increase since 2013!

What’s their secret in being successful on social media? For starters, having social media accounts such as LinkedIn, Twitter, Instagram and Facebook isn’t enough. You must engage with your audience, whether that’s responding to Tweets or sharing financial tips that are relevant.

I’d like to leave you with some quick tips that can help you effectively utilize social media while still following regulations of the financial industry: have a primary social media platform. If you haven’t found one yet, LinkedIn is a great platform and a lot of professionals use it. Become dominant and strong in your chosen social media platform and then experiment with others. The different types and numbers of social media platforms will depend on your “audience” and target clientele. Also, it’s important to constantly be listening and learning. What are other businesses in your industry doing on social media? What are they good at? Bad at? If you see a personal connection have a life event such as a wedding or graduation, don’t hesitate to reach out and congratulate them! Lastly, share useful content and be personable. There’s a reason someone is following you or is your connection and that’s to gain insight. Share with them your brand, relevant financial material, and your personal content that reflects your brand.