Using these insights as a hook, we then created a multifaceted marketing campaign around Leah’s strategy for best serving clients going through divorce.
3. Divide And Conquer
Once you fully understand the motivators, it’s time to find ways to tell that story that will engage and inspire your target audience. Collaborating with COIs can help you to create compelling content that gets in front of more people. In Leah’s case, she decided to collaborate with a few attorneys who specialize in helping HNW women through divorce.
In order to get Leah’s essential knowledge into the hands of existing and potential clients who can use it, we disseminated the information through several different channels. We created a blog campaign, a podcast series, a series of informational videos, and even collaborated on two digital divorce-related campaigns that included a standalone whitepaper that Leah was able to share with her COIs as a value-added resource.
4. Track Your Results
After a campaign launches, it’s essential to track its effectiveness across each platform. If you find your message is getting more traction via podcast, for example, you can put more effort into producing more podcasts on similar topics. SEO is also an important metric to track. Through Google Analytics, we were able to track what users were searching for and found that Leah’s campaign had inspired many people to search both for her name, and how her firm could help with divorce.
Seeing these search terms start to appear shows that the content that we are putting out and reinforcing is helping to improve the advisory business’ site, as well as Leah’s niche pages, in internet search rankings. Leah has continued to get referrals through the content she has created and has seen incoming leads increasing month-over-month. She is also increasingly known to COIs as a resource for help and support.
In this era of radical vulnerability, potential clients and collaborators are only moved to action by marketing campaigns that feel like authentic expressions of an advisor or practice’s true passions. While every advisor wants to offer high-touch service and client care, that dedication is not what sets them apart from the crowd. When you’re working toward growth and scale, showcasing your individual life experiences and interests can help strengthen your existing relationships and make a real impact on your bottom line.
Meghan McCartan is managing director and head of marketing at Hightower Advisors.