Upon entering a jewellery store to find the perfect diamond for your special someone you see a cabinet full of beautiful sparkling diamonds. They all appear to have what you are looking for but they have different pricing. The sales person greets you and starts to talk to you about a few that have caught your eye. They explain the 4Cs:
That’s when you realise that not all diamonds are created equal.
It is an overwhelming decision. You are investing your hard earned cash in this diamond.
How will you know:
- your diamond will be accepted and loved by your special someone?
- the quality is as it is sold to you?
- if there are any imperfections?
- whether the size of the diamond matters, or if the quality is more important?
Why are we talking about diamonds you may ask?
Well, choosing the right diamond is very much like choosing the right marketing program for your company.
These days there are many options and at face value many seem to be the same. But upon closer inspection there are BIG differences. HUGE!
So how do you know what program is the right one for you? And more importantly the best one for YOUR clients, YOUR business and the engagement YOU are wanting from your clients?
Let’s explore the 4Cs of marketing
Firstly, are you committed to making a change in 2016? This may mean stepping outside your comfort zone and trying something different. After all, the finance industry is very different than it was a few years ago and so are your marketing options. But you can’t just swap and change all the time – this brings inconsistency. You need to research thoroughly then make a commitment to your goals, objectives and the decisions you have made based on your research. Just like a partnership…
Are your marketing communications being sent consistently to your clients or are they sporadic? Do you have a consistent look and feel, message, style, follow up and engagement – or is it a little hit and miss? Are you allowing time on a consistent and regular basis to develop and implement your marketing plan or are you hoping it will just send itself out and the phone will ring? Is your marketing consistent regardless of whether you change aggregators or businesses?
Does the content in your communication give your clients a reason to call you? Does it trigger a response with your readers to take action and call you? Does it give them something different to think about? Is it content that can’t be found on the internet and different to most of your competitors? Is it relevant to a range of demographics and not simply the basics of finance?
4) CLIENTS on YOUR CRM
Past, present and future. They must all be contacted. Last year you may have helped them review their mortgage but this year you may need to talk about other life events that could happen and prepare for them in advance. Do they have kids leaving day care and going into primary school? Do you have clients heading back into the workforce full time? How many of your clients will be paying off their car loan and could now invest?
These are only a few opportunities to discuss with clients on how they can invest the additional savings they will now have because of their changing circumstances!
If your current marketing program doesn’t include the 4Cs of marketing then perhaps it is time to review and make 2016 YOUR year!
Call the diamond marketing specialists for the finance industry – Your Client Matters – to gain perfect clarity on WHY the YCM marketing program will provide you with consistency, content and client engagement, then commit to a quality communication program for your someone special (your clients) this year!
Let’s get engaged!
Engage with YCM so your clients can engage with you, and we can all live financially happily ever after.