Four-Corner Marketing
commonwealth.com
For Advisor Use Only
33
Ensure consistent messaging.
A critical component of the
integrating marketing approach is that your messaging be
consistent
across all of the methods you use. If you are
placing ads in local publications that speak to your expertise
in retirement income planning, but your website has nary
a mention of this specialty, you have an issue. Worse, if
you’re using print material that does not reference your
website—the method most consumers, regardless of age,
use today to learn more about you—you need to put
down this
CBR
immediately and fix this oversight!
So, the first step in implementing an integrated and more
effective marketing strategy is to take an objective look at
everything you’re doing and ensure that your messaging
is consistent.
Mix and match your activities.
Next, consider whether
or not you have a mix of marketing “levers” working for
you. Do you have a social media presence (if it makes
sense for your target market and your brand image)? Do
you also have some print advertising for brand awareness?
Local brand awareness is easier to achieve than national
awareness, and it is in line with most advisors’ strategies.
How about targeted e-mail or mail campaigns for a
specific type of client or a particular need you can fulfill?
Is that campaign tied to your website? For example, is
there a promotional item on your homepage or a link to
more information?
For any one activity you undertake, consider whether
or not there may be a complementary activity on the
opposite side of the fence; in other words, match a
traditional tactic with a new tactic (see table). You don’t
have to do everything all at once; you can step
your way in to diversifying and integrating your activities
as you get more comfortable.
Traditional Media
New Media
Live seminar
Online webinar, podcast, or video
Print brochure
E-brochure or website copy
Direct mail campaign E-mail campaign
Print ad
Online ad
Placed article
E-mailed article or e-newsletter
Networking event
LinkedIn or other social media
My suggestion is to focus on one initiative and see how
many cost-effective and time-conscious ways you can
market the messaging, combining both online and print
methods. For example, if you are presenting a short seminar
on diversification, you could:
•
Advertise the event on your website.
•
Create a postcard/mailer about your event or on the
subject matter to garner interest.
•
E-mail the invitation to a predetermined attendee
list and encourage recipients to forward the message
to a friend.
•
Include a button on your website so participants can
register/reserve a spot.
•
Conduct an e-mail campaign around diversification
for a set period of time.
•
Post a follow-up piece on the subject on your website
for attendees to reference.
•
Write an article on diversification for your e-newsletter.
•
Share details on your LinkedIn and other social
media sites.
•
Ask participants to tweet the event to their followers.
•
Share photos from the event (with appropriate
permission) on your website and/or social media sites.
The good news is that most of your online media activities
will be free; the only spend is on your (or your staff ’s) time.
New Media
Websites
Social media
Online video and radio
E-mail marketing
Traditional Media
Print and directory
advertising
Outdoor advertising
Television and radio
advertising
Direct mail
The intersection of these methods is where
the magic happens!