Financial and Insurance Professionals are becoming more and more savvy as competition is at an all-time high. Are your marketing strategies keeping up? Here’s what’s in store for 2017.
When you think about advertising and marketing, what comes to mind? Most likely, you instantly recall a few television or radio commercials with short, catchy messages. You might even remember ads from ten or twenty years ago, because they were just that memorable! If you have a plumbing problem, you might instantly pick up the phone to call that guy with the catchy jingle.
What makes marketing messages so memorable? More importantly, what makes them powerful enough that you act upon them? Sometimes it’s a catchy jingle that gets your attention, but it’s also the incredible subliminal power of words.
Language can convey terrific amounts of subtlety, helping you win over your audience when you choose the right words. The following ten words are some of the most powerful ones in marketing.
You. We’ve already used this word eight times in this article, and we didn’t do it by mistake! We know that offering you general, impersonal information would bore you. Instead, we speak directly to you, because that is much more personable and memorable.
Free. This is one of those emotionally-driven words, especially in the United States where we all love our freedom. More specifically, using the word “free” signals to your readers that you’re not just trying to take their money. They drop their defenses and pay attention to you.
Offer. Must like the word “free”, an “offer” helps you dig through your prospects’ wall of defenses. You aren’t trying to get your hands in their pockets; you’re doing them a favor. See how much nicer that sounds?
Easy. If you’re asking your audience to do something, subtly remind them that it’s just a small, simple task. The word “easy” tells them that following your call to action won’t take up a lot of their time, or be overly difficult.
Now. A call to action could easily be put off until later. Adding the word “now” is a subtle direction, and gets the job done right away.
Hurry. This is another great word to use alongside a call to action. People don’t like to miss out on a valuable opportunity, and the word “hurry” implies that this offer might not be available forever.
Revolutionary. We’re all about innovation and new ideas these days, and consumers want life-changing products and services. Set yourself apart from the competition, and tell your prospects that you’re not offering the same old financial services their grandpa used.
Because. Your prospects aren’t going to hand over control of their life savings without a very good reason for doing so. Using the word “because” signals to your audience that you’re willing to give them that reason.
Challenge. Speaking of “problems” can sound too negative. A “challenge” is something that people are motivated to overcome, and of course you are the guy who has the solution!
Compare. Everyone likes to feel in control of their decisions, especially when large sums of money are involved. Inviting your prospects to compare your services to those offered by the competition is a terrific way to put them in the driver’s seat, and also makes you appear more confident.
These are just examples of powerful words that advisors should be using to overcome their audience’s defensive walls, create a lasting impression, and spur prospects into action. We know quite a few more of these tricks, but you’ll have to contact us to learn more about them. Give us a call or shoot us an email, and we’ll be happy to analyze your digital marketing strategy and make suggestions for improvements.
For professionals in the finance and insurance markets, LinkedIn is the social network of choice. It’s the ideal place to connect with peers online, helping you build your referral network, and potential clients are likely to investigate your profile before entrusting you with their money swiss apotheke viagra generika. But of course, the manner in which you represent yourself is key to your online marketing success. Follow these seven steps to building an effective LinkedIn profile that will help you grow your practice.
Include a picture. Seeing your face will help potential clients begin to form a connection with you. Use a friendly, professional photo, avoiding casual selfies or group shots.
Write a personal summary. This is just small section of your LinkedIn profile, but it’s your chance to shine. The key word here is personal. Speak directly to your prospects while describing yourself and your practice. Make sure to communicate a genuine love of your profession, and a true concern for the needs of your clients.
List skills and endorsements. This part of your profile will look a bit more like a resume, but you can still make it sparkle! List both professional and personal accomplishments, and invite your current clients to give you endorsements. Personal recommendations are still one of the oldest and most powerful marketing tools available, but many more prospects will view them online.
Include your contact information. Make it easy for potential clients to reach you directly. List your office phone number, a link to your website, and your email address (and don’t forget to check your email daily).
Network via groups. There are two ways advisors can use LinkedIn groups to network. First, groups pertaining to the retirement and finance industry can help you gain referrals from estate planning attorneys, tax professionals, insurance representatives, and more. Second, groups that appeal to your ideal demographic will help you connect more directly with your prospects. Join groups in both categories, and post relevant information such as links to your blogs.
Add contacts. LinkedIn provides a detailed search tool that will help you locate both professional contacts and your ideal prospects. Use it to build your network and become more visible to the people who matter most.
Post articles. LinkedIn provides the opportunity to build a personal library of self-published articles. When potential clients view your profile, they will see that you’ve already provided them with a valuable resource. Plus, self-publishing on a regular basis builds your reputation as a professional who is passionate about his work. It can also make your profile easier to find on the search engines.
If you’re nervous about publishing online, or need help with social media marketing in general, give us a call. We specialize in helping financial advisors present themselves in a professional light, build their online networks, and grow their practices.
Jared, a financial advisor, has been blogging for a few months now. He has shared long, detailed blogs with his audience, describing his services and expertise. Jared feels that his blogs are compelling, and that new clients will soon flock his way. He also expects former clients to bring him new business. But after a few months, Jared notices an alarming trend when analyzing his website data: Most readers are leaving blog pages after just a few seconds. They aren’t even reading the entire blog! Even worse, his social media posts aren’t receiving likes or shares, and no one ever comments on them. Jared’s clients and prospects don’t seem to be reading his content. What happened?
Don has been a financial advisor for over twenty years now, but digital marketing is a whole new horizon for him. He knows that writing informative blogs, or creating helpful videos, are the keys to pleasing his online audience. So far, Don isn’t sure whether his content is having much of an impact. Is there anything else he needs to be doing?
Do you remember the last time you were in an unfamiliar place, perhaps a hotel room, and you grabbed the television remote control to change the channel? If you’re like most people, you had to stare at the remote before finally finding the right button, or you might have pressed the wrong buttons a few times. Even worse, you sometimes discover that you’re using the wrong remote! Many people just give up and unplug the TV, or leave the room to do something else.
As you grow your practice, it can be difficult to know how to spend your marketing budget. Different forms of marketing offer their own sets of benefits, but for you, the bottom line is that you want to invest your resources in a method that brings results. You want to stay in touch with your clients and attract new ones, but you don’t have time to personally nurture each connection.
Email marketing can be a cost-effective solution for advisors, because you can create messages that are automatically personalized and sent to every address in your email database. And since nearly everyone checks their email daily, you can be sure that your contacts are seeing your messages.
When you first meet a prospective client, do you explain your services and win them over right away? Sometimes that does happen, but often we find that prospects need a bit more time to make a decision. After all, you’re asking them to entrust you with their life savings, their plans for retirement, and possibly the legacy that they hope to leave to their heirs. Choosing a financial advisor is not a decision most people make quickly.