Success in marketing is largely a matter of looking after the details, says Sara Gilbert, founder of Strategist in Montreal.
“Financial advisors have to understand that they are a brand,” Gilbert says. “And that brand is what makes them different from the guy next door. That’s what helps them build relationships with their clients.”
Building a brand requires consistency in every aspect of your business — from the service you provide to the colours used on your website. In other words, it’s the details that create the brand.
Here are some of the details that can help you build a successful brand:
> Quality materials
Prospects will notice the quality of your marketing tools.
You must pay attention to the quality of the paper used in marketing pieces, Gilbert says, whether for a brochure, stationery or other promotional items. That is especially true if you cater to the high-net worth market.
Having high quality materials with targeted information, she says, will identify your brand and your target clientele without your having to say a word.
> Your photo
A professional photo is a relatively small detail that can make a big impact in your marketing success, Gilbert says.
A current and stylish photo can be a boon to your branding. Again, the details of the photo will make a difference.
For example, Gilbert says, it used to be fashionable to use a picture taken in a studio with a black background. But that that look is now passé. Today, most successful businesspeople use bright photos, with the person standing by a window or outside.
Your photo should be updated every two or three years.
> Professional help
Make sure your website reflects your quality brand.
Hire a professional web designer to create your website, Gilbert says. Make sure all the details of your site reflect the quality of your service to clients.
> Top-of-the-line seminars
If you hold seminars as part of your marketing strategy, focus on the details in order to make them successful.
Think of everything from the quality of the invitations you are sending out, Gilbert says, to the number of people you are inviting and the caliber of the venue you choose.
“If you use a high-end venue, people will position you in the high-end market,” Gilbert says. “If you use a low-end venue, people will position you and your business at that level.”
> Segmenting
Paying for top-notch marketing materials for all clients can be expensive, Gilbert says, so it may be worthwhile to segment your clients.
There’s no reason why you can’t have alternate brands to reflect different levels of service quality, she says, for various client groups.
For example, your top clients – your “A” and “B” clients – might receive the more costly materials, such as the top-quality stationery for hand-written notes. Meanwhile, your “C” clients would receive more basic — but still professional —communication pieces such as a standardized letter on regular paper.