There are a few basic things that one has to understand about Marketing. So, at the risk of teaching grandma to suck eggs, let’s get down to some basics.

No Matter How Good You Are, Unless You Have Lots of Clients

It Really Doesn’t Matter How Good You Are.

Face it – yours could be the most knowledgeable, friendly, up-to-date company in the area, and yet without lots of clients to advise, you’d struggle.

Lesser companies who have plenty of clients, are far better off financially even though they might not be as competent.

Assuming a degree of competence (and that is after all a matter of regulation) the biggest difference between larger and smaller Financial Companies is what they do to acquire new clients.  Successful ones attract many – less successful ones attract fewer.

However, unlike many things in life and business, the acquisition of new clients is directly under your control.  If you have not taken adequate care of that function in your business, you are neglecting the thing that makes the biggest difference.
Word of Mouth always has been and always will be a very powerful marketing tool, however, if you do not have a coordinated and effective digital face to your company, you are losing out on a huge potential.

There are an infinite number of things you can do under the heading of promotion and marketing:-  Repainting the office so it looks attractive; hiring a better Receptionist to efficiently deal with any enquiries; getting listed in directories; sending out a newsletter; sponsoring the school’s football team – all of these things, and hundreds more, are marketing actions.

However, while each of them contributes toward the overall effort, some marketing actions are way more effective than others.  A newly painted office is of no use without clients coming in to appreciate it.

Digital Marketing is an important marketing action because

The Internet and Social
Media Have Changed EVERYTHING

In the old days, being “good” was a reliable way of ensuring success . . . by Word of Mouth.  If you wanted to be more successful, you strove to make your company better.   The focus was on your Ability.

These days more and more people wanting to find a financial adviser don’t thumb through the Yellow Pages or ask a friend to find a local one – they Google it.

Even if they did ask a friend, (people are always willing to help) the friend may well go on-line, search the Web on a smartphone or tablet, and then forward a number of links.  Their “recommendation” is based on what they find on the Internet!

If people have good things to say – or bad things (especially bad things) – they do it electronically.

It’s all internet based. It’s all digital.

If Your Digital Marketing Is Not Performing Well

It Is Being Done Wrong

The beauty of Digital Marketing is that it can be monitored closely – daily – and fine tuned until it is performing.

Sure, it’s unlikely that within a few days you are going to quadruple your New Clients, as any campaign takes time to build.  But you should be seeing a steady growth, and if you are not, the bottom line is that something is wrong.

Something that can be isolated and fixed . . . if your digital marketing partner knows what they are doing.

All of our clients see increased ROI on their digital marketing spend.  That is not an idle boast.  We have been specialising in digital marketing for the finance sector for 15 years and we have spectacular results.

  • clients who have quadrupled in size after taking us on as their Marketing partners;
  • clients whose marketing costs have been slashed and who yet see more return from their reduced spend than they did before;
  • clients who have increased their sales by 25% by employing our savvy on portable devices;
  • clients whose tarnished reputations have been repaired, and who have now taken over 4% of their sector nationally;
  • clients who are raking in money after we discovered and marketed niche services they could provide;
  • and we even have clients who have been bamboozled into leaving us by some glamorous companies using Buzzwords and Big Names, only to return to us when they saw the ‘improved’ and more expensive campaigns wreak havoc on their bottom line.

So, what makes us different?  Well . . .

There Is No Substitute For Having A Digital Marketing Partner You

Can Trust, Specialises In Your Sector, And Has The Experience

 

By wayof example, 6 weeks ago we took on a new client.  An international client with Digital Marketing suppliers in several countries.

Initially we did some basic promotion and were almost immediately offered a consultant role for the business. They simply could not believe the value for money they were getting from us compared with their other suppliers.

We looked into their current service providers (using their timesheets and looking at what they were providing), and saw that about half of the suppliers were taking the mickey with at least double fees, a few others were slapdash and unprofessional and the rest were good suppliers.

So far – in the last 6 weeks – we have saved the client 30% of their marketing spend, while increasing their revenue.  It is early days yet, and the performance will increase from here.

Want specifics on what we have found so far?

  • £10,000 charged for a database update for an open source content management platform that requires basic file upload knowledge and about 3 hours of a junior admin’s time.
  • £4,000 for a one click site installation using a £50 template.
  • £6,000 for a 5 page website built without editing capabilities . . . and 2 of the pages left incomplete with “lorem ipsum…”.
  • £100 to add an email address (takes 5 minutes at most).
  • £4,000 annual hosting fees for a £25 a year shared hosting account.
  • £300 to add one page to a website that takes 2 minutes.
  • £2,000 per month to manage a paid advertising account that was not even logged into for the best part of a year.
  • £300 a month for “SEO” for a site that was set up to disallow search engines from visiting it!

Trust is a major factor, and is something we pride ourselves on above all else.  We work to gain mutual trust, because it is on that basis alone that effective marketing can be done.

Industry specific knowledge is the next vital ingredient.  Especially with the economic problems and media-driven distrust of the Financial sector, it is essential that marketing is highly targeted to reach the people that need your services.

Not everyone can do this, particularly if they do not have intimate knowledge of the sector.

There are standard tools that all marketing companies employ.  However, having the tools, and knowing how to use them effectively are two very different things.

Take Pay Per Click for example.  That is one of the boxes that needs to be checked on all marketing campaigns, and yet, it can be very badly done.  The client thinks he has to have one, and feels assured he is doing the right thing by having one . . . not always true.

Especially in the Financial and Legal sectors, the keywords are highly sought after and competition to own them is fierce.  That means it can cost upwards of £100 for a single click.  We find that most companies whose accounts we have taken over are paying an inordinate amount to gather “clicks” that never become clients.  They pay large amounts to own positions near the bottom of the heap, and it’s not viable.

So, even though they think they are doing the “right thing” by having a PPC campaign, the truth is that in almost every case we slash these costly and badly targeted campaigns, and by clever re-engineering of them increase their efficiency.  That is only achievable because we know the sector, we know the public that need the service, and we know how to match the two effectively.

This checkbox mentality on the use of marketing tools is not just confined to PPC.
Organic SEO (Search Engine Optimisation – the actions taken to ensure your site shows near the top of the search engine listings) is a medium to long term strategy that has immense benefit.   It can also be badly done.   There are short cuts that some companies employ – actions that are frowned upon or banned by Google – to give immediate results and make themselves look good, but which are damaging in the long run.

Same goes for Reputation Management.  There’s a whole bag of dirty tricks that can be employed . . .

The correct way to ensure long term health is to do the marketing properly and effectively.  That builds a presence and a momentum that endure and bring in results for years to come.

Experience in this sector is a vital requisite – just as it is in any sector.  Simply knowing the theory of a profession is not enough.  Any newly trained person has to learn how to put their experience into practice, and that takes time and lots of clients.

We not only know the tricks and tools of our trade, but we have been successfully applying them for 15 years.

We are time served, and supplement our training with a daily study of all the new innovations in methods and technology that are constantly shaping this business (Google last year made over 600 changes to it’s basic algorithms) while staying immersed in the Finance sector requirements.

It is because of this experience and intimate knowledge that we monitor every campaign each day and fine tune as market situations change.

For us it is more than just a job – we love demonstrating competence; we love producing results.

In Choosing A Marketing Company Look For Actual Results

Don’t Be Bamboozled By Illusions

Possibly because of all the regulation in our industry, all IFAs are only too aware of all the warnings and caveats that have to be given to the public.

For some, these act as a shield to excuse and protect them from bad investment decisions and lousy performance.

We don’t come with lots of warnings.  As far as we are concerned, provided you follow our sensible advice – which we carefully explain – there is no way that you would lose out on your marketing investment.

Know that, when choosing a marketing company, you need to look at hard facts.  Don’t look at all the PR and fluff.  Don’t look to see how many boxes have been checked.

Instead, look to see what actual results they get.

Results means New Clients, increased ROI, more turnover, positive effect on the Bottom Line.

Hits; Number of Clicks on your site;  Number of Unique Visitors; Total Page Views and a whole host of other metrics are not results.  These are sub-figures that assist a marketeer in fine tuning his campaigns, but they are not the final product.

Often presented as an end in themselves, be aware that what you need to know is the real performance figures – whether or not that Marketing Company actually delivers the goods or not.

On any campaign we undertake, we work with the client to make sure that the final product metrics can be gathered and measured, as we use those figures as the guiding factor in all we do.  That is how we know that in the last year we directly generated £7.2 Million in additional revenue for our clients.

Don’t be bamboozled by glitz, glamour and meaningless metrics.  Look past all that to ensure you get value for money in obtaining real results.

We’d love the chance to prove our worth, to demonstrate that we really do walk the walk.

If you have ever thought that your ROI on your marketing should be better, the chances are you are right.  Contact us and see what we can do for you.