Is Your Marketing Upside Down?

It’s tempting to promote your brand every way you can - but it pays to be selective

Many marketing strategies recommend utilising every available channel, be that social media, email, or direct mail, to promote your brand.

But maintaining awareness of your end goal is the most effective way of selecting and maximising the right channels for you.


Identify Your Target Audience

The marketing channel should be the end point of your plan, not the start. Instead, begin by focusing on the clients you want, and the specifics of who these clients are.

To identify your target audience, think who you currently advise. What are they like: their interests, their demographics, preferences, and so on?

Then overlay this with who your most beneficial clients are. Once you’ve established your target personas, think about what media they consume and how they consume it. If this doesn’t come to mind, reach out to your existing clients and ask them.


Create Strategic Content

Now you’ve got a detailed and accurate view of who you’d like to target, figure out which content they’d like to receive.

Do they have spare time on their hands, and are willing to read a long blog? Or are they time-pressed, and just want email updates on new products? Are they older and spend time on Facebook, or younger and scrolling through Twitter?

Your content doesn’t always have to be selling – its primary function is to get your brand in front of people. For example, if they prefer the personal touch, a Christmas card can be a more effective engagement tool than a newsletter.

Finding out how your current top clients found you is the easiest way to target new clients like them. Was it through a google search based on keywords, or did they see an ad in the paper?

Knowing what didn’t work can be just as useful as knowing what did, and frees up resources to double down on effective strategies.

Then you can finally upskill yourself on the two or three channels relevant to your specific audience, rather than spending resources learning about and using every marketing channel available.

About the author
Oliver Broadhurst
Oliver Broadhurst
Oliver has been writing professionally in the financial services space for over five years, focusing on topics ranging from customer experience to industry regulation. He’s consulted with organisations such as UK Finance and the FCA to produce business articles, industry reports, and white papers, while providing insight as a member of panels including The Opening Banking Implementation Entity’s Consumer Group.

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