Alleviate marketing overwhelm: Create a strategy
Like Gus determining where to “go,” examine all your options
By Cindy Schrauben
Great Gus Marketing
Our house sits on three wooded acres.
It’s a canine’s potty paradise.
Often, I stand outside waiting for Gus to decide which square foot of our three acres will get his, um, gift. Rain, shine, snow, or sleet – it doesn’t matter what the weather is; it can be a long process for him to decide.
Will it be the cluster of oaks down the hill? Up the side yard’s little hill near the pines? Or what about going deep where only the deer usually roam? He stands still, but his head turns side-to-side. I can almost see his gears turning. There are so many choices that it’s overwhelming.
Just like marketing possibilities for your financial business. Do you invest in a new website, an email campaign, a blog, a lead magnet, or what about expanding social media?
Yikes, there is so much. How do you decide where to put your marketing efforts and dollars?
You need a marketing strategy. A marketing strategy is your overall strategic plan of getting your financial services in front of prospective clients and convincing them to turn to you for their financial needs. (If you’d like an explanation of the difference between a marketing strategy and a marketing plan, check out this blog.)
Why financial advisors and financial coaches need a marketing strategy
It will help you reach your target market. When you create a marketing strategy, you will determine who your ideal clients are, what you can do for them, and how to reach them.
You’ll know where to spend your money. The research you undertake in creating a marketing strategy will tell you the best way to reach your ideal clients. In other words, it will give you the best bang for your buck.
You’ll set goals and then measure your efforts towards meeting those goals. Whatever metrics you choose to measure – ROI, engagement, or conversions – you will get an understanding that will help you improve your marketing.
Creating your marketing strategy
Consider the following when creating your marketing strategy:
What are your goals? Setting goals and understanding why you want to achieve them are vital parts of your marketing strategy. The more you understand, the better able you are to create a strategy that will get you there. It is essential that your marketing goals align with your overall business goals.
Who are your customers? By understanding your target audience and their needs, you can begin to craft messages that will resonate. You'll want to think about what you offer that your ideal clients need and how you can make it relevant to their lives. The key to successfully targeting a customer group is the same as in any marketing campaign: You've got to be able to articulate how your product or service will help them.
What are they looking for? Knowing what your clients want is key to making a great impression on them when it comes to marketing. While this may seem obvious, it's important to note that if you don't know exactly what they want, you may be doing more harm than good when it comes to marketing to your ideal clients. As a rule of thumb, people are always looking for one thing — and that thing is usually an improvement in their lives. So, the trick is knowing what specific financial improvement your ideal clients are looking for and providing it to them.
How will they find you? Now it's time to write your marketing plan. What channels and techniques will you use to reach your ideal clients? If you’re not sure which channels to use to communicate with them, start by making a list of all the ways your ideal clients are likely to find out about you. Once you’ve brainstormed all the possibilities, ask yourself how each channel fits with your business. And what is the best way to use it?
How will you measure it? Once you've settled on your marketing goals, you need to figure out how to measure success. There are many ways you can measure success, but how do you choose the one that will work best for your business? This can be complicated, but it doesn’t have to be. You don’t need to calculate the conversion rate of every single lead or even of every single email or social media post. The goal is to measure the success of your marketing over time—and to have a benchmark to refer to when you’re evaluating results.
So, there you have it: A blueprint to alleviate your marketing overwhelm. Once you’ve created the overall marketing strategy and marketing plan for your financial advisory firm or financial coaching business, you’ll be much better prepared to move your business forward through marketing.
Just like Gus, when he finally decides where he’s going to go, you’ll block out all the possibilities that don’t pertain to you and concentrate on those that will get you to your goal.
I’m a copywriter and strategic marketer for financial professionals. If you’re a financial advisor or coach and want assistance creating marketing copy that will connect with your ideal clients, I’m ready to assist! Book your free 10-minute strategy call today.
Based in Kalamazoo, Michigan, Great Gus Marketing specializes in copywriting, content writing, and marketing strategy.