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Marketing Strategy

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Definition: Marketing is the process of boosting public awareness of a product, person or service

Every marketing strategy must answer these 4 questions:

1) Who are you trying to reach?
  • Determine target audience
  • Create personas
2) Where will you try to reach them?
  • Determine where they live at digitally, as well as physically
3) How will you drive them to take action and do business with you?
  • The process of converting attention (awareness) into action (scheduling a meeting)
  • Examples of strategies below πŸ‘‡πŸΌ
4) How will you measure success?
  • Determine KPIs and measurement tools

Tips:

Set marketing goals

Develop your marketing/posting cadence

Determine a marketing budget

Know the difference between marketing tactics vs. marketing strategy

A.I.D.A. Marketing Framework
  • Attention – The consumer becomes aware of a category, product or brand
    • Interest – The consumer becomes interested by learning about brand benefits & how the brand fits with lifestyle
    • Desire – The consumer develops positive feelings towards the brand
    • Action – The consumer forms a purchase intention, shops around, or makes a purchase

Content Marketing

Top of Funnel

Purpose

The "Attention" Phase

β€’ Content that builds awareness and attention around your firm

Types of Content
  • Blog post
  • YouTube video
  • Podcast
  • Social media posts
  • Paid ads

(Must focus on distribution of content)

Mid Funnel

Purpose

The "Conversion" Phase

β€’ Convert the attention into warm contacts/folllwers

Types of Content
  • Free resources (PDF, guides)
  • Quiz or survey
  • Webinars
  • Niche blog posts

Bottom Funnel

Purpose

The "Closing" Phase

β€’ Convert contacts to clients

Types of Content
  • Comparison chart
  • Free assessment
  • Pricing/marketing collateral
  • Case studies
  • Sales pages

Website/SEO

  • Top of funnel blog content will help drive traffic
  • Ensure site is mobile-friendly
  • Invest in good copy from someone familiar w/ financial services
  • Include CTA buttons throughout site
  • Include email grab on home page

Seminar/Webinar Marketing

  • Build awareness around firm and your expertise
  • Show your value

Email Marketing

  • The average ROI on email marketing is 4200% (ConstantContact)
  • Grow email list through free resources/downloads on firm's site
  • Drip campaigns to remain top of mind

Social Media Marketing

  • Content marketing & social media marketing tend to go hand in hand
  • Consider paid ad strategy on social media
  • Must engage with people to build relationships
  • Use video to build trust

COI Relationships

  • Don't be afraid to get creative (personal trainers, wedding photographers, etc.)
  • Do collab videos, tag them on social media
  • Can strengthen local presence

Public Relations/Media

  • Being featured in publications builds credibility
  • β€’ Tools: HARO, XY Planning Network Media Requests

  • Network with local reporters

Paid Ad Strategy

  • Be intentional with the end results
  • Consider what platforms your target audience lives on
  • Always evaluate analytics
  • Test, split test, track, rework, repeat