Let’s explore the value of custom content
To connect with your existing clients – and to reinforce your brand, communicate your value as an investment management firm and create new opportunities – it’s high time that you craft tailored content specifically for them. We’re talking about custom content.
A lot of your custom content will focus on answers to your clients’ questions – that’s what makes it useful. Producing content like this sets your firm apart as a helpful, authoritative resource. Even better, custom content has a direct impact on fund sales and conversion rates. Let’s explore.
Your clients are looking for content
A study from AOL & Neilson captured how people spend their time on the web. It breaks down like this:
- 53% reading published content
- 23% on social media
- 7% checking email
But here’s the stat we really want to share: 23% of all social media messages included links to published content. How much does that add-up to? Well, people share 27 million pieces of content every day on social media.
People share 27 million pieces of content each day on social media.
Content levels
Your firm is probably sharing content in one form or another. So, where does custom content fit into your broader content initiatives? This is how we break down content:
- Curated, published content from reputable sources. For us financial services marketers, large North American news outlets, such as The Globe and Mail or The Wall Street Journal, are prime sources.
- Firm-based content. This often includes product information, campaigns (e.g., RRSPs and RESPs) and portfolio manager perspectives.
- Custom content. This is all about sharing your insights and expertise to a specific target audience (e.g., through infographics, videos, articles and blog posts).
When you put these three types of content together, you dramatically increase your chances of engaging your clients.
Custom content builds relationships
Why bother spending the extra time and money producing custom content? Because it provides a solid return on investment. Consider the following four data points when putting together your pitch for custom content:
- 68% of consumers like custom content because it’s tailored to their interests (Source: The Content Council)
- 55% of consumers said they would be more apt to buy another product from a company that provides them with custom content (Source: The Content Council)
- 70% of individuals want to learn about products through content rather than traditional advertising (Source: NewsCred)
- Clients invest and refer 2 times more often when they report feeling engaged by their advisor (Source: Vanguard)
Developing custom content
Knowing about custom content is one thing, producing it is another. Here are six ideas for launching a new custom content initiative at your firm:
- Blogs – e.g., write a series of posts helping millennials save and invest better
- Articles – e.g., create an advertorial highlighting the relevance of a new investment solution
- Videos – e.g., produce videos that show how investing can make life better
- Infographics – e.g., find an engaging way to share stats around retirement savings
- Whitepapers – e.g., write a whitepaper explaining the shifting role of the advisor
- Newsletters – e.g., craft print and digital newsletters focused on investor education
An interesting thing about these ideas is that they all cross-pollinate. That is, you can put videos in blogs, infographics in whitepapers, blogs in newsletters, and more. This exponentially improves your odds of engaging your clients.
Contact us at 416.925.1700, 844.243.1830 or info@ext-marketing.com to develop custom content and give your clients what they want.
https://ext-marketing.com/marketing-articles/five-techniques-for-more-effective-self-editing/
Four tips for writing great speeches
Speech writing is a refined skill, and communications professionals with the ability to write strong speeches are a hot commodity in the financial services industry. Here are four tips that will help improve your next speech.
1. Start strong
Professional speakers – and authorities in their field – have the experience to start their speeches any way they want. People are often there to see them as much as to hear what these speakers have to say.
Everyone else should take one of the following approaches when writing the start of a speech: humour (but not a “joke” per se), a quote, a challenging question or an engaging story.
2. Appeal to emotions, not logic
It’s tempting to try to appeal to people’s sense of logic when speaking because you want to show them that you are right. But that approach doesn’t always work.
Appealing to people’s emotions, however, will. We’ve never heard of an audience “getting caught up in the logical nature of the argument.” It’s the emotional pull of an argument that works because it appeals to something that’s deeper than reason.
In a way, financial services marketers have it easier than marketers in other industries because people generally have a strong interest in those issues that impact their finances.
3. Focus on one idea
Choose a topic and stick with it.
If your speech is too short, resist the temptation to switch topics. The last thing you want to do is confuse your audience or muddle your argument. So keep it simple and straightforward – focus on one idea and one idea only.
4. Refine your transitions
Transitioning between proof points is the no-man’s land of speeches.
If you’re stuck on a creative way to move from point A to point B, you can at least summarize what you’ve said. That approach will keep people focused, while also giving them a little break.
The best approach, however, is to treat transitions the same way you did your introduction – with another little story or some humour.
Looking for more ideas about writing better speeches? Contact us at 416.925.1700, 844.243.1830 or info@ext-marketing.com.
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Audit your marketing materials to align with your sales team
Working in a marketing department sometimes feels like you’re working in a vacuum.
You get direction to produce a brochure, you create an engaging piece, it goes to print … and you never hear about it again. Everyone who has worked in marketing has been there.
But there’s a good chance that brochure you produced is actually getting used. In fact, some of the pieces you may have forgotten about may be big successes with your sales team. And sales may be wondering why they were never updated.
Here are two things you can do to help:
1. Refresh for your current sales campaigns
It’s easy to get behind the newest, latest and greatest brochures, microsites and email templates. But it is even more helpful – for you and your sales team – to know all of your products’ support materials.
So help out your sales team by conducting an audit of the materials that support the products that are currently bringing in the most dollars – or that are a key focus for your sales team.
2. Survey the archives
We’ve heard this a number of times: a relationship manager is on a call or a wholesaler is in a meeting when an advisor brings up what seems to be an obscure brochure that was a big hit.
Given the rapid pace of change, some great core pieces are often lost in the shuffle and then simply forgotten. Find out where those pieces are and get them onto your project list.
Sales people often live in a focused world that revolves around their clients and core products or initiatives. Your sales team will absolutely benefit from knowing what materials still exist and in what form they can be delivered (i.e., print, web, email, PowerPoint, etc.).
For more ideas on how to engage your sales teams and conducting a thorough materials audit, contact us at 416.925.1700, 1.844.243.1830 or info@ext-marketing.com.
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Advisor communications series: The end of writer’s block
You’ve been writing your blog and newsletter, and things have been going well. Then it hits you. You feel like you’ve run out of ideas.
Everyone who writes knows what writer’s block is all about: a blank page, the need to do anything else, and a growing sense of insecurity. Writer’s block comes out of nowhere … and you can’t predict when it will go away.
Here are a few handy ways to make writer’s block a thing of the past.
Carry an idea journal
If you’re going to be a reliable source of content, use an idea journal to store your ideas before you forget them. After work today, go out and buy a notebook. It can be a stylish Moleskin or a tried-and-true Hilroy. Just make sure it has space to write down your ideas when they pop into your head, no matter how odd they may seem at the time.
We get our best ideas when we’re nowhere near a computer. We got the idea for this article while walking to a client meeting.
Check in with your Twitter feed
This is highly counterintuitive because social media is rarely mentioned as a way to be more productive. There are, however, millions of writing ideas dropping through your Twitter feed right now. Reach out and grab one.
There are ways to refine what you’re looking at on Twitter. First, create a private list of your competitors and see what they’re writing about. Now build off or analyze the ideas behind something they’ve shared.
Second, turn to specific people who have great ideas and see what they’ve done recently. Now write your take on an idea of theirs. Just make sure you have an original take.
Seek the opinion of your clients
Asking your clients for topics they’d like you to cover acts as a good touch point, plus their feedback will provide many ideas for future posts.
There are a few ways you can ask: face to face or by personal email, SurveyMonkey, blog post or social networks like Twitter and LinkedIn. Pick one or two and see if they work for you.
Try these strategies and banish writer’s block for good.
If you’re looking for content ideas or tips to become a more effective writer, contact us at 416.925.1700 or info@ext-marketing.com.
Blogging essentials for financial services professionals
Getting a company’s blog up and running is an exciting challenge – it’s one of the greatest opportunities to engage with clients and prospects.
Here are 10 things to always keep in mind during the early days of your company’s blog.
Get the right writers on board
People with a lot of customer contact are great sources for helpful blog topics. Out of that group, find the strongest writer – that may not be who you expected – and let them solve problems with well-written posts. That said, the more writers you have writing, the more content you have being generated.
Customers come first, not your company
People may not be that interested in the day-to-day of your business. Ask yourself: What advice can we provide? How are people using our products? The best posts generally solve customer problems.
Don’t worry too much about SEO
As Google changes its algorithms to be more “social,” keywords are becoming less and less important than whether or not the content is being shared. Keep this in mind when creating your editorial calendar.
Market your blog
Businesses tend to shy away from promoting something that may not be perfect, especially if someone thinks it might hurt the business. That said, if you don’t promote your blog, no one will know about it and you’ll be wasting valuable resources. Avoid the soft-launch approach. Be proud of your blog!
Always include a call to action
Hopefully your company is blogging to increase business, not just to be trendy. With a call to action, you’re driving your readers to engage with your company. A call to action can be as simple as including a link to another page on your website or a request to contact you with any questions (via phone or email).
Expect weak results in the short term
Many famous bloggers have called blogging a marathon, not a sprint. So stay dedicated and positive when you’re starting out. As you build up content, you’ll see more success.
Consider a blogging consultant
Think about partnering with a corporate blogging consultant who understands the needs of your business, and who will help you build a blogging strategy around your resources, brand and long-term goals.
Post frequently
Every blog post is another opportunity to engage a client or prospect. If you post once a week, you’ll get about 50 opportunities to share your message. If you post every business day, you’re in the mid-200s. Your company’s sweet spot is likely somewhere in the middle.
Decide how much you want to know
Are you interested in the terms “page views,” “bounce rates” and “pages per visit?” Do “keywords,” “unique visitors” and “loyalty” sound like things you want to spend time thinking about? Be honest.
Stay positive
There’s no place for snarky remarks, attacks or cheap shots in business blogging. Online readers can cut and paste – or take screen shots – and post them to social networks.
It’s time to start blogging, so keep these 10 tips in mind and enjoy yourself!
Contact us today if you want help getting your company’s blog started or if you’re looking for content ideas. You can reach us at 416.925.1700 or info@ext-marketing.com.
Lessons from a trip to the local market
We’re big supporters of local farmers and that’s why we’re always returning to the market to buy fresh fruits, vegetables and meats. While walking among the aisles, we got to thinking about what we could learn from these businesses in the market.
1. The customer is in control
At the local market, you can choose what steak, fish fillet or apples you want. If you have a custom request, all you need to do is ask. There’s a great sense of satisfaction knowing that you’re choosing what’s right for you.
There’s a lesson there for financial services firms – keep listening to your clients because they want to be heard, and they can teach you a few things about what you’re doing right and wrong.
Keep listening to your clients because they want to be heard, and they can teach you a few things about what you’re doing right and wrong.
2. People want to know the owners
That big guy behind the counter – you know, that guy tending to the pig – he owns the place and he is passionate about his work. He can tell you everything about what you want to buy. And it feels good buying from him because you know who you are supporting.
We don’t think financial services firms should shy away from featuring the people who run your company. They have stories to tell and people want to hear them. Blogs and videos are a great start. So is putting a favourite executive into the Twitterverse.
We don’t think financial services firms should shy away from featuring the people who run your company. They have stories to tell and people want to hear them.
3. There will always be a place for “local”
We think the local food movement will eventually take over the entire food industry. The more people learn about the farming process, the more they want their food to come from somewhere nearby. (A February raspberry craving may be another story.)
We believe that it is important for financial services firms – especially those engaged in investment management – to highlight their global resources and global reach. Nevertheless, we think it’s also a good idea to keep your local people such as sales reps, client services staff and portfolio managers – the individuals who interact with your clients – in the spotlight as well.
If you have any questions about your marketing strategy or execution, please contact us at 416.925.1700 or info@ext-marketing.com.
Three marketing lessons from a trip to the art gallery
There are marketing lessons everywhere. From the food on your plate to the traffic you’re stuck in. So it’s no surprise that on a recent trip to the art gallery, some thoughts about successful marketing came to mind.
1. Treat your best customers very well
The art gallery’s family membership comes with great benefits: free visits all year, extra guest passes and complementary access to special exhibits. Sure, these benefits come at a cost, but members can make that back with just one visit.
Similarly, if your clients like your services and solutions, and they are putting an above-average amount of money with you, you should reward them anyway you can.
2. People want a great experience
This builds off #1. More so than ever before, people want to experience something worth talking about. An art gallery experience starts out on the street when you see the building’s stunning architecture and things only get better from there.
Likewise, you’ve got to offer your clients and prospects a share-worthy experience. An engaging, well-designed website is a good place to start because you can get a lot of mileage out of it. Your goal should be a website that is highly functional and great to look at.
3. Good design is timeless
Great art stands the test of time. Everyone knows Picasso and Monet, and everyone always will as long as art galleries exist.
Great design stands the test of time too. Now, it’s true that mutual fund brochures may not be on par with the world’s great masterpieces, but financial services marketers should all aspire to create materials that are engaging and can lead to conversations.
Also, brochures are getting shorter and social media is ascending to the throne of marketing royalty. As a result, the amount of copy we use is generally decreasing and design is gaining ever-more importance.
If you have any questions about your marketing strategy or execution, please contact us at 416.925.1700 or info@ext-marketing.com.
“Back to school” reading list for financial services marketers
It’s time to go back to school, financial services marketers. Here are five books – related to both marketing and investing – that we’ll be reading over the next few months.
Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity
Avinash Kaushik
We can’t learn enough about analytics. Although this book is getting old, it’s got plenty of great ideas to keep you thinking about tracking all that’s important to your organization.
Here Comes Everybody: The Power of Organizing Without Organizations
Clay Shirky
This book is about groups, and how it’s now easier than ever to form them to meet (think social).
Irrational Exuberance
Robert J. Shiller
Over the past few years, we’ve read many books that are either directly or indirectly about behavioural finance. This is probably the one we should have started with.
The Worldly Philosophers: The Lives, Times and Ideas of the Great Economic Thinkers
Robert L. Heilbroner
We’re going to brush up on the life and times of the world’s top economic thinkers. Whether they’ve been right or wrong, their influence on our lives is inescapable.
Extraordinary Popular Delusions and the Madness of Crowds
Charles MacKay
Written in 1841 (!), this book examines the timeless phenomenon of why intelligent people can get caught up in mass hysteria – and the bad things that can come from it.
Do you have any regulatory, marketing strategy or communications questions? We can help. Contact us today at info@ext-marketing.com or 416.925.1700.
Deep product knowledge matters
When it comes to financial services marketing, deep product knowledge matters. Why? Because the industry is undergoing constant regulatory and product change, and knowing how it all fits together is essential to continued success.
We believe that continuing education is important for your long-term growth. This post illustrates, however, why deep product knowledge is essential for you and your company right now.
The changes
We’ve identified three key areas where industry changes are taking place:
1. More regulation
Nowadays – with CRM-2, point of sale and debates about fiduciary duty happening all at once – it seems that a significant regulatory development occurs almost every week. Staying on top of these changes is important in order to keep your business – from your sales and marketing teams to your advisors and clients – moving forward without any unwanted surprises.
2. Greater complexity
Investment solutions – and services for that matter – are getting more complicated, and having insights into the competitive landscape is more than just helpful, it’s mandatory.
3. Audience diversity
“One size fits all” does not work anymore. Whether they are retail investors, institutional investors, advisors or executives, people want solutions to help them meet their unique needs.
The industry is undergoing constant regulatory and product change, and knowing how it all fits together is essential to continued success.
The need for knowledge
Last year we wrote about SAVE marketing. SAVE stands for “solutions, access, value and education.” We think that, in many ways, it’s a more effective way for financial services marketers to think than the traditional 4P (product, price, promotion and place) approach.
So how does deep product knowledge inform the SAVE marketing approach? These four questions make it pretty clear:
1. How can you frame a solution if you don’t know the audience?
2. How can you ensure effective access without a thorough understanding of operations?
3. How can you offer true value if you don’t know the competitive landscape?
4. How can you educate clients without a deep knowledge of your solutions?
What does this amount to? Before planning a product launch, drafting a creative brief for a web series or starting any other important project, make sure that the people at your table know the industry – where it’s been, where it is today and where it’s going.