Every financial advisory firm needs to understand its target audience in order to successfully promote its business. Here are steps to find your target audience:
Analyze Your Current Client Base
Take a look at your current client list. Make note of who these people are at work and in their personal lives.
You also will want to know how they found your business and what made them reach out. The answers to those questions can help you wrangle your marketing needs together.
Conduct Market Research
Research your industry and competitors to help you gauge an idea where your business can fill a current gap in the market. Know what pain points your target market is suffering from and create your services around those pain points so that they immediately realized that they need you!
Also, you will want to look at the current trends in your industry. As a financial advisor, you understand how to follow financial market trends, but marketing trends are different. Look at what people are reacting to online, current news, and keyword changes.
Understanding your target audience will allow you to correctly target potential leads to save your business time and money.
To get an idea to whom you are looking to market, create a persona for your audience. Ask yourself about their daily behavior, personal activities, family structure, income level, etc. The deeper you can dig into who your target audience is, the more effective your marketing will be because you will understand their goals, dreams, aspirations, pain points, and what keeps them up at night. Once you know this you will craft the perfect message that will call to them and convince them that they need YOU to help get them where they want to be. Make sure you write it down! And add it to your brand guide, then share it with your employees.