These two practice marketing articles written by Rachel Staggs explore how to improve your visibility to prospective clients and proven methods for attracting your ideal client through your referral partners…
Improve Your Visibility and Gain More Clients
Financial advisers are often sought for their experience, knowledge and skills, but unless that is promoted, no-one will know what is on offer.
Yet, as Rachel Staggs writes, advisers can highlight what they do and how they do it – easier than ever before – by using tools and resources already at their fingertips.
Rachel says that by using content marketing advisers can go from being their own best kept secret to top of mind and tip of the tongue…
You’ve established a good business. You’ve have defined your processes and created your client engagement strategy. You even have some professional referral relationships established. Excellent news! You’ve built a business model that will drive the business forward. But it doesn’t stop there. Now comes the next stage: building it out, leveraging it and becoming visible.
In an information-overloaded world, we simply can’t rest on our laurels. From a marketing perspective, we need to ensure that we remain relevant, visible and connected.
For this, many advisers are turning to content marketing – creating content, or subscribing to libraries that provide it, which in this digital era is a sound strategy to take. Why? Because it will help you get noticed and become visible rather than remaining invisible.
A word of warning, though! You can’t just create relevant content for your clients and send it out into the black hole of the universe. Instead, I would recommend that you put more effort into the promotion of your content than you do the creation of it, particularly if you didn’t create it in the first place! Think about it – if no-one sees it, then all that effort, time and cost has gone to waste.
In this article, I would like to share some practical steps you can take to promote your content so that you remain relevant, visible and connected – which will result in more new clients.
First thing: do you have an online profile? Chances are you do, albeit it might need a spring clean! If you have an online profile, then you have an excellent channel to share your content. Things like blog posts, reports, webinars – all the things you’ve been engaged with yourself, you can create and share with existing and potential clients.
It’s important to remember that in today’s world there are lots of communication channels and it’s important to make sure that you have a profile and visibility on the major ones. If you don’t, you are not visible and being invisible isn’t a good growth strategy for your business.
Consider the professional referral relationships you have in place. This can be an excellent channel to promote your content to and with. Don’t think that because they have a relationship with you that they won’t sometimes forget about you! Remain visible and top of mind by sharing your blog posts or create an e-newsletter – keep it simple [KISS!]. Consider joining forces with your referral partner so that both of you, or a group of you, can share your content together: The whole is greater than the parts.
Advertising and sponsorships
Are you part of a sponsorship deal, for example, with the local sporting club, school, business group or similar? Learn how they communicate to their communities – it’s probably through email, too. Uncover opportunities to share your content with them and once again, increase your visibility and promote your expertise. You have a solution that most Australians need. Tell them about it!
Like all good things, you need a plan. A plan will ensure that you are continually creating, sharing and promoting. If you can achieve that, then you will improve your visibility and improve your business. Don’t create a business and become its best-kept secret!
Some advisers enjoy creating content while a great deal hate the idea! There are plenty of services that can deliver general content that can be shared. So, no more excuses! Source a provider and get a plan together to protect your business.
Remember: top of the mind = tip of the tongue.
A Simple Campaign You Can Copy to Attract Your Ideal Clients
Finding good referral sources can be a challenge for advisers, particularly if referral partners are unsure about what makes the ideal advice client. Yet, advisers don’t need to embark on complex marketing campaigns to provide the information to referral partners.
As Rachel Staggs writes, a simple, focused and repeated campaign can deliver new prospects seeking advice as long as the adviser is clear about who they want. Rachel provides a real-world example of a campaign she developed for an adviser that was easy to execute, and that actually brought new clients into the business…
Most of my articles offer simple practical advice and that is exactly what this article aims to do – give you a campaign that we’ve used that works. It might not be the sexiest of campaigns or the most complex but it’s a campaign that will get noticed and get you results. Isn’t that what you want your marketing to do?
It doesn’t involve automation or social media. It doesn’t involve hours and hours of labour, it really is a simple idea that works, and it deals with a common issue many advisers face.
That common issue is not receiving the right type of client from a referral partner or networking group. Instead, you receive clients who don’t suit your business, which can cause major dramas for the you, the client and the person who referred them.
There’s a reason some of the greatest marketers in the world think of joint venture relationships as the most effective marketing strategy.
Someone else has spent years and money building trust with a list of clients and prospects that are also your ideal clients. Joint ventures make it possible for you to access their clients, tap into the trust, and position your advisory services.
So, I’m going to share a marketing campaign that we have recently used with an adviser because it’s simple, doesn’t cost a fortune and works!
As with most brilliant marketing strategies, it’s not always the easiest thing to pull off. Even when the other professional party appreciates the value of your advice and services, they often lack the right mindset and understanding to promote you to another.
However, with the right message and campaign, you can quite easily fill your pipeline with the ideal clients your value proposition supports – which I know is music to many ears!
Before you can launch this excellent marketing campaign though, you need to find the right partners. I’m not necessarily talking about accountants and solicitors (although this marketing campaign will work with them, too) but other professionals who would be open to a JV marketing opportunity. Who? That will depend on who your target client is. Ask yourself, who do they trust? It could be a business coach or a personal trainer. The list is endless depending on who you want to work with.
Right from the start, you need to identify the perfect JV people you want to work with – people who share the same values, culture and ideal clients as you do. You might think that their values and culture don’t matter to you, but if there is one thing I’ve learned over the years, it’s that shared values and culture make the JV stick, and campaigns work!
Remember the WANTED/REWARD posters from old Western movies? The ones that show the face of someone that the sheriff is looking for? In this campaign, the posters were pinned to walls and trees around town. We made a WANTED poster of ‘the ideal client’. This is the exact campaign that we created, and it worked.
Have you worked out who your ideal client is? Remember, it can’t be all Australians! If you tell a referral partner that you can help anyone, you become a commodity; not a specialist, and you’ll simply be forgotten and never referred to.
This is how the campaign looked:
I recently worked with an adviser who is part of a Business Network International (BNI) group which helps members build referral networks. BNI groups might not be your thing, but you might be part of another networking group which is why I want to share this idea with you. If you’re not part of a networking group, I would encourage you to join one. There are lots around, and if you really can’t find one you like, you could start your own.
This adviser was having a problem articulating who his ideal client was to the BNI group. He is a risk specialist, and the group understood what he did, but they either couldn’t understand who his perfect client was or just forgot as soon as the meeting was over. So, we devised a plan that they wouldn’t forget!
Knowing that most people are visual processors; meaning they prefer to see something than just read it, we created a WANTED flyer for this adviser to use at his BNI group.
The flyer had the words WANTED written at the top and a picture of a small business owner who was working on a farm. He looked successful but stressed. He had a young family; wife and three children. He had people who worked for him. The adviser named the farm business and the family and listed out seven other characteristics about this person.
Each Tuesday when the group met, the adviser handed out the flyer so that the group was reminded exactly who he wanted to see. Simply giving it to them once and never again wouldn’t have achieved the results. That’s an important tip! The group thought it was a great novel idea!
The result? He started receiving the ideal client referrals.
This simple idea can be used in your networking group, with your existing clients and your referral partnerships.
Marketing doesn’t have to be complicated, expensive or hard. Sometimes the simplest of messages work. There are many ways in which you can use this campaign. You could use it internally to help your team understand who your ideal client is. Use it on your website to clearly explain who you work with, although you might want to remove the words, WANTED! And you might look at using the concept in your corporate brochure.
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