Conducting market research on your audience will reveal critical information that enables you to understand the best methods for communicating and appealing to them. You can tailor your value proposition to their pain points and approach them as a trustworthy advisor offering meaningful solutions—not just another talking head speaking into the void.
People Don’t Have Short Attention Spans. It’s the Content that Isn’t Interesting.
The truth is out! Humans don’t actually have shorter attention spans than goldfish, it’s just that most of the content we’re consuming isn’t interesting enough to hold our attention.
So what’s with the goldfish?
In 2015, the internet erupted with the statistic that humans have an 8-second attention-span. Less than that of a goldfish! Well,
The best messaging in the world can’t shine through a shoddy or outdated website. But the sharpest-looking website also won’t convert visitors into clients if the messaging isn’t on target for your ideal client profile. You have to strike the right balance between presenting long- and short-form content alongside engaging visuals.
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When it comes to marketing for business growth, advisors want the same thing: the silver bullet.
They ask, “What’s working right now? Should I be making videos? Start a podcast? Run webinars?”
“What is it???”
They don’t like my answer because it’s, “Yes, yes, yes, and…(insert list of other digital advisor marketing best practices here).”
You’ll never catch me claiming there’s a silver bullet in marketing,
Red Zone Marketing conducted research from Sept 15-21, sponsored by Incapital, to find out how financial professionals are adapting and changing in response to crisis conditions. This is the third time we have conducted this survey (May, June & September 2020) and it continues to produce interesting insights as financial professionals navigate the landscape of their operations.
Key Findings
The research uncovered the marketing strategies today that are actually producing new clients.
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