Financial services is a competitive industry. You need to be able to win clients over from your competition. What makes your business stand out from the rest? The key to drawing in more customers is much simpler than you might think. It’s not always about getting your business out there for exposure — this might get your business recognised, but it’s not always going to guarantee that you’ll get new customers coming through your door.What if you were able to set up a system that allows the leads to generate themselves? No more cold calling or emailing potential clients and waiting for a reply. Luckily there’s a better way to generate leads using some simple marketing techniques.
Create a hook
The first thing you want to do is create a website that has a hook. Something that will grab the attention of potential clients. If you’re in financial services you can create a blog that provides clients with weekly tips on how to manage their budget for example.
If your website visitors find something on your website to be attractive or helpful, then it's likely that they’ll be willing to visit more often. They’ll also be more likely to enter their details through an online submission form to stay up to date with the latest news and blog posts. This allows you to create a newsletter that you can use to personalize your marketing — which we’ll explore in further detail below.
At the end of the day, people don’t just want to visit your website to see what you have to offer. If you’re giving them value right from the start with some free tips, they’re more likely to make a connection with your business. In other words, give them a reason to come back to you. According to studies, it takes between six and eight touchpoints before a client is ready for a sale. It’s highly unlikely that a potential client will visit your website and immediately be convinced to use your services, and this is why it’s so crucial to get the hook right the first time they visit your website.
Use a CRM
If you’re going to be sending out newsletters to your clients to create these eight marketing touchpoints, it’s a good idea to use a CRM. HubSpot is a great example as they combine your marketing, sales, and customer service into one platform — making it easy to keep track of your touchpoints and notify your sales team when the client is potentially ready for a call.
They’re also ideal for any size business and have packages that range from free services to more sophisticated and advanced services. This allows your business to choose what’s most important to them, and focus their efforts in that area.
Your CRM should allow you to collect data from each client and keep track of their journey with your business. This brings us to how you can segment your audience and personalize your marketing into different groups of people.
In a world full of adverts and marketing strategies, the best way to get your message across is through a direct line of communication. The most effective way to do that is by using email marketing, which is often overlooked by many businesses.
Since your potential clients have already shown interest by signing up for your newsletter, you’ve likely got them hooked already. The next step is to build your touchpoints before selling your services to them.
Email marketing might sound simple enough, but getting it right is not always as simple as you might think. The key is to provide value to your clients in a way that’s personal to them, and your CRM will help you to do this. Since you’ve already gathered the information, you can personalize your marketing to their needs and interests.
Whether you’re sending them quick tips every week or showing off your new blog posts, your subscribers will keep reading your emails as long as you keep providing them with value that they can use in their everyday life. This keeps your clients hooked, and makes them more likely to spend their money with your business.
Why this strategy works
Email marketing might not sound as glamorous as social media marketing and using influencers to advertise your business. The truth is though, it’s incredibly effective, and here’s why.
According to Statista, there are more than four billion email users around the world, and that number is growing every single day. That’s slightly more than the 3.6 billion social media users worldwide. Email marketing is also more relevant to the type of clients that you’re looking for, who will more than likely be using their emails rather than social media accounts.
However, the main reason why this marketing strategy is so effective is because you already know that these potential leads have an interest in your service. By signing up to your website, you’ve let the clients come to you rather than sending out unsolicited adverts to them, which makes them much more open to receiving your marketing material. You’ll be able to monitor your marketing touchpoints and approach your potential clients whenever they’re ready to spend their money with your business.