Drive Your Marketing Towards Successful Results

February 7, 2019

Let’s take a moment to define what marketing truly is. Is it using social media and other online digital tools to share brand updates? Not exactly, though digital communication is a key aspect to successful marketing. Do you instead think of traditional marketing, like newspaper ads or television commercials? This still is important, but it still doesn’t capture the entire essence of what marketing is.

 

All things considered, marketing is just the fancy word used to describe the process of finding new and interested people to share your product or service with. Luckily, we’re all working in the digital age, and reaching these new people has never been easier. However, when people are interacting with an estimated 5,000 ads per day, it’s more important now than ever to make sure that your efforts aren’t going to waste.

 

 

So how do you do that? First, you have to define your target audience. While the initial thought may be to target a larger group to attract more potential clients, you may be surprise to find that niche groups have a higher success rate. Understanding exactly what attracts your audience will enable you to craft marketing strategies that will catch their attention.

 

Second, you have to understand your company. What makes you different from your competitors? How exactly can you make a difference in the lives of your consumers? Where do you still have room to grow? Understanding your strengths and weaknesses can take your brand to a completely new level – and can increase the confidence of your consumers as well.

 

Finally, you have to visualize the future. Anyone can get good results in the now, but it takes a special team to take the current output and strategize for future success. Go back to the strengths and weaknesses of your company. Think about the industry you’re specializing in – what opportunities can you capitalize on? Taking your current positioning and translating that into where you’d like to be in the future allows you to make strategic marketing decisions that puts you on the path to success.

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Make 2019 the Year of Upgraded Marketing

January 10, 2019

In the past, the definition of marketing has been simple: find a way to get new clients to learn about your brand. But what if your marketing did more than just get the word out? What if your marketing performed in such a way that these new clients actually believed in the services you offered?

Rather than focusing on what you can do for your business using elaborate (and expensive) marketing campaigns, try ringing in the new year by using specific and strategic language that compels your audience to take action. What better way to bring in new clients than by relating to their needs and providing solutions for them?

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Using strategic communication also furthers the understanding of your brand. Do you prioritize finding solutions or do you often find your focus set on helping your clients cut unnecessary spending? Whether it’s in person or online, using consistent verbiage with your clients provides them with a better understanding of what you offer, but more importantly, why you offer it. This also provides you with countless opportunities to ensure that you brand displays its values at every opportunity.

Take the arrival of the new year as an opportunity to expand your marketing efforts to let your brand speak for itself. You’re a part of an incredibly powerful business – let your skills shine!


3 Ways For Your Brand to Gain Attention

September 13, 2018

Ever noticed a new restaurant in your area and wonder what’s their future outlook is? All of the sudden, two months later, it becomes the new “hotspot” in town. You think to yourself, “What’s their secret? How did they market so well that they grew so much in just a few short months?” One thing that we know for sure is that their branding is strong and they know exactly how to express who they are. A company’s brand reflects their identity. Branding is what draws clients in and keeps them coming back for more. Here are three ways to get your branding noticed:

Be unique. I think within the financial industry, it’s easy to get stuck and do exactly as your peers. However, what’s going to differentiate you is your uniqueness. Often, something that doesn’t fit in will stand out. What are you doing that’s different in your industry?

Switch up your promotion techniques. Yes, having a billboard that some drivers will notice occasionally could serve as a form of advertising, but I always suggest marketing to your specific target market. Whenever you’re brainstorming ideas, think of questions such as:

  • Where does my client spend their time when they’re not working? What are they involved in?
  • How do my clients find their information? Is it via internet, books, magazines, etc.

Let’s say your client is an important businessman who spends a lot of his time attending networking events. Rather than purchasing a 30 second radio ad, you could purchase tickets to these events and invite your prospects.

Consider creative partnerships. Think of businesses that also cater to your target audience. These types of strategic partnerships are an essential component to differentiate your services amongst your competition.

In conclusion, dare to be different and see where it takes your business!


Create a Culture Focused on the Value You Bring to Customers

August 30, 2018

In today’s society, one of the best ways a company can be successful is to provide great customer service. But, is that really enough? Working in customer service goes deeper than just ensuring it is “good.” We want to make sure that we deliver a value to the customer through our services or products. Some of the best companies worldwide have developed a culture within the organization around the value they deliver to their clients; companies such as Apple, Ritz-Carlton, Disney, Amazon, and the list goes on and on. So, how should companies go about creating a culture focused on delivering value to clients?

  1. Customer knowledge. As you build your book of business, really get to know your customers and especially their expectations of you. A lot of the times we deliver our services but forget to check if they align with the expectations from our customers.
  2. Create a customer service strategy. Often different segments of an organization aren’t aware of the company’s strategy or their understanding of it doesn’t align with the company’s. Therefore, creating a customer service strategy focused on delivering value to customers and spreading it throughout the whole organization will allow for consistency.
  3. Listen to your employees. The employees are on the frontline of daily customer interaction. Therefore, they may have customer insights that could be valuable for your customer knowledge. It will also provide a framework of ways to develop your customer service strategy.
  4. Loyalty. Don’t say you’re going to contact a customer in a week and then never contact them. Follow through with your promises and check up on customers regularly. What this does is it creates loyalty which means that you have provided a level of customer service that has exceeded expectations.

Not only will these actions steps result in higher customer satisfaction, but it will also greatly differentiate your business from companies who simply “deliver” their services or products.


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?


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.


Does Your Marketing Have a Purpose?

April 12, 2018

As a financial advisor, planner, or an attorney it’s highly important to ensure you have a compelling message with your marketing strategy. This is mainly because people are drawn to companies that are authentic and inspiring. The real question here lies in how do we go about creating our compelling marketing message? I always suggest to focus on the purpose of it all. If you ask a financial advisor what is the purpose of their marketing, most of them would say: “To bring in referrals,” “Build my prospect list,” “Grow business.” However, what they don’t realize is that they’re sharing their goals. The purpose of your marketing and your goals are two separate things. Goals are tangible, measurable, and dated. Purpose is infinite. It is the reason you do what you do. To successfully build your compelling message, one must create an effective purpose. And it is okay to revisit your purpose time to time. But once it is set, the goals are based off your purpose. I’d love to provide some tips on creating your purpose that go beyond the bottom line:

  • Stay authentic. Do you simply love helping people? Are you passionate about helping people reach their financial goals? Or do you love helping people get out of their financial struggles? Let that be heard in your purpose.
  • Specialize. What type of financial advisor/planner are you? Do you focus on a specific target market? Having a niche will actually provide a better and more focused type of service.
  • Have a story. Why did you start doing what you do? This doesn’t necessarily have to be written out in your purpose, but it’s a good idea to develop your story so you can share it with your prospects and clients. It provides the background to your purpose.

What’s the purpose of your marketing? Let us know in the comments below!