Script Below:
Financial service firms put a lot of energy on inbound marketing tactics. For example, they would spend a lot of time sending emails, write a lot of blog articles and maybe even get their advisors to go on social media so that they can do some social selling.
But we know that it's really hard to make inbound marketing work if you do not have a strategy that backs up your tactics.
In order to understand who you are trying to help, you need to develop your buyer persona. A buyer persona is basically a semi-fictional character of your ideal representation of your client. Part of the buyer persona is to have their background, demographic, pain points and challenges that they face everyday either at work or personally. Once you have the buyer's persona set in place, then you can give a name to that buyer persona. If you aim for CEOs, then maybe you can give the name CEO Charlie.
A buyer's journey is basically how your investor is going to shop for an investment solution from the beginning until the end.
1. Awareness Stage:
Where your potential client becomes aware that they have a problem and that they need to solve this problem.
2. Consideration Stage:
Where they are looking for different solutions to help them solve those pain points and challenges that they are facing.
3. Decision Stage:
After going through all the different solutions, they have to pick who has the best solution and who is the best solution provider for them.
You need to make sure that your tactics are aligned with the buyer's journey by making sure that your content covers the awareness stage, the consideration stage and the decision stage, not only on one stage.
The purpose of the value propositions is to communicate to your buyer persona how you can help them with their pain points and challenges. Therefore, your value propositions will help you determine what tactics will resonate with your buyer persona.