Personalisation is no longer just a nice element to add to your marketing plan, it’s now essential. Providing a personalised experience has become necessary to remaining relevant in a competitive marketplace where clients expect more than ever. Here, we look at why personalisation is important for financial advisors.
Why personalise your marketing?
Customers today are gravitating toward brands that they feel understand them at a deeper level and pay attention to their specific wants and needs.
The digital age has elevated consumer expectations for relevant, contextual, and convenient experiences to unprecedented heights. Put plainly, consumers have become accustomed to getting what they want, and they’re gravitating toward the brands that recognize them as individuals at every step of their journey.
Meeting those expectations lands squarely on the shoulders of marketers, who must leverage intelligent personalization tactics if they hope to keep consumers engaged and coming back for more.
Data is key for personalisation. Collecting, analyzing, and effectively using information about consumer preferences, interests, and behaviors may help you create proposals and portfolios that resonate with your target audience.
Personalisation and emotive connections
Not every purchase decision is a rational one — our emotions play a big role, too.
Emotions are personal to us. And that personal connection is something that advisors can use to contextual marketing to create relevancy, foster loyalty, and ultimately boost their bottom line.
Consumers are more likely to purchase from brands that know their name and purchase history, and then deliver relevant communications as a result. If you’re going to do that (which you should), you need an effective way to leverage consumer data to deliver content and experiences across all channels that feel timely, in context, and personalised.
Customer expectations carry a lot of weight. People know what they want, and they expect to get it whenever they want and wherever they are. To meet those kinds of demands, brands must create intensely personal, precisely curated communications, offers, and experiences — yet at the same time, do it in a way that doesn’t feel overly invasive.
There are ways to show your audience that you’ve heard their needs and understand just what they’re looking for, without being too personal.
We hope that you have found this blog post on Why is personalisation important for Financial Advisors useful. If you’d like advice when it comes to retention strategies, please feel free to contact me or a member of my team here.
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