You will find one of the best ways, to articulate your value and services to the market is -- let your clients do it! Video testimonials can have a strong impact on your website.
Coupled with ways for clients, prospects and referral sources to interact with you online, you can significantly improve the effectiveness of your web presence and brand.
Below an article from an ad agency (evolution media in Australia - evolutionmedia.com.au) that talks about this approach:
Standing Out Online
Most research on financial services products and services is undertaken via the web.
In the digital world, there are many techniques that can be use to create online engagement. One of the most effective and as yet unexplored medium is online video, or 'slivercasting'. Slivercasting is TV quality entertainment, broadcast via the internet, on a particular niche or subject.
The appeal of a slivercasts is that the medium is tailored to the end user, who is typically time poor and inundated with information, therefore anything that makes technical information more digestible, is attractive to this audience.
For the reason that most viewers are accustom to the way television delivers information, slivercasts are a logical extension of this format.
Changes to the internet and the way people are consuming information has heralded a new online world, known as Web 2.0. In which the levels of personalization, engagement and focus on the individual are unheralded.
The most obvious example is You Tube. Financial services brands can learn a lot about how to engage and interact with the online consumer from them.
Like any other community branding exercise, targeting the right community is crucial, and two way communications is fundamental - so set up the facilities that allow customers to be heard - and listened to.
HSBC, for example, have their own moderated blog page for customers, dedicated to their opinions on hot topics ranging from music to restaurants. While this information may not be directly related to financial services, it recognises the holistic nature of consumers, who want to be seen as individuals with opinions, rather than a transactional based relationship (www.yourpointofview.com).
The bottom line is that the end users expectations of the online experience have grown exponentially. They want to choose rather than be told. And want to be recognized and valued as individuals in the online world, just as in the real world.
3/12/08
Being Unfair to Clients?
Start with a story:
A Billion$ money management firm approached me last week. They had heard good things about my work and wanted to talk about boosting their marketing. We met at their offices during which the head of the firm said: "I don't believe in marketing. I concentrate on picking good stocks and finding undervalued companies. My clients are the main source of new business anyway."
I agreed with him and thanked the group for their time. Said I was always available to help in any way I could. I left.
Couple of points:
First, I won't try and talk anyone into marketing. I provide the tools and coaching but they have to already want to make the effort and allocate the time and resources.
Second, and perhaps most important, it's simply unfair to depend on your clients for your growth. You are the business manager of your firm - it's your responsibility. That's not to say you don't have a process in place for reminding clients to think of you when someone they know is looking for help. But would you depend on your clients to find you new employees, or software or (God forbid) investment ideas!?
You can't abdicate your business development responsibility to your clients.
A Billion$ money management firm approached me last week. They had heard good things about my work and wanted to talk about boosting their marketing. We met at their offices during which the head of the firm said: "I don't believe in marketing. I concentrate on picking good stocks and finding undervalued companies. My clients are the main source of new business anyway."
I agreed with him and thanked the group for their time. Said I was always available to help in any way I could. I left.
Couple of points:
First, I won't try and talk anyone into marketing. I provide the tools and coaching but they have to already want to make the effort and allocate the time and resources.
Second, and perhaps most important, it's simply unfair to depend on your clients for your growth. You are the business manager of your firm - it's your responsibility. That's not to say you don't have a process in place for reminding clients to think of you when someone they know is looking for help. But would you depend on your clients to find you new employees, or software or (God forbid) investment ideas!?
You can't abdicate your business development responsibility to your clients.
FUD - Best Time To Market
A quick story :
After about a year of building referral relationships with attorneys and accountants - and their own clients - one of our clients has now started to see a real influx of new client prospects. What's changed is that the current uncertainty - and poor performance - of their advisors has forced people to look for new approaches. Investors are concerned.
My client however, does not sell performance, but a very personal approach tailored to each client's risk tolerance, income and tax needs and family situation. The referral sources are also searching for advice on their own portfolios and financial matters.
There is no better time to be marketing.
After about a year of building referral relationships with attorneys and accountants - and their own clients - one of our clients has now started to see a real influx of new client prospects. What's changed is that the current uncertainty - and poor performance - of their advisors has forced people to look for new approaches. Investors are concerned.
My client however, does not sell performance, but a very personal approach tailored to each client's risk tolerance, income and tax needs and family situation. The referral sources are also searching for advice on their own portfolios and financial matters.
There is no better time to be marketing.
Branding & YouTube
Here's a video which talks about financial services branding. Took an Aussie to say it! http://youtube.com/watch?v=wicuCVjV8Os
But the real message is -- how come u r not on YouTube? It's the future.
But the real message is -- how come u r not on YouTube? It's the future.
All About Relationships
Referrals Are Important To Growth -- The majority of affluent investors (75%) and advisors (88%) agreed that a referral is the preferred method used for locating an advisor. Affluent investors and advisors disagree on the effectiveness of social settings, events and seminars. Forty-two percent of advisors said social settings are effective, compared with 11% of affluent investors. (From recent Fidelity study)
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