The importance of cross media in financial marketing
Often clients ask what one lead generation tactic they should be doing. The answer is that they should not be doing one but several. Using cross media in financial marketing is essential to obtaining new clients. Here’s why.
Which cross media in financial marketing to use
As much as I wish a marketing silver bullet existed to bring waves of new clients to financial clients, there isn’t. You need to consider your target markets and the best media to reach them. Now some accounting firms may target only businesses, some just consumers, and others a mix. Different lead generation channels work better for each market. Generally, the best business-to-business (B2B) channels are:
• Advertisements in local business publications
• Direct mail to focused lists
• Networking at Chamber of Commerce and organizations
• Prospecting calls
Business-to-consumer (B2C) could engage social media, search engine optimization (SEO), Google ads, and billboards. However, you need to realize that these channels can enhance each other – which is the essence of cross media in financial marketing.
How cross media in financial marketing works
While you develop campaigns to target markets using the most effective channels to reach them, certain channels reach all markets. For example, social media shows higher results in a B2C campaign but can build awareness with the B2B market. This fact is also true of billboards and print ads. Plus, some channels work for both B2B and B2C, depending on the tactics used. When using Google ads and SEO strategies, the success is dependent on the keywords you choose. The keywords target the market or service, such as agricultural accounting or tax preparation. Consequently, these cross media in financial marketing tactics work for both B2B and B2C strategies.
The cumulative effect
When you employ various cross media in financial marketing, you see a snowball effect. The direct lead generation channels (direct mail, prospecting calls, trade shows, networking, and e-bulletins) see an increase in brand awareness and vice versa for awareness channels (billboards, ads, social media, and SEO). All of these efforts result in prospects remembering your firm when they are seeking your services.
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 financial marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.