Custom newsletters are one of the most popular (and affordable) marketing options that companies and independent financial advisors can use to expand their client pool. What is so special about this marketing strategy? How exactly do custom newsletters help to convert subscribers into paying clients?
Build Meaningful Relationships
When it comes to marketing there are a couple of essential considerations that a financial advisor must look at. One of those is understanding where your efforts lie in your sales and marketing funnel.
Some of your marketing efforts look to help those all-important conversions at the sales point of your funnel, but many of your efforts will fall earlier and be critical to your customer journey and the relationships you develop with potential clients.
Relationship building is a key element of securing new clients, particularly in industries as personal as financial advice. Building that trust and proving your expertise is absolutely essential.
A custom newsletter allows you to subtly build those relationships over a longer period of time. They are personal and act as a great ambassador for your brand when properly executed. This puts newsletters at the core of your marketing in the early stages of a customer journey.
A Personal Experience In Less Time
One of the elements key to getting these relationships right is personalisation. Building a mailing list and developing a professional newsletter will give you all of the tools you need to ensure a personalised and positive experience (without needing the time it takes for individual personalisation).
A recipient is much more likely to open an email that is both catchy and personalised. When you’re greeted by name, you know that you have, at some point, been in contact with the company. It also ensures that what is on offer is tailored to your interests and previous enquiries.
Regular and Professional Contact
Financial services is an excellent industry to trial a newsletter because it adds so much value. The role of a financial advisor is to help clients get their assets in order and get the most value out of these assets. When an email like this arrives in your inbox, opening it is a no-brainer!
Being able to reward that open with valuable and professional information is a great way to get off on the right foot, and helps you to minimise ‘unsubscribes’ and ensure that your branding and messaging are memorable and remain at the forefront of your client’s mind.
At One Blue Window, we create custom newsletters for financial advisors. What we see is the huge difference that a professionally crafted newsletter can have and how these clicks and engagements can bring in more business and help develop the trust needed for a successful partnership.
Targeted and Purposeful Marketing
Well-made custom newsletters will have a purpose and a thoughtful call to action. What are your clients interested in, and what do you want them to do about it?
The format of a newsletter means that you can not only personalise things like names and subject lines, but also the content within the newsletter. You can appeal to the interests and problems of different segments of your audience and improve the likelihood of interest.
You also know that offers and information are going to be up-to-date and this can save you time when it comes to enquiries and managing client expectations.
Stay Present In Your Potential Customers’ Inboxes
How do you make sure that your potential customers think of you first when they next need financial advice? The answer to the question isn’t actually too complicated – show up more than your competitors and with a better offering.
Professionally written custom newsletters will put you in front of your audience and offer them tremendous value. There is a balance to be achieved between being present and being persistent though and this is why many businesses decide to outsource this task as such a valuable part of the marketing puzzle.
