Welcome to Wealth Matters Consulting’s 3 Minute Marketer series – your quick guide to mastering wealth In this episode of the 3 Minute Marketer, Rosemary shares a recent episode of “The Top Advisor Marketing Podcast,” hosted by Matt Halloran and featuring marketing expert Hillary Gale Meehan. They discuss the critical topic of focusing your content strategy on your ideal client.
What is an ideal client profile? This is the process of narrowing down your business development efforts to focus exclusively on those clients who you serve best. Advisors can analyze their current client base, make a list of the “best” clients with whom they work and then define them by characteristics such as age, net worth, source of wealth, career industry, geography, interests, etc. This becomes your “target audience.”
Once you know with whom you want to work, it’s time to start thinking about what information your target audience wants from you. Best practices around wealth planning? Multi-generational wealth transfer? Succession planning? Market updates? One practical place to start is to think about all the questions you get every day from your clients! What are the challenges giving them anxiety? What matters most to them? Make a list of these conversations for a month, and boom! You have a content calendar tailored to your target audience. Once you decide what medium is best suited for you, it’s time to get started.
Generally, we think of “anchor content” in terms of three primary types of content: commentaries, podcasts or videos. And we recommend a once-per-month frequency at a minimum. From this “anchor content,” you can create a whole month’s worth of content, including emails, social posts, website commentaries, infographics and more.
In this video, Rosemary addresses frequent questions such as: What is an ideal client profile and how do I create one? What type of content should I produce? How do I know my audience is interested? How do I get started?
In short:
- Analyze your client base to define an ideal client profile.
- Define your target audience.
- Identify the most frequently asked questions from your target audience.
- Choose appropriate content formats that best engage your target audience.
- Get started! Plan early, execute consistently and adapt based on audience response.
If you have any questions about developing your ideal client profile or creating a content strategy centered around your target audience, please feel free to contact us for guidance and support.
Get key insights in under three minutes as we explore critical topics for busy wealth managers. Our CEO and founder, Rosemary Denney, shares valuable tips on marketing, business development, communications, brand building, growth and media exposure. With decades of experience working with top firms, she offers practical resources to enhance client relationships and expand your business.