Meet Andrea, the young, energetic marketing coordinator that you just hired to work at your hypothetical (or real) wealth management firm. She’s your first hire in marketing, and this is her first job out of college. As a leader, there are many ways you can build even the youngest and freshest marketer that you hire to succeed, but if you want to drum up new business, leaving her in the dark is not an option.
Everyone understands that marketing inspires the right people people to see the products and services your company offers. Your ideal candidate for marketing at a small business should be prepared to take on website design, SEO, local marketing, social media, brand development, community outreach and campaigns (both organic and paid) that drive new prospects in and fill the funnel for the future.
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Lesson #1: Share Great Stories About the Company with Andrea Often
Great stories are key for any marketing campaign, whether that campaign is online or in a magazine. Customers will buy based on first-hand experiences – the greater and more memorable the story, the more it influences their buying decision. These great stories will also make you a more approachable boss to your marketing team. Below is an example of a story you could tell from the customer's perspective at your wealth management firm.
“Before Mr. and Mrs. Smith began working with our wealth management firm, they felt uneasy about the financial decisions they were making. Over the past 10 years, we’ve helped this couple secure life insurance and make well-informed financial decisions with confidence. Recently, we helped Mrs. Smith launch her own consulting firm with 100% certainty that her personal and business finances are on the right track.”
Lesson #2: Show Andrea Industry Specific Use-Cases of Your Services
What’s your niche? Narrow your target audience for a better business and marketing strategy overall. In the instance of a wealth management firm, it’s easy to get mixed up in targeting people based on income instead of the qualities, traits and type of person that is the right fit for your company.
“At a manufacturing company, working directly with Jim, the Vice President of Operations, our wealth management firm rolled out a corporate retirement plan that is providing all 250 of their employees with competitive stock options. Offering great retirement packages is helping their company attract more skilled workers. Jim was referred to us by another customer that is his friend and we happen to have success with.”
Lesson #3: Introduce Andrea to Your Best Customers
Your marketing team will need the proper introductions and education to build rapport with potential customers. Here’s an example of an extremely helpful introduction you could make.
“Jim, I’d like to introduce you to Andrea who is responsible for marketing our firm. Since you and I have such great synergy, one of the things I asked her to do is interview you and create a case study that we can use to help other potential clients. Insights on your strategy before working with us, why you chose our firm and what requirements you had will be extremely helpful to her efforts.”
Lesson #4: Use Industry Terms Over Buzzwords in Conversations with Andrea
Anything general seems loose, so you should never rely on bold headlines to get your point across. The eyes skip over these basic words and hop toward the next buzzword or keyword in sight. If you want to maintain reader focus and send your message appropriately, you should instead use key terms and industry phrases.
This restructuring will also help your employees relate with your audience, and it is especially relevant if your customers are diverse. You will want to find the different ways your product or service is relevant to their backgrounds, so they stop skimming and start relating (and hear you out).
Lesson #5: Provide Andrea With Factual Claims, Not Suggestions
Are you ever skeptical? Good, you're normal. Start being laser specific and providing vision in your statements. As a marketer, there is nothing more frustrating than the boss being hypothetical and unclear. You should always add in numbers instead of general claims. If your company is managing 200 million in investments and assets, say it! Conclusive claims help build trust. Supply figures if you can, or even better, find claims, stats and studies from credible resources to back up your statements. Your employees are not here to steal anything from you, they are here to help you build your dream. How big of a contribution employees can make depends on YOU.
“Our wealth management firm started in 2001 after myself and my partner grew tired of confinements in the large firms we were both at. Today we are currently managing 200 million in investments, taxes, estate plans and assets, across x number of clients.”
Explain Things Simply
Marketing plays a significant role in providing education about your company to employees, partners, customers and prospects. Whether they are able to learn something from you or not is what ultimately counts. You’ve been in this industry for awhile. Not everyone you hire will know what you know.
It’s important to not share the stress, anxiety and fears that you experience running a business with your newest employees. Storytelling is an important part of your brand, website and the content your new marketing hire will be producing. Your marketing team at a small business has limited resources and is only going to be as great as the insights you provide.
Each individual perceives and looks at what marketing does differently. Some people will always truly believe marketing is a scam, others will see that marketing is what drives company innovation, improvements in products and the future. Marketing and who you hire to do it are both subjective. Being a great business leader and being available to your employees is not.