There is a new term that has been circulating around marketing communities during the past few months. The word “tribe” has emerged from the ether of the virtual world to take centre stage in online exposure methodologies. Still, it seems a bit out of place in such a technologically advanced age. What exactly are these “tribes” and why can they be so very important in helping to enjoy a stellar rise in your current marketing strategies?
Before we continue, let’s do away with the nomenclature here. A “tribe” is simply another word for those who share the same interests and desires (much like in the real world). So, this tribe is simply another way of describing your buyer persona; who you are trying to reach. Now that we have taken this first step, it is important to understand why this concept is so critical. How can knowing your tribe vastly increase your online performance?
Falling Upon Deaf Ears?
The most dangerous risk of any marketing campaign is addressing the incorrect target audience. In the financial sector, this is even more important. After all, what good wold it do if your business specialised in IRA plans when your audience happened to be those interested in commodities trading? The end result would be a great deal of wasted time and energy. So, knowing your audience is essential in successfully marketing your services.
Word of Mouth
If one member in a tribe happens across a rive whose bed is lined with gold nuggets, how much time will pass before others join in the hunt for wealth? The same goes true for your online community. Word of mouth is critical within any social media platform. When you are able to target the correct audience, they have the tendency to “like” certain pages and you will thereafter begin to accrue additional followers. This snowball effect has already proven invaluable to countless marketing campaigns around the world. While the term “viral” is mainly attributed to catchy videos, there is no reason that it cannot be used in this perspective as well.
A Numbers Game
Frequenting a Facebook page with only a handful of members is akin to visiting a website which has not been updated for over a year. Size matters. The most attractive pages are those which boast a large number of active members. Also, never forget that these visitors are much more likely to contribute to the page if they have an audience to speak to. Knowing your tribe will enable you to enhance your following. On a final note, it is always worthwhile mentioning that a greater number of followers will also enable you to rank higher within a search engine.
So, we have hopefully taken a bit of mystery out of the concept of Facebook “tribes”. Whether you refer to these groups are followers, a buyer persona or simply as fans, the idea remains the same. Identifying with your tribe will have a direct impact upon the success you can expect to enjoy.
There is a growing trend for financial firms to utilise YouTube to interact and inform their clients. Of course, this is also a great way to help increase your rankings while providing a rather “hands-on” feel to the service that you are offering. With such interpersonal attention, this portal is a great way to address the questions that your clients (or potential clients) may have. Still, it can be a bit confusing to understand how you can make the best use of this massive site. Let’s take a look at a few sure-fire methods to increase your exposure (and potential returns) in one week.
Questions and Answers
You are most likely aware that there are certain questions which always seem to pop up during a financial consultation. These could revolve around corporate tax, establishing a partnership or when it is better to choose a Ltd business over a PLC. It is an excellent practice to answer these questions in a proactive manner. This accomplishes two important roles. First, you can save a great deal of time in weeding out those individuals who may not be in need of your discrete services. Secondly, viewers will be able to know that you care about their needs. Such a practice is invaluable when compared to a standard “FAQ” section within your website.
Calls to Action
Your YouTube page should always link back to your main page. However, not everyone may make the connection and is a dangerous to assume that one will be proactive enough to search out your businesses after watching a video or two. Some will very literally need to be led by the hand. At the bottom of your video, it is always prudent to add in a few pieces of key information. These include a hyperlink to your website and any other relevant media pages. Also, textual add-ons can be placed within the video itself. However, make it a point to ONLY place one at the beginning of the video and at the end. Those which are placed in the middle can be annoying and they will undoubtedly detract from the message that you are trying to convey.
Humour and Wit
How many people are willing to sit through a dull and boring video in regards to finance? It is a proven fact that videos which are unique and quirky tend to get higher hit rates. Thereafter, a portion of these hits will translate back to inbound traffic to your website. So, never be afraid to think outside of the box and be a bit daring. This will place the viewer at ease, add a bit of personality to your business and even allow for higher rates of attention. The longer you are able to capture the attention of your audience, the more likely it is that your exposure will increase.
While YouTube is a valuable online marketing tool, it is only as potent as the approach that you take. These are a few easy-to-follow steps that can enable you to take full advantage of one of the largest media portals in the world.
If you regularly browse the Internet, you have likely heard of a site called Pinterest. This is a quirky graphical portal which allows users to post photographs and images that are of “interest “ (no pun intended) to their selective audience. Although this site has only been around for a handful of years, its importance is becoming apparent. Still, it has taken financial enterprises a considerable amount of time to appreciate the value that this platform offers. Unfortunately, many still believe that Pinterest is only meant for those looking to post photos from their latest holidays or a night out on the town. How can Pinterest be used to gain you more clients and increase your exposure?
Keeping it Simple
First of all, it is no secret that the world of finance can be quite challenging. Whether referring to a tax adviser or a Forex trader, terms and concepts are difficult to understand for all but the most experienced. This is actually a detriment to the trade. A client may not be aware that he or she needs help. Some are even discouraged by the ways in which some rather “dry” sites are laid out. Others simply become bored quickly and are unlikely to take the next step and request information or a consultation. This is where Pinterest can help.
Infographics are excellent ways to illustrate a complicated concept in a step-by-step process (another example of this to consider is the website known as SlideShare). Much like the flow charts that we became familiar with at university, Pinterest will enable you to offer a clear summary of your services. By incorporating pictures as opposed to text, it is more likely that your clients will understand what it is that you are trying to provide for them. It is a known marketing fact that a greater amount of clear information will increase the chances that a prospect will request further advice. So, the advantages from a simple engagement standpoint are clear.
Another Feather in Your Cap
We also need to look at the value of Pinterest from a larger point of view. Never forget that your rankings are affected by the number of different social platforms that you use. If you think of your website as the hub of a wheel, Pinterest can be a powerful spoke. Google algorithms love sites that use multiple media platforms as opposed to a static website alone. So, your rankings will likely increase from registering for an account. As this site is absolutely free to join, you need not worry about any financial overhead. In fact, many are now beginning to feel that Pinterest may very well be the most trending graphical website in 2014 and beyond. There is simply no excuse not to take advantage of this highly lucrative medium.
As this is a rather new revelation to many, you have the chance to get ahead of the proverbial curve before the larger conglomerates realise the power that this site has. Recognising this fact is another way to help ensure continued forward momentum in the malleable world of finance.
Some have the concept that the financial sector is rather fixed in form and function. Of course, this perception is partially true; it is likely that the same formula employed for VAT which we use today will still be valid tomorrow. In this manner, there are many who extrapolate this idea to their marketing campaigns. In other words, they believe that static represents predictability and security. To put is quite simply, this is not the case. There is more competition than even before in this sector. Perhaps even more importantly, the chances for success have never been greater thanks to the all-encompassing scope of the Internet. It is therefore important to enact a robust and sustainable marketing campaign. So, what are some of the basics to keep in mind?
Appearing as a King as Opposed to a Serf
In the world of online exposure, success is all about rankings. Think for a moment. Let’s assume that you are looking for a care hire service near London. How many pages will you scroll through before you click on the relevant website? If you are like the majority of individuals, you will likely look no further than the second search engine results page. So, it becomes clear that to be a king in finance, you need to fall within the first two dozen or so results.
Taking the Plunge into Social Media
While a robust ranking is all well and good, remember that organic interaction is critical to maintain a solid customer base. So, you need to actively engage with your clients (existing and prospective). Thanks to the presence of social media circles, this has never been easier. In fact, there is no excuse why you should not use these platforms on a regular basis. If you find that the time is a concern, there is nothing wrong with delegating this task to an associate. Not only will you be able to keep your customers up to date, but you will also be able to see how your competitors are performing; a key in making the right changes at the right times.
Your Buyer Persona
We need to make no mistake about this point. While you may be marketing an intangible service, it is still a viable product. So, who are your buyers? What is their average age, income level, location, profession and even gender? Without understanding these metrics, you are better off blindfolding yourself and picking up a bow and arrow in hopes that chance alone will enable you to score a bull’s eye. As your demographic pool is likely to be very specific, the more you know about their interests and needs will enable you to approach then in the correct manner.
These are three key areas that you must address. Whether you are a managing partner of a multinational firm or you have just gone into business, the rules are still the same. Preparation and foresight now will lead to magnificent results in the very near future!