One of the key decisions in marketing is choosing the correct marketing tool to reach your target audience.
Which tool works best to communicate with your clients, and also promote your advice service?
Here’s our take on three of these tools:
- Content marketing – We call this 'giving the gift of knowledge'. The internet is a minefield of information, some accurate; some not so. In fact, there is now so much at our fingertips that it’s hard to imagine why you would want to send more information to your clients. (Yes, we get that question a lot.)
Is this a familiar scenario?
We’re sure you have subscribed to receive a newsletter from a service that you’ve been interested in. Each week or month you receive that newsletter with information that helps you in your business or personal life and, if the content is dependable, you start to rely on that service to keep you up to date on that topic. Receiving the newsletter straight to your inbox saves you the time of having to go searching to find the latest news on your selected topic each time. Soon that reliance builds your trust in that provider and if they sell a service, you’re more likely to buy from them when the time is right.
That’s how content marketing works and it works brilliantly for advice services that must build a high level of trust before the reader makes a decision.
The Golden Rule of content marketing is to keep your content educational, interesting and relevant - and always remember that you are not selling, you are giving.
- Paid advertising – even with having used media advertising for years in previous roles, we’re not a big fan of this marketing tool because we’ve never seen a decent return on investment for a financial planner. From our experiences, it only works if you have a bottomless budget and a strong brand. If you have had a different experience, please share it with us.
- Editorial – but we are big fans of newspaper editorial. Noel Whittaker is one of the most well-known financial planners in Australia mainly due to his newspaper columns. Heard of the Barefoot Investor? Exactly! When done consistently, writing a column for your local newspaper or magazine will help to make you the local financial expert.
Many people don’t grasp this opportunity because editors require a strong commitment to providing relevant, interesting and well-written content for every edition – be that weekly, fortnightly or monthly. We agree that can be difficult for those planners who don’t use the Financial Content Library (sorry for the obvious plug!). But seriously, if you can find the time to write a series of articles and then stick to a regular commitment to meet your local editor’s deadlines, this could be one of the best tools to build your local profile.
Hey, if you freaked out when you read “well-written content for every edition” above, you really need to have a better look at what’s offered in the Financial Library.
Quality content ready for you to utilise to communicate with your clients, AND promote your advice service. Win win!
Get started now!