Maribeth Kuzmeski, marketing guru and president of Red Zone Marketing, is someone we're always happy to call a friend. Maribeth has led her firm in consulting with some of the nation's top financial professionals and advisors. She knows her stuff. Today Maribeth shares what she identifies as the number one marketing mistake made by financial advisors - and - how to fix it.
The number one mistake in marketing is…
NOT messaging yourself and your business properly. You can set your marketing budget as high as you would like, but if your messaging fails to properly present you and your firm, it’s wasted money. Many people just assume that they need to be doing more if they want to win more business. Sometimes, it is just a matter of rewording and better defining the core of who you are and what you do as a company that makes all of the difference. Are you presenting yourself and your firm with words that attract and compel people to take action?
I hear from businesses all of the time complaining that their website isn’t working, the website bounce rate is high (people leave the home page without clicking on any other pages in the site), the phone doesn’t ring, no one comes to their events, and referrals aren’t coming in like they once did.
For solutions, we look first to the firm’s website and specifically at the messaging on the website. If a firm has not explained who they are by focusing on short, memorable and clear descriptions of what they do and the compelling benefits, the results are often lacking.
If you want to increase your marketing success, start first with re-messaging your website and then your other marketing materials. Focus on the unique benefits of your firm using succinct and powerful words that mean something to those that will be reading. If you don’t know what is unique about your firm, start there. Ask those that know you what makes you and your company unique and discover why people decide to work with you.
Being able to clearly define what makes you different and why people work with you will transform your messaging. You will find that it is much easier to get people to take the action you want when you use the right words.