Executing an effective marketing campaign in the financial field takes a lot of thought and skill. The core challenge with marketing a financial services firm such as an accountancy practice is being able to educate people about what you do.
Let’s face it, not everyone is as financially savvy as you, so a big obstacle you have to overcome is being able to educate people so that understand not only why they need the services you offer but also why they should choose you over your competitors.
Its ok, through the appropriate planning and getting your creative juices flowing you have the ability to produce a killer marketing campaign. In the following paragraphs we’ll breakdown everything you need to know from engaging your audience to providing them a quick education on the financial field that you are working within.
The most important part of any marketing campaign is planning. Without a strong marketing communications plan you will struggle to produce media that is effective at achieving your desired results.
You don’t have to produce a 100-page document; just by listing your key objectives and writing down a few ideas you’ll find that you are able to produce far more effective marketing material. The key is to always ensure that any material you produce does a good job of achieving your core marketing objectives, so always keep that in the front of your mind.
As we have already touched on, educating your audience is key. After all how can you sell them a service if they don’t understand what it is or why they need it?
People are clever, so it doesn’t take much to give them enough information to understand the key points that will allow them to make a final purchasing decision.
Don’t use jargon
There are a number of different ways that you can educate your audience but rule number one is to always keep it simple. Try to keep it short and don’t over complicate things by using unnecessary jargon. A plain English approach is always the best option when you are writing advertising material or any other consumer facing resources for that matter.
Get creative on your website
Everything is online these days so the chances are that your marketing campaign will direct people to your website in one way or another. This is why it is essential that you focus on turning your website into a useful source of knowledge for prospective customers.
If people can benefit from reading the information on your website they’ll be much more likely to consider utilising your services.
A few recommended ways of educating people through your website are to write plain English guides, use videos and to construct a financial glossary that provides definitions of any jargon terms that people may need explaining further.
Now that you know how to plan a marketing campaign and why it is so important to educate your audience, the next step is to focus on engagement.
Whether you are a manager who is focused on engaging employees to maximise productivity or a marketer looking to produce an engaging campaign, understanding the art of engagement is vital.
The best marketing campaigns are those that spark engagement in the audience and prompt them to perform some form of desired action.
Produce comprehensive material
Nothing is more engaging in financial marketing than producing comprehensive marketing material that provides prospective customers with a complete introduction to your business.
This doesn’t mean producing a hefty guide. You could achieve this goal by conducting a fully integrated marketing campaign with multiple channels that work together to achieve on common end goal.
For example if you’re an accountant you could post a social media update each day that tells people a reason why they need an account. This could then be supported by a video introduction to your business on YouTube and so on.
Listen to feedback and constantly refine
You won’t get it right first time, so make sure you look at the stats and listen to any feedback that you receive. This way you’ll be able to constantly refine your campaign to ensure that it is as effective and engaging as possible.
