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When Targeting Clients, Be Specific
Successful referral marketing begins with client segmentation. But, according to a recent study by Cerulli Associates, most financial advisors do not embrace formal segmentation.
One of the fundamentals of referral marketing is being able to describe something unique you can deliver to a specific kind of client. As in any field, specialists make more than generalists. They also get referred more frequently. So, it is surprising how few advisors embrace the concept. The Cerulli study found that only 37% of all advisors had a formal client segmentation plan, and only 26% of RIAs did so.
Many advisors believe they have an intuitive feel for how their client base is composed, and consider what they have is an informal segmentation plan. However, as the study points out, “Though the informal segmenters are likely to believe that their process pays dividends with less commitment, their lack of dedication actually results in lack of implementation.” I equate an advisor in this situation equivalent to the client who is satisfied with his undocumented, intuitive financial plan. The test is whether you changed anything about your service mix or communication plan once your segmentation was complete. If not, you missed something.
When segmenting clients, or its cousin, choosing a target market, the biggest mistake I see is being too general. Remember, for people to refer you consistently you must represent a clear solution for a type of problem or type of client. This is not possible if you have defined your ideal client as “women” or “retirees” or, god help me, “individuals with at least a million dollars in investible assets.” Your segmentation or targeting must address some characteristic or challenge that a (probably small) portion of the populations shares and can relate to.
Highly compensated executives with substantial wealth in stock options, families who want their investment plans to reflect their Christian values, or couples with children from prior marriages all represent groups with a clear need. The prior general segments compared to detailed descriptions like these is the difference between heading “west” versus heading to Fiji. They may start the same way, but tell you vastly more about what it will take to get to the destination. It is a difference you need for people to remember to mention you when the right opportunity arises.
Questions?
How and why does the Advisor Products system work?
In today’s times, when consumers have become more demanding and tech-savvy, financial advisors must use content marketing to attract, inspire, engage, and convert their prospective customers.
A good content strategy is focused on developing and distributing consistent, valuable content to engage and retain prospective customers and target audience, via your website. Our content library provides financial advisors with fresh, high-quality financial content that is updated regularly, improving SEO along the way. And our automated e-newsletter and social media tools allow advisors to reach out to clients and prospects in an easy-to-use manner, providing frequent touch points for optimal brand building.
- Differentiate you from competitors
- Expose clients and prospects to your brand message more frequently
- Build an ongoing relationship with customers
- Increase your follows and fans on social media
- Drive more prospects to your website
- Help convert prospects into leads
- Increase number of pages indexed in Google
What products and services do you offer?
Can I buy services if my website is not hosted with you?
What can I expect during the onboarding process?
What if I have questions after my website is built?
Seeing is Believing.
See how easy it is to get started with our all-in-one digital marketing platform that drives leads, encourages referrals and increases client engagement.
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Advisor Products delivers high-quality, FINRA approved financial news articles and branded weekly financial videos published automatically to your financial advisor website. We also offer marketing tools like our easy-to-use financial blog, automated financial enewsletters, social media marketing tools to help financial advisors disseminate content quickly and easily.
Advisor Products delivers high-quality, FINRA approved financial news articles and branded weekly financial videos published automatically to your financial advisor website. We also offer marketing tools like our easy-to-use financial blog, automated financial enewsletters, social media marketing tools to help financial advisors disseminate content quickly and easily.
