I think some Advisers shy away from marketing because they get overwhelmed with all the different options available to small business now, and it’s completely understandable, although I don’t think it helps you! There are all the ‘old’ ways of marketing, which do still work and then there are all the ‘new’ ways of marketing which are just phenomenal – if executed properly! What I’d like to share with you in this blog post is a system you can use to attract clients from a variety of channels rather than just the one because you’ll gain more exposure and gain more clients faster – no tricks just true honest educational based marketing at work.
First, I’m going to assume that you know exactly who is your target client and by that I mean your ideal client rather than perhaps all Australian’s who are about to retire.! Remember the more specific you are with who you can and want to work with the more your marketing message will resonate and work for you.
The diagram below has been created to demonstrate the various possibilities we have now. It’s not necessarily ALL the options but pretty much the ones that work well.
You can see there are three main stages. Remembering that not everyone is ready to engage with advice, just yet, it’s important to make sure that you can build an effective relationship with people so that when they are ready to call an Adviser, you are the only one that they can remember. There’s a bit more to it, but I think you get the point. Then, there’s the 7 touch points to ensure you create in your marketing strategy. Research shows that it can take 7 times for us to hear a message before we actually take any action – how does your business address this?
The other question is, how many of those top marketing activities is your business using to attract your ideal client. Depending on the size and nature of your business, you might not need to do them all…………
I’ve heard some negative comments about this great industry recently and it troubles and excites me at the same time! Troubles me because some let it drag them down when the media shouldn’t be allowed to have that effect on them and excites me because I know what great outcomes Financial Advisers can get clients but….it just needs to be communicated and unfortunately there has been little marketing focus on the good things and more focus on the, well the other stuff!
If you would like to learn more about how to attract, convert and retain your ideas clients, please click here to learn more about “The Adviser Marketing Program” a specific marketing program that guarantees to show you how to use all these plus many more ideas in a practical way.
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