Advice Line: What To Do When Your Marketing Isn't Working (Jason Sherman)
Sep 11, 2024
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Jason Sherman, a dedicated financial advisor, seeks to enhance his marketing strategy in this insightful discussion. He dives into why his current efforts aren't yielding results and explores how to refine his niche to attract the right clients. Topics include the value of clear messaging, the importance of digital marketing and networking beyond existing referrals, and strategies for engaging specific demographics like banking and aviation professionals. The conversation concludes with practical advice for building trust and nurturing client relationships to improve overall marketing effectiveness.
Defining a specific target client demographic can significantly enhance marketing effectiveness and attract more qualified leads.
Focusing marketing efforts on a single channel, such as video marketing, may lead to better engagement and conversions than spreading resources across multiple platforms.
Deep dives
Identifying Marketing Challenges
One key challenge discussed is the struggle to generate sufficient leads despite implementing various marketing strategies. Jason Sherman, who operates a wealth management firm, expressed his disappointment with the effectiveness of his marketing efforts, describing them as falling flat in attracting new clients. He currently employs a range of tactics, including blogs and videos, but has not seen significant traction from these activities. This sets the stage for a deeper exploration into where Jason's marketing funnel might be broken, and how to address these gaps.
Understanding Client Demographics
The conversation highlights the importance of clearly defining target clients. Jason's existing clientele consists mainly of banking professionals and some aviation workers, all of whom are nearing retirement. Although he tries to appeal to a broader audience of professionals, he struggles with a niche focus, which may be detrimental to his marketing efforts. The discussion emphasizes the need for Jason to specify whether he wants to cater to banking professionals or a more general retirement planning demographic.
Refining Messaging for Better Engagement
A vital insight revolves around the necessity of refining messaging to resonate more with prospective clients. The hosts emphasize that clarifying the value proposition—such as how Jason could assist clients in transforming their wealth into sustainable income for retirement—can make a significant impact. This specificity can generate greater interest and engagement compared to vague messaging aimed at a wider audience. Jason is encouraged to focus his communication to reflect the pain points and challenges faced by his ideal clients, enhancing the likelihood of connections.
Focusing Marketing Efforts
The final takeaway stresses the importance of concentrating marketing efforts on a single channel rather than spreading resources too thin across multiple platforms. The conversation suggests that Jason consider honing in on video marketing through YouTube, given its current traction, while minimizing activities like blogging and social media that are less effective for him. This focused approach allows for stronger content and better audience engagement without the overwhelm of managing multiple marketing strategies simultaneously. By establishing a streamlined approach, Jason can build credibility and trust with his audience over time, leading to more conversions.
You're investing significant time and resources into your marketing efforts, but the leads just aren’t flowing in—what’s missing?
In this LIVE “Advice Line” episode, financial advisor Jason Sherman asks us to help him figure out why his marketing isn’t working. He’s putting in massive effort but disappointed in the results. Where is his marketing funnel broken and what’s his next best step to fix it? Listen in as we refine his strategy, improve his messaging, and explain how the pieces work together to attract new clients.
Questions we answer on this episode include:
► My marketing efforts are not working, why?
► How can I refine my niche and target the right clients?
► What marketing activities should I focus on to see more traction?
If you're putting in the work but not seeing results, this episode will guide you through the steps to streamline your marketing strategy and generate more qualified leads.