January 16, 2020
Here’s a resolution we should all keep throughout the year 2020: provide backing to everything we say to our clients. Think about how many empty things you say on a daily basis, like saying that your day is going well. While this is harmless in daily conversations, it can leave a bad taste in the mouths of your clients if they don’t feel your promises are fulfilled.
We’ve found a few ways to make sure you’re using specific language in a way that demonstrates the value of your business:
- Rely on your history. If you have the numbers to back up a claim, this is the best opportunity to use it. Saying that you’re able to save your clients 40% or more speaks much more than simply saying you can save people money.
- Showcase your accomplishments If you’ve been recognized for your work, your clients want to know about that. It increases your accountability and helps you build trust even before meeting new partners or clients.
- Share past work. Obviously, this piece comes with guidelines. You can’t violate any confidentiality you’ve agreed upon with your clients, but you can share general overviews of people you’ve worked with in the past. It can allow prospective clients to resonate with your work.
By utilizing these tactics, you’re able to really put your money where your mouth is. Not only will you be able to attract new opportunities that are in line with your mission as a business, but you can end each day knowing that the relationships you’re building are genuine.
January 2, 2020
When it comes to building and implementing strong marketing campaigns, it seems to be easier and easier to publish something that’s savvy and enticing to viewers. However, what does this do for your business? As we’ve covered before, we’re trying to establish marketing that engages viewers and reminds them of the value you provide, which can’t be done through hasty posts and quick interactions.
Instead, try to take a deeper look at what you’re trying to achieve. We tend to focus on the how (which, don’t get us wrong, is important – your hard earned money should be put to good use!!), when really, we should be focusing on the why. Why should viewers interact with your campaign? What should they take away from it? What should their next steps be? Through this, you’ll be able to build a deeper understanding of their underlying motivations which can then be used to your advantage.
So, what does this mean for your marketing strategies? Take a moment during the first few days of 2020 and think about what you’ve used in the past. There’s likely been some changes since you first started, which can be helpful in determining what comes next. The new year doesn’t have to be full of groundbreaking marketing techniques; all you might need is a realignment into your value to bring about the next wave of happy clientele.
July 18, 2019
Today’s businesses are all tackling the same old problem: how do we stand out in an industry that’s full of professionals? While your expertise is certainly important, it’s the holistic image of your brand that allows you to truly impact your audience, from the services you offer, to the way you treat your clients.
One of your biggest differentiators is how clients feel after working with you. Do you remember their names and make them feel welcome when they first arrive? Do you make sure their questions are answered properly and fully? Are you able to leave them with insightful thoughts they can carry forth into their daily lives? Other impacts can include:
- Tangible items
- Compelling stories
- Valuable feelings
At the end of the day, it’s not always the things you give to your clients, but the feelings and value they’re instead able to experience. By remaining thoughtful about your impact on clients, you can make sure you’re truly representing your brand well. Genuine and authentic interactions will always outlast fads and stand the test of time.
June 13, 2019
Let’s consider this: how many useful emails do you actually get in a day? It’d be pretty safe to assume that the number is substantially low, especially in regards to the sheer mass of marketing materials you get. With that being said, wouldn’t it be helpful to have a better understanding of when to circulate marketing content?
Researchers at Notre Dame and Texas A&M certainly thought so. After collecting and compiling research concerning optimal times to post and circulate targeted marketing content, they were able to discover two key insights:
- Posting on social media in the mornings can lead to larger boosts in insights and traffic. The difference is drastic – posting in the morning leads to an almost 9% increase in traffic over afternoon posts and 11% over those posted in the evenings.
- On the flip side, targeted content advertising is much better suited for the afternoon. Using these forms of paid social media marketing can generate a 21% increase in engagement over the morning and 11% more than the evenings.
There’s a lot of clutter circulating your clients. By keeping these tips in mind when crafting your content, you’ll be able to make sure your advertising efforts stand out and connect with your consumers.
April 11, 2019
When it comes to dealing with customers, it is incredibly important to make sure that you understand your business model. The phrase, “understand your WHY” has been repeated so many times that now, people are obsessed with positioning their products and services to all sorts of niche markets. However, the way that your customers perceive you is just as important, if not more so, than the way you perceive yourself as a business. Here are some of our top tips for increasing your overall customer satisfaction:
- Pick up the phone. Take the timeout of your day to connect with your clients and work towards building a lasting connection.
- Gather feedback. Not sure if your strategies are working? Ask your clients. You might be surprised with how helpful their advice can be.
- Train your staff. As your business grows, chances are you won’t be able to balance every form of communication. By bringing on staff members who are open to understanding your brand, you can make sure every interaction is up to your standards.
- Anticipate their needs. As your relationship continues to grow, you’ll learn more and more about what your clients need and with time, can have an idea of what services they’ll need before they even have to ask.
By keeping your customers in mind, you’ll be able to work with them to make sure that their expectations are not only met, but exceeded.
March 28, 2019
One of the best things about living in today’s digital age is the endless amount of opportunities available for people to leave their mark on the world. However, this can lead to saturated markets and competitive industries. With everyone trying to find the latest way to differentiate themselves, how can you make sure you truly stand out against your competition?
It’s important to understand what your clients look for. When clients are looking for different firms to align themselves with, they often have a series of criteria they look to fill. Since this relationship with involve sharing personal subjects like legal and financial advice, it’s important your prospective clients feel comfortable sharing their information with you.
Now, we can’t speak for every potential client in out there, but the majority of people feel most comfortable when working with people they trust, and this trust is often formed out of creating real relationships. Think of some of the key things that you use to market your business: the things that sound exciting to you are going to sound just as exciting to your new clients as well.
Whatever your differentiators are, you need to understand what they are and make sure they’re present in everything that you do. Every potential client has a preconceived idea of what they’re looking for, and the reality of the situation is that your culture might not fit the wish list of every consumer. By owning your company culture and sticking to it, you’ll be sure to attract clients ready to build a lasting relationship.
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.
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?
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!
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!
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?
- 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.
- 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.
- 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.
- 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.