Four advisers share their top marketing tactics with Nicola Brittain.
Some businesspeople still consider marketing or advertising a waste of money, with cynics often citing press baron Lord Beaverbrook, who said: “I know that half my advertising budget is a waste of money, I just do not know which half.”
But even the most cynical advisers will concede that their services can only be appreciated if potential clients are made aware of them, making marketing and advertising a necessary evil.
Similarly, there will be few financial services firms that have not wondered whether a new brand would help raise a company profile, and most now engage in activities such as sending out newsletters or maintaining a social media presence.
Advisers share their best marketing secrets
But which tactics have proved most successful? Here, we ask four company directors for their top tips.
Gordon Bowden, director, Quainton Hills Financial Planning
“Establishing a niche”
The single most successful bit of marketing we did was to pick a niche area when we set up in 2008 and write to local professional connections – solicitors and accountants – to make them aware of our speciality. We marketed ourselves as specialists in pension sharing orders related to divorce cases.
We thought that companies offering these services were relatively rare and that we had more and better experience in it. Once we had written to these professional connections, we set up a series of follow-up meetings. This established our credibility. Now we work in other areas for them because we have broadened our services.
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