Experiencing financial marketing differentiation difficulties?
When working with financial clients, I have found that they have difficulty distinguishing their firm from others. After all, most accounting or financial advisors offer similar services. Of course, the limitations of meeting compliance for financial advisors’ marketing text doesn’t help. The following are messages that can help improve financial marketing differentiation.
Company history in financial marketing differentiation
Often the history or story of the company is overlooked in developing marketing messages. If your firm has a long history, it can help establish your stability, trustworthiness, and experience. The key is to find the elements of your history that will resonate with prospects.
Target markets in financial marketing differentiation
Anyone that has read my blogs, knows I advocate target marketing. To develop target market messages, you need to look at the markets you serve and the benefits you offer each. Even if the messages are similar, there will be some differences specific to each market. It is those points that demonstrate your expertise in serving that market.
Specialty areas in financial marketing differentiation
You shouldn’t confuse specialty areas with target markets. Specialty areas focus on services you offer that you have an abundance of experience in. For example, specializing in audits or business succession plans could set you apart from competitors.
Community involvement in financial marketing differentiation
Being a good neighbor helps many financial firms in their new business development. Whether it’s charitable events or memberships in local associations, this participation shows your commitment to your community. Including these activities in your marketing helps separate your firm from those that are not active. In addition, it provides networking opportunities.
About the Author
Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.
When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in construction marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.