The digital marketing landscape, particularly for financial advisers, undergoes fascinating changes each year. This is due to the rapid development of innovative strategies and technology available, as well as changes in the financial planning industry that highlight the need for marketing.
It is essential to pay close attention to these changes and adjust your strategies accordingly.
Here are ideas and a checklist to consider for your financial planning marketing strategy this 2022:
1. Analyse Your Digital Assets
Your digital footprint is often the first impression you make to potential clients.
Take a look at the digital assets you currently own, such as websites, social media, blogs, and e-newsletters. Complete an audit on how effective they are, how well branded and aesthetic they appear, and whether they communicate your value.
Do you have digital assets that communicate with customers efficiently and encourage client retention or generate new leads for your business.
Evaluate the quality of your current digital assets. Do they provide value to your prospects? Do they position you as an expert? Are they optimised for search engines and mobile devices?
What is your online presence saying about you and your business?
2. Examine Your Content’s Value
Content plays a critical role in digital marketing. It provides customer engagement and educates prospects about your company and its products and services.
With the advent of digital marketing, content marketing has become an essential part of any financial marketing strategy.
Your marketing and content strategy is more than just providing information about your company, its products, and its services. It’s also more than just for your prospects.
Regular content to your current clients (in the form of blogs, email marketing and social media) is important for client retention too.
According to Emarsys, 80% of small and medium businesses rely on email marketing for customer retention.
3. Consider Creating Video Content
More and more businesses are switching to video for good reason.
PULLQUOTE With video content, you can easily captivate your prospects and clients.
Additionally, it’s a simple yet effective solution to market your products and services and subsequently generate leads.
For an industry driven by relationships and trust like the financial planning world, using videos allows you to show your personality, connect with prospects and clients, and start building trust before you have even met with a client.
4. Leverage Business Partners + Referral Opportunities
Leverage your existing business partners to create new opportunities. You can also try partnering with companies that are in other industries for referral opportunities.
In the financial services industry, you can partner with other companies to provide a bundled service to your clients. This allows you to expand your market reach and generate more leads.
5. Target the Right Audiences
It is essential to identify and engage with prospects who are more likely to buy your products and services soon.
What does your ideal client look like?
Are they a new parent looking to invest for their child’s future? Are they on the verge of retirement looking for ways to grow their superannuation? Or maybe they’re a business owner looking for more investment opportunities?
It is important to get to know your target audience on a deeper level and look for similarities in your ideal clients. By knowing your target audience, you will pinpoint the audiences that are most likely to buy your products and services.
6. Conduct a Client Satisfaction Survey
Conduct a client satisfaction survey to identify problems and issues with your services, processes or campaigns. Doing so will help you determine what your clients think of your products and communication and the best way to show your willingness to handle consumer reception.
Ready to up your marketing strategies in 2022?
Financial planners need to think digital when creating their personalised financial marketing strategies.
Designing a fantastic digital marketing strategy will grow your business faster and generate more revenue. The right digital marketing strategy can also give you the edge on your competitors and new market entrants.
If you need help to strategise your brand marketing in Australia, MBS is here to help you. We help financial services companies develop and prosper using industry-leading, evidence-based digital marketing. Contact us today!
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