Where has the marketing magic gone?

Deena Janes – Marketing specialist for the finance industry

I’d like to share a story with you from one of the presenters at The Adviser – Business Accelerator events in September. Phill Nosworthy presented a very engaging session on the lessons he learned about business from his grandmother’s fables when he was a child.

The story that stood out for me (this is a very condensed version) was the fable about a prince who heard some beautiful music in the distance and ordered his servants to find whatever it was that made that beautiful sound and bring it to him immediately.

After 3 days travel they found a man with a golden flute who was responsible for the beautiful sound. They took the flute and travelled 3 days back and presented the golden flute to the prince.

But alas, no matter how he waved it in the air, hit it on the ground he could NOT produce the music.

He decided to cut the flute up into hundreds of pieces, grind it down into ash, but still no noise.

What does this have to do with business?
What does this have to do with marketing?

I’m sure I don’t need to spell it out to you…

How many times do we go to events and realise we:
– ALREADY KNOW what we have to do
– ALREADY HAVE the tools to make our business work, AND
– HAVE AT OUR FINGER TIPS the instrument to make the music in our business

So, as business owners, what is stopping you from using the tools, the ideas, the systems and the collateral to make your business sing?

Is it:
– Time?
– Knowledge?
– Resources?
– Excuses?

For most of us, we are simply too busy running the business and writing loans that we forget to carry out the absolute basics of running a successful business by:

1. Putting everyone we know on a database
2. Connecting with every one we know on a regular basis
3. Educating our client list on WHY they need to re-engage with us (or use us for the first time)
4. Making it easy for our clients to ENGAGE with us

You all have the flute. If not then it’s time to invest in one.
When you have the flute, all you need to do is:

– Use it if you know how
– Learn how to use it if you don’t
– Give it to someone else who knows how to use it
– Or train someone else to learn how to use it

Never used YCM before?

YCM CAN and WILL help you bring out the hidden music within your business.

Your Client Matters has the marketing magic.

You just need to wave the wand.

Invest in some magic!

All it takes is a 15 minute marketing magic review session with one of our expert marketing magicians to head you back in the right direction. Call the office today on (02) 9526 9999 to talk to one of our sales consultants!

We look forward to chatting with you soon.
After all, don’t your clients deserve a little music?

Does my butt look big in these jeans?

We have all said or heard this at some stage and generally, if you have to ask this question, you already know the answer. It’s as though by continuing to ask the same question it will miraculously change, when all we are really doing is whining and not doing something about the problem.

Your marketing is very similar to the above analogy. If you ask yourself whether your marketing works or not, you already know the answer.

As YCM coaches many brokers around Australia on how to grow their business using a quality marketing and client communication plan, it is very interesting to analyse the various results among different brokers.

While most achieve amazing results, some will suggest that their ‘marketing doesn’t work’.

When we ask them what activity they have been doing to achieve different or better results – it is usually… ‘none’. Therein lies the problem.

Similarly, marketing is just like exercising.

There is a big gap between when we first decide to do something about our health/fitness/weight and when we actually start ‘doing’ something about it. It can take a few weeks or even months (and for some of us… years). But those motivated and driven enough to know they have to do something before they explode eventually get started.

Does this sound familiar?

Day 1
We set the alarm for 6am, rain is pouring down, so of course, we ignore the alarm and skip day 1.
Day 2
The horrible sound of our alarm sounds and we press that snooze button (just for an extra 5 minutes of sleep) and then we sleep through the next alarm. And there goes the hour that was
scheduled for the gym and we continue our routine as per usual.
Day 3
We repeat day 2 again because what’s another day without the gym going to do? I’ll start on Monday…

After that…

This behaviour can continue for weeks, even months, before something actually triggers us to take it seriously:
• a health scare
• too much puffing to get up a single flight of stairs
• those pants that you have been squeezing into for months have just given in (and you refuse to buy the next size up)
• or your 4 year old son says “Mummy/daddy your bottom/belly is getting big”

Then we decide to take some action.

Now of course it’s not as easy as we want it to be.

Day 1
The first time we go to the gym, we stay a little while, try out a few machines then go home. We stand on the scales and guess what? No weight loss! Surprising?
Day 2
We lift a few weights, run on the running machine for a whole 60 seconds, nearly pass out and then decide we should start by walking.
Day 3
Ouch! Every muscle in our body hurts so we decide to stay home today…
Day 4
Muscles still hurt, perhaps we should stay home again today…
Day 5
We decide that we will give it another go…

We finally get into a routine of exercise and go a few times a week.

About 4 weeks later…

We are getting fitter, but still can’t see the results around the waistline. Why?
It wouldn’t have anything to do with the extra food that we’re now eating because we are exercising would it?

Perhaps we need to take EVEN MORE action and change our diet?

We decide to outsource and invest in a personal trainer (PT).

We know this is the expensive option, but we are going to achieve results! Not only does this speed up our progress, but we now have someone holding us accountable of staying on the right path. We have to personally do the exercises, turn up each day and log everything we eat in our food diary.

Our PT will determine what type of exercise we need to achieve our desired result (after all they are the experts – what we thought would work didn’t, and what used to work doesn’t now).

AND we don’t mind spending the money as long as we get the results!

Can you see how this relates to marketing?

At first we might try a thing or two, and it doesn’t work.
We are not consistent with our efforts, yet we expect great results.
We try our own things and sometimes we get results, but once again… it’s not consistent.
While we are expert loan writers, we don’t all have the marketing expertise to get the desired results.
Sometimes we get lucky and the phone rings. But it doesn’t ring often enough.

When we finally invest in marketing, it hurts. Spending money on marketing is like pulling that first muscle. We try one or two things and if it doesn’t work we want to give up. We look for cheaper options but that doesn’t necessarily get results either (but at least we are doing something – right?)

You can’t outsource weight loss and fitness. You have to turn up!

It’s the same with your marketing investment.

Your Client Matters IS YOUR outsourced marketing team.
We are YOUR personal trainers for your business.

Yes, we can provide you with the tools, the weights, the exercises, the fast track and the maintenance program BUT you still have to turn up. And when you do – LOOK OUT!

Your new, toned, systemised business will be in top shape!
Will it happen overnight? For some – YES!

But for most, we need to do a little pre-training before the big day.

Spring into Action!

When you work with your YCM personal marketing trainer you will:
1. Do some pre-training (clean up or build your database)
2. Plan your 30, 60 and 90 day goals
3. Start your online training program
4. Book in for your personal training sessions

If you have been putting off the inevitable then there’s no time to waste. Summer is around the corner and we need to spring clean and tone up for summer. We’ve just got enough time IF you start NOW.

To see how ‘FIT’ your marketing is,
TEXT YES, I need that wake up call to 0488 833 362.

If you can’t wait to start, just call us NOW on (02) 9526 9999 before you lose your motivation.

DID YOU KNOW – that when you invest in the YCM marketing services we throw in your marketing coach and training for FREE! Now that’s great value!

Because after all…
Your RESULTS matter
Deena and YOUR YCM marketing team

Your 7 step marketing plan

Everyone knows that the beginning of a new year calls for a review of the past 12 months and planning for the future… We hope our 7 step marketing plan will help you gain a head start for the year. Good luck!

1. Set your goals

The TOP 3 things you will need to achieve your goals this year will depend on your current phase of business.

Growth phase – you will need

  1. Lead generation strategies
  2. Training for top conversion
  3. Additional resources and/or technology to manage new enquiry

Maintenance phase – you will need

  1. A professional client education and communication program
  2. A range of communication and touch points
  3. Systems to ensure low maintenance

Diversification phase – you will need

  1. Accreditation and training on your new products
  2. Strategies for cross-selling to existing clients
  3. Client education on new product and services

Retirement phase – you will need

  1. Everything in the ‘maintenance phase’ above
  2. A planned exit strategy (succession planning, systems, procedures, accountability)
  3. Marketing results analysis to improve the pending sale price or to maximise the ongoing retention of your businesss

2. Find new business

Everyone seems to be looking online for their next lead. AND spending a lot of money trying to achieve this: Google AdWords™, SEO, Facebook advertising…

We suggest you start by examining where your clients came from last year, then increase your activity in those areas that were most successful.

Most finance businesses survive on referrals from existing clients.

I always find it to be an interesting exercise when I ask this question in my workshop sessions. Over 99% of people tell me they get 80+% of their business from referrals, however when I ask them to do the calculation of how many of their client base actually refer it is ALWAYS between 2-5%.

MOST of your business comes from existing clients, however most of your client base DOES NOT REFER TO YOU…

So where is your BIGGEST lead generation opportunity THIS YEAR?
From your EXISTING client base and your business partners.

Consider the strategies you can put in place to increase your referral rates. You are actually really good at this already – so just ask more often and put some systems in place to make it easier for you.

If you have a low referral rate then you need our help. If you don’t have a large client base, then you also need our help.

3. Connect with your audience

There are many ways to stay in touch and connect with your target market. Consider a range of these mediums:

Print media

This is now the most ‘cut through’ communication medium you can invest in. Do not dismiss this old but still proven method of client education and engagement.

While everyone’s inbox is cluttered, why not stand out and pop something in a letter box directly to your clients? At least it will get opened!

Email marketing

A must for all businesses.

Explore how YOU can be different this year and cut through all the online clutter. Think about the content you need to create to gain a better readership and open rates. How good are your calls to action (CTAs)? Investigate the system you use to analyse your open rates and learn about how you can get more action from email marketing.

SMS

Everyone has a mobile permanently attached to their hand. Think about creative ways to engage your clients this year via SMS to fill your diary with a click.

YCM has a range of SMS campaigns to fill your diary fast!

Website

I am sorry to say that if your website is 4 years old or more it’s time to dump it and get a new one.

What content can you use to create downloadable factsheets for your website? Remember to request client details before they access it. Name, email address AND their mobile number.

Digital and online marketing

You will need to obtain great content and graphics (with copyright privileges), engaging CTAs AND a way to capture data from your online followers.

Plan your education to keep up to date this year with social media and technology to increase your digital footprint.

Audio

Podcasts are becoming popular amongst brokers and planners to connect with new audiences. Research how can you turn your great content into awesome podcasts.

Videos

I’m backing that videos will be another winning client communication medium that will get even bigger this year. Start thinking about how you can use videos to gain more business awareness and activity.

4. Educate your clients

We have all heard that ‘content is KING’. THINK about how YOUR CONTENT will stand out from the crowd. Why will your readers want to connect with you? What don’t they know that you can teach them? How can you help them with their finance challenges? Learn strategies to use content in ways that no one else does.

Is your content different to your other 2,000 broking friends?

5. Plan the activity required for success

Who will do the work?

YOU? If so:

  • Block out time to learn what to do and how to do it
  • Block out time to do the activities
  • Develop a plan to ensure that the marketing activity will still be actioned, delivered and followed up when you get busy…

The easiest way to lose a client is to NOT call them back!

STAFF? If so:

  • Block out time to build the processes and train them
  • Create and develop systems in case of staff turnover and illnesss
  • Make sure they are working on the day you want the marketing delivered and followed up
  • Plan your marketing around your holidays if you can

OUTSOURCE? Ask yourself:

  • Should I use a professional company that has the knowledge, experience AND understands your industry (know anyone?)
  • Do they have the knowledge, skills, resources and time to produce and deliver on your behalf?
  • Will they maintain consistency when you are busy and your staff are away?
  • Can they help and support your business when times are tough? (But you need to let them know you need help!)

6. Track and measure your results

ALWAYS measure your responses and results. Remember not all business will come from the first campaign or marketing activity.

Education and relationships take a while to nurture. A call today that may lead nowhere has a higher chance of conversion later on IF you STAY in touch on a regular basis and via many methods.

But don’t over communicate!

Put yourself in the shoes of your clients. How many times would you want to hear from your broker/planner?

7. Set up accountability structures

If you don’t have someone to hold you accountable there is greater risk that you will not achieve your goals.

Find someone who will keep you accountable to your goals this year!

Who will it be?

You? Your partner? A staff member? An industry colleague? Your coach or mentor? YCM???

The key to writing more loans – educating your clients

As business owners, it is a juggle to generate leads, process loans and think about how and when to engage with clients for future income.

In the world of finance, it is easy to assume our clients know what they need and when they need it. It is easier to believe clients will call when they need you than it is for you to pick up the phone and ask them how their circumstances are going and if they are reaching their financial goals.

If only there were more hours in the day

If you had more hours in the day, would you call your clients and say….

“Now that your kids have left home, how about we get you into that investment property you have always wanted?”

“Now that you have paid off that car loan, we can help you start your investment portfolio.”

Most loan writers feel uncomfortable about ‘chasing the loan’. BUT what if there were an easier way to bring your business forward? Well there is…

Through educating your clients

The key to writing more loans is to educate your clients, be relevant and stay top of mind. This is important for future repeat business. It is easy to lose touch with clients and lose future income. We regularly see property owners switching brokers over time when their circumstances change and they are ready to re-invest or upgrade because the broker has lost contact and they are no longer top of mind with the client.

While staying in touch may sound obvious, it is not as easy as you may think – otherwise everyone would be doing it.

We all try to educate our clients by sending newsletters or articles of interest.

With all of these things we do, how many of us stop and think about what messages and information we should send as opposed to sending something that that sounds good and is within our budget?

How many articles are simply that – articles?

  • Do your articles educate your clients sufficiently that they start to challenge their own thinking, but not too much so that they go away and make their own decisions with you?
  • Do your articles back your education with a good ‘call to action’ to get that phone ringing?
  • Do your articles encourage clients to educate themselves further, leaving them begging for more information and support in their decision making?

A really good education process is one that:

  • Encourages engagement from your client
  • Creates enough interest to enquire more
  • Generates business for you – perhaps even bringing the business forward before it was going to happen

Do you have the time and the right content?

We know as business owners it is hard enough to get the loans processed, let alone having to think about how and when to engage our clients with good education and calls to action.

While you keep doing what you are good at, let us take the worry out of your marketing and client education. If you need some help in this area, we would be delighted to have a chat with you.

If you already have someone doing your marketing for you, then you need to pose the question to yourself… Are they creating the engagement you are looking for, or are they simply sending out articles and posts?

Your Client Matters has been providing marketing and education services for the finance industry for over 13 years and we have proven results from our marketing initiatives and processes.

We go beyond posting industry announcements and press articles. Our unique content, education and training is why we are different.

If we can be of any help, we would love the opportunity to speak with you. Otherwise, good luck with your business. We hope you are achieving your desired results from your marketing activities.

If you would like to know more about educating your clients, contact your YCM marketing team on 1300 926 000 for a personal chat.

 

 

Digital disruption and the wake of marketing confusion

Here are some headlines I’ve been observing over the last few months: the scare tactics worrying brokers that if you don’t jump on board the band wagon of ‘digital marketing’ then you will be left behind.

  • ‘The mortgage broking industry will transform significantly in the next four years with the biggest driver of change being digital disruption’
  • ‘Why social media should be a part of EVERY broker’s business’
  • ‘Google backs out of mortgage industry’
  • ‘Calculators are the most searched mortgage tool’
  • ‘Mobile revolution’
  • ‘Suddenly SMS seems cheap’
  • ‘Content is king!’

But did you know that we are also seeing more printed advertising as well:

  • ‘Why print marketing Is vital for online success’
  • ‘85% of 24-35 year olds preferred the traditional printed version over the digital catalogue’

And this one last month

  • ‘How your print magazine and responsive smartphone edition can work together to grow your audience.‘

I had to laugh the other day when I saw AND ACTUALLY READ an email with this comment from one of the main digital marketing companies:

“Marketers are spoilt for choice when it comes to digital marketing channels.
Programmatic, social, mobile apps… the list goes on.
Despite all the latest and greatest, tried-and-tested tactics still have their place in any marketing strategy this year: when it comes to true audience engagement, email is still king”.

SO why did we think the comment was funny?

With all the digital marketing hype, I find it curious WHY a digital marketing company is trying to revert to ‘tried and tested tactics’ and suggest that it is still email?

Is it because with additional social media notifications and constant bombardment of automated digital media their new ‘technology’ is just annoying people so they need to scale back to good old marketing tactics? What do you think?

Do you know how many emails were sent and received last year?

The answer is 205 billion! Scary isn’t it?

Even scarier is that this figure is expected to grow by 3% annually over the next four years!

How many unread emails are sitting in your inbox right now?

Have you noticed our email inboxes are becoming unmanageable?

I have seen at least 3 webinars advertised recently about ‘How to manage your inbox’ so we are not alone in the world of email clutter.

You would also know that YCM believes the good old ‘tried and tested tactic’ is actually sending something in the POST!

Now I am not suggesting that digital media is not important to your business and marketing strategy – it certainly is, however I don’t think you should be losing sleep yet. You merely need a presence, a plan and definitely a strategy. But don’t get ripped off!

So my challenge to you as you read this is:

If you actually opened the envelope this arrived in – and you are reading it – then we have just filtered through your email inbox, your social and digital marketing notifications, in a much more powerful way than any other marketing communication ever will.

So call YCM today to cut through the clutter and really communicate with YOUR clients by using the ‘tried and tested YCM marketing program’ – that just happens to include our PRINTED Finance Matters magazine (AND your online presence) that your CLIENTS WILL ACTUALLY READ and respond to. After all…

Getting through the clutter Matters.

Just because you give them a sausage don’t expect a loan!

In the January issue of your marketing matters we introduced you to a young gun of the industry who is achieving fantastic results. His key strategy is simple – get out and meet lots of people. Using a combination of open homes, networking and sponsorship of community events he meets up to 300 new people per month!

Of course, sponsorship of community events is a popular strategy for many mortgage brokers. Tossing a few snags on a barbie and chatting to locals would SEEM to be a good way of raising your profile and generating leads within your community. My observation is that sponsorship CAN be a good brand awareness exercise – if done correctly – but it’s NOT necessarily a lead generation exercise. It can take a long time before leads AND loans start rolling in.

I have seen many brokers use this strategy only to eventually lose hope – and interest – after a lot of lost weekends and very few income opportunities.

If brand awareness is your sole aim then sponsorship can be terrific – if you have the time and money to invest in making it work. But I doubt brand awareness is the primary driver for most businesses that enter into sponsorship arrangements.

It’s great to provide the sausage sandwiches at an event because you get to meet everyone. Who doesn’t love a sausage sandwich? But it can be hard work too. You’ve been up since the crack of dawn, the BBQ is fired up, you have your signage, umbrellas and brochures to hand out and there are people lined up around the park…

But where does it go from there? Well usually… nowhere. Why? Because you didn’t give them a reason to call you.

After all, just because you give them a sausage don’t expect a loan.
You really have to do more than just feed them!

So what SHOULD you do?
Firstly, why do you WANT to pursue sponsorship? Is it simply to be an involved parent? That’s great. Enjoy! Or perhaps you want to build your profile in the community? That may also be a worthwhile exercise – but you generally need to take part regularly and promote your brand consistently.

However, if generating income is your primary aim then you need to consider the following:

  • What is your time worth? Time is money. How many loans do you need to write to make the hours and financial outlay at sponsorship events worth your while? 1 or 2 loans per month? More? If you’re happy giving up weekend time to get 1-2 loans a month you need to estimate how many leads you need each week to:
    • create the enquiry, to
    • lead to appointments, to
    • deliver those 1 or 2 loans.
  • Then – and this is often the missing link – you need to collect their details to capture every possible lead!
  • Even more importantly, you need to have a communication system in place so you can follow up every lead – with a friendly reminder of how you met to stop them from OPTING out of your ongoing communication.
    PLEASE NOTE that I said ongoing communication!

That’s right! The missing element I see in most sponsorship strategies is 1) an easy, effective and non-threatening method for collection of names and contact details and 2) a marketing strategy and established communication system for initial follow up PLUS ongoing communication for further engagement with your leads.

Your new leads may not need a loan right now but chances are they – or someone they know – will need one in the future!

So what IS the best way of collecting leads AND turning them into loans? Well that’s a whole new subject. And, I have some fantastic and original ideas!

Want to know more? Then you don’t want to miss our upcoming webinar…

Will brand awareness send me broke?

Date of webinar: Wednesday 30 March 2:00pm – 3:00pm AEDT

Most businesses are told to ‘sponsor the local footy club’, ‘attend the school fete’ or ‘have a sausage sizzle at nippers’ etc to gain more community awareness and generate leads. The problem is that this can be quite expensive to set up and attend. Then you can very well leave without any new names for your database.

Join YCM to hear about what not to do and what you can try next time you’re running a community project.

While you’re here we will also talk about ‘social networking’ and how to gain headway in the online social world.

Would you like to know more about our program?Call the office TODAY on 02 9526 9999 to speak to Linda. She will tell you HOW you can use the YCM marketing program to generate NEW leads and long term clients.

The young diamonds of the industry

YCM has been working with many new entrants to the industry over the last 2-3 years. Those we meet aren’t necessarily ‘young’ but they are ‘young’ in the world of finance. What we LOVE is that they are full of optimism, enthusiasm and open to ideas. AND they work hard. What can we ‘veterans’ of the industry learn from our new colleagues?

I’d like to introduce to you Carl Violeta from Violeta Finance.

I met Carl last month at an AlphaBroker Mentoring (mentee) PD day. Carl was recognised as the top achiever for the year so I was interested to find out what made him tick. What does he do that is different to other new entrants (AND existing brokers)? How can we all learn from this motivated and energetic young man?

Carl has been a broker for under 2 years and is nearing completion of his mentoring. He worked full time running a sales agency in the rag trade during his first 12 months – he spent that year learning about the finance business and what he needed to do to become a GREAT broker. In the second 12 months he developed his ‘sales system’ and is now enjoying the lucrative and personal benefits of being a broker.

“My career change was triggered by events in my previous business in 2013. My clients were closing their premises. It was becoming harder to service clients. I could see the business was not sustainable long term so I started looking for other business opportunities and came across mortgage broking.”

Your biggest challenge entering the finance industry?

It was really hard running another business while trying to learn and build a mortgage broking business. There was a lot of after hours’ activity and weekend commitments in my first year just to keep up.

If you had your time again, what would you do differently?

Bite the bullet and jump right into it full time. I did this in February 2015 and I wish I had done it earlier. With 100% focus on your broking business you build momentum a lot quicker and see results sooner. When you commit to full time, you can build the relationships you need to gain referrals and respond to emails and calls in a timely manner. Overall you present better as a broker and that’s important.

What stopped you from doing this sooner?

Cash flow. I had to make sacrifices when I decided to go full time. I didn’t have an established pipeline or any referral partners and I really didn’t know the finance industry that well so I was very apprehensive. When I decided to just do it, from then it was full steam ahead.

So what did you do differently?

February was good timing for me – it all fell into place. I joined a 28 day challenge with my mentee group to meet one new person every day. It was really hard but through that challenge I met an accountant with a shop front. She asked me to move in to her office so I left my home office and did so. I did lots of networking and met many people including real estate agents (now some of my biggest referrers), solicitors and conveyancers. I worked hard, got my name out there and went to many open houses on weekends. I usually get 1-2 good leads on a Saturday.

Carl, most brokers tell me you can’t work with real estate agents. What would you like to say to them?

For me, success came from targeting smaller boutique agents. They were similar in age and attitude to me in regards to customer service and helping people. Other agents just selling product would end up stuffing me around and wanting me to work onsite and get leads FOR THEM. I’m into adding value to the client – not just selling them something.

Having a record month in November, what was the real key to your success last year?

It was 2 main things really:

    1. Just getting out and meeting people. Get out of the office was my mantra. You don’t meet people sitting at your desk waiting for the phone to ring. I’ve participated in a few community events, sponsored a local dance school open day and handed out lots of balloons (with my business name on it) to many kids. I’m a big fan of charity.

 

  1. Consistency and discipline. I consistently attended open homes, meeting 50-100 people every Saturday. These people were all future prospects for home loans. Some already had pre-approvals or were using other brokers but many still didn’t know how much they could borrow or even the process of borrowing money.

The Melbourne market kicked into gear after winter with more buyers in the market. I also attended auctions and was disciplined in my commitment to meet new people every day – I consistently meet at least 300 new people per month. I’m not only getting leads for now but also for the future. There are many facets to being a broker but you can’t write business without meeting new people. I love talking to and helping people. If you can do that, the sales will automatically follow.

Any final tips for our readers?

Outsource what you’re not good at.
(YCM likes that one!)

Get some affiliate partners to help you with referrals.

Focus! Get out of the office.

What an outstanding example of what it takes to succeed as a broker. I think there is a lot for ALL of us to learn from your story. Thank you for sharing Carl. Congratulations! We look forward to seeing your name up there in the industry awards.

Shine bright like a diamond and let’s ‘get engaged’ this year

Upon entering a jewellery store to find the perfect diamond for your special someone you see a cabinet full of beautiful sparkling diamonds. They all appear to have what you are looking for but they have different pricing. The sales person greets you and starts to talk to you about a few that have caught your eye. They explain the 4Cs:

  1. cut
  2. colour
  3. clarity
  4. carat

That’s when you realise that not all diamonds are created equal.

It is an overwhelming decision. You are investing your hard earned cash in this diamond.

How will you know:

  • your diamond will be accepted and loved by your special someone?
  • the quality is as it is sold to you?
  • if there are any imperfections?
  • whether the size of the diamond matters, or if the quality is more important?

Why are we talking about diamonds you may ask?

Well, choosing the right diamond is very much like choosing the right marketing program for your company.

These days there are many options and at face value many seem to be the same. But upon closer inspection there are BIG differences. HUGE!

So how do you know what program is the right one for you? And more importantly the best one for YOUR clients, YOUR business and the engagement YOU are wanting from your clients?

Let’s explore the 4Cs of marketing

1) Commitment

Firstly, are you committed to making a change in 2016? This may mean stepping outside your comfort zone and trying something different. After all, the finance industry is very different than it was a few years ago and so are your marketing options. But you can’t just swap and change all the time – this brings inconsistency. You need to research thoroughly then make a commitment to your goals, objectives and the decisions you have made based on your research. Just like a partnership…

2) Consistency

Are your marketing communications being sent consistently to your clients or are they sporadic? Do you have a consistent look and feel, message, style, follow up and engagement – or is it a little hit and miss? Are you allowing time on a consistent and regular basis to develop and implement your marketing plan or are you hoping it will just send itself out and the phone will ring? Is your marketing consistent regardless of whether you change aggregators or businesses?

3) Content

Does the content in your communication give your clients a reason to call you? Does it trigger a response with your readers to take action and call you? Does it give them something different to think about? Is it content that can’t be found on the internet and different to most of your competitors? Is it relevant to a range of demographics and not simply the basics of finance?

4) CLIENTS on YOUR CRM

Past, present and future. They must all be contacted. Last year you may have helped them review their mortgage but this year you may need to talk about other life events that could happen and prepare for them in advance. Do they have kids leaving day care and going into primary school? Do you have clients heading back into the workforce full time? How many of your clients will be paying off their car loan and could now invest?

These are only a few opportunities to discuss with clients on how they can invest the additional savings they will now have because of their changing circumstances!

If your current marketing program doesn’t include the 4Cs of marketing then perhaps it is time to review and make 2016 YOUR year!

Call the diamond marketing specialists for the finance industry – Your Client Matters – to gain perfect clarity on WHY the YCM marketing program will provide you with consistency, content and client engagement, then commit to a quality communication program for your someone special (your clients) this year!

Let’s get engaged!

Engage with YCM so your clients can engage with you, and we can all live financially happily ever after.

The hidden marketing secret – PS: SMS

QUICK QUIZ:

What is the one thing everyone has at least one of, that we would never be caught out without, that’s permanently attached to our body, that’s the first thing we look at in the morning and the last thing we look at each night (we even take it to bed with us) AND we can’t live without?

Yes – it’s our SMART PHONE

NEXT QUIZ:

What do you always check as soon as you know its there?

   Your email?
   Your letter box?
   Your social media feeds?
   Your text messages?

Correct – your text messages!

Most of us do some form of marketing. Whether it be direct mail, email or social media. All of these have different results.

One of the most powerful marketing tools we have sits in our pockets or handbags all day every day and it is the most underutilised method of marketing.

Here are some SMS tips for you this month to increase action and engagement from your clients!

Send an SMS:

DAILY
1.    to all new contacts you meet to save your contact card so they have your number at all times
2.    to your client on their birthday (there are services that will do this for you)
3.    to remind clients of your appointment the day before or morning of
4.    to thank them, nice to meet you, looking forward to working with them
5.    when you can’t call them but need to let them know of an update urgently

MONTHLY
6.    to collect email addresses (it’s cheaper and faster than calling them or paying someone else to call them for you) YCM has strategies for this – please call us and ask for them.
7.    to ask them for new email addresses when their email bounces
8.    to all past clients so they have your number handy in case they have any questions or want to call you
9.     when you’ve sent them an important email that you want them to read
10.    with a tiny URL to register for your next event (Please click here https://tinyurl.com/nu543k4 to join us for our next webinar on ‘Maximising SMS marketing with your clients’)

QUARTERLY
11.    early in the week before your quarterly magazine is going out – look out in your letter box this week!!! Or – Your magazine

[will be in the post/was sent in the post] this week. Call me if it didn’t arrive.
12.   To remind your clients to ENTER YOUR COMPETITION. (Use one of the referral code snippets we provide you to track results.)

AND OUR BEST AND NEWEST BIGGEST SECRET
13.   But you’ll have to watch our webinar to find out. Aw shucks!

Click here to register for our next webinar.

Click the secret password to book a private chat with Linda at YCM about our hidden range of marketing tips and resources. These are provided as part of the YCM marketing program.
THE PASSWORD FOR PREFERENTIAL ACCESS TO LINDA’S DIARY IS… PS: SMS.
Or you can call Linda on 02 9526 9999


Webinar overview

We all have a SMART phone so it’s NOW time to BE SMART with it!

Join YCM to learn how brokers and other business owners are using SMS marketing to gain attention, increase engagement and ensure better results from their clients.

A nice short one this month, so be sure not to miss it! We have a ‘super duper’ new SMS idea to create more engagement from your clients. Not to be missed! Results will happen when you use these strategies.

Limited places so register now.

Wednesday 25 November 2pm AEDT