“A Marketing Plan for IFAs”
The Marketing Plan: everyone will tell you that you absolutely have to have one. Few of the people who say that, however, are able to tell you what exactly a marketing plan consists of.
Marketing basics for IFAs
Rule of Thumb “Do what your competitors do and more!”
It's worked for us.
- Where are your competitors listed?
- What do they offer?
- Understand the market
- Get your website to work hard on SEO (we can help with that)
- Make your website content engaging (we can help with that too!)
- Communicate with your clients (we can even help you out here)
Create a Plan
- A summary - a summary of your plan as a whole
- Brief description of your products
- Long and short term goals
- Competitor analysis
- SWOT Analysis - companies strengths, weaknesses, external opportunities, external threats
- Market segmentation - For each segment: Description, % sales, best ways to advertise, price sensitivity
- Alternative marketing strategies - write down details of any alternatives
- Selected marketing strategy - Explain your marketing strategy and look at why you chose it
- Short and Long Term projections
- Conclusion - expanded version of your executive summary
Use marketing material and stay in touch with your clients
To assist IFAs with their marketing, IFA Web Pro publish a regular and reliable stream of branded documents for Financial Advisors and Financial Planners:
December/January, March/April, July and October
We email all brochures and newsletters out individually and upload them automatically to our clients' websites.
All newsletters and brochures are on relevant financial articles, They are all customised with your company name, address, contact details and regulatory statement and come included in your monthly fee.
Helping you stay in touch with your clients - we even brand them with your company details
The content in our newsletters is compliant with FCA guidelines. They are all passed through a number of major compliance companies first, before they are published.
In this issue we look at pension choices for your retirement and Cash ISAs.
“Who is in control of your pension?”
It's always a good idea to communicate with your clients, send out regular correspondence, talk to them and listen. We can help by offering a regular stream of branded newsletters and brochures, if you've not signed up to receive them and have them added on your website give us a shout. Don't worry they're free.
Keeping customers - the importance of loyalty
Keeping customers makes good business sense but it's not always easy. You've spent lots of time attracting new clients, but now you've got them, how do you keep them?
The downfall for many companies is that they don't value or are perceived not to appreciate their existing clients and often lose them to their competitors. We've all seen it with IT and often mortgage providers who make offers to new clients and not existing ones. We ourselves have only one level of service valuing all our clients equally, if we have something to offer then it gets offered to all, that's our strength.
It's important to stay in touch with your clients and help them to feel valued.
There are other associated benefits to maintaining a lasting relationship with clients, long-term customers are more likely to introduce your business to others, they're more likely to purchase other products from you and if they're happy with your service then they wouldn't even consider switching to a competitor.
Be transparent - gain clients' trust
It's on many adviser's minds at the beginning of the year to write a marketing plan and to stick to it. It's worth bearing in mind that one easy way to generate more traffic and sales is by actually by being transparent.
When prospects visit your site, they like to see testimonials and photos of yourselves in order to trust and connect with you. If you've not already done so send testimonials and photos to us and we'll add them to your website.
Let us help you to convert more of your visitors into customers.
Keeping your website content up-to-date
If it's a while since you've visited your website, take a look. Often with fresh eyes you can see your site more objectively. Think about how you've defined the business you are in and if you can describe it better. Remember to keep text in concise chunks. All you need do is send us some brief notes, we can re-hash any content and add images or infographics to make it more enagaging.