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Some of the key issues facing the financial and professional service sectors

PPC advertising can target prospective clients who are sincerely interested in what you have to offer

Generating new business opportunities in a competitive marketplace

Managing client expectations, staying in touch and providing emotional engagement

the choice of financial professionals JULY 2019

POWERFUL BUSINESS GENERATION

WHY CONTENT MARKETING IS STILL KING TO YOUR CLIENTS

‘YOU ARE ONLY AS GOOD AS YOUR LEAD GENERATION DATA’

CONTENT MARKETING n DIGITAL MARKETING n SOCIAL MEDIA n SEO n BLOGGING n BRANDING

Goldmine Media LimitedBasepoint Innovation Centre, 110 Butterfield, Great Marlings, Luton, Bedfordshire LU2 8DLTel: 0845 686 0055 Email: findoutmore@goldminemedia.co.uk Web: www.goldminemedia.co.uk marketing academy insight

STAYING RELEVANT TO YOUR CLIENTS WITH FINANCIAL TECHNOLOGY

POWERFUL BUSINESS GENERATIONPPC advertising can target prospective clients who are sincerely interested in what you have to offer

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Abigail Spencer Digital Marketing SpecialistGoldmine Media

PAY-PER-CLICK (PPC)

PAY-PER-CLICK

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Paid advertising, also called ‘Pay-Per-Click’ (PPC) and ‘search engine marketing’ (SEM), if set up and managed correctly can be an extremely powerful dynamic for enhanced lead generation for

financial and professional advisers.

Lead generation and brand building activityIf you’re new to the world of paid search, it can be overwhelming. PPC marketing is complex. It’s easy to blow through your budget and have nothing to show for it if you don’t know what you’re doing. However, PPC marketing as a lead generation and brand building activity is both high-impact and results-oriented. When combined with a strategic methodology and dedicated management, your PPC activities should deliver a strong ROI.

The Financial Conduct Authority (FCA) recognises that this is a powerful channel of communication and business generation which can be of significant value to firms, and they do not want to prevent its use. But as with other marketing channels, they must give prospective clients the right information and meet the FCA’s requirements to be fair, clear and not misleading to ensure they get the right level of protection.

Determine how often your advert is shownPPC advertising makes sense for financial and professional services businesses of all sizes, regardless of whether they have small or large budgets. Once the account is set up, you only pay the amount you are willing to pay every time someone clicks on your link, and Google – or whatever PPC platform you’re using – will determine how often your advert is shown depending upon the amount of your bid.

5 reasons why financial and professional advisers should use Pay-Per-Click (PPC)4 You set the maximum budget for your adverts4 You can compete even if your search engine

rankings aren’t high

4 You can test different adverts to see what works best

4 You can gain more brand recognition for your business

4 You can launch a PPC advertising campaign in no time

PPC advertising gives you such incredible controlIf you bid higher than your competitors, your advert will be displayed more frequently and in better positions, but this depends on multiple factors, including our click-through rate (CTR) and the relevance of each keyword to its ad group, the landing page quality and relevance. And the relevance of your ad text and your historical AdWords account performance.

Best of all, you can change your adverts or your budget at any time so it constantly fits the rest of your marketing strategy. Plus, every time an advert is created, Goldmine Media will automatically track statistics about it, including how many people click, how much you’re charged, and more. That’s incredibly helpful for determining which PPC adverts are successful and which ones need some work.

No other type of advertising offers you so much nor gives you such incredible control. It’s fast and drives immediate results. The best part is that the people who are clicking on your adverts are people who are sincerely interested in what you have to offer. n

Are you looking to drive more qualified visitors to your website who are further down the buyer funnel and more likely to convert? Paid search advertising can help you do that! For more information about how Goldmine Media can help your business, talk to a member of our Business Development Team on 0845 686 0055, or email: findoutmore@goldminemedia.co.uk.

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PAY-PER-CLICK

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‘YOU ARE ONLY AS GOOD AS YOUR LEAD

GENERATION DATA’

Generating new business opportunities in a competitive marketplace

LEAD GENERATION

Oliver Taylor Head of Sales & Marketing Goldmine Media

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A s the saying goes, ‘You are only as good as your data’. When it comes to lead generation, this is totally correct. Generating new leads consistently is the

decisive factor influencing the potential number of sales in the pipeline, and this is a key factor for many financial and professional service advisers that are looking to generate new business opportunities in a competitive marketplace.

Place your business where your prospective audience is lookingLead generation strategies come in all different shapes and sizes, through various creative and logical channels. Ultimately, it is intelligent business positioning. At Goldmine Media, we keep it simple. Our goal is to place your business where your prospective audience is looking to ensure you achieve the best return on your investment outlay.

Adopting the most effective lead generation strategy can be a frustrating and demanding task. It is a long process to perfect, but with the appropriate techniques and tools, you can achieve the volume and quality of leads required to improve your sales results, meet your targets and grow as a business.

Distinguish which is the optimum route for your business to takeWith so many possible lead creation avenues available for you to experiment with, it is important to distinguish which is the optimum route for your business to take. A recent survey[1] identified

that new client acquisition is one of the biggest challenges facing many financial professionals, with 52% of financial advisers saying that finding new clients was the biggest obstacle they currently faced.

Focus areasWhen the advisers were asked what their focus areas were for the next year, the three main areas they wanted to achieve were:

4 62% want to grow client numbers4 57% plan to increase assets under

management4 33% want to focus on managing

their existing client portfolios

The obvious question is, ‘How can the 62% of financial advisers that want to focus on growing their client base numbers achieve this if they are struggling to find new clients?’ The answer is to take an inbound marketing approach that involves the use of digital channels to bring business directly to you through online presence, visibility and website access.

Once you have created the ideal client’s persona profile, the specialist team of marketers and creatives at Goldmine Media will help you target and build a framework of each prospect’s journey right through your acquisition funnel.

Finding and converting new clientsInterestingly, the findings from the survey showed that the majority of financial advisers are getting enough enquiries,

but they are not able to convert enough of them into actual clients. 71% felt that the number of client enquiries they received was on target. However, nearly 60% of advisers felt they had converted less than their target clients.

The main issues and biggest barriers to converting new clients were:4 48% had trouble getting in contact

with prospects4 62% of prospects ultimately decided

they didn’t require advice4 29% of prospects were not ready to

proceed with advice

Outbound lead generation is still relevant, even with the developments of digital marketing. Because sometimes, nothing can beat the manual and direct approach of identifying someone you believe is an ideal prospective client and going out to them to make things happen. But there can be a drawback in relation to the time and expenditure of outbound marketing. n

Source data:[1] Research carried out by Lead Tech

April 2019

For more information about the services Goldmine Media offer that will enable your business to attract prospective clients so that you can put them through a logical sales funnel approach or discuss any other services, contact a member of our Business Development Team on 0845 686 0055, or email: findoutmore@goldminemedia.co.uk.

LEAD GENERATION

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STAYING RELEVANT TO YOUR CLIENTS WITH FINANCIAL TECHNOLOGYSome of the key issues facing the financial and professional service sectors

K eeping up with new financial technology, staying relevant to the next generation of investors and finding ways to integrate artificial intelligence into investment decision-making and into the client service process

are some of the key issues facing the financial and professional service sectors today.

Deliver an exceptional digital experienceThere is no doubt that firms and their advisers are now at a turning point and have a great opportunity to reinvent themselves in order to both deliver an exceptional digital experience for the digital natives, as well as to define a new generation of high touch services as clients investment and service needs rapidly evolve.

Findings from a Thomson Reuters report, Digitalisation of Wealth Management 2018, reveal that 68% say learning about and keeping up with new financial technology is the top challenge they face, while 69% are concerned about staying relevant to a younger generation of investors, and 41% say advanced analytics and cognitive technologies will have the greatest impact over the next three years.

Providing advice, client objectives and risk toleranceOnly 27% currently have and are happy with their mobile platform, even though they believe this is the digital capability that clients value most, while 65% spend most of their time on client acquisition and on boarding, followed closely by providing advice, client objectives and risk tolerance. Many believe financial technology can help them become more efficient with each of these tasks.

The report further notes that the role of financial and professional service advisers could change dramatically in the next few years. Not only will many clients expect better tools of engagement, but advisers will likely be serving even more clients and for lower fees. Communication tools for the next generation and augmented decision-making capabilities for advisers and their clients are clearly on the horizon. n

For more information about our services, or to discuss your client communication or marketing enquiries, contact a member of our Business Development Team on 0845 686 0055, or email: findoutmore@goldminemedia.co.uk.

TECHNOLOGY

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TECHNOLOGY

George DaviesSenior Business Development Executive Goldmine Media

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CONTENT MARKETING

WHY CONTENT MARKETING IS STILL KING TO YOUR CLIENTSManaging client expectations, staying in touch and providing emotional engagement

For more information about our content marketing, social media or any other services that Goldmine Media provide, or how they can integrate with any campaign objective you may wish to discuss, contact a member of our Business Development Team on 0845 686 0055, or email: findoutmore@goldminemedia.co.uk.

Andrew TaylorChief Executive OfficerGoldmine Media

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CONTENT MARKETING

C ontent marketing is still king to your clients in today’s rapidly changing financial and professional service sectors, in addition to

juggling and complying with regulation such as MiFID II and GDPR, and advising clients amid challenging market and geopolitical conditions, it’s even more important that you keep totally focused on each client. Managing client expectations, staying in touch with them and providing emotional engagement go hand in hand with all of the other challenges you may be facing.

Become more disruptive to your competitorsTo put it simply, all financial professionals need to continually communicate to their clients so that they understand the value being provided to them, and why they should continue to pay ongoing fees. Those who are able to successfully manage their clients’ expectations will ultimately improve retention, and their bottom lines, and become more disruptive to their competitors.

According to the findings of a Thomson Reuters report, Digitalisation of Wealth Management 2018, keeping up with new technology, staying relevant to the next generation of investors and finding ways to integrate artificial intelligence into investment decision-making and into the client service process are some of the key issues facing the wealth management industry today.

Greatest impact on the wealth management industryThe report reveals that 68% say learning about and keeping up with new technology is the top challenge they face, while 69% are concerned about staying relevant to a younger generation of investors, and 41% say advanced analytics and cognitive technologies will have the greatest impact on the wealth management industry over the next three years.

At Goldmine Media, our mantra has always been that financial professionals should provide a constant flow of client communication, which is necessary in order to maintain a solid relationship with them. The logical solution is to utilise content marketing which has become a standard part of most engagement across most other service sectors. This is proven by the fact that over 53% of all businesses within the service sectors are utilising this channel today in some way or another.

Attract, maintain, nurture and convertFor businesses looking to not only reach out to clients but to do so with value and increased engagement, content marketing is a highly effective, long-standing solution. With the right channels and platforms and a clear understanding of your target client persona, it is a valuable tool for any financial or professional services firm, regardless of the size. Through aligning your content with your prospective and existing client base, you can attract, maintain, nurture and convert those that are most likely to want to employ your services and expertise.

The use of content marketing provides financial or professional services firms with the opportunity to capture each stage of the marketing funnel. Every user, whether they’re in the awareness stage, the consideration stage or the final conversion stage, can be reached using different types of content and then engaged and encouraged through to the final purchase or action. At Goldmine Media, our team can help you identify what content is best for each stage.

The power behind content marketing is clear, and we believe it should sit at the core of any offline or online client communication or engagement process. Content marketing offers financial professionals the opportunity to increase their visibility, build brand awareness, and drive sales and traffic. n

Guides – client-facing marketing guides are perfect for generating further repeat-business opportunities and lead generation. Whether uploading each guide to your website, emailing a copy or using in conjunction with social media marketing activities, besides creating an opportunity to inform and touch a client, you’re also achieving greater brand and name recognition.

Factsheets – ideal for client engagement, retention and for generating new business opportunities and referrals. Uploading digital efactsheets to your website news, knowledge or resource area adds another layer of communication and can be used to email to both existing and new prospective clients, and for social media marketing activities.

Video – video marketing is undoubtedly growing in popularity, with YouTube firmly establishing itself as a very influential social media website. Currently, video marketing makes up approximately 80% of all online traffic and will continue to grow, making it perfect for social media integration and to capture the next generation of younger investors such as Millennials and the iGeneration.

Images/Infographics – with readers typically paying closer attention to visual content (even text on top of images) compared to standard text on a page, images and infographics have quickly become a leading content form and should be used as part of both traditional and digital marketing activities.

Long-Form Content – prospective clients want as much information as they can get about a particular product or service they are looking for, such as a particular type of investment. Increasingly, content of 2,000 words or more that offers valuable, in-depth information is more likely to have greater client engagement success and lead to any enquiry.

Podcasts – podcasts are an often overlooked content form that is still highly popular today. Over 44% of the population have listened to a podcast at least once, meaning you have the potential to reach a significant number of prospective new clients with a simple recording.

IS YOURWEBSITE FAILING YOUR BUSINESS?

BOOK A FREE NO OBLIGATION WEBSITE AUDIT TODAY, AND WE’LL

IDENTIFY THE MAIN PROBLEMS

Arrange your FREE, no obligation website audit today

WE’LL GIVE YOU ANSWERS TO THESE QUESTIONS:

n Is your website search engine friendly?n Is your website too busy and cluttered?n Is your website navigation unclear and difficult to use?n Is your website mobile friendly?n Is your website design putting prospective clients off?n Is the load time of each page too slow?n Is your website showcasing your social profile?n Is your website just too vague?n Is your website displaying low-quality content?

IMPACTING ON THE SUCCESS OF YOUR WEBSITE

All of these points will have a considerable impact on the success of your website and business, whether you want to generate leads, new business opportunities or use as part of your client service proposition to further enhance client loyalty.

To find out the health and effectiveness of your website, please contact a member of our Business Development Team on 0845 6860055 or email findoutmore@goldminemedia.co.uk

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