When creating a marketing program, we want it to be successful.
But how do we know if it is successful?
What are we trying to achieve and how do we actually achieve it?
- the number of followers and likes you have on social media?
- the number of likes and comments on your social media posts?
- the number of prospects you have on your marketing lists?
- the open rates of your email campaigns?
- the number of prospects who clicked on your Google Ad?
- the number of visitors to your website each month? and
- many more?
In part it can include a combination of these, however it is also a lot more.
A successful marketing program is also about converting these numbers into business and this requires moving the prospects and clients through the sales funnel through engagement and qualification.
True success will be determined by your marketing program’s ability to advance them through this funnel.
How will you know this? – Your clients’ actions.
What a successful marketing program ‘does not’ look like
Understanding that it is the objective of moving your prospects and clients through the sales funnel explains why simply sending an email campaign is not going to be sufficient.
We have seen many instances where both the format and the content of an email campaign are unlikely to advance your prospects and clients to the sales funnel nor able to assist in determining where they are in their property journey.
For example, while it might sound completely relevant to send an email campaign that provides a property market update, it is unlikely to make your client want to act or assist you in determining if they are likely to require your services. Such a campaign is only likely to demonstrate you know the market.
Simply sending email communications is unlikely to guarantee you marketing success.
So, what does a successful marketing program look like?
To develop a successful marketing campaign, you need to understand your prospects and clients.
You need to recognise your clients’ needs before they do.
We call this trigger point marketing. The intention is to appeal to the events in people’s lives that are likely to present them with opportunities to make decisions around property and their mortgage. Many of these events may include children leaving home, car loan repayments coming to an end, fixed loan term ending, kids starting primary school etc.
These events result in financial changes in your clients’ lives. It is these financial events that create opportunities and with the correct content you can stimulate your clients’ thoughts and trigger them into starting to think about a new future.
As their finance professional, you need to be educating them to make a well calculated decision when these events occur.
We work on the principle that no one wakes up one day thinking that they absolutely ‘need’ to call their broker today.
Therefore, when engaging with your clients you need to ‘trigger’ their thoughts and challenge their thinking about their own financial situation.
It is the interaction with the content that assists in determining if the prospect or client is qualifying themself.
Your content needs to be:
- Current and up to date with the latest trends, data and information
- Important to their long term financial security
- Easy to understand, but not patronising
- Advanced enough to also cater for your high net worth clients and those already financially educated
- Engaging enough that you want your clients to keep you reading to the next paragraph
Having triggered their thinking we also need to consider the mechanisms to determine if they have engaged with the content and if we have triggered their thoughts.
This is achieved through the format of the campaign and the qualification mechanisms utilised.