By John Capuano, Co-Founder of Simplicity Lone Beacon
Here are 𝗳𝗼𝘂𝗿 𝘁𝗵𝗶𝗻𝗴𝘀 that every financial advisory and institution needs to embrace in the modern era of marketing…
#𝟭 – 𝗬𝗼𝘂𝗿 𝗪𝗲𝗯𝘀𝗶𝘁𝗲 This is not a “set it and forget it” thing. Even a small firm should get hundreds of site visits per month, and it’s how your prospects and clients judge you. And the data that can help you learn about what matters most to people is literally at your fingertips.
#𝟮 – 𝗧𝗼𝗽 𝗼𝗳 𝗙𝘂𝗻𝗻𝗲𝗹 𝗟𝗲𝗮𝗱𝘀 Owning and understanding data can 𝗱𝗿𝗮𝗺𝗮𝘁𝗶𝗰𝗮𝗹𝗹𝘆 change your business. Generating digital leads is the most efficient way to build a prospect database. Will they all close? NO. We’ve learned that leads will convert to an appointment about 10% of the time. But the great news is that you’ll be building your brand through 𝗺𝗶𝗹𝗹𝗶𝗼𝗻𝘀 of impressions in the process.
#𝟯 – 𝗘𝗺𝗮𝗶𝗹 𝗡𝘂𝗿𝘁𝘂𝗿𝗶𝗻𝗴 You own the data, so you can now freely communicate with your prospects on THEIR terms. Yes, I said “THEIR terms” because we live in an on-demand world and it takes TIME to make an impression…and we need to be in front of prospects when THEY are ready to seriously consider becoming a client. We’ve learned that the more you communicate with prospects, the more engaged they become.
#𝟰 – 𝗠𝗮𝗻𝗮𝗴𝗶𝗻𝗴 𝗬𝗼𝘂𝗿 𝗟𝗲𝗮𝗱 𝗙𝗹𝗼𝘄 𝗮𝗻𝗱 𝗦𝗮𝗹𝗲𝘀 𝗖𝗵𝗮𝗻𝗻𝗲𝗹𝘀 This is the part that becomes tricky. Most advisories and institutions look at websites, lead generation, and nurturing as three different elements, and they use three different sources manage them. This becomes costly and confusing…but more importantly, they are all working in silos rather than working together. And it’s why many in the financial world are lightyears behind the rest of the world when it comes to the resources that are available to everyone.
About the Author: John grew up in Schenectady, NY & received a scholarship to Norwich Academy. He began his broadcast management career at WOR, learning spoken word marketing from the best in the business with a specialty in financial and long form. John managed broadcast sales for some of the best known sports teams in the world, at the most legendary stations. However his true passion is in the world of direct response advertising to baby boomers and their parents. In this space he has worked with some of the best brands in America. John lives in Boston with his wife, Melissa who is also a broadcast executive, and French Bulldogs Lou and Sal.
