In one of my earlier posts, “How to Identify the Best Niche Market for Your Financial Planning Business,” I explained how to use niche marketing to attract new clients and offered five questions to help you decide what the niche market for your financial planning firm might be. (If you haven’t read it, check it out here!)
So, once you have your niche market, what comes next? In this follow-up post, I’ll explain how to develop a marketing strategy around your specific niche.
First, forget everything you think you know about marketing. It doesn’t have to be hard. It doesn’t require weeks of brainstorming, months of analysis and years of consistent implementation. To succeed, you don’t need to have Don Draper’s way with words and the cash reserves of Warren Buffett. All you need is to do is follow a step-by-step, “set it and forget it” marketing system, which can be implemented in one week.
The first step to this marketing strategy is to choose your niche market. Let’s say you’ve asked yourself the questions laid out in my post on niche marketing and you determined that your niche market is married couples in their 50s (those who aren’t quite retirement age but are definitely preparing themselves for retirement).
How should you market to them? Follow these steps:
Create a Free Offer
A great way to get the attention of your niche market is to give them information they want in the form of a free report. It is the first step in the client attraction process.
When choosing an attention-grabbing subject for your report, consider: What’s the biggest area of pain for your target audience? What are they most afraid of? What are they most curious about knowing?
For your niche market of married couples in their 50s, your free report might be “10 Steps You Should Be Taking Now to Prepare for Retirement” or “20 Easy Ways to Boost Your Retirement Savings.”
Create a Website for Your Free Offer
Now, you need a page on your website where prospects can get your free report. I recommend you include a few key elements on your website:
- A catchy headline. An example might be, “How to Get Ready for Retirement by Saving A Lot More.” Be sure to keep the tone conversational.
- Bullet points to capture the reader’s curiosity and convey benefits.
- An opt-in box for gathering email addresses.
- A thank-you page.
Develop a Series of Drip-Marketing Messages
Your drip-marketing messages will build trust and credibility and play a significant role in getting you more new clients. You can send out messages based on the number of days that have elapsed since a person initially signed up for your free report by using an autoresponder system.
When creating your messages, be sure to write to one person even though your email may be going to dozens, hundreds or thousands of people. Picture someone in your niche market—maybe a current client you really enjoy working with—and speak to them when writing. Be friendly. Be personable. Be encouraging.
Get Traffic to Your Website
One of the fastest ways to attract new qualified prospects is by using “pay-per-click” (PPC) advertising. It is inexpensive and is probably the best way to get immediate traffic.
You can advertise on search engines like Google and Bing or social media sites like Facebook and LinkedIn. Here’s a great example of a PPC ad:
Retirement Saving Secrets
Save More for Retirement
Free Report Shows How. Click Now.
A marketing campaign doesn’t have to take months to plan and implement or cost tons of money. With a few steps, you can gain visibility in your niche market, educate people about the financial planning services you offer, and have clients in your niche market call you about how you can help them. Go get started!