I think many people misunderstand marketing. Some businesses will spend a lot of time deciding what they are going to DO for their marketing in 2020. Whether that is hosting seminars or events, running a social media or email campaign, or requesting referrals from existing clients, your approach may be wrong.
I believe you should instead focus more on what you are going to SAY. When you’ve fine-tuned your messaging, you’ll see much better results no matter what your marketing efforts are.
When a business states that they “provide exceptional service” do you think people actually believe this? It is like saying, “trust me” or “the check is in the mail.” Empty statements void of facts are a waste of words today.
Consider, are you standing out by sharing things about your firm that are truly compelling and different? Or, are you telling people – in so many words – that you will be ‘better’ than their last financial advisor?
There is a major issue in financial services, and it very
well may be holding you back from getting the new clients you desire. I wonder
if you have recognized it also. When you walk into a business function or
cocktail party and introduce yourself as a financial advisor, the majority of
people will want to get away. Why are advisors so repelling? Shouldn’t you be
attractive based on all the meaningful work that you do in this noble
profession?
How is it that a business can be really great at sales but not at marketing, or vice versa? Don’t these two skills go hand in hand? The reality is if you are not closing enough new sales it is either a sales or marketing problem and in rare cases both. The solution? Implementation of a “Smarketing” process in your business.
The two statements I hear a lot are:
“If I get in front of a qualified prospect,
A financial advisor called me last week and explained that
he has a marketing problem. His problem is actually fairly typical and very
frustrating. He is spending money on client events, has run several prospect
seminars, is posting on social media, updated his website recently, and has
even tried a series of targeted Facebook ads.
His efforts are not producing new clients, and he is worried
about his book of business shrinking due to the age of his clients.
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