Marketing is all about storytelling, and digital marketing is all about digital storytelling.
Building marketing campaigns, executing marketing tactics, and creating an overall plan all contribute to creating a story. The best stories (just like the best marketing plans) are well-thought-out and focused on achieving a single goal.
But that begs the question, how do financial advisors tell better stories through their marketing in the first place? On top of that, digital marketing gets spun up as being more complicated than it actually is. How does digital marketing fit into this picture?
Like getting a flat tire in your car, sometimes you just need a new wheel.
To answer these questions, let’s define the marketing process using the following graphic:
All marketing in history has followed this wheel in some capacity.
Think of the above as a single marketing push or a sprint. It’s a focused effort to achieve a single goal. A full marketing plan would have many of these sprints built in, but your focus at any given time should only be on no more than three sprints. This is to keep the workload manageable and the goals in sight.
(Added note: a successful marketing plan is not simply one agile marketing push after another. Use the Marketing Wheel as a tactic to execute pieces of your marketing calendar rather than a replacement for one. Contact your Marketing Specialist for more information about how to create a full-marketing strategy).
When planning the strategy, start at 6: The Goal. Any time you plan a trip abroad, it helps to first know where you’re going. Once you know what goal you’re trying to achieve, reverse engineer how you need to get there. Ask yourself how you get from 6 to 5, from 5 to 4, 4 to 3, and so on until you get to 1, the content you need to send out to get started on this sprint. This gives you the best path.
When executing the strategy, though, you go in order. Start with the content and work your way in order to accomplish your goal. Now that you have an understanding of the basics, let’s add some context to each step and give some ideas to what pieces would be used throughout the process.
The Marketing Wheel:
Ask yourself: What kind of content needs to get sent to accomplish my goal?
c. Weekly emails
d. Event invites
Ask yourself: Is this custom, curated, or catered content? Who is the audience receiving it?
b. Contact details
d. Adjust messaging and design to fit audience
Ask yourself: What do I want people to do when they receive this content? What’s the call-to-action that will prompt an action?
b. Call back to
c. Send a referral
e. Download a whitepaper
f. Watch a video
g. Share an email
Ask yourself: How do I need to communicate this to clients or prospects?
c. Social media
d. Phone calls
f. Snail mail
h. Automated campaigns
Ask yourself: If applicable, once people get the content, where do I want them to go?
b. Visit website
c. Join advisors at home office
e. Follow social media page
f. Share the content
Ask yourself: What am I trying to achieve?
b. Stronger client relationships
c. Stay top of mind
d. Generate more leads
e. Brand awareness
The goal stage is your chance to analyze and revise. What worked? What didn’t? Was there a better path through the wheel that would have produced better results? Keep track of your progress and strive for each push to be more successful than the last.
The mark of a successful advisor is revisioning, retargeting, and retrying.
There’s always a more successful message, better content, and a fresher audience.
The options are infinite, but the steps in the wheel are constant. Traditional marketing has been living in this wheel for centuries, digital marketing exists in the wheel now, and whatever the future holds for marketing will continue to exist in this wheel.
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This blog is Part 7 in the Storytelling in Internetland series. CLICK HERE to start at the beginning.