As we know, today’s buyers are more informed and want to be empowered before they engage with an Adviser. Think about when you wish to buy something. You’ve probably got some recommendations and jumped online to gain further information. Only then, do you decide to take some action; once you are informed and feel empowered.
Once a potential client feels comfortable that you can help solve their problem [and they know this because they have researched your business] will they most likely contact you. Research conducted by SRSCC shows that it can take this step anywhere from a few days to a few years!
Because of these shifts and the power of the web, marketing has had to change too. The diagram below shows the typical steps a prospect may go through before they become engaged with you. You can see, that at every step there is some marketing information to support their decision-making.
Financial advice businesses may need to re-think their marketing approach if they are keen to attract new clients to their business. How does your marketing strategy support the diagram above?
A word of warning, though – don’t make things too automated! I believe there is a place for automation of course, but remember, we value information and relationships. Australian’s can sniff an automated marketing campaign a mile off, so make sure you have a good blend of traditional and modern day marketing methods.
If you are looking for a marketing professional to speak at your next PD day or, want further information, please feel free to contact me, I’d be delighted to talk to you. rachel@srscc.com.au
