Demand Marketing Creative

When it comes to creating demand for professional services online, you need to demonstrate expertise and deliver value.

No one likes the hard sell. ✋

We live in the digital age, people want access to information at their convenience before they engage with you. They want to see if you can solve their problem.

Let them you know you can 🙋‍♂️

But how do you create valuable content? Simple, answer the questions your target audience is searching for.

Content ideas can be found with some quick research:
👉 Google Trends
This can be used to find specific search terms around niche topics, also which topics are getting more search traffic?

👉 Competitors
Competitor research should be a fairly regular activity, you’re not looking to copy but analyse; What's working? What's not working? Where are they getting engagement? Where are the gaps? Looking across their website, social channels, blog, podcast, etc will give you a good idea of their online strategy.

👉 Content analysis tools such as Buzz Sumo
There are tools out there that analyse content in specific areas, showing you which content is getting the best engagement. This provides a great steer on where you should be focusing for a specific target market.

👉 Online groups and communities
Target audiences who have a shared interest often interact in dense online groups or communities, these are spread across social platforms and the web. Find them and look through the discussion points to give you content ideas.

👉 Ask questions
We covered this in a previous post but go out and ask your target audience what they are looking for, current client reviews, forms, social polls, market research competitions all provide great insight.

Once you have gained a better understanding of your target audience and the problems they are facing, you can craft valuable content to showcase your expertise in that area, showing them you can solve their problem.

Let us practise what we preach ➡️ What would you like us to post about? Let us know in the comments 👇 👇

No2 mistake professional service companies & individuals make when it comes to marketing is - they try to ‘be active’ across platforms.

Facebook, Instagram, Twitter, Google Ads, Social Ads, Youtube, Email Marketing, Blog, Website ChatBots, the list goes on...

Focus on one strategy, do it well. ✅

Once you have a system that delivers the results you want, then look to broaden your marketing operations.

Research your target audience and find out where they like to be active online - Where are they looking for the information around the problems you solve?

They create a strategy to be active and deliver value there.

P.s. No1 mistake - Do nothing at all. This includes the bare minimum.

Be Strategic, Provide Value, Create Demand. 🚀

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Asking questions is a great way to increase your understanding of your audience.

Assumptions are misleading. 🔀

We recently saw this and thought it's a great question to ask for financial advisors, wealth managers to ask clients or even individuals of themselves:

👉 'What is your risk tolerance and how much risk are you taking right now?'

Sometimes it's easy to get complacent or comfortable, it's important to check regularly to make the direction and pace, of investments, is where it should be.

This will not only provide insight into your audience, but it can also create opportunities.

What are the best questions are you asking?

Why would someone pick your services over your competitors? 🤷‍♀️ 🤷‍♂️

In a world where digital marketing makes it easy for consumers to browse the market, compare offerings and find solutions that appeal to them, you need to stand out from the crowd.

How is this achieved? By tailoring your services and appealing to niche segments of the market.

“While narrowing down your ideal customer can take some time and research, it pays off big time by helping you to minimise your marketing efforts and save money on wasted marketing funds that are going out to people who are not your ideal customers.” - Forbes, 2021.

Identifying a niche segment of the market and understanding their goals and changes allows you to be hyper targeted in your marketing.

An example - There is a huge surge of women taking on leadership roles in business. Female entrepreneurs are a dense niche who share a passion for growing their business, brands and net worth. Crafting a marketing message that appeals to their way of thinking and addresses their specific concerns and goals is a great way of making your message heard.
Create Ads that target these specific segments of the market. Digital marketing makes it easy to precisely target niche segments of the market, take advantage of these capabilities, if you don’t you are throwing away good money.

Be bold, direct and different to ensure you stand out from the general ‘noise’ of marketing within your industry. Giving you a competitive advantage when they are considering financial advice.

The outcome? Efficiency & effectiveness with your marketing efforts ✅

The result? Engagement, brand awareness, and ultimately demand for your services ✅

How are you standing out from the crowd?

Let us know in the comments 👇 👇

According to Capgemini, one of this year’s most notable shifts has been the massive increase in interest in sustainable investing.

The value of global assets run with some ESG criteria has doubled in four years to more than $40trn.

Capgemini said that 27% of high-net-worth investors are interested in the area, and planned to invest an average 46% of their portfolios in sustainable products.

Sustainability and ESG are only going to grow with an increased awareness of these topics areas

Are you talking to your clients about sustainable investing?

Why it’s crucial to identify your perfect customer in financial services.
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You have certain strengths, values, interests, and personality traits. Consumers have specific needs, values, interests, and personality traits.

You have certain strengths, values, interests and personality traits. Consumers have specific needs, values, interests and personality traits.

When you can closely pair these two persona's and commonalities, you are getting close to a perfect customer. ✅

For example - You’re a younger financial planner who has had a lot of success helping millennials construct an investment portfolio, you enjoy a good bottle of wine and rugby union. Having conversations with people who fit the mould demographically as well as having these shared interests, not only helps you build trust quickly, it helps you explain ideas and concepts in a way they can understand. In short - You stand out from the crowd and you’re a better fit than your competition.

There is an obsession with going after the wider market and not ‘narrowing down’ your marketing. This approach not only makes marketing ineffective it can be a huge drain on funds.

By identifying where you fit best in the market and building awareness in specific segments of the market, you will increase relevant brand exposure.

As Forbes say “Once you identify your ideal customer, then everything else can fall into place.”

As Forbes says “Once you identify your ideal customer, then everything else can fall into place.”