Quick question to get us started. “What is your biggest asset in your business today?”
I’ll take a guess that you may have answered, your current clients, intellectual property perhaps, some may have said their actual building. All likely answers however one thing is missing from that list or, the list you came up with, and that is your audience; your followers; your list of prospective clients.
I’m often heard saying that word of mouth is not a marketing strategy. I say it because so many times I hear Advisers say to me that that is their only way of getting clients, through word of mouth. When I drill deeper, I find out there is no actual strategy to encourage and support word of mouth, rather it’s hope based – hoping that someone will say something nice about them and send a client their way.
Your audience, your followers, your list of potential clients, your referral partners are absolute gold to your business; its how you built your business to start with. Your clients had to come from somewhere, they were part of one of those groups.
Potential clients are one of your biggest assets but too often they get ignored and ill treated until they become a client.
Not everyone is ready to engage with an Adviser right now, they have other priorities, things which they feel are more important to solve. Research shows it can take anywhere from 3 months to 2 years to actually make the call and see an Adviser. Why you may ask? like I said, other things just get in the way.
Their seeking advice but just not ready to become a buyer yet. In this digitally driven era you have the golden opportunity of turning those seekers into assets by giving them what they want.
1. They are looking for information that will help them solve their problem – information about your service, your advice
2. So, gain their attention by delivering relevant high value content that serves their interest
3. Gain their attention and position your business through your paid, earned or owned media exposure
4. Connect with them emotionally through your website and convert them from seeker to buyer – they will in their own time
There are many ways of creating a list of the potential ideal client, we are in an extremely fortunate profession for that. But remember the world has changed, it’s more competitive, clients are more educated, have more complex problems to solve, their on the Internet and their seeking other peoples opinions more than ever before, because they can.
The way you market your business is one way in which you can differentiate yourself. Grab hold of those seekers, educate them, nurture them and eventually you will convert them into clients who will rave about your advice, your value and introduce more clients into your business.
Quick exercise for you. If you were seeking your service, how would you do that? Even if you asked someone for a recommendation it’s extremely likely that you would do a search. Searching for things is so easy nowadays, you can do it anywhere, you no longer need to be in front of a computer screen, smartphones and tablets changed that!
1.Search for yourself using a desktop computer
2. Search for yourself using a mobile device
3. Search for yourself by location
4. Search for yourself by using keywords
Do you like what you saw? do you offer information that is relevant and informative? can that information be shared so the word can spread about you?
Can you easily get more seekers? can you easily grow one of your biggest marketing assets – your list?
“The Adviser Marketing Program” is now taking registrations for the June intake – last for this financial year – jump on-board and learn even more practical marketing tips to help you position and grow your Advice business. Click here to find out more information