Everyone wants to stand out.
To stand out, you need to carefully consider what you want to say.
We’ve discussed strategies to take advantage of free marketing, and how important it is to get your brand amplified through radio and newspaper articles. But even more important is carefully considering the value your content is delivering to your audience. If your message is the same as everyone else’s, how can you stand out?
It is challenging to come up with content regularly — and especially high-quality content. It takes time, effort and energy to commit to consistently writing a blog or creating something unique enough to catch the attention of a television station or a newspaper.
It can be tempting to subscribe to an online newsletter for content — it’s reliable and simple. It’s also the same content that every other financial advisor is using. You don’t want to be just another of the endless financial planners who appear in a Google search.
If you want to commit to creating high-performing content, it’s a tall order. The key is to start somewhere. Here are two strategies to help you get there.
Today, especially in a prospecting call to action, you need to make sure that that content is worthy enough to give up the new currency of digital marketing – personal data.
In other words, is your content worth exchanging their email for? Are they willing to give up contact information to secure the information you are offering? If not, you lose access to your market. You have no way to contact them, add them to a nurturing campaign, or let them know about changes to your website.
It’s critical to hit your target market with meaningful, value-added information, even if it’s not necessarily about financial planning. Whether or not you ask for an email address to read your content, ask yourself before you start: Is this meaningful enough that my audience would share their email address?
Hitting both of those every time should bring greater success with your content.
I heard a great line at a conference last summer: Content does not need to be cringe-worthy, but it has to be binge-worthy.
For example, if your target market is younger, think of what they are exposed to every day. Topics like:
These types of stories are meaningful. Even though they may not apply to your practice, they add value and draw attention. Meet your audience where they are.
Don’t just create content as a touchpoint. Keep your target market in mind and develop meaningful content that improves your relationship with your audience.
When you’re looking to grow your business, the goal isn’t to aim for the top one percent. Instead of focusing on how to be that top producer, focus on how to improve your personal performance. Keeping up with the Joneses — both professionally and personally — always leaves you wanting. A smarter move is to look at those areas you want to improve and focus on them.
One of the best ways to do that is to connect with others. Seek out people within the industry that collectively can lift your business. What does it mean to truly connect with someone? On a personal level, it happens when you share the same interests or laugh at the same jokes. On a professional level, connections can be made when you have similar goals or the same basic philosophies.
Here are three ways to start making better connections.
Ready to create new, meaningful connections? We can help. We’ll help you organize the tools and tips we’ve been sharing into a plan designed to grow your business, attract quality people, and help you stay relevant during one of the greatest workforce shifts the United States has ever seen. Let us put our experience and wisdom to work in your business.
Occasionally, most of us experience a lack of motivation. You might have distractions in your personal life. You might be discouraged by bad markets or low interest rates. Or maybe you’re just burned out. Whatever the cause, when you’re just not feeling it, it’s hard to stay focused and do the things necessary to grow your business. Specifically, it can be hard to find the energy to track quality people and remain relevant.
When you lose your motivations, you’re allowing external forces to push you off course to your success, potentially causing a downward spiral. When you’re not enthusiastic about your work, your clients can tell. They are trusting you with their financial future. They need you to be as excited about it as they are.
And, most important, when you lose your motivation you forget about doing the things that matter for long-term growth. Namely, prospecting for long-term clients. How do you do the things today that will result in more, and better, clients two, three and five years down the road?
There’s not just one answer, but I want to share a simple solution with you. When I worked in retail, I found it helpful to gamify my activity. The goal was to work for a 20-point day. It didn’t matter how I did it, but as long as I hit my 20 points, I went to bed knowing I had a successful day.
Your 20 points can come from a variety of different sources. So, for instance, every time you pick up the phone and speak with somebody, you get a point. Every time you ask for an appointment, you get three points. Secure that appointment to get four points. A face-to-face meeting is worth five points—seven if you meet with a center of influence. Earn 10 points for another revenue-generating activity. And, if you meet your daily revenue goal, that’s 20 points.
The key is that there is no carryover to the next day. Every day when you wake up, you start brand new. You’re not focused on the successes and failures of clients choosing or not choosing to do business with you, but rather you’re focused on the revenue-generating activities important in your business, regardless of what those are. It doesn’t matter if your business is assets under management, selling life insurance or retirement income planning.
What matters is that those key revenue-generating ideas are assigned point value and importance that will keep you motivated. By focusing on what you can control, you can avoid letting the things you can’t control start playing with your head. Instead of focusing on “why can’t I get anything done,” “my market’s down,” or “my income’s dropped 20% because the market correction,” make sure that you have the right revenue generating-activities in order to take your business to a different level.
Think about what you are trying to do. You could be working to expand your client base or develop deeper relationships with your existing clients. Whatever the case, working to become a High Performing Practice can start right now.
Need help? I encourage you to schedule your transformational call. Spend an hour with us talking about where you are and where you want your business to be. We’ll reach back out to you in a couple of weeks with a plan about how to get there.
Try for a 20-point day every day. Gamify your revenue-generating activities and you’ll stay motivated.
Marketing. It’s one of the more important aspects of our business. And one of the biggest—both in terms of budget and effort.
But it’s hard to quantify “really good” marketing versus “really bad” marketing. When you feel like you’re spending money left and right, it has to be good, doesn’t it? The truth is, money isn’t the only factor to consider. You can pay a lot for poor marketing. And you can also leverage effective marketing for free.
So, how do you get “really good” marketing for free? There are three steps to follow.
1. There needs to be a worthwhile message to promote, and you need to have a regular block of business that is consistent, and value-driven, to promote it to.
Start by writing articles and videos for local television and news reporters. Reporters are always looking for good quality, highly professional content. Talk to anyone that might be able to provide media attention for you. Any content you create also needs to be consistent across all channels. Articles and videos need to tell the same story as your blogs and emails.
And don’t get discouraged. It takes time to develop a following. Continue to push information to those that can give you exponential free live marketing efforts.
2. Focus on your social media strategy. Everything you post should be of high value to your target market.
3. A powerful transitional call to action is essential. It’s rare that clients come to your website, thinking “You know what? I’m ready to invest the $1,000,000 with you to plan for my retirement.” Before they allow you to start on their financial plan, they want to get to know you. They want to trust you. They want to understand how you do business. One of the best ways to help them do that is to offer value through transitional calls to action. This can be anything that encourages them to look closer at the service you offer.
For example, offer educational material on a subscription basis. To download your latest article, they need to provide an email address. This allows you to create a nurture email campaign that speaks directly to the client’s interests.
Some examples of transitional calls to action include things like:
All of your content, including the call to action, must be consistent, fresh and valuable to your audience.
Reach out to those people in your local media that can give you exponential exposure. Use a consistent message to offer valuable information to your target audience.
Consistency is essential to a solid marketing plan.
If you would like more information on how to transform your business to a high performing practice, please subscribe to the blog by texting the word PERFORMANCE to 72345.
Whenever I’m working with advisors one-on-one or chatting after a speaking engagement, they usually ask, “How do I find better clients?” Typically, that question translates to “How do I find people with more money?”
My first thought is to caution that type of thinking. Just having money doesn’t necessarily make that client the right client. A lot of frustration comes from having a lot of clients but being narrow in product mix. For example, only having assets under management will leave you with a low-margin business. When you add more clients, you are also adding more service, which could mean you’re not as profitable.
We want to make sure that when you grow, you grow profitably. I want you to change your philosophy from “I need to find clients with more money” to simply, “I need to find the right client.” And the right client is defined by where you want your business to be in the next five to 10 years. If that remains assets under management, that’s fine.
But if you want to move to a High Performing Practice, you need to find more of the right clients and then develop a deeper relationship with them. That’s how you’ll remain relevant in this great shift from the workforce to retirement—one of the largest shifts the United States has ever seen.
There are three things you need to be thinking about:
By focusing on patience, understanding your market inside and out, and creating a campaign designed to nurture your clients, you can delve deeper into their concerns and interact with them in the style they prefer. If you do that, you will transform your business to a High Performing Practice with better clients.
© 2018 Ash Brokerage LLC.