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“9 out of 10 financial advisers I talk to who has spent thousands on digital marketing, the project fails in the end.”
— Shilong, Founder of Agent Infinite
For those failing projects, there are three common mistakes.
1.No clear goals nor plans.
Without a clearly defined goal and plan, the digital marketing project is likely to fail as you don’t know what you can expect from the project and whether it’s feasible to achieve according to your budget and time. What’s more, it directly affects your strategy, plan and execution. (Example: the project is for sales or recruitment, what are the KPIs, what’s the budget and what are feasible ways to execute the plan?)
2.Being a generalist.
Many advisers believe that by being a generalist, they can reach more people, which will lead to more potential clients. The reality is, it is difficult to sell everything to everyone, and even more difficult when you are trying to do it online. The challenge with a general audience is that your online messaging can become very generic and as a result, less persuasive and engaging. Unless you have enough budget to build your brand recognition like those big companies. Then the brand sells…
3.Inconsistency and silo implementation.
Without sending a consistent marketing message consistently to your targeted customers, your audiences are not recognising you and remember you. That means you’re wasting your effort.
Another reason many financial adviser’s digital marketing project becomes inefficient is because they are doing their marketing project piece by piece and their marketing system is a silo. Take a video marketing project for example. The silo implementation is a onetime use video post on your social media, and it’s being flushed quickly by other news feeds. If you treat it as one part of your marketing/branding ecosystem, it’s not is the only onetime post on your social media but also an active support media for your website, your blog, your recruitment landing page or your LinkedIn profile which your audience can always retrieve when they are interested.