At SKY Marketing Consultants, we work exclusively within the financial industry, helping financial advisors boost their marketing profile and set themselves apart from their competitors with a story-driven approach. We tend to see some common trends – marketing channels to use, digital marketing priorities, and more – which we’ve compiled below for you to peruse as you formulate your marketing strategy.
Whoever said print pieces are dead?
Some firms hear “direct mail” and think, “A print piece? In this day and age?” Yes, a print piece. That you mail out. Through the post office.
It’s a digital age, but that doesn’t mean we send print tactics to the grave in the 21st century. In fact, direct mail is SKY’s best-performing marketing tactic across all clients. Rather, use direct mail and your other printed pieces to support your digital marketing efforts.
This year, create an integrated, multi-channel marketing effort by mailing pieces to prospective clients or advisors (if you’re in the recruiting game). Check all the boxes with strong messaging and creative layout, but most importantly, make sure it drives back to an appropriate digital asset – a landing page or website.
Go digital or go home.
Which brings us to the all-important digital components of your marketing strategy. You know you need an online presence, but what are the marks of a good website for financial services professionals?
Some firms will provide a website for you – we recommend going above and beyond that one. If you have the option of branding yourself, do it! Create any opportunity you can for differentiation.
Let’s get social.
Most professionals in financial services have a LinkedIn. Even if you’re not a big social media user in your personal life, social media is a great tool to humanize your business and share more thought leadership in a casual environment. Plus, it’s likely that your clients (especially next-generation clients) are already there and want to see you on LinkedIn.
A brochure is only as good as how you use it.
We love a good pitchbook, team overview, or brochure. So, when you’re in the mood to let people know who you are and what you do, think through what content is important to you and how you plan to utilize those pieces.
Say your team is sending out a brochure as a direct mail piece. Think about:
If you find yourself creating a brochure without pairing it with a plan of action, take a step back and think through your strategy and the purpose of the piece within your greater marketing plan.
Bring it all together.
When it comes to your new year marketing list, sometimes the most important step is to get the ball rolling. If your gears are turning and you’re looking for extra support or insight, reach out today and connect with us. We’d be happy to pick your brain and see how we can support your marketing efforts.