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    Financial adviser marketing bundle   user guide singles Financial adviser marketing bundle user guide singles Document Transcript

    • User Guide Financial Adviser Marketing Bundle
    • 02 Everything you need to thrive in a downturnIndependent studies show the businesses that innovate and maintain their marketing investment are the ones that survive the tough times and thrive afterwards.
    • There will be a number of reasons why you have decided to use the different marketing elements of your Financial Adviser Marketing Bundle. Whatever the primary reasons, the underlying objectives are likely to be the improvement of client communication, raising brand awareness, improving marketing efficiency, enhancing client retention and increasing sales. Marketing is not an expense. It is an investment, the engine that drives sales. Maintaining your marketing could see your business emerging from the recession stronger than ever. We have combined the perfect marketing solutions into one innovative service that will enable you to engage more effectively with your business audiences during this period of economic downturn. If you are in the process of implementing a new business model in preparation for the proposed changes announced in the Retail Distribution Review (RDR), your Financial Adviser Marketing Bundle provides a number of different marketing solutions that will help your business add further client value and demonstrate a commitment to regular communication through using traditional and new media channels. Your Financial Adviser Marketing Bundle will also enable you to fulfil part of your Treating Customers Fairly (TCF) requirements, central to the delivery of the Financial Services Authority (FSA) retail regulatory agenda. Maintaining regular contact with your clients in between review meetings will not only reinforce your brand and create further new business opportunities, it will also remind them of the benefits of doing business with your organisation. Your Financial Adviser Marketing Bundle User Guide has been designed to ensure that you know exactly what marketing solutions form part of this service and how to integrate them into a coordinated marketing plan to achieve the best results. Some of the suggestions may not be appropriate for your business, and you may also wish to adapt some of our ideas. Whatever you decide, you have at your disposal a guide that explains how your business can benefit from a number of innovative marketing solutions created to enhance client communication, raise brand awareness, develop your marketing efficiency, improve client retention and increase sales. If you require any further assistance and would like to discuss this or any other service we provide, please contact us. Kind regards, Andrew Taylor Chief Executive Officer Goldmine Media Welcome to your Financial Adviser Marketing Bundle User Guide Welcome 03
    • Printed 12-Page Personalised Corporate Client magazine Creating a corporate marketing pack Building a complimentary client mailing list Protecting your high net-worth and highest revenue-generating clients Don’t forget your other clients Converting policy holders into clients Fee- and retainer based advice Prospecting to professional intermediaries Developing corporate relationships More marketing opportunities Digital 12-Page Personalised Client Magazine (PDF) E-mailing your digital corporate client magazine Creating new business opportunities with a complimentary magazine sign-up offer Referring your digital corporate client magazine to a friend Archiving back issues will increase your website content appeal Getting digital with your other clients E-marketing to fee- and retainer based clients Using technology to prospect to professional intermediaries Marketing to corporate organisations Creating reciprocal links to your digital corporate client magazine How to set up reciprocal links Digital 28-Page Personal Financial Planning Client Magazine (PDF) Digital 28-Page Client Marketing Guide (HTML) Incorporating eSmartmoney on your website Digital 30-Page Personal Financial Planning Client Magazine (HTML) Setting up e-news information pages on your website Providing an e-news alert service to your website visitors Digital 28-Page Client Marketing Guide (PDF) Client Marketing Letter What our clients say Our Services Contact Us contents 04 05 16 17 17 17 18 18 19 19 19 20 21 22 23 24 25 06 07 07 08 08 08 09 10 11 12 13 14 14 14 15 15
    • 05 Your printed corporate client magazine is a fully personalised and branded consumer-driven personal financial planning publication. Sent to key clients, professional intermediary service providers and prospects, your magazine will enable you to build on-going relationships, add client value and secure further loyalty, all of which are crucial for the continued growth and success of your business during this period of economic downturn. Building on-going relationships, adding client value and securing further loyalty Printed 12-Page Personalised Corporate Client magazine Marketing is not an expense. It is an investment, the engine that drives sales.
    • 06 When you meet a prospective client for the first time, especially if they are also talking to your competitors before they make a decision about which organisation they would like receive advice from, offering a different proposition could be the difference between acquiring them as a client and losing them. If you do not already have a corporate brochure to give out at an initial meeting, which many organisations do not, you could very easily create a corporate marketing pack using a folder or wallet consistent with your corporate colours. This should include a copy of your corporate client magazine and the other information that you usually provide, such as your business card and an introductory letter printed on your company letterhead providing information about your business and the services you offer. This simple corporate marketing pack could be the difference that sets you aside from the competition, as it immediately demonstrates a different approach to a prospective client, reinforcing why they should use your advisory services. Your corporate client magazine can also be used as a brochure, promoting your brand, business name and contact details, but more importantly you can inform prospective new clients that your corporate client magazine forms part of the ongoing service and commitment you provide to regular communication. In addition, you can make them aware that they will be able to read or download a digital version from your website, or if they prefer you will e-mail them a copy of every issue (also see Digital 12-Page Personalised Client Magazine PDF page 12). Creating a corporate marketing pack
    • Building a complimentary client mailing list Ask every client you meet if they know anyone else who would like to receive a complimentary copy of your corporate client magazine (also see Digital 12-Page Personalised Client Magazine PDF page 12), such as family members, friends, work colleagues or business acquaintances. This is a very soft way to build a mailing list, and over time can develop into another way of creating further new business opportunities. It is advisable to ask the referrer to speak to the individuals concerned first to ensure that they agree to being sent a copy, which will also strengthen the quality of your introduction. After sending two to three issues you could make direct contact with each individual and enquire if they would like to continue receiving future copies. This also provides you with an opportunity to discuss their own requirements, which could lead to other business opportunities, or referrals to other people they know who would also like to receive a complimentary copy of your corporate client magazine. Protecting your high net-worth and highest revenue-generating clients Your corporate client magazine is perfect for generating repeat business opportunities and referrals from your clients. If you send a copy regularly, besides educating and informing your clients you’re also achieving greater brand and name recognition. This is a very beneficial way to build lasting relationships with these clients and to protect future revenue streams. If you already grade your clients, sending a copy of your corporate client magazine is a highly effective way of engaging with your high net-worth and highest revenue-generating clients in between review meetings. We recommend that you engage with these clients by sending them a copy every two months to reinforce your commitment to regular communication and service. You may consider this excessive; however, in between your six monthly or annual review meetings with these clients they will regularly be approached by other organisations seeking to acquire business from them. These approaches may come from their bank, building society, financial institutions sending direct mail, online and traditional advertising and e-marketing. All it needs is for a single valuable client to respond to one of these approaches and you could lose a sizeable future revenue stream forever. We are not saying that sending top-grade clients your corporate client magazine every two months will completely protect your business from losing them. However, when used as part of a coordinated marketing plan, we guarantee it will considerably reduce the risk. 07
    • Fee- and retainer based advice You may already provide a fee- or retainer-based service to some or all of your clients. Alternatively, you may be in the process of changing your business model from commission-based advice to charging fees or offering retainers as a way of remuneration, following proposals detailed in the consultation paper on the Retail Distribution Review. Whether you already have clients who pay fees for advice or intend to approach existing clients to convert them to a fee- or retainer-based advisory model, including your corporate client magazine as part of the service standard you offer will enable you to demonstrate a commitment to adding client value in between review meetings. Within your database you may have a number of policyholders to whom you have only ever provided one product and have had very little communication with. Subsequently, due to their career progression or success in business, some of these policyholders will undoubtedly have the potential to become a high net-worth client or higher-grade client, providing you with the opportunity to offer more sophisticated and holistic financial advisory services. Sending a copy of your corporate client magazine once a year, combined with an e-marketing approach (also see Digital 12-Page Personalised Client Magazine PDF page 12), will ensure that you do not lose contact with these valuable clients who could eventually become a considerable source of future revenue to your business. Converting policyholders into clients Don’t forget your other clients For those clients who fall outside your top-grade client categorisation, we recommend sending them a copy of your corporate client magazine at least every six months. This is a very cost-effective way to engage with these clients in between meetings and can encourage enquiries that would otherwise be missed. It may not be commercially viable to meet these clients face-to-face more than once a year, especially if there aren’t any further business opportunities. However, in between your meetings with these clients there is a high probability that they will also be approached by other organisations trying to secure business from them. As clients today have a far greater choice about when, where and from whom they purchase advice, providing them with a copy of your corporate client magazine will reinforce your brand, company name and contact details. 08
    • Prospecting to professional intermediaries If you are looking to build a reciprocal business partnership with other professional intermediary service providers, to identify and develop new business from existing clients as well as attracting new clients, we recommend that you send a copy of your corporate client magazine along with your pre- approach letter, explaining how it fits into your overall service standard. Alternatively, you should attach a copy of your digital corporate client magazine if you plan to e-mail information (also see Digital 12-Page Personalised Client Magazine PDF page 12). During your discussions and as part of your initial presentation, you should explain that you will provide their clients regularly with a personalised corporate client magazine, featuring their own branding, company name and contact details, to keep clients informed and up to date and to generate other new business opportunities. This will demonstrate that you are looking to build a partnership structure that will enable them to enhance their overall service proposition, with the objective of increasing client loyalty and revenue by providing the opportunity of an additional (and valuable) income stream. If you are approaching professional intermediaries who already have some form of arrangement in place, and are suggesting they review how their existing relationship works with a view to using your services, it is even more crucial that you can demonstrate how your approach and business model is different. You should inform them that, as part of your commercial relationship, you would provide a fully personalised corporate client magazine and send this to their clients in both print and digital formats, enabling them to offer a higher level of service and communication and generate further business opportunities. 09 We recommend that you send a copy of your corporate client magazine along with your pre-approach letter, explaining how it fits into your overall service standard.
    • Sending a copy of your corporate client magazine is another very effective way to reinforce brand awareness and generate further new business opportunities. If you are already active in the corporate, group and employee benefits arena, communicating with members by sending a copy of your corporate client magazine is another very effective way to reinforce brand awareness and generate further new business opportunities. Depending on the arrangement you have in place with your client, typically we recommend that you send a copy of your corporate client magazine to each member four times throughout the course of a year. Alternatively, if you want to grow or develop the corporate side of your business, your corporate client magazine is a great way to get your foot in the door. You should send a copy to the directors of the organisations you are interested in, offering to meet with them to discuss your services. In addition to mailing a copy, you should also e-mail a digital copy as part of your initial approach (also see Digital 12-Page Personalised Client Magazine PDF page 12). As with all direct approaches, you may achieve immediate success, although realistically this process will take time before you start to see the results you want. Directors and owners of SMEs are regularly approached by organisations offering their professional advisory services, which is why by using the different elements of your Financial Adviser Marketing Bundle you will be able to demonstrate a much more diverse proposition. As part of your presentation to a director or business owner, you should explain that members will be regularly updated about financial matters and will receive a copy of your corporate client magazine in whichever format they prefer, either by post, e-mail or by downloading a copy online. Although this might not be the deciding factor in whether or not you acquire the client, it will give you an edge over your competitors and demonstrates a highly professional and different approach to the way you conduct your business with corporate clients. Developing corporate relationships 10
    • 11 Distribute copies of your corporate client magazine at business networking meetings and breakfast clubs. This is a great way to extend your brand and increase your business profile within business communities that you may otherwise find difficult to reach, enabling you to get your business more connected and expand your contact network. Provide copies of your corporate client magazine to attendees of seminars that you arrange. These can form part of your marketing literature and will not only promote your brand on the day, but can lead to future new business enquiries after the event. If your business attends exhibitions or other similar events, handing out copies of your corporate client magazine is a very cost-effective marketing solution. However, instead of just giving out the magazines, ask attendees to provide their personal contact details to receive future complimentary copies by post or e-mail. This is a great way to generate new business opportunities following an event. Approach doctor’s and dentist’s surgeries and other similar professional service providers to ask if you can leave copies of your corporate client magazine in their reception waiting area for patients to read. This is another effective way to extend your brand, company name and contact details within your local community. More marketing opportunities If your business attends exhibitions or other similar events, handing out copies to attendees of your corporate client magazine is a very cost- effective marketing solution.
    • 12 Digital 12-Page Personalised Corporate Client Magazine (PDF) Providing the perfect solution to extend your brand to a significantly wider business audience Your digital corporate client magazine is a PDF version of your fully personalised and corporately branded printed magazine. Uploaded to your website, or e-mailed to existing clients, prospects and professional intermediaries, every issue provides the perfect solution to extend your brand to a significantly wider business audience. Your Financial Adviser Marketing Bundle will enable you to fulfil part of your Treating Customers Fairly (TCF) requirements.
    • E-mailing your digital corporate client magazine We recommend that all existing clients are e-mailed a copy of your digital corporate client magazine each time you receive the latest issue. This will reinforce your brand, business name and contact details, and should form part of the ongoing regular communication provided to clients. If you wish to e-mail a copy to an individual client, you simply attach the PDF. However, if you want to mass e-mail all of your clients, there is a high probability that Internet Service Providers will view the e-mail attachment as spam. The most effective way to deploy your digital corporate client magazine to a large number of clients is to upload the latest issue to your website or to a separate hosting area and embed the page link into your marketing e-mail. To ensure the continued success of your e-marketing, we recommend you invest in one of the many web-based e-mail marketing services that are inexpensive and designed to make e-mail marketing simple for the non-technical user. Once a client has received your e-mail, they should be able to click on the link and download their copy. By embedding the link into the e-mail, you will experience a much higher delivery rate. In addition, because your clients are clicking on links which direct them back to your website, over time you will see an increase in the amount of traffic to the site, which will help improve your website search engine rankings. Your email could read: ‘The latest issue of our personal financial planning and wealth management magazine is now available to download. On page 3 you’ll find a list of all the articles featured inside this issue. To download your complimentary copy, please click on the link below. (INSERT LINK) If you would like to discuss any of the articles featured, please contact us for further information. Kind regards, (NAME)’ You should always include ‘unsubscribe’ instructions or an ‘unsubscribe’ link. 13 To ensure the continued success of your e-marketing, we recommend you invest in one of the many web-based e-mail marketing services
    • 14 Every time you e-mail your corporate digital client magazine to a client or prospect, you should provide them with the opportunity to refer you to a friend, family member, work colleague or business acquaintance. This is a very simple way to reach a completely new business audience, and over time will develop into another way of obtaining passive new business enquiries. You should set up a web form to be completed by your client or prospect, enabling you to capture the details required. Referring your digital corporate client magazine to a friend Archiving back issues will increase your website content appeal Every issue of your digital corporate client magazine should be archived on your website. We recommend that you create an archive page and list every back issue, so that visitors to your website can read or download previous copies. If visitors to your website know that the content changes regularly, they are more likely to keep coming back, which means increased footfall, higher search engine rankings and the potential for new business opportunities. Creating new business opportunities with a complimentary magazine sign-up offer You should include a copy of the latest issue of your digital corporate client magazine as a downloadable PDF on your website. This will enable visitors to read every issue online or download a copy. The increased website activity will help improve the site’s optimisation and will add another element of interest and content to your site which will encourage visitors to keep coming back. We recommend that you display a front cover screenshot of your digital corporate client magazine as a clickable link on the homepage of your website. Once clicked, this should link to the latest issue, enabling the visitor to download their copy. Alternatively, you could create a clickable graphic that reads: ‘To download a complimentary copy of our latest magazine, please click here.’ At this point you have two choices. Firstly, once the visitor clicks to download a copy of your corporate client magazine you can permit them to receive a copy without requesting any further information or collecting any data from them. Alternatively, at the point they click to download a copy you could set up a simple web form that your visitor is required to complete first before they receive their complimentary copy. If they try to download a copy without providing the information you require, a simple message should appear: ‘Error, all fields are required. Please enter your name and e-mail address in the fields below to access our complimentary magazine download area.’ We recommend that you do not request too much information if you decide to use this delivery method on your website. A name, an e-mail address and possibly a telephone number are the maximum we suggest you should obtain. Otherwise you run the risk of putting the visitor through too many hurdles, which may put them off downloading your corporate client magazine. This is a very effective way to capture data that can be used for future e-marketing campaigns and will over time provide your business with another source of new business opportunities.
    • If you already have clients who pay fees for your advice or you intend to approach existing clients to convert them to a fee- or retainer-based advisory model, e-mailing them with a copy of every issue of your digital corporate client magazine as part of the service standard provided will reinforce your brand in between meetings with them, demonstrate a commitment to regular communication and create new business opportunities (also see Digital 12-Page Personalised Client Magazine PDF page 12). E-marketing to fee- and retainer based clients 15 Getting digital with your other clients Your digital corporate client magazine is the perfect marketing solution to reach all of your other clients, with whom you may otherwise have limited contact. As mentioned previously, e-mailing every issue of your digital corporate client magazine to the clients you may see only once annually or to policyholders who have the potential to become high revenue-generating clients will enable you to engage more regularly with them and encourage enquiries that may otherwise be missed. It may not be commercially viable to meet these clients face-to-face more than once a year, especially if there aren’t any further business opportunities. However, in between your meetings with these clients there is a high probability that they will be approached by other organisations trying to secure business from them. E-mailing every issue of your digital corporate client magazine to these clients and policyholders will ensure that you do not lose contact with them, especially as some of them may eventually become a considerable source of future revenue to your business.
    • Using technology to prospect to professional intermediaries Your digital corporate client magazine is the perfect marketing vehicle for prospecting to professional intermediaries. A copy should be provided with your pre-approach e-mail, explaining how it fits into your overall service standard and what benefits it would bring to your commercial relationship. For example, increased client communication and contact, greater brand recognition and awareness and new business opportunities and revenue. Remember that, when sending your pre-approach e-mail, it is important to make the most of any information you have that could improve your understanding of building a commercial relationship with the professional intermediaries you are targeting. You should not send unpersonalised, general e-mails. Successful e-marketing approaches require a clearly defined audience; general, unpersonalised, catch-all communications are unlikely to work nearly as well. The subject line of your email will have a huge effect on the open rates. It’s also the easiest part of the e-mail to change. Keep it short, no more than 50–60 characters. Try testing different approaches, split your mailing list or compare two separate e-mailings. Front-load your subject line by putting the most important words first. You need to be effective with your message. Many e-mails are read in the preview window (the postcard- shaped top section of the e-mail) first, so you need to ensure that it contains meaningful content. Remember, people reading your e-mail are either scanning to see if anything interests them or looking for detailed information. Clear, concise and relevant text helps both these types of reader. You should also make the most of other channels to support your e-mail activities. Providing an integrated approach to engaging with professional intermediaries will enable you achieve greater success. You should always follow up any e-marketing activities by sending a printed copy of your corporate client magazine. This will help maintain brand continuity. Make sure that you also include links in your e-mail to drive traffic back to your website. 16
    • Marketing to corporate organisations Creating reciprocal links to your digital corporate client magazine Reciprocal linking between your website and other sites is an important part of search engine optimisation. A reciprocal link is a mutual link between two websites to ensure mutual traffic. Relevant linking has become increasingly important because most major search engines stress that, in Google’s words, ‘quantity, quality and relevance of links count towards your rating.’ Reciprocal links are also known as ‘link swaps’, ‘link exchanges’ and ‘link partners’. They can help you in two ways: They increase your website traffic, from people who click on the links. Reciprocal links also play a major role in boosting your rankings in search engines. You could arrange with other mutual websites to have reciprocal links to the archived issues of your digital corporate client magazine. Depending on the quality of these websites, this could considerably increase the amount of visiting traffic to your site and generate further new business enquiries. Some professional intermediaries may also be happy to arrange for ‘article swaps’. You could provide them with a link to an HTML article taken from your digital corporate client magazine and in return they would write an article for your site that links back to them. This gives you an in-context link, which is much more effective than a mere link on a links page. If you plan to grow and develop the corporate side of your business, e-marketing is another very effective way to reach the organisations you are interested in and to engage with the directors you would like to meet to discuss your services. E-mailing a copy of your digital corporate client magazine as part of your initial approach and as an element of a coordinated marketing plan will set your business aside from your competitors. As mentioned previously (also see Digital 12-Page Personalised Client Magazine PDF page 12), directors and business owners of SMEs are regularly approached by organisations offering their professional advisory services, which is why by using the different elements of your Financial Adviser Marketing Bundle you will be able to demonstrate a much more diverse proposition. n Find good-quality, complementary sites. n Contact the site owners by e-mail or telephone and discuss with them your intention to link to their website in return for a reciprocal link and explain the mutual benefits to both parties. n Provide them with the URL link to the page where you’ve uploaded your archived corporate digital client magazines. n Explain that you would like a link back to your site in return for an appropriate link back to their website. You could even suggest a page on their site where your link would be most appropriate. n A reciprocal link from a good website is a very valuable method of creating increased website traffic, so be persistent. Building these types of relationships will take time to develop, but once in place can generate another new revenue stream for your business. n It may seem obvious, but keep an alphabetical record of the websites you’ve linked to and requested links from. You need to know whom you’ve contacted and whom you haven’t . How to set up reciprocal links 17
    • eSmartmoney provides your online business audiences with much more diverse editorial content that we are unable to include within the other publications 18 Your 30-page digital client magazine, eSmartmoney, features the same articles that appear in your 12-page personalised digital corporate client magazine, with the addition of a further 10 to 15 articles. eSmartmoney provides your online business audiences with much more diverse editorial content that we are unable to include within the other publications due to page space limitations. This format provides you with an innovative way to excite client interest and establish new levels of interaction and loyalty that go beyond traditional marketing methods. Providing your online business audiences with more diverse editorial content Digital 30-Page Personal Financial Planning Client Magazine (PDF)
    • You should incorporate eSmartmoney on the news page of your website. If you don’t have a news page, by creating this additional page you will add further interest to your website offering and provide information and content that encourages visitors to browse deeper into the site. Increased page and visitor activity will improve your website’s organic search engine ranking, and archiving back issues allows visitors to view or download previous issues, generating increased and repeat visitor footfall throughout your website (also see Digital 12-Page Personalised Client Magazine PDF page 12). Incorporating eSmartmoney on your website Digital 30-Page Personal Financial Planning Client Magazine (HTML) Increasing your website’s relevance and search engine optimisation eSmartmoney is also provided in an HTML format. The editorial content is exactly the same as the articles featured in your 30-page digital PDF magazine; the difference is the format, which provides a number of alternative marketing solutions. HTML is the language used to create web pages. As a marketing strategy for increasing your site’s relevance, search engine optimisation efforts need to include adding unique content in HTML on a regular basis, ensuring that content is easily indexed by search engines and making the site more appealing to visitors. The placement at or near the top of the rankings will also increase the number of organic searchers that visit your website. You should incorporate the HTML digital version of eSmartmoney on the news page of your website. Making available this additional and regularly changing editorial content will add further interest to your website offering and provide information and content that encourages visitors to browse deeper into your website, creating further business opportunities. Increased web page and visitor activity will also improve your site’s search engine rankings, and archiving back issues provides visitors with the opportunity to view or download previous issues, leading to increased and repeat visitor footfall throughout your website. Setting up e-news information pages on your website 19
    • Providing an e-news alert service to your website visitors Your HTML digital magazine can also be used to add a new dimension of visitor interaction to your website. You should use the HTML digital articles from every issue to provide visitors to your website with an e-news alert update service. We advise that you display call to action text or create a clickable graphic that reads: ‘Register here to receive regular FREE financial e-news alerts from (INSERT COMPANY NAME). Please click here to subscribe.’ Or: ‘You can now have all the latest financial news delivered straight to your inbox with the new (INSERT COMPANY NAME) e-news alerts service.’ You need to set up a simple web form, and at the point the visitor clicks to subscribe they will be required to provide some basic data. We recommend that you do not request too much information. A name, an e-mail address and possibly a telephone number are the maximum you should obtain. Once you have started to collect this data from the e-news alert sign- ups, you can start e-mailing articles to the subscribers. We recommend that you select one of the most appropriate HTML news articles, which you copy and paste into an e-mail and send to all of the subscribers. The frequency that you e-mail these articles will be your choice. However, for this e-marketing opportunity to start generating enquiries over a period of time, we recommend the send frequency should not be less than two to four weeks. Also, make sure that you include a link within each e-mail news alert back to your website, to encourage further browser activity throughout your site. Depending on your resources and technological capabilities, the next stage would be to allow visitors to select specific financial news content articles. You could provide a list of categories and the visitor simply clicks on a drop box and selects the type of financial news content they require. This is a highly effective way of starting to capture data that enables you to be more accurate with future marketing campaigns, increasing your marketing success rates. You should always include ‘unsubscribe’ instructions or an ‘unsubscribe’ link as part of this service. 20 Digital 28-Page Client Marketing Guide (HTML) Deploying and integrating your guides into an e-marketing and website offering Every issue of your Financial Adviser Marketing Bundle is also provided with a marketing guide supplied in an HTML format. The same approach as previously mentioned should be taken towards deploying and integrating these guides into your e-marketing and website offering (also see Digital 30-Page Personal Financial Planning Client Magazine HTML page 18)
    • As part of your Financial Adviser Marketing Bundle, every issue that you receive comes with a different digital PDF marketing guide. Two different PDF formats are supplied: n Single pages – compatible when printed as single A4 sheets. n Spreads – double page spreads, compatible when viewed and read online or sent as an e-mail attachment. To fully maximise from these guides, you could: Take a screenshot of the front cover and include these on the homepage of your website as a clickable link, encouraging visitors to your website to read or download the guide. Before visitors are permitted to download their complimentary guide, you could ask them to provide certain data, for example, their name and e-mail address. This information can be captured by setting up a simple web form. When this is submitted, the data is saved to a database (also see Digital 12-Page Personalised Client Magazine PDF page 12). You should also set up a forwarding ‘Refer to a Friend’ e-mail function (also see Digital 12-Page Personalised Client Magazine PDF page 12). Another approach is to identify appropriate clients from within your existing database and e-mail them a complimentary copy, including a call to action that encourages them to contact you regarding the subject featured.   Getting the maximum benefits from your guides Digital 28-Page Client Marketing Guide (PDF) 21
    • Client Marketing Letter Increasing reader response rates and business enquiries Every issue of your Financial Adviser Marketing Bundle comes with a professionally written client marketing letter. This is the perfect accompaniment when sending your printed corporate client magazines and will increase reader response rates and business enquiries. Each marketing letter that you receive is expertly written and is designed to enable you to make edits to the text, allowing you to insert your own company-specific content. A client marketing letter should always end with a call to action. When you’re developing your marketing plan, think also about what is next. What do we want your reader to do? That is why we provide client marketing letters that motivate people to take that next step. Every time you send a copy of your corporate client magazine, with an accompanying marketing letter, you could also provide the reader with the opportunity to refer a friend, family member, work colleague or business acquaintance to your complimentary mailing list. This is a very simple and soft way to reach a completely new business audience, and over time will develop into another way of obtaining passive new business enquiries. 22
    • What our clients say Our clients absolutely love eSmartmoney. This is the key test in any marketing investment you make – we may like it but clients tell you exactly as it is. After ten years of searching and trying unsuccessfully, we have found the answer. Having adopted the digital magazines, they are certainly the most cost-effective, content rich and information specific that you will find available on the market today. Paul Reynolds Managing Director Yourmoney Manager Ltd We are really pleased with the response we’ve had since launching eSmartmoney magazine on our website. The magazine has been well received by our clients and the bi-monthly format enables us to keep in touch with our customers on a regular basis. Alan Seward Managing Director Alan Seward Financial Services Ltd We’ve just sent our first eSmartmoney digital magazine and A Guide to Inheritance Tax Planning using the HTML link to around 300 recipients, in addition to 50 printed copies for those who prefer snail mail.  The feedback is that the content is good and relevant. We will continue to send this every eight weeks as it’s a great way to keep our “name in the frame” and stay in touch, maximising client contact.   Iain P Wishart  Chartered Financial Planner and Certified Financial Planner CM Wishhart Wealth Smartmoney and eSmartmoney are core factors in keeping in touch with my clients on a regular basis. The outlay more than pays for itself because of new business generated, and these publications assist with client retention too. l don’t think you can pretend to be a serious player in this business without giving your clients something like this on a regular basis, and if you don’t, don’t be surprised if you lose your clients to another firm that does!   Keith Williams Independent Financial Adviser Positive Solutions (Financial Services) Ltd At Grapevine we like to generate “touch points” with clients as often as possible. eSmartmoney and eSmartproperty are core factors in helping achieve this. These digital magazines have proved very useful in paving the way for client discussions and the modest outlay means this activity is highly cost-effective. Increasingly, our property and financial services clients are entitled to be kept informed of market trends and the prepared content has proved to be both time-saving for us and interesting for customers. Dave Hope Independent Financial Adviser Grapevine Financial Services IFA Ltd 23
    • Our services This is what we do Goldmine Media offers a range of different marketing solutions to help you improve client communication, brand awareness, marketing efficiency, client retention and increase sales. Off Line n Client Magazines n Client Newsletters n Corporate Magazines n Membership Magazines n Marketing Guides n Corporate Brochures n Branding n Advertising Online n Digital Magazines n Digital Newsletters n Digital Corporate Magazines n Digital Membership Magazines n Digital Marketing Guides n Digital Corporate Brochures n Digital e-Newsletter Builder n Professional Services Websites Other n Financial Adviser Marketing Bundle n Virtual Receptionist and PA Answering Services n Creative Design Services n Bespoke Publishing Services 24
    • 25 Your Financial Adviser Marketing Bundle User Guide has been designed to ensure that you know exactly what marketing solutions form part of this service and how to integrate them into a coordinated marketing plan to achieve the best results.
    • Contact Contact Andrew Taylor Chief Executive Officer Goldmine Media Prudence Place, Proctor Way, Luton, Bedfordshire, LU2 9PE T: 0845 686 0055 F: 0845 686 0071 E: andrew@goldminemedia.co.uk W: www.goldminemedia.co.uk