Small businesses have never had more marketing tools available to help with the promotion of their products and services. There are the traditional marketing channels such as TV, print and radio ads; brochures and direct marketing mailers; websites; media releases and sporting sponsorships.
Thanks to the explosion in digital marketing, businesses can now also use blogs; social media platforms such as Twitter, LinkedIn and Facebook; Google AdWords and content marketing strategies to make a splash.
Always put strategy first
But before you write a media release or post a tweet you need a marketing strategy in place. A strong go-to-market plan that has the potential to create leads for your business. A marketing strategy needs to drive your sales function – think of it as taking your clients on a journey, which ends with them engaging with your advice and services.
Prospective clients, however, won’t simply drop at your feet – they will more likely come to you via a circuitous route that you need to strategically chart to ensure the journey ends at your door.
1. Identify your client
As part of the customer journey, find out what motivates them and why they would commission your services. Start the process by identifying your ideal clients – for example, it might be retirees. Write down why you think they would put their retirement savings in your hands. Once you’ve done this, you’ll have some valuable information to begin developing your marketing messages.
2. How do you grab your client’s attention?
Establishing your marketing message is crucial and if you’re new to this aspect of business, seek out some professional help. As part of the messaging process, try and work out where clients are most likely to see or hear your material. Again, using the example of retirees, don’t fall into the trap of assuming that older people aren’t internet savvy. A recent Sensis survey revealed the majority of Australians over 50 use the internet daily as well as more than 60 per cent of people aged over 65. From this research, you could reasonably conclude that online marketing tactics could achieve cut-through with older investors.
3. How do you build the relationship?
Now you’ve hit your clients with a message, the next step involves getting them to act and buy into your services – we’re getting to the fun part. Ultimately you need a call to action, which can convert a vacillating lead into a committed buyer. For a financial planner, the marketing effort may focus on persuading the client to engage with you, whether it’s via a website contact form or using their smart phone to make a connection.
Once you’ve answered these three constructive marketing questions, you’ll be better placed to determine the right platforms, channels and tactics to start engaging with your clients. But without a marketing strategy you’ll be flying blind.
A slower journey
It’s also worth remembering that not every budding client will be actively looking for your advice and services now. There is, however, the potential to engage with a client down the track. In this case, establishing the right message at the right time in a client’s buying cycle is crucial.
