Hi, Dan Sheehan from Social Merlin back again for another Marketing Minute. Today’s Topic: “3 Secrets to Launching a Successful Offer in a Crowded Advisory Market”
Like many other financial advisors, you have also been forced to change how you market your services. Our industry has been compelled to make a giant leap towards digital and social marketing, and it is a difficult adjustment for many advisors. The advisors who embrace this change and make the most of it are the ones who will succeed in a crowded market. I want to help you in this transition with practical advice that works.
Your goal must be to create exceptional online campaigns that promote your services. You must stand out and differentiate yourself. Grab the attention of your ideal audience with every promotion. Whether it’s a Facebook ad, blog post, newsletter, or a webinar – your offer must stand out.
Today I would like to share three secrets with you that will help you launch your offer successfully:
- Zoom in on your ideal client.
Perhaps you have been stuck in the past by only focusing on a specific age group and income bracket. Let me explain: a 30-something entrepreneur and a 65-year-old retiree may both have $1.5 million in assets. Their financial goals may differ vastly, however. You should group your target audience based on their personal and financial needs as well as other demographics. You must clearly understand who your ideal clients are to personalize your offering.
You may need to create one or a couple of different client avatars representing the people you would like to focus on. A one-size-fits-all approach does not work. Your value proposition for the group you are targeting needs to be very clear to you and to them! You also need a firm handle on their buying objections. Why would they be reluctant to appoint you as their advisor? What do you have to offer that will alleviate those fears and objections? Perhaps they don’t want to feel like they’re just another dataset that gets plugged into a software program that generates a set of results. Listen closely to combine their life story with your interpretation of their financial data and create a meaningful connection.
- Decide on the best marketing channel to reach your ideal clients.
Once you know precisely “who” you are speaking to, it is time to choose the best channel to engage with them. I am going to give you a quick run-down of your options:
- Pay-per-click advertising can be very effective in generating new leads for you. The quality of the landing page you direct them to is critical, however. These leads are potentially very valuable – if they were not interested, they would not have clicked on your ad.
- Email marketing is very effective in lead nurturing if you keep the campaigns specific to your niche’s needs. You can get a 30%-50% open rate on your emails, if you do this right.
- Webinars and virtual one-on-one meetings are the most effective way of converting prospects into new clients.
- Videos and podcasts that are highly relevant and informative are great ways of amplifying your authority.
- Become a content master.
Your message will resonate with your niche when you touch on the intersection between where their lives and financial situation. You can only do this when you truly understand your audience, so become an excellent listener. You will be able to generate relevant content and compel them to act with an appropriate call-to-action.
Here is the secret to what differentiates you — It is your ability to make an emotional connection with the people you want to help. You can combine their life story with your interpretation of their financial situation to create a compelling narrative that will gain their trust and thereby new ideal clients,
Would you like a free copy of my Signature Roadmap that will show you the proven path to high-value leads used by every top advisor on the planet? Before you lose another ideal prospect get this guide and other issues resolved today by going to my website, socialmerlin.com, or click the link here now. You can also ask a question, make a comment, or just get more information, and I will personally respond to you super-fast. Thanks, stay safe, and see you next week.