In the rush to post their latest content contributions, it appears the marketing masses have become “drunk on digital.” Indeed, digital podiums such as websites and social media platforms are appropriating ever-increasing helpings of the marketing budget pie, with some predicting we’re just at the tip of the iceberg.
Unquestionably, content marketing is the new shiny toy in the marketing rumpus room, and in an effort to appear up to date, many businesses are jamming the worldwide web with reams of words and images.
Therefore, before you start tweeting, emailing or uploading, it is important to consider whether you’re contributing to the choke of content or genuinely providing your clients with value, which sets your business apart.
Be organised in your approach
When you’re engaging in content marketing, establishing a plan is crucial. This involves creating a core set of topics or themes which will resonate with your clients, and also underlines your financial planning thought leadership.
Your content marketing plan should include a delivery schedule. The distribution of content needs to be regular, but it doesn’t need to be chokingly constant! A schedule gives you a target to aim for, such as one post per week. A good plan with thoughtful content will help you avoid the ‘spray and pray’ approach and give your subscribers a reason to opt-out of your newsletter or leave your LinkedIn page. With a content marketing plan, you’ll be more focused and relevant, and ultimately more effective.
Stay on message
As the world becomes more and more dominated by digital natives, your online assets will be the first point of contact with your business. It also means you’ll only have seconds to engage potential clients and retain their interest. To achieve these twin goals will require content that talks to their pain points – whether it’s a marriage breakdown, insurance cover, or estate planning – and how your services can address these issues.
Having a core set of themes is a good starting point. Over time your topics will expand around these themes as opportunities arise. If for example, one of your themes is about self-funded retirees, policy and legislation changes will be high on their agenda. Your topics could expand to inform potential clients of any impending changes and their effects. Always put your content strategy front and centre, and make sure it remains relevant to your target market. If it isn’t, then change it.
Don’t rush to digital alone
It’s easy to get drawn into a digital-only approach – like in our private lives, social media can be addictive. Remember, your social and content strategy should stem from an overarching marketing plan. It’s simply another channel to talk to your clients, but don’t let it become your only channel.
Make sure you’re still focused on the sales pipeline – leads are the ultimate goal of your marketing. Social and content marketing are great at creating awareness at the top of the sales funnel, but unless they’re part of a bigger marketing ecosystem they won’t deliver leads. Moreover, you’ll need other marketing activities as clients move through the sales cycle.
I’m not saying avoid digital like the plague. It’s just a matter of taking a strategic approach to its utilisation. Sometimes, when it comes to digital, a little less can go a longer way towards providing more for your long-term sales pipeline.
