For this episode we will answer the following question:
To win with marketing, it does not necessarily depend on how many marketing activities you run or how big of a budget you have compared to your competitors. Succeeding with marketing starts with your financial service firm having a solid foundation to support everything that you do.
Here are 5 key pillars that should be at the forefront of your financial service firm in order to succeed with marketing.
In order to be efficient and to improve your efforts over time, it is important to have a platform for your sales and marketing to do their work. The technology should include an all-in-one marketing platform, a full suite of sales tools to help advisors close more deals and a CRM to keep track of your interaction with contacts and their online behaviour.
Content is the driving factor in keeping the sales pipeline flowing for your advisors, in that it drives traffic to your website, convert leads and closes deals. By creating content within the right context, it will nurture your prospects, leads, and customers towards the right path and eventually towards the right investment solution that is fitted to address their pain point, challenge or goal.
Most believe that marketing has to do with how creative you are in your marketing activities and campaigns.
Before your financial service firm runs any marketing activities, it’s important that it fully understands who you are targeting and what the progressive stages of shopping are for an investment solution. Before doing anything else, work on developing your buyer persona and buyer’s journey first as your marketing message needs to be aligned with your strategy.
Marketing is constantly evolving - reason being that technology enables better marketing practices for better results and that shoppers change the way they shop over time. You need to keep yourself updated with the latest trends in marketing to ensure that the marketing system you have in place is sufficient to keep you ahead of the game.
Due to the constant evolution of marketing, there needs to be a dedicated set of people to run your marketing campaigns internally and/or externally. Invest in marketing experts who are dedicated in focusing on and upholding the 4 pillars above to grow your financial service firm.
That is all for this episode. If you have any marketing questions that you would like us to answer related to the financial service world, please send them to podcast@bethinkmarketing.com