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.

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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!

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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.

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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!


Switching Your Marketing Messages From Unopened to Read

February 22, 2018

You’ve noticed that you’re spending hours on writing your marketing messaging for your firm or even a part of your budget on your marketing. However, did you know that most of your marketing messaging is going unread? Think about it, you get thousands of emails daily. How many emails do you open? A few. And those are the ones that have an interesting subject line. Then, once you’ve clicked on the email, and possibly started reading it, it’s difficult for you to pay attention especially if the content isn’t engaging. If you feel as if your marketing messages are part of the “clutter” folder in peoples’ mailbox, let’s change that. There are several different functions we must focus on when writing our marketing messaging.

Focus on the benefits of your services instead of simply the features. Let your audience know what problems you can solve and solutions you can bring. An example of this would be “Want to effectively invest your money?” Focus on what benefit you could bring with your specific services to a target audience.

Obvious one, but make sure to aim at your target market. Major key here would be to include things that would interest your audience. Your emails would be different for a single millennial than someone with a family of five who most likely has different goals.

Clear messaging is an effective strategy no matter what you’re doing in life. You want to ensure your marketing message makes sense, isn’t too wordy, and uses graphics that don’t overwhelm the user.

Answer the question “what’s in it for the prospect?” in your message. What’s something in your industry that your target market finds essential? Whatever it is, use it.

In the end, we want to ensure we’re communicating something that could be of use for the client in our marketing messaging. And strengthening those messages starts with refreshing the fundamentals.


New Year, Stronger Marketing For Your Firm

December 28, 2017

As 2017 comes to an end, it is the perfect time to look back on annual reports and evaluate your progress. Although it is important to look back on your performance, it’s also just as important to plan for the upcoming year. The new year can be intimidating, especially when competition is heavy. While planning your marketing for the new year you should make sure that it is: strategic, measurable, attainable, and cost effective. There are various ways to develop your marketing plans on a budget but one of the best ways is to provide a “personal touch” and connection that most clients don’t expect, but certainly value. This means going above and beyond for the customer by showing extra care and doing things out of the ordinary that the customer doesn’t expect. Here are 5 methods in approaching a “personal side” of marketing:

  1. Have someone in charge of marketing. This doesn’t mean you need to develop a whole marketing department. Is there someone in your office that you consider a “people’s person” or someone who likes to put events together? Assign them to the marketing tasks. The tasks could vary from arranging seminars and events to updating the website and blogs. Rather it’s having a marketing consultant, an intern, or someone from your office, having someone assigned to the job will ensure that it gets done.
  2. Arrange a reverse seminar. Instead of you presenting to your client, have them present to you. This will put the “spotlight” on the client and will allow for them to feel engaged.
  3. Conduct an annual event. We all know of a few companies in our areas that are associated with certain charity events. That’s the goal for your firm. Having an annual event, especially involving charity, will not only help out your community but will also provide advertising opportunities.
  4. Pick up your phone and call! Sounds like something you should already know, but it’s one of the more effective (and free) ways to market. Instead of sending an email, give your client a call. Have the call be from the financial advisor or attorney that is working with the client. Discuss with them any business updates and ask if they have any questions. This also allows for the client to develop a relationship with the firm and feel like they are a part of the process, instead of being left in the dark. Make sure to personalize each call and switch up the subject.
  5. Go above and beyond with the simple things. This means whenever a client is in the office, make a fresh cup of coffee and add a snack with it. Have a welcome sign whenever the client is entering the office. Provide a welcome package, make parking arrangements, give a map, etc. Go the extra mile so that the client feels truly appreciated. And this will not only help your “personal side” marketing, but will also provide word-of-mouth marketing. The clients will tell their families, friends, and coworkers about this.

Have more ways on providing a “personal side” to marketing? Tell us by leaving a comment below:


5 Tips to Stay in Contact With Potential Clients

May 12, 2016

When it comes to clients, we have all figured out the best ways to communicate and behave with them. What’s not always so clear is how to stay in contact with the people who have decided that now is not the best time to work with you. When running your business it’s important that you always keep yourself in the back of these customers minds, so that when it is time for them to commit you will be in the forefront. It’s important to keep track of these people or companies, and strategize how to best market yourself to them. Here are 5 tips to help foster better relationships with your potential clients.

 

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  1. Social Media Engagement. A great way to stay in contact with your potential clients is through social media. In a business relationship you should connect with them on LinkedIn. To encourage a more personal relationship, feel free to add them or promote yourself using other outlets such as Facebook and Twitter. Here’s a video on how connect through Facebook.
  2. Utilize Newsletters, Articles, and Blogs. Similar to social media, it’s important to show potential clients the type of work you do, what your expertise is in, and how your business is doing. A convenient and efficient way to do this is through the use of weekly or monthly newsletters or regular blog posts.
  3. Invite Them to Events. If you are hosting a business, social, or personal event for your clients, be sure to invite your prospective clients as well. This not only gives you an opportunity to talk with your prospective clients on a more personal level, but it also allows them to see the type of service and relationships you maintain with your clients.
  4. Make an Introduction. A great way to make a lasting impression is to think about who you may know that would be beneficial for the potential client to know as well. Maybe you had a conversation about how they wanted to expand an area of their business and you have a connect in that field. Introduce them! It will show them that you are already invested in their success.
  5. Check In and Be Responsive. Send them a small gift if you recently had a meeting, a holiday card if it’s that time of year, or a birthday card if you know it’s their birthday. Even simpler than that is making sure you are keeping up on your email and social media. Make sure to respond to comments, calls, or emails quickly, whether they be positive or negative.

The key to great client relationships is great communication. Keep these tips in the back of your mind as you foster your new relationships, and work to maintain old.

What are your tips for potential client relationships?