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Our industry can be one of the most challenging landscapes for marketing.
For those of you who face the end clients, the ways they like to be stimulated, seduced, nurtured, educated and engage has evolved very fast over the last few years.
For those of you in the B2B world, the same trend is playing out too, because your recipients are drowning under their email inboxes and consuming highly engaging marketing and content in their personal lives.
There is no silver bullet solution to winning at digital marketing in wealth and asset management, but raising the bar from the current status quo to catch up with other industries is an imperative.
We have worked with many organisations large and small on fulfilling their digital marketing needs piecemeal, or end to end, and we’ve translated the key learnings into the following four tips to help you raise the probability of digital marketing success! Whilst these tips are very relevant for smaller organisations with smaller marketing bandwidth and high aspirations, they also serve as a checkpoint to organisations with larger resources who are seeking some reinvigoration.
Whether starting with a blank piece of paper, or submerged in multiple campaigns simultaneously it’s important to take a step back and revisit the objectives of your efforts. As more and more organisations have a target to post on LinkedIn, all too often it becomes a regular to-do list task without clarity of thought on how the platform works and what the desired outcomes should be.
This slide from the Digital School of Marketing is a good refresher on why digital marketing is important.
Digital marketing takes time to achieve these positive outcomes. So as you start think carefully if you are able to sustain the effort, from both a time and cost perspective.
Carefully consider your objectives:
Your objectives will impact design and messaging.
Well-designed collaterals and content can instil trust and confidence in clients, particularly when dealing with sensitive financial matters. Good design portrays professionalism, attention to detail and a commitment to quality – something that is reiterated as an objective time and time again in our industries.
With visually impressive, professional, high quality collateral, you can convey a sense of credibility, ensuring that clients feel secure and comfortable when engaging with financial products and services. This cuts both ways though of course: poor presentation of your content will undermine your brand and messaging before a word has been read.
Source: Adobe
Understanding the channel through which you are delivering your content is so important. Different channels require different formats for engagement, an obvious example being that posting a word-heavy slide deck on a platform like Instagram would not be enticing for someone who is scrolling through their feed! But the reality is even more nuanced than that, and it sometimes involves testing rather than pure common sense to discover what works and what doesn’t.
Email is a great example. We see less and less engagement with long form sales content on email. So this raises an important consideration – long form content carries details and details are important for someone who is interested. But people don’t have the time and inclination to read the details first and so to get them interested requires providing them with something more engaging and more summarised.
If you are reading this article you likely to be seeking some help or inspiration. Digital marketing isn’t easy. Whether it’s argues to be art or science, one thing for sure is that it takes work.
So if you’re resource constrained then keep it simple.
If you time constrained, keep it simple.
If you have budget constraints, definitely keep it simple.
And most of all, if you have a lot to say then you really must keep it simple!
It’s that last point that is often the hardest to achieve in our industry. Just look at the long PDFs that are written on a daily basis by intelligent, academic authors. In today’s digital era you must summarise (ie simplify) in a more visual way if you want to engage the right audience to read the details. And that takes some skill.
The answer is it all depends. The likelihood is it’s a combination.
Whatever you decide, our team at WAM Digital can help you.
Drop us a line to find out how we can help take a load of time and money off your plate, and augment the execution to really maximise results.
Contact us here and let’s have a conversation.
