I believe the face of marketing has changed. And I’m not talking about “marketing in a crisis.” I’m talking about the fact that our ability to market our businesses and services may have changed forever (or at least for a long time).
Every day we are seeing more financial advisors venturing into the wild world of content marketing. Why? Well, it’s a new, slightly complex, yet proven way to generate new, qualified prospects. So, let’s go over the basics of what you need to know and how to get started.
1. What is content marketing? Content marketing is a strategic marketing and business process focused on creating and distributing valuable, relevant, and consistent content. Its purpose is to attract and retain a clearly-defined audience and ultimately drive profitable customer action.
I think many people misunderstand marketing. Some businesses will spend a lot of time deciding what they are going to DO for their marketing in 2020. Whether that is hosting seminars or events, running a social media or email campaign, or requesting referrals from existing clients, your approach may be wrong.
I believe you should instead focus more on what you are going to SAY. When you’ve fine-tuned your messaging, you’ll see much better results no matter what your marketing efforts are.
Why do we do things over and over without ever asking, “why?”
For instance, when someone sneezes, I always say, “God bless you.” And when I
make chili, I always put in 1 bay leaf and ¾ can of beer…but NEVER one full beer.
Do you ever do things that you can’t explain?
“Why” is one of the most powerful words that leads us to deeper
Describe your value. It should be something that you can do anytime. It should be direct, simple, and understandable to grab the attention of your prospects. However, the key to say something compelling is to avoid blanket statements and generalizations about what you do. When you describe your value, it should be interesting to the person you’re speaking with.
Here is a simple (yet powerful) formula for creating an interesting elevator statement that works: