Have you ever thought of employing a full-time marketing person? If your first response is, “that’s a dream, I could never afford one,” you might just be wrong. Or perhaps you are the marketing person and there is not enough hours in your days to develop, implement and measure ongoing marketing campaigns.
There is a slightly different solution available for both of these challenges and it’s now more affordable than ever.
Making the dream a reality...
So the dream is to either employ a full-time, devoted Marketing Manager in your practice or an extra pair of hands in the Marketing Department, but budgets won’t allow for another employee plus the associated costs.
What about a marketer who worked 24 hours a day 7 days a week and generated warm leads?
Yes, it is possible.
What must your ideal marketer achieve?
Let’s start by jotting down some notes on the position description for the ideal marketer, such as:
1. Must provide new leads – people who already know about your service and want to talk to you;
2. Must not impact on your current resources;
3. Must help to build relationships with existing clients so they do more business with you as well as referring their friends and family;
4. Must add value for existing clients by providing information specific to their needs;
5. Must be available to present information to both current and potential clients anywhere and at any time, in a professional and non-intrusive manner;
6. Must be able to deliver a measured Return on Investment.
Yes, I know what you're thinking - this sounds too good to be true. Well, it would be if we were looking for a human being, but in this age, there is a much smarter option that will achieve ALL of the above.
The smart solution many advisers overlook – marketing automation
It’s been around for many years but the cost of automated marketing systems has been the main barrier to SMEs. Not anymore. As with any advance in technology, the cost tends to reduce which means that some of the best marketing automation programs are now extremely affordable.
What is “marketing automation”?
As the term implies, it’s a program that automates your marketing, in this case using your website. We’re no longer surprised when we’re targeted with advertising after performing an online search. You know the type; you’re planning a holiday in the beautiful South Pacific so you Google resorts in Fiji. Then for days afterwards, Fiji resorts and other destinations are advertised on your subsequent – and usually unrelated – searches. You might even find that Twitter has recommended you follow Fiji Airways on Twitter.
So you know that it happens, but do you know how?
And more importantly, how can you use this technology to market your financial planning services?
It’s easier than you think
Today, a static business website is not enough to draw new clients or encourage referrals. You need to offer something visitors will want to read; something to show them you can be trusted; and give them a reason to contact you.
You’re probably thinking that your website already does that because you use our content in your blog and your regular newsletter. That’s definitely the first step – but it goes one powerful step further.
Would you like to know who is visiting your website – AND get their contact details?
Yes, it can be done and it is now far more affordable.
In my next post I’ll explain exactly how these very clever programs work together with the content from our library to deliver warm leads to you and your advisers, with very little impact on your current resources.