Strategic Marketing For Financial Advisers - Digital Age

Strategic Marketing For The Digital Age

@ColinTWilliamsHFS Marketing

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Agenda for the webinarStrategic marketing for your advice business

What has not changedWhat has changedWhat is newCritical considerationsYour new reception – Your WebsiteHow to be social for business – Quick tips

Takeaway’s from today’s webinarBreakdown the current digital trends into

bite sized chunksHelp you to consider the online issues, risks

and opportunities for your businessChallenge your current thinkingSome quick tips you can use from todayFresh

Ideas

Life has changed for humans

How long can you go without touching your phone?

Some things haven't changedYou need a clear vision (Your purpose, your ‘why’

you do what you do)Clear values that represent your businessNeed to understand your target market(s)Articulate your client value proposition – solution

based, clients must see the value that you offerKnow your competitors and your competitive

advantage

But things have changedNote of Caution

Old media replaced by new media – So where do you market your services?

Implementation of your strategies – technology

Monitor and measure – far more advanced but what do you measure?

Learn and adapt (repeat cycle over and over again)

What’s new?Your strategic marketing plan needs flexibility to be tactical, even be opportunistic – Why?Speed is everythingSmartphone – 24/7 access (making phone calls is the 5th

most popular use of a smartphone!)‘Google it’ is something we do for everythingBeing tactical means making decisions based on

knowledge – You still hold true to your vision and valuesOpportunistic – thinking and acting on your feet – (or

more to the point, online) Oreo dunking in the dark!

Considerations – Your VisionWhat is your vision (your purpose, your why)Is it what you say it is, or what your clients and

prospects say when you are not in the room?Is your vision tainted by the company you keep?Does your online presence represent your vision?Do your clients buy into your vision? Do they share

your vision? Is it important that they share your vision? Or is it important that they simply say you do a great job? (Think Apple)

Who holds all knowledge?

People have the powerPeople search for what they want. What happened to the sales funnel?

Start

What works on the web?Forget B2B and B2C – Say hello to P2P.

People want to know the People they are dealing with

Personalities – Leads from P2PExperts and leaders are sought afterLocal businessesNiche businessesClients want you to communicate on their

terms

What does this mean for youWho will be the face of your business? One person or the

entire team?No use saying you are good at something – Demonstrate

your expertise, show some leadershipStand for something – If you don’t stand for something, you

stand for nothing! Start a causeCan you be a big success locally? Big business struggles at

being the local starDo you communicate with clients the same way no matter

how inconvenient it is for them?

Hot Tip - Make yourself the EXPERTWhat is the ‘one thing’ (the problem you

solve) that you do really well for your clients who sit at the centre of your

target market?

You have still find opportunities

Social Media Opportunities “The surveys discovered that while 69% of online Australians use

social media, only 36% of small businesses and 48% of medium-sized businesses have a social media presence”

“Significantly, small and medium businesses that had embraced social media were more likely to report better business performance”

“Social media continues to present a significant opportunity for businesses to connect with people, but businesses and marketers need to understand and respect consumers’ preferences on how they do this if they are to establish an effective social media conversation”

Taken from Yellow Social Media Report – May 2014

Your Goals on Social MediaSocial Media = Real Time Communication ToolsOpportunity to:

Communicate to manyBe part of conversationsHelp be top of mind with your clients/prospectsSeek news for your business/industryFind news on your competitorsGather news on your clients/prospects.Direct people to your website - Important

Tips for Social Media messaging1. Know the context of each platform for your target

market2. When new – watch and listen first3. Post 1/3 your work, 1/3 content you like, 1/3 personal

insights (Friday to Sunday) – Let people get to know, like and trust you

4. Engage in a timely fashion5. Don’t make it a chore – have some fun with it6. Don’t give this job to the junior in the office

Mistakes on Social MediaLooking to seal the deal on the first date!Starting with no planUnsure of target market – shotgun approachLack of content – nothing to sayInability to capture opportunities as they ariseScared of saying the wrong thingSelling what you do – 16,000 advisers sell advice – Why are

you different? (Think that one thing)Not willing to spend a little money and time to learn

Where to start with Social Media

Tip – Listen In First Via Twitter.

Info to and from your

website

Your Social Media Battle Plan

Website as the Hub

Core Content – Blogs, video,

images

SM Platforms – Facebook,

LinkedIn, Twitter

Newsletter Data Base

Measure, adapt and learn

Google Analytics

Content to be shared only on Social Media

YOUListen,

Learn, Share

All clicks lead to your websiteYour website is your new reception. Is it telling the right story? Does it give the right impression?

Offer meals or ingredients?

Show how you combine the financial planning ingredients to create the perfect dinner for life

What to do next?

This is what most businesses are doing

Don’t give mixed messages!

Financial Adviser

Checklist For Your Strategic Marketing Plan

Big Picture Promotion Social Media Measure

Vision (purpose) Website upgrade Have a plan Analytic Tools

Mission Statement Solutions you offer Pref Social Media What to measure

Core objectives Goals for website Staff awareness Milestones

Current situation Content Training What is success?

SWOT (independent)

Who is the brand? Tech platform Client feedback

Target market Create a cause Risks management Referrals

Competitive Adv Project Manager Owner New business

Clients Love Me… Budget Cost (time) ROI

hfsmarketing.com