When you work with people's finances, people tend to me a bit more sensitive than when making purchases of another nature. Whether you're a financial advisor, banker or offer a financial product, reaching your target audience is more about forming a relationship with them through your marketing efforts than it is accomplishing a transaction. Financial sector marketing ideas tend to come to ways in which the bond can be formed and solidified. Once a year, Senior Market Advisor compiles the top 100 marketing ideas from your fellow financial experts from which you may be able to draw some inspiration.
Go Back to Basics
Pick up the phone every once in a while and touch base with your clients when you're not actually trying to sell them something. Making contact by phone without the specific intent to give them a sales pitch is an indirect form of marketing. You can schedule your calls for special occasions such as client birthdays or anniversaries or schedule it according to a season such as a "spring cleaning" checkup call. Some of your calls will turn into business because it reminds clients or prospects of some point of business they wanted to discuss with you. If you wish to take more of a direct marketing approach, you can call with a specific financial product or service that the prospect or client may be interested in for their own personal financial situation. In general, though, a more indirect approach can work in your favor.
Ask for Referrals
Either with a letter that goes in the mail or an email blast to your list, send out a letter to your satisfied clients asking them to refer others who may be in need of your financial product or service. Clients who have worked with you know first-hand how you can benefit them, so they are more apt to refer you to other people they know. People who are alike and have like needs also tend to run in packs, so the chances are good that your clients and prospects that fit into your target market know other people you fit into your target market too. It is in human nature to want to help others, so when it comes to financial situations, emotion motivates many clients to refer people to you they know you can help and vice versa.
Book Speaking Engagements
With speaking engagements, you can speak at other events or book your own speaking events. Find events in your area that attract your target audience. Many organizations, associations and others seek professionals to speak to their group. Some event hosts pay an honorarium, but others do not. Your goal in booking speaking engagements is not to get paid, but to get in front of groups of people that are your potential clients. Speaking builds credibility because it paints you as an expert in your financial sector. People are drawn to working with the best of the best, so speaking engagements allow you to establish a platform of expertise and provide you with an opportunity to turn attendees into clients. Make sure you have some way of collecting the names and contact information of attendees, such as holding a prize drawing.
Kristie Lorette is a freelance copywriter and marketing consultant specializing in helping small businesses and entrepreneurs.