Katie Godbout, Marketing Strategist
Recently, we talked about how to create a strategic financial advisor marketing plan. Now, let's build on that.
Align your goal, objectives, and tactics
After you've invested the time to clearly define your business goal and you've worked through all of the possible objectives and tactics you will need to complete in order to achieve your goal, it's likely that attracting and/or retaining new clients is somewhere in the mix.
For example, you might have a goal to generate a certain number of leads per month resulting in a certain number of clients per year. Or you might have decided that in Q1, you will mine your current client database and develop referral campaigns for clients. Maybe you decided that you need to establish and implement a client minimum to protect your time from ill-fitting relationships by the end of Q2. Any of these objectives will be more successful if you know who you are trying to attract. So, where's the best place to start?
Start by defining your ideal client
This philosophy works in many areas of strategic planning — define your expectation. In order to be prepared for success, you must define what you are trying to achieve, or in this case, who you are trying to attract. How do you do that?
A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. I learned a lot of what I know about personas from HubSpot, but there are other resources out there as well. When you are creating buyer personas, consider including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better. Having a deep understanding of your buyer is critical to building anything that relates to customer acquisition and retention. After you've done the research and defined all of the important aspects of your ideal clients, you can use your semi-fictional personas to help you craft marketing messages and materials.
There's a saying, "If your content is for everyone, it's for no one." I can't emphasize enough how important it is to target your ideal clients. Want some help with your financial advisor marketing?
Download our buyer persona development worksheet.