When creating a marketing campaign, we all want it to be successful.
But what does success in marketing really mean?
Sure, we can track analytics.
We can track how many social followers we have.
We can watch our number of website visitors grow.
But how do we know our marketing is truly successful?
When it comes down to it, there is only one way to judge a successful marketing campaign – feedback from your clients!
There are hundreds of finance professionals all doing the same things – so what will make you stand out?
The truth of the matter is, if your audience doesn’t connect with your campaign, they are unlikely to take action even if they have read it.
To develop a successful marketing campaign, understanding your customers is the most important criteria.
We need to recognise our clients’ needs before they do.
What do we mean by this? Events happen in our clients’ lives every day that have a potential financial impact. These events may include getting engaged or married, children no longer wearing nappies, children leaving school or home, car loan repayments coming to an end, fixed loan term ending, starting a new job, significant interest rate movements etc. We call these ‘trigger events’.
It’s our role, as their finance professional, to highlight and educate our clients of the financial impacts of these events and to assist them in making rewarding financial decisions.
Let’s look at how this plays out.
A client does not wake up one day and think that they must call their broker today.
More often than not, events happen in either their personal lives or their environment that come into their field of view. They consider and think about them and then determine if they have relevance to their life.
If they have relevance, they will initially start to look for information to help shape their view and then for strategies as to how they might act. This may take a matter of days but could also take weeks and potentially months.
Then they might decide to take action and this requires a further time commitment.
Therefore, when engaging with your clients you need to speak of these trigger events, prompt their thoughts and challenge their thinking about their financial situation. It is hoped that good marketing techniques bring forward their thinking through education – avoiding their need to self-investigate.
After all, in the majority of instances, it is these events that create their need to take action and utilise your services.
There is a difference between just sending ‘communication’ to your clients and ‘engaging’ them.
Sending correspondence to your clients may have some effectiveness as you are constantly reminding them of your company.
However, the next level of your communication should actually ‘engage’ your clients – the difference between just reading your campaign and interacting with the content to stimulate a thought and potential action.
This interaction assists us in determining if they are qualifying themselves – and ultimately determines the success of the campaign.
This plays out with the client taking a journey through the campaign, starting with engagement with the campaign, then potentially downloading an information sheet from the campaign.
The content needs to be educational and without a sales pitch. Your clients need to learn something new.
The criteria we use when writing a campaign on behalf of our finance professionals consists of the below –
Your campaigns need to:
- be current and up to date with the latest trends, data and information
- align with their important long term financial goals
- be easy to understand
- advance their understanding and trigger their thinking, and
- be engaging and sufficient so that your clients want to keep reading.
Without regular, relevant and engaging content to keep you top of mind with your clients and prospects, you are at risk of being a one transaction business. The aim of creating awesome and engaging ‘trigger point’ campaigns is that your articles will arrive with different triggers for different stages in life as their personal and financial circumstances change.
Our marketing success with results is generated when our campaigns are:
- compelling and engaging triggering your clients into action
- delivered across at least two communication channels
- regular and timely in their delivery
- used in conjunction with soft qualifying tools to build a profile of your clients, allowing you to determine when and what to call them about
- used with a system to capture and track the client history to allow you to prioritise your calls
- error free because you have allocated the necessary resources to take responsibility.
Every business has its own unique characteristics and accordingly there is no one size fits all model for the delivery of successful marketing.
When determining a marketing strategy for your business, you need to consider multiple facets including your business positioning, target market, existing relationships and available resources. If you’re still uncertain as to:
- how establish each of these
- where to start, or
- how to formulate a deliberate marketing strategy