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The following article was published in our article directory on August 3, 2017.
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Key Financial Services Marketing Insights

Article Category: Finances

Author Name: Dawn Manning

{{What|Exactly what} we now call "marketing" {began|started} long {before|prior to} the name was {coined|created}. In the mid-1800s, {traveling|taking a trip} {salesmen|salespersons} dressed "snake oil" and other tonics in {fancy|elegant|expensive} {packaging|product packaging} and {extolled|proclaimed} their virtues to a gullible public. New marketing applications {soon|quickly} {proliferated|multiplied} in the belief that marketing {could|might} make {many|numerous|lots of} {new|brand-new} things possible in {virtually|practically|essentially} any {business|company|service|organization} {situation|circumstance|scenario}.

For more than a century, {implementation|application|execution}, experience and {ultimately|eventually} {strategy|technique|method} {have|have actually} {helped|assisted} marketing {evolve|develop|progress} from {crude|unrefined} {beginnings|starts} into today's {sophisticated|advanced} practices.|New marketing applications {soon|quickly} {proliferated|multiplied} in the belief that marketing {could|might} make {many|numerous|lots of} {new|brand-new} things possible in {virtually|practically|essentially} any {business|company|service|organization} {situation|circumstance|scenario}. For more than a century, {implementation|application|execution}, experience and {ultimately|eventually} {strategy|technique|method} {have|have actually} {helped|assisted} marketing {evolve|develop|progress} from {crude|unrefined} {beginnings|starts} into today's {sophisticated|advanced} practices.}

{Consumer|Customer} {product|item} {firms|companies} {have|have actually} been the {pioneers|leaders} in the marketing field and {have|have actually} taken the {undisputed|undeniable|indisputable} lead as the {creators|developers} of marketing's {best|finest} practices. While {sophisticated|advanced} marketing {techniques|methods|strategies} {have|have actually} {spawned|generated} {consumer|customer} giants, {most|many|a lot of|the majority of} {financial|monetary} services {firms|companies} {had to|needed to} be dragged, {kicking and {screaming|shouting|yelling|shrieking}|{screaming|shouting|yelling|shrieking} and kicking}, into the {era|age|period} of {sophisticated|advanced} marketing.

The Advancing State of Financial Services Marketing
{Financial services marketing has, {however|nevertheless}, {evolved|developed|progressed} {rapidly|quickly} over the last {decade|years}. As {a result|an outcome}, the {very|extremely|really} nature of the marketing function in {financial|monetary} services {firms|companies} is {undergoing|going through} {a dramatic|a remarkable|a significant} {modification|adjustment} as more attention is paid to marketing-driven {processes|procedures} that {impact|affect} the {entire|whole} {firm|company}.

Our observations {suggest|recommend} that the more progressive {financial|monetary} services {organizations|companies} are {currently|presently} going through {an intellectual and {practical|useful} |a {practical|useful} and intellectual} {transition|shift} that is {forcing|requiring} the reexamination of the {role|function} of marketing within their {firms|companies}.

{Many|Numerous|Lots of} {have|have actually} {begun|started} to {realize|recognize|understand} that {financial|monetary} marketing {responsibilities|obligations|duties} {include|consist of} not {only|just} {developing|establishing} the {firm|company}'s {mission|objective} {statement|declaration} and {key|essential|crucial} messages, {but|however} {also|likewise} {defining|specifying} its {business|company|service|organization} focus, {relevant|appropriate|pertinent} {differentiation|distinction}, competitive {advantages|benefits} and {value|worth} {proposition|proposal}.|As {a result|an outcome}, the {very|extremely|really} nature of the marketing function in {financial|monetary} services {firms|companies} is {undergoing|going through} {a dramatic|a remarkable|a significant} {modification|adjustment} as more attention is paid to marketing-driven {processes|procedures} that {impact|affect} the {entire|whole} {firm|company}.

Our observations {suggest|recommend} that the more progressive {financial|monetary} services {organizations|companies} are {currently|presently} going through {an intellectual and {practical|useful} |a {practical|useful} and intellectual} {transition|shift} that is {forcing|requiring} the reexamination of the {role|function} of marketing within their {firms|companies}.}

At the {same|exact same|very same} time, {however|nevertheless}, {a number of|a variety of} {financial|monetary} services marketing directors {must|should|need to} {engage in|participate in|take part in} {long-term|long-lasting} {turf|grass} {battles|fights} with other departments {before|prior to} they can {implement|execute|carry out} {worthy|deserving|worthwhile} {financial|monetary} marketing {initiatives|efforts} that will {help|assist} {accelerate|speed up} the {achievement|accomplishment} of {corporate|business} {goals|objectives}.

In {many|numerous|lots of} {financial|monetary} {organizations|companies}, the {persistent|consistent|relentless} {problem|issue} of {differentiating|distinguishing|separating} {financial|monetary} marketing from sales still {remains|stays} {largely|mostly|mainly} {unresolved|unsettled|unsolved}. In addition, some {financial|monetary} services marketing directors {must|should|need to} still {enlist|employ|get} {substantial|considerable|significant} management {support|assistance} {just|simply} to {maintain|preserve|keep} {equilibrium|balance|stability} and {obtain|acquire|get} the {opportunity|chance} to {accomplish|achieve} even {limited|restricted|minimal} {objectives|goals}.

{Focusing on|Concentrating on} the Customer
Peter Drucker, a sage of the {financial|monetary} marketing discipline, {discussed|talked about|gone over} {customer|client|consumer} {defined|specified} {value|worth} {almost|practically|nearly} 50 years {ago|back|earlier}. {During|Throughout} the last {decade|years} his {concept|idea|principle} of a customer-centric focus {has|has actually} {become part of|entered into} popular marketing literature and is now the {guiding|directing|assisting} {principle|concept} of {financial|monetary} marketing. Drucker's {fundamental|essential|basic} {mandate|required} that 'the {customer|client|consumer}'s interests {must|should|need to} {come first|precede}' can be {summarized|summed up} by the following {statements|declarations} paraphrased from his {extensive|comprehensive|substantial} {writings|works}:

The only {valid|legitimate} {definition|meaning} of {business|company|service|organisation} {purpose|function} is to {create|produce|develop} {a customer|a client|a consumer}.

{What|Exactly what} {the business|business} {thinks|believes} it is producing is not as {important|essential|crucial} as {what|exactly what} {customers|clients|consumers} {think|believe} they are {buying|purchasing}; {what|exactly what} {customers|clients|consumers} {consider|think about} to be {value|worth} is {decisive|definitive}.

Every {business|company|service|organisation} has {only|just} {two|2} {basic|fundamental|standard} functions: marketing and {innovation|development}.
Marketing is your {whole|entire} {business|company|service|organization} as seen from the {customer|client|consumer}'s {point of view|viewpoint|perspective}.

{While {easy|simple} to articulate, customer-centric practices are {difficult|challenging|tough|hard} to {implement|execute|carry out} in {most|many|a lot of|the majority of} {financial|monetary} services {organizations|companies}. {Obstacles|Challenges|Barriers} {include|consist of} {a prevailing|a dominating} product-push {mentality|mindset}, {a focus on|a concentrate on} short-term {profitability|success}, under-investment in {financial|monetary} marketing activities, and the {lack|absence} of {solid|strong} market intelligence about the {needs and wants|wants and needs} of {target markets|target audience}.

{We believe|Our company believe}, {however|nevertheless}, that in the future the most {successful|effective} {financial|monetary} services marketing {organizations|companies} will be those that make Drucker's {principles|concepts} their own through {extrapolation|projection}, {adaptation|adjustment} and {creative|innovative|imaginative} application.

As {effective|efficient|reliable} {financial|monetary} marketing {evolves|develops|progresses} to a cross-functional, multi-disciplinary activity, {successful|effective} {firms|companies} will {create|produce|develop} a culture of {customer|client|consumer} orientation throughout the {organization|company} and {incorporate|integrate|include} advocacy for {customer|client|consumer} {welfare|well-being} in all {corporate|business} decision-making.|{Obstacles|Challenges|Barriers} {include|consist of} {a prevailing|a dominating} product-push {mentality|mindset}, a focus on short-term {profitability|success}, under-investment in {financial|monetary} marketing activities, and the {lack|absence} of {solid|strong} market intelligence about the {needs|requirements} and {wants|desires} of target markets.

With the {financial|monetary} services {industry|market} {currently|presently} going through {a transformation|a change|an improvement}, management's {challenge|difficulty|obstacle} is to {provide|offer|supply} the {leadership|management} to displace the status quo and {create|produce|develop} a culture of {opportunity|chance}. Early adaptors who {apply|use} the {concept|idea|principle} of "integrated marketing" on an organization-wide basis will not {only|just} {develop|establish} a customer-orientated culture, {but|however} {also|likewise} {create|produce|develop} {opportunities|chances} for {innovation|development}, {improved|enhanced} {performance|efficiency} and incremental {profitability|success}.

New marketing applications {soon|quickly} {proliferated|multiplied} in the belief that marketing {could|might} make {many|numerous|lots of} {new|brand-new} things possible in {virtually|practically|essentially} any {business|company|service|organization} {situation|circumstance|scenario}. At the {same|exact same|very same} time, {however|nevertheless}, a number of {financial|monetary} services marketing directors {must|should|need to} engage in {long-term|long-lasting} {turf|grass} {battles|fights} with other departments {before|prior to} they can {implement|execute|carry out} {worthy|deserving|worthwhile} {financial|monetary} marketing {initiatives|efforts} that will {help|assist} {accelerate|speed up} the {achievement|accomplishment} of {corporate|business} {goals|objectives}.

In {many|numerous|lots of} {financial|monetary} {organizations|companies}, the {persistent|consistent|relentless} {problem|issue} of {differentiating|distinguishing|separating} {financial|monetary} marketing from sales still {remains|stays} {largely|mostly|mainly} {unresolved|unsettled|unsolved}. {During|Throughout} the last {decade|years} his {concept|idea|principle} of a customer-centric focus {has|has actually} {become|ended up being} part of popular marketing literature and is now the {guiding|directing|assisting} {principle|concept} of {financial|monetary} marketing. As {effective|efficient|reliable} {financial|monetary} marketing {evolves|develops|progresses} to a cross-functional, multi-disciplinary activity, {successful|effective} {firms|companies} will {create|produce|develop} a culture of {customer|client|consumer} orientation throughout the {organization|company} and {incorporate|integrate|include} advocacy for {customer|client|consumer} {welfare|well-being} in all {corporate|business} decision-making..

Marketing Professional Services

For {most of|the majority of} us, {online marketing|social media marketing} is our greatest roadblock to marketing our professional services when it could be the greatest stepping stone imaginable.

{If you're struggling to create a profitable professional practice, you might be addicted to marketing.|You might be addicted to marketing if you're struggling to create a profitable professional practice.} Instead of the results achieved by an effective business development strategy.

{Every day|Each day|Everyday|Every single day} seems to bring a new marketing tool that promises more traffic, more reach and more clients. The seduction is hard to resist.

{But more often than not, the payoff is frustration-- the exact opposite of what you crave.|More often than not, the payoff is frustration-- the exact opposite of what you crave.}

Whether you realize it or not, you create the struggle each time you prioritize novelty and trying something new over a focused business development strategy.

{Without a clear practice building {objective|purpose|target}, every idea seems {cool and full|full and cool} of potential. And as your fatigue and frustration increase, your confidence diminishes. That's a recipe for failure. Let's face it. The elements of marketing professional services are the same today as they were 40 years ago, and no doubt long before that.|Without a clear practice building objective, every idea seems {cool and full|full and cool} of potential. The elements of marketing professional services are the same today as they were 40 years ago, and no doubt long before that.}

To be successful - you still have to be read by your {clients and prospects|prospects and clients} - in publications they trust. You have to be seen by them - where they expect to be enlightened - and you still have to be heard - in ways that make your message clear

Today there are many many online to help you accomplish each of them. Maybe too many. {When we try to keep up with every new online option, we quickly set aside powerful marketing strategies such as talking to people face to face.|We quickly set aside powerful marketing strategies such as talking to people face to face when we try to keep up with every new online option.}

The bottom line is they are simply "tools" to help you achieve your {objectives|goals|purposes|targets}

Successful business {coaches|insurance agents|financial advisors|accountants|attorney's} use online marketing as a critical part of their integrated strategy for capturing the attention of people they want to do business with.

For best results in business development become more {focused and intentional|intentional and focused} in how you choose your business activities.

{Consider your target market. Make sure any tool you use is one that your target market uses, too. {If you won't reach a substantial audience within your key segments, it's not worth your {time, effort or money|time, money or effort|effort, time or money|effort, money or time|money, time or effort|money, effort or time}.|It's not worth your time, effort or money if you won't reach a substantial audience within your key segments.} You can make all the noise you want there, but no one you're trying to reach will hear you.|If you won't reach a substantial audience within your key segments, it's not worth your {time, effort or money|time, money or effort|effort, time or money|effort, money or time|money, time or effort|money, effort or time}. You can make all the noise you want there, but no one you're trying to reach will hear you.}

{Create a business development strategy. What most professionals - business coaches, lack when it comes to business development - marketing their services - is a "framework" a specific step by step process, one that provides a clear path from A to B in a straight line. Sadly this makes you susceptible - easy prey - for those offering the next shiny object out of the box. the next new bright idea to come along.|Create a business development strategy. What most professionals - business coaches, lack when it comes to business development - marketing their services - is a "framework" a specific step by step process, one that provides a clear path from A to B in a straight line.}

Without a framework - business development strategy - a clear path - step by step strategy, you'll wander around wasting time, energy, and resources.

Marketing professional services using online resources and strategies critical to your profitability. While nothing is more important to building your professional practice that harnessing online resources, it's how you employ them that makes all the difference.

{How much money do you want to make? How many clients or sales do you need to reach that goal? Where do your clients come from? How do you reach them? {Once you understand these answers, you can determine which online tools will help you reach these goals.|You can determine which online tools will help you reach these goals once you understand these answers.} {Then, stop focusing on the ones that don't.|Stop focusing on the ones that don't.}|How many clients or sales do you need to reach that goal? How do you reach them? Once you understand these answers, you can determine which online tools will help you reach these goals.}

For more insights into how best to market your professional services see below!

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