Don’t have your eggs in one (marketing) basket!

Having all your eggs in one basket is only a good thing at an Easter egg hunt.

As financial professionals you have educated your clients on the risks of having your eggs in one basket when it comes to their finances and investments and that is also true when it comes to your approach to marketing your business.

While it’s easy to just keep doing what you have done or what you are comfortable with, it makes sense to use a range of channels and mediums to connect with potential clients.

So, what “baskets” should you be considering and what is the best mix?

Your website

Your website is usually the first contact a new and potential client will have with your business, so that first impression needs to be a strong one. Your site needs to be modern and easy to navigate, with a clear explanation of the services you provide.

Content updates in the form of blogs or articles, will provide education and value to both new and existing clients a like. It’s also important to make sure that the content you are putting up on your site is relevant and engaging.

Consider transforming your website into a sales tool with a “lead magnet” in the form of an eBook, white paper or information pack that will collect the details of potential clients for you to follow up.

Email updates and newsletters

This brings us to the ‘regular communications from you” aspect of your marketing and communications strategy. Your clients and potential clients are looking to you to keep them abreast of issues that have the potential to impact their financial lives, so a regular email update should become an integral aspect of your strategy.

And it’s important to apply the “don’t’ put all your eggs in one basket” approach to your email strategy. Select and send a wide range of topics and formats – as a base, send a monthly or quarterly newsletter with an economic update sent to your entire client and marketing list.

Consider also segmenting your client and marketing list into different demographics in order to send more targeted material that is appropriate to different client interests, therefore providing greater value.

Different content formats will also appeal to different people and broaden your reach, some will prefer to sit and read an article while others will be more inclined to view a brief video. Don’t be afraid to mix things up a little.

Social media

Financial professionals are increasingly turning to social media as a way to engage with new clients and build deeper relationships with existing ones.

While having a mix of platforms is certainly a good idea to reach a broader audience, and appeal to different demographics, it’s important to think about who your ideal clients are, and the most appropriate platforms to reach them.

The social media channels you choose should depend on the audience you are trying to reach. Don’t try to master them all at once though. Social media requires a consistent effort and most financial professionals simply don’t have the time or resources to master more than a couple of channels, at least to start with.

An integrated approach

A dynamic, integrated marketing strategy has some interplay across all channels. The key is to keep your message consistent across all platforms and coordinate efforts through your channels. For instance, mention your Facebook page during your newsletter introduction and post the newsletter to your Facebook page.

Share content across several platforms to maximise its reach and these different channels will boost one another, creating a truly multi-platform message that features different moving parts, working together to engage and inform your clients and potential clients.

Give us a call on 03 9416 0655 if you’d like a hand extending your marketing efforts or book a 20 minute consultation today:

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