Digital marketing isn’t a new fad anymore. It’s been the fastest growing advertising channel for a decade now, and businesses from every industry across the globe have leveraged its power to reach their target audience and drive revenue.
The opportunities for Wealth Managers to leverage digital marketing strategies are just as strong as for any other industry, however the unfortunate reality is that many don’t utilise them to anywhere near the extent they could be.
The purpose of this guide is to give you a thorough understanding of the digital marketing tactics and strategies available to you as a Wealth Manager, and hopefully inspire you to implement some of them in your business.
PROBLEMS WITH TRADITIONAL CHANNELS
To start with, let’s consider the main issues with traditional channels (e.g. TV, Radio, Magazines etc.), which are high expense and lack of accountability. For example, if you want to run a TV campaign to promote your wealth management services, you’ll be looking at an investment of at least $10k to get going, and there’s no reliable way to track the performance of your campaign.
Even for a lower budget option like a local newspaper, the cost to run an ad might be more tolerable, however you’re still going to have a lot of trouble accurately tracking the ROI (return on investment) that the ad generates for you, particularly if you have multiple ads running simultaneously.
RELYING ON WORD OF MOUTH REFERRALS
If you have an existing network of happy wealth management clients along with other channels of referral which help to keep your client base growing organically, that’s awesome. Word of mouth and referrals are fantastic sources of new business for two main reasons; they’re free, and they’re easy to convert. However, it’s easy to fall in the trap of relying on these sources for all your business growth, and this can be dangerous. Why? Firstly, there’s no guarantee those referrals will keep coming in every month. Secondly, they’re not scalable, so it’s very hard to predict or achieve consistent growth if you don’t have any other channels for new business in play.
WHY DIGITAL MARKETING IS GREAT
In short, digital is the antidote to the problems listed above:
Low barrier to entry – Unlike traditional channels, you can start at a low level, and then increase your budget as you gain confidence that what you’re doing is working
Accountability – One of the best attributes of digital marketing is the ability to track performance. If the people putting your campaign together know what they’re doing, you’ll be able to get very precise insights on the performance of your campaign in terms of the metrics that matter the most e.g. number of new leads, cost per lead etc.
Scalability – Are you looking to grow your wealth management business, well digital marketing is a great way to do it. Due to the scalable nature of digital campaigns, along with the ability to track ROI, digital provides the perfect avenue for achieving your client growth goals regardless of whether they happen to be modest or super ambitious.
To ensure your digital journey is a successful one, it’s best to make a few things clear before you embark.
WHAT’S YOUR MISSION?
What is a mission statement? A mission statement is intended to clarify the what, who, and why of your wealth management business. Without the purpose and direction it provides, you’ll find it very tough to prepare your business for the future, let alone direct activities month to month. To get you started, here are some inspiring examples of company mission statements.
WHO ARE YOUR BUYER PERSONAS?
Buyer personas (also called marketing personas) are made-up, generic representations of your ideal clients. The personas will help everyone in your organisation understand and internalise the type of client you’re trying to attract, and relate to them more as real people rather than a metric. Having a clear understanding of your buyer persona(s) is super important in relation to many aspects of your marketing and sales processes, including content creation, service development, onboarding procedures, and pretty much everything relating to customer acquisition and retention.
SETTING SMART DIGITAL MARKETING GOALS
Goals are fantastic for keeping focused and staying motivated, however if they’re not realistic they can actually be damaging to your growth. That’s why we highly recommend setting SMART goals for your wealth management digital marketing strategy. Just incase you haven’t heard of SMART goals before, here’s a breakdown:
We’re looking for real numbers with real deadlines, not vague statements like “I want more visitors.”
Make sure your goal is measurable, and don’t use fuzzy terms like “brand awareness” or “social influence”.
Your goal should be challenging but not impossible. Remember Rome wasn’t built in a day.
Consider the capacity of you and your team, and potential obstacles that may pop up, and set your goal to factor these in.
“One day” isn’t a deadline! Set a firm date and work towards it.
LIFECYCLE STAGE DEFINITIONS
Before you get started with your digital marketing strategy, it’s important that all stakeholders (internal and external) are aligned on the terminology you’ll use in regard to lifecycle stages. If you’re not sure, here are some common ones:
Someone who’s been on your site, but hasn’t yet taken any further steps e.g. subscribed or become a lead.
Someone who has opted in to hear more about your wealth management services by signing up for your newsletter or blog.
A user who has converted through one of your web properties beyond a subscription sign up e.g. opted in for a consultation and provided name and phone number.
Marketing Qualified Lead
A lead that has been deemed qualified by the marketing team as ready for the sales team.
Sales Qualified Lead
A lead that the sales team has qualified as a prospective client.
A contact who is attached to a specific deal e.g. in negotiation to become a client.
A contact who has become a paying client.
An existing client who is advocating your business.
STAGES OF THE DIGITAL MARKETING FUNNEL
Lastly, it’s important for you to understand how Digital Deluxe break down the different stages of the digital marketing funnel. For simplicity, there’s just three stages:
- Awareness/Traffic – This stage includes tactics to build awareness for your brand and drive traffic to your web properties.
- Traffic to Lead Conversion – At this stage, our tactics focus on converting site traffic into new leads at the highest rate possible.
- Lead to Sales Conversion – This stage covers tactics and strategies for helping to qualify and convert leads into new clients.
AWARENESS & TRAFFIC
INBOUND MARKETING FOR WEALTH MANAGERS
What is inbound marketing?
Inbound marketing is just one part of a larger movement in the business world. It’s the foundation for the idea that it’s not enough to just attract people to your website; you have to continue to help, support, and empower them well after they become a customer. That’s how your business grows — by keeping Marketing, Sales, and Service constantly focused on how to help current and future customers.
Funnel to flywheel
Walk onto the marketing or sales floor of any modern office and chances are you’ll see a marketing funnel, hear people talking about a lead funnel, or be asked to draw a sales funnel yourself. But recently, the funnel has begun to fail marketers, salespeople, and business leaders alike. Today, customer referrals and word-of-mouth have become the largest influence on the purchase process, which means the funnel has one major flaw: It views customers as an afterthought, not a driving force. That’s where the flywheel comes into play.
Unlike the funnel, the flywheel is remarkable at storing and releasing energy. Much like an engine needs a flywheel to store energy, marketers need a marketing flywheel to garner the power of loyal customers. The flywheel is similar to the funnel in that it represents the customer journey in three main stages.
At the center of the wheel is the customer base. The rotation of the wheel is the growth of your business. Happy customers are the energy that fuels the growth.
These stages will help you effectively market to your target audience the inbound way. Below, you’ll see there are specific strategies for each inbound method of attracting, engaging, and delighting consumers to help your business grow better.
Inbound marketing strategies that attract your target audience and buyer personas are tied to content creation and development. To reach your audience, start by creating and publishing content — such as blog articles, content offers, and social media — that provide value. Examples include a guide on how to use your product, information about how your solution can solve their challenges, customer testimonials, and details about promotions or discounts.
When using inbound strategies to engage your audience, ensure you’re communicating and dealing with leads and customers in a way that makes them want to build long-term relationships with you. When using these engagement strategies, inject information about the value your business will provide them with.
Delighting inbound strategies ensure customers are happy, satisfied, and supported long after they make a purchase. These strategies involve your team members becoming advisors and experts who assist customers at any point in time.
Blogging is the basis of bringing traffic to your website and relevant visitors will come to your site when you blog about the right topics. The key is to create content around your buyer personas pain points and main industry topics. Keeping up with blogging is a high priority in getting your website found online, the more frequent you blog the more visitors you will attract.
Optimising your website to generate leads is a no-brainer. But it’s not as simple as throwing a “click here” button on your home page and watching the leads pour in (unfortunately). Begin with identifying where most of your online traffic and outreach comes from. Test how each of your existing lead generators is contributing to your business. Evaluate landing page visits, CTA clicks, and thank-you page shares to determine which offers are performing the best, and then create more like them. Consider adding live chat to ensure every website visitor has their needs addressed.
SEO consists of all the factors on a website page that influence search engine ranking. In order to get found for the keywords that are chosen in your keyword strategy, it’s important to optimise every page that is created on your website. All pages should include the appropriate keyword within the content, page properties, and the image tags. Performing onsite SEO for all current and future pages that you build out for your website is very important.
The tactics for the Engage and Delight stages of the flywheel are covered further in the traffic to lead conversion and lead to sales conversion sections.
What is paid traffic?
Put simply, paid traffic refers to the audience that lands on your website as a result of clicking on one of your pay-per-click (PPC) campaigns. PPC campaigns can exist in a number of different forms and across a number of different platforms. While the number of different platforms for PPC are too numerous to mention individually, the more commonly known and used ones include Google (search, display and YouTube), Facebook, Instagram, Linkedin, and Native.
Benefits of implementing PPC campaigns:
1. Promote your product or service at the exact time someone is seeking it.
As a wealth manager, how valuable would it be to have your brand and key value proposition appear at the exact moment someone is looking for wealth management services in your area?
This is the power of PPC campaigns on search engines such as Google and Bing. Having a well-tailored campaign that provides people with the most relevant information and valuable offers puts you in a position of authority in the wealth management industry.
2. Have offers shown only to your buying personas through targeting.
Already know what your buying personas are? Great! Each platform provides you with a range of targeting options that make sure that your offers are being seen by those that they’re most relevant to. While there are some similar functionalities across different channels, such as geographic, age, and gender demographics, each have their own unique targeting capabilities that can link to your buying persona.
For example, let’s say that you know that there are certain industries or occupations that are more likely to require your services. In this case, LinkedIn would be a great place for you to start your PPC campaign as it enables you to target your offers based on these characteristics.
Whereas Facebook would be a great place to advertise if you know that your buying persona has a common interest or is likely to be associated with various communities.
3. Only pay for results!
The best thing about pay-per-click campaigns is that they are just that. You only get charged when someone actually clicks on your ad. This is a key reason that CPC is not only great for attracting new clients, but also to build awareness of your brand. Your brand might be seen 30 times before someone clicks on it, but you’ll only pay for that one click.
HOW MUCH TO SPEND ON PAID ADS
Now this is the part that most businesses find really difficult to figure out. Thankfully, we’ve got a fairly simple formula for figuring this out, and as a wealth manager who has a firm grasp of numbers, you’ll no doubt understand the logic behind it!
To figure out your ad budget, you’ll need to know these metrics:
Average client value – for a business offering services such as wealth management, we’d recommend using the CLV (customer lifetime value) here. So basically you’ll need to work out your average total revenue per client, and multiply this by your average client retention (how many years they’ll stay on board). So if you make $5k per year per client on average, and they typically stay on board for 5 years, your average client value would be $25k.
Average lead to sale conversion rate – To work this out you can simply ask, if we get 10 leads or enquiries, how many will typically turn into clients? If it’s 4, then your lead to sale conversion rate is 40%. If you’re not sure about this number, we can assist you with benchmark metrics to use, just email email@example.com
Marketing budget % – What percentage of revenue are you willing to invest into acquiring new clients? A lot of businesses don’t know this, so we have this rule of thumb based which is based on our experience with existing clients and marketing spend data collected by Deloitte:
- Maintenance budget – Businesses looking to maintain their existing book and cover churn: 5% of revenue
- Growth budget – Businesses looking to grow their book: 10% of revenue
- Aggresive growth budget – Businesses looking to grow their book aggressively: 15% of revenue
Now we’ve established those metrics, you just need to figure out how many clients you want to acquire per month. Let’s say you want to acquire 10 new clients per month, your average client value is $25k, and you’re willing to invest 10% of revenue into marketing. Our formula looks like this:
(Avg Client Value x Marketing Budget %) x New Clients = Marketing Budget
Using the numbers from above:
(25k x 10%) x 10 = $25,000
And that’s our simple formula for determining marketing and ad budgets, which can easily be tweaked and customised based on your business specific metrics.
When it comes to deciding where to allocate your marketing budget, there is a vast range of digital channels at your disposal, each with unique characteristics that enable you to get your message in front of your target audience.
Advertising through google enables your brand to feature in prime real estate for searches relevant to your business. The key targeting functionality that’s unique to search advertising is the ability to focus on specific words or phrases, called keywords, that are being included in searches. For example, as a wealth management company, you can develop ads that will only appear when ‘wealth managers Melbourne’ is searched for. Like many other platforms, Google can also target based on the geographic location of the searcher. This means that you don’t need to refine the search term to ‘Melbourne’ but instead restrict your ad so that it only appears for users that live in that area.
The cost of your ads will depend on how popular your keywords are, having a lot of your competitors targeting the same keywords can push up the cost of those ads. However, you’ll only be charged when a visitor actually clicks on your ad.
GOOGLE DISPLAY NETWORK (GDN)
Unlike Google Search advertising which limits your ads to search results pages, Google’s Display Network gives you access to over 2 million websites that you can feature your ads on. GDN allows you to refine what websites your ads feature based on a wide range of targeting options which can be mixed and matched to zero in on your ideal audience. You can even hand-pick website placements that fit your target audience.
There are two overarching strategies for GDN targeting. First, you can target prospects on the internet who may have no previous knowledge of your website, brand, or services. Second, you can remarket to users who have engaged with your website previously in some form.
Your display ads can take a number of different shapes and formats, including:
- Text Ads – text ads on the display network are the same as you would see on the search network. Text ads consist of a headline and two lines of text, and allow advertisers to create a range of ads to test which copy is generating the most clicks.
- Image Ads – a static image that would fill the entire ad block on the website it appears upon. You can customise your imagery, layouts and background colours on image ads.
- Rich media Ads – include interactive elements, animations or other aspects that change depending on who is looking at the ad and how they interact with it. For example, a moving carousel of products.
- Video Ads – allow you to place video ads on sites that allow for this format, including YouTube.
SOCIAL MEDIA MARKETING (SMM)
Social Media Marketing refers to the use of ads across social media platforms to promote your brand or services.
The key benefit of SMM is the in-depth range of targeting options that these platforms enable. You can do a much deeper dive into your ideal target audience based on your buying personas attributes such as audience interests, age, gender, profession just to name a few.
There are a multitude of platforms that you can use to leverage your wealth management business, below is a brief overview of the major players:
Native ads are a type of paid media that fits the form and function of the user experience on the site or app in which they’re placed. In short, they’re ads that fit in. While native ads can take the form of search engine and social media advertising, it’s the specificity in the placement of the ads that makes them native. Not only does the ad format align with the website or app that it appears on, but the content of the ad is also designed to match the content of the page that it’s displayed on.
For example if you have a blog post on your website, you can have that feature as a native ad in the form of a sponsored article or recommendation that fits the format of the website it’s being featured on. Below are two examples of sponsored content and “recommendation” native ads:
Native advertising is designed specifically to not look like an ad, making it harder to ignore. Instead, they’re designed to look like the rest of the content on the page.
Platforms like Taboola and Outbrain have vast networks that enable you to set up your own native ad campaigns ensuring that your ads are positioned alongside only the most relevant content.
The importance of tracking paid campaigns
“You can’t manage what you can’t measure,” a great quote from Peter Drucker. It means that we can’t determine whether or not we’re successful unless “success” is defined and tracked. With Digital Marketing this quote is highly applicable. Establishing the key metrics for success is critical in producing the desired outcome. Without clear objectives, you’re stuck in a constant state of guessing.
There are a tonne of metrics available to track and analyse, and it can quickly get confusing and overwhelming. So, it’s important to decide on one or two key performance indicators (KPIs) that give you meaningful insight into what’s working in your campaign. With relevant KPI’s established, your digital marketing can be delivered with a more focused approach, while reporting and tracking will be more instructive.
As mentioned there are a lot of metrics out there you can use, but to keep things simple, here are three commonly used metrics that are applicable to most campaigns:
CTR is important for several reasons, among them:
- It’s one of the most important factors in determining your quality or relevancy scores on platforms such as Google and Facebook (which significantly impact your cost per click)
- It tells you whether or not your ads are relevant to searchers
- Low click-through rates are a sign that either your keywords or your ad creative (or both) need improvement
Conversion rate tells you how many people who clicked your ad went on to complete the desired action on your landing page or website, whether it was making a purchase, signing up for a free trial, or filling out some other kind of form. Conversion rate is just as important as click-through rate – you don’t want to pay for tonnes of clicks and traffic if none of that traffic ends up taking a meaningful action. Strong conversion rates mean that the money you spend per click is coming back to you in profits (that’s what we call return on investment, folks).
COST PER CONVERSION
This the number that makes or breaks a campaign from a success/failure standpoint. In other words, if you have to pay more to gain a new lead than your acquisition budget caters for, then your campaign is most likely failing and not delivering return on investment.
METHODS OF TRACKING
Ad tracking is the process of collecting data and user insights on the performance of online advertising campaigns. There are numerous methods advertisers can employ to collect this information, including tracking URLs, tracking pixels, and cookies.
A tracking URL is a normal page URL from your website with a tracking token added to the end of it. Here’s an example landing page URL by itself, and with a tracking token (in bold).
Regular old landing page URL: http://www.yourwebsite.com/your-landing-page/
Landing page URL with a tracking token: http://www.yourwebsite.com/your-landing-page/?utm_campaign=test-campaign&utm_source=email
When a user clicks on a URL with a UTM parameter added to the end, it essentially sends a signal back to your ad tracking tool that the URL was clicked.
A tracking pixel is a tiny, often transparent, 1px by 1px image that can be placed in an email, display ad, or simply on a webpage. When it loads, it sends a signal back to your tracking tool that a user has viewed the page.
Cookies can help you gain insight into user behavior on your website across multiple sessions of activity. It is best practice to gainn explicit consent from users before using cookies to track their activity. When explicit consent is given, cookies can be used to customize a user’s experience.
TRAFFIC TO LEAD CONVERSION
The importance of efficiently converting traffic to leads
A lot of businesses and even marketing specialists get way too focused on the awareness and traffic driving stages of the funnel. These are definitely an extremely important part of the process, because with no awareness or traffic, nothing can happen further down the funnel. The problem that pops up is when the conversion properties e.g. website and landing pages, aren’t properly optimised. To demonstrate the importance of these, let’s look at an example;
‘Jones Financial’ are spending $10k per month on a search campaign which is driving 1000 clicks to their landing page. The landing page is currently converting traffic to leads at a rate of 2%. In other words, out of those 1000 clicks, they’re getting 20 leads. Now, let’s say their lead to client conversion rate is 25% and average CLV (customer lifetime value) is $25k. That means the 20 leads will turn into 5 new clients, with a total value of $125k, not a bad return on $10k ad spend! Now let’s say ‘Jones Financial’ hire a couple of new advisors and want to ramp up their client acquisition from 5 per month to 10 per month. They have two options here:
- Double their ad spend to $20k, and hope they maintain the same conversion efficiency
- Implement strategies to improve their traffic to lead conversion rate, so that it goes from 2.5% to 5%, which will deliver twice the leads for the same ad spend!
Bearing in mind that implementing option 2 may only cost $2k per month to implement, which option would you go for? Option 2 is a no brainer right? And it gets even more exciting when you think about combining the options; let’s say you double the traffic to lead conversion rate, and then you ALSO double the ad spend. All of a sudden you’d be getting 100 leads per month instead of the original 20, and generating $625k worth of new clients off a spend of $22k compared to $125k off a spend of $10k.
Hopefully you’re convinced now about the importance of strategies to convert traffic into leads, so we’ll look a bit more closely at some of these below.
A huge asset to your business when trying to convert visitors into leads are landing pages. This can be any page that someone lands on after clicking on an advertisement. It’s important to note that landing pages exist separately from your company’s website, and are typically used for a single marketing campaign. Landing pages generally come in two types:
- Lead generation landing pages – used to capture information from potential clients in exchange for something, like a lead magnet.
- Click-through landing pages – are used to attract a visitor to a certain service that you’re offering. The goal is to provide the visitor with the information they need to proceed with the service.
All landing pages should have just one call-to-action in mind. Instead of bombarding visitors with information about your business, the page should focus on the one goal that the page has been created to achieve.
Call to action’s (CTAs) are a great tool to prompt traffic to take the action you want them to. CTAs can be used on your website, emails and in your ads. They should be concise, visually attractive and action orientated. The user has landed on your page and found all the information they need, the CTA should make the next step in engaging with your business simple. Whether they’re leaving their details in a simple form to get a free consultation, or to gain access to your specially designed lead magnet.
Unfortunately, gaps often exist between traffic generation and lead generation that can result in one-time visitors who neglect your attempts to capture their information and never hear from you again.
You can seal up those gaps with lead magnets. Lead magnets are tools that provide value for your visitors in exchange for their contact information. Examples of lead magnets include ebooks, guides, calculators, and toolkits. The lead magnet should be relevant to your main offering, and hold significant value to your ideal client.
The goal of providing this is to receive a visitors contact details, and get permission to communicate with them further. Some other examples of lead magnets include:
- Training video series
- Free trial
- Ultimate guide
- White papers
- A set of bonus tips
- An interview with an expert on a relevant topic
Interest in these lead magnets will further qualify your visitors as leads, and allow you to both obtain their contact details and communicate with them to educate them on your services.
Chatbots are computer programs designed to simulate conversations on your website or social channels. They’re a useful tool when your clients or visitors are looking for standardised answers and are commonly used for:
- Connecting clients to relevant marketing materials
- Capturing leads
- Answering FAQ’s
- Booking meetings
- Creating client service tickets
Chatbots can be programmed to respond to simple keywords or prompts, or to hold complex conversations about specific topics. They range in complexity from information retrieval using keyword matches to active learning capabilities that provide detailed responses and suggestions based on previous conversations.
LEAD TO SALE CONVERSION
Just as it’s important to maximise traffic to lead conversion rates, it’s equally important to ensure that leads are being turned into new clients at maximum efficiency. Think about it, you’ve put in the hard work (and money) to generate those leads, so now it’s time to get some return on your investment!
You might be thinking, “how can digital marketing help with converting leads into clients, isn’t that up to the us?”, and if so it’s a fair question. While the ability of you or your team to build trust and rapport with your leads is probably the most important factor in convincing leads to become clients, there are digital strategies we can deploy to support and enhance this process. Aside from the main benefits of signing up more clients and getting higher ROI on your marketing investment, these strategies will also increase yours and your teams productivity, while increasing accountability for activity.
Below we’ll go deeper on these strategies, how they work, and the specific benefits of each.
ALIGNING SALES AND MARKETING
It’s important that sales and marketing teams are closely aligned to ensure that the best possible outcomes are being achieved for your business. Feedback from sales teams on the quality of leads can help the marketing team refine campaigns to ensure the most qualified leads are being generated. Below are five quick tips that can help you align your marketing and sales teams:
- Have your marketing and sales teams align on their goals
- Maintain open communication between the two teams
- Have both the marketing and sales team work together to create buyer personas
- Document gaps in the buyer’s journey
- Keep track of every interaction your clients have with your business to identify touchpoints that can be improved
This alignment will ensure that your clients or prospective clients receive consistent messaging throughout their experience with your brand. This consistency between your marketing materials and your sales team communications will improve your chances of converting more of your leads into clients.
BEST SALES PRACTICES
So you’ve done all the legwork to start receiving some high-quality leads, now it’s time to turn those leads into new clients and start seeing the financial gains of your efforts. However, despite how well you might qualify your leads, the art of selling your service still plays a key role in influencing the buying decision of that lead.
The techniques you employ during this process can have dramatic effects on your business’s bottom line. It sounds obvious, but improving your lead to client conversion rate from 1 in 10 to 2 in 10 can potentially double your revenue from new clients.
Below are a few handy tips that you can consider to help you achieve the highest possible conversion rate for your business.
- Identify and stick to your buyer personas – a sales rep who sticks to that persona is effective in generating sales. Otherwise, a salesperson might fall back on spray-and-pray tactics that result in inefficient prospecting and sales strategies.
- Use a measurable, repeatable sales process – use a process that’s optimised to move as many prospects as possible from “connect” to “close” rather than ad hoc, inconsistent activities.
- Know your service – being able to sell is half the battle, understanding what you’re selling is the other (often under-appreciated) half.
- Find shortcuts and hacks – while it’s important to stay consistent with your process, it’s also important to be on the look out for ways to refine your sales strategy and perform controlled tests on new tactics. A scientific approach is best here.
- Practice active listening – be completely present when talking to prospects, this will help you build stronger relationships and unlock information that’ll help you position your service as the best option.
- Work hard – it seems like a no brainer, but not settling for a ticked box once you’ve achieved your goal is one way to separate your business from the competition.
- Follow up – a simple technique that is often understood but rarely practiced efficiently.
- Personalise your message – customise your message to suit your style and your prospect to show that you understand the prospects unique challenges and explain why your business is the best fit.
Wealth managers know that getting pen on paper from a new client is only the beginning. While it feels great signing on 10 new clients each month, if you’re not continually refining your practices to deliver excellent client experiences you can easily find yourself losing 10 – 15 clients in that same month.
Maintaining delighted clients fuels your business. Not only does their loyalty drive consistent revenue, but they also become your strongest advocates by promoting your services to their own networks.
You can delight your clients by focusing on:
- Solving their problems – provide them with solutions to their past, present and future problems.
- Being timely – whether the issue is big or small, it’s critical to show your clients that they’re a priority by responding to them quickly.
- Helping them succeed – understand the needs of your clients and customise their experience accordingly so that they can achieve their goals.
- Being enthusiastic – ensuring that your conversations with clients are positive, welcoming and complement your own brand.
- Being unexpected – stand out!
- Building a community – this can be a great engagement tool and also provide you with a platform to share information and receive feedback from your clients.
When improving client relations, people typically think about service and support. You want these teams to be efficient, resourceful, and compassionate when helping clients solve their problems.
However, client retention goes beyond high-quality customer service. Delighting clients and encouraging them to spend more money with your brand isn’t enough. This can actually make them feel like the relationship is transactional and less meaningful to your company.
Instead, you need to improve the client experience to strengthen their loyalty to your brand. It needs to be clear that you value your relationship with them and not just the money they spend with your business. That’s why you need to consistently engage with your clients to demonstrate your dedication to their needs.
Customer Satisfaction Surveys
Your service revolves around your clients and their experiences, and every single day, you’re making significant efforts to provide them with a positive experience.
As a wealth manager, how do you know if your clients are satisfied? Or dissatisfied? What do you think your clients expect from you? Did they find what they’re looking for?
Customer satisfaction (CSAT) surveys are a tool that enable you to determine how your clients rate their experience with your business. The information from these surveys provides a great starting point to identify client touchpoints that can be improved or amplified.
CSAT surveys can be distributed at key moments to get a better picture of the client experience. For example if you’ve just signed on a new client and completed the onboarding process, now would be a great time to have them fill out a survey to give you an idea of how that onboarding experience was for them.
There are a couple of best practices to keep in mind when considering utilising a CSAT survey:
- Make sure you choose the right client feedback survey tool.
- Always ask short and relevant survey questions.
- Give a lot of thought to the placement of your surveys over the course of the client journey.
- Always A/B test your surveys.
- Thank your clients for their feedback, regardless of the nature of the feedback.
- Capitalise on positive results by following up with a review/testimonial request.
Client Referral Campaigns
An army of satisfied clients can do a lot of legwork for you. However assuming that those clients are going to refer you on to their connections because of your excellent service is idealistic at best. Clients who provide referrals out of the good of their heart is quite rare – therefore providing an incentive to refer will typically generate a lot more referral opportunities for your business.
If you’re looking to grow your business, retain the clients you already have, and reach your revenue goals, it’s time to implement a client referral program. Implementing one of these programs reveals two things about your business:
- That you’re confident enough in your services and team to know that a referral program would be a positive investment
- You know that despite your good service, some customers might need a push to go out of their way for you.
SETTING UP YOUR OWN REFERRAL CAMPAIGN CAN BE BROKEN DOWN INTO 7 STEPS
- Set your goals – ask yourself what you hope to get out of the referral program? Are your goals aligned to growth and revenue?
- List possible referral sources – this could include past or present clients, industry leaders or your vendors.
- Make a plan to reach out – divide your list of sources into an inner and outer circle. Inner circle clients are those that will refer your business without incentive, consider the timing and nature of how you’ll ask for referrals from these clients.
- Identify your incentives – this is for the outer circle. Consider incentives both for the client doing the referring and for their contact that they’ll be recommending your business to.
- Create communication tools to alert your clients – this can include newsletters, blogs and email signatures. Whatever you think will work best with your clients. You’ll also need to consider the resources that your clients will need to provide their clients, whether it’s a referral kit or landing page for their contacts to visit.
- Set up tracking – you’ll want to know:
- Who was referred and who referred them
- When they were referred
- Whether or not they converted
- How you’re going to nurture or follow up with them
- Say ‘Thank You’ – to the referrer and deliver on your incentive promise. These incentives might include:
- Competitions or giveaways
- Customer loyalty tiers
- Exclusive events
- Referral discounts
TRACKING OVERALL PERFORMANCE
Once you’ve got your digital marketing strategy in place, it’s vital that you have systems in place to track performance accurately. We’ve already gone pretty deep on how to track paid campaigns, here we’ll look at tracking your funnel at a higher level.
There’s nothing worse than trying to sort through pages and pages of metrics and trying to figure out what’s going on with your campaign. We recommend keeping it as simple as possible, and zeroing in on the metrics that matter. Here are the key metrics for each stage of the funnel, and the tools you’ll need to track them:
- Quality/Relevance Score
- Individual ad platform (e.g. Facebook ads, Google ads)
- Google Analytics
TRAFFIC TO LEAD CONVERSION STATE
- Conversion rate
- Cost per conversion (lead)
- Google Analytics
- Marketing Automation Platform (e.g. Hubspot or Active Campaign)
LEAD TO SALE CONVERSION STATE
- Lead to sale conversion rate
- Cost per acquisition (new client)
- Marketing Automation Platform (e.g. Hubspot, Active Campaign)
- CRM (e.g. Hubspot, Salesforce)
There are a bunch of metrics you could deep dive on at each level, however it can become overwhelming and let’s be honest, you should be focusing on growing your clients wealth! As long as you’re keeping an eye on the metrics mentioned above you’ll be in good shape.
Time to go and get started on building your digital marketing strategy! There are two keys to success with digital marketing: taking action and persistence. They might not be the sexy secret keys you were hoping for, but just like everything else the simple and logical approach is usually the most effective.
If you’re keen to move ahead but feel it’s something you need a hand with, feel free to reach out and book a free discovery call with us.
We hope this guide has been useful and wish you all the best with your campaign. If you know of anyone else that could benefit from this material, please go ahead and share it as well!