Digital Tips for an Integrated Approach to Hyper-Local Marketing

Simply getting your business’ name mentioned in a local magazine or renting local billboard space is not meaningful enough to generate buzz or connect with your local market. As our founder and president Jorge Villar said earlier this week, "hyper-local marketing demands that you use a more integrated approach to impress upon your ideal prospects that you are the trusted, go-to local expert." 

Check out these tips for the digital portion for your integrated approach: 

Optimize your company website. 

Many of your prospects rely on the Internet for their first impressions of your business. 74% of consumers use Google to search for a business before they respond to its marketing. In today’s highly digital world of information sharing, it’s crucial for businesses to establish their credibility in the market and industry by leveraging the power of an effective and informative company website. Without a website, 56% of consumers say they can’t trust your business. 

Your prospects are looking to connect with you—and with your competition—to fulfill their investment needs, and establishing and maintaining a company website is your first line of defense when it comes to outshining other advisors in your market. 



Connect with your audience through online video. 

If you really want to boost your credibility and super-charge your marketing, use online videos. Why? The answer is inthe numbers: 



1.) 74% of all internet traffic in 2017 will be video. 

2.) 52% of marketing professionals worldwide name video as the type of content with the best ROI. 

3.) 65% of video viewers watch more than ¾ of a video. 

4.) Video in email can boost open rates by 20% and increase click-through rates 2-3X. 

5.)  72.1 million smartphone users watched video on their devices at least monthly in 2013, and this is projected to rise to 86.8 million by the end of 2014. 

The ideal duration of an online video (with the exception of your company brand video) is just 90 seconds. Online videos need to be clean, crisp and direct not verbose. Include a clear call to action, your company's phone number, website address and an email address. 

Tip: Choose an email address with someone's name so your target audience feels more confident their message will be seen and addressed in a timely manner. 

Once your video is produced, get it out on the web. What good is having a great online video if no one sees it? It’s worth your time and money to work with a social media specialist to ensure your video content will be seen and drive traffic and response.

What would you add to this list? Tell us below or tweet us!

@rme360

             By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360

Jorge's Thoughts: 6 Tips to Becoming a Trusted Local Expert

Hyper-local marketing demands that you use a more integrated approach to impress upon your ideal prospects that you are the trusted, go-to local expert. 

It’s important for your company to have a plan that continually places your products and services at the forefront of your local market using a variety of channels that will provide you with several opportunities to deliver a compelling message, your benefits and your value proposition. The company that creates that top of mind awareness with consumers is the one that wins their business in the end. 

Here are a few ways to do just that: 

1: Know your ideal target client.

Believe it or not, this is actually a challenge for many financial advisors. There’s a difference between what you want in a potential client and the clients that actually drive your revenue. To accomplish this, conduct an audit of your last 20 new clients. This audit could include the following data points:

• Source: Where did this client come from? (e.g. referral, seminar, etc.)
• Address: This will indicate if there’s a cluster of clients in a specific area in your geographic market.
• Age: This will indicate a key demographic for future prospecting.
• Admitted assets: How much money do they have to invest?
• Assets secured: How much of the available assets are you able to use for their financial plan?
• Services provided: Retirement income, estate planning, etc.
• Products sold: Mutual funds, life insurance, long-term care, etc.
• Date of first contact: When did you first hear from this client?
• Date of closed sale: When did you receive payment/s for products and services delivered? Knowing the number of weeks from first contact to close will give you a clear idea on how frequently you need to prospect.

2: Know your competition.

Though you would like for your customers to overlook your competition, it’s crucial for advisors to be well-versed in who your competition is, what they offer, what makes them stand out and why prospects respond to them. This information can help you make important marketing decisions as well as help you hone in on what the competition offers and how they differentiate themselves. 

3: Understand your prospects’ needs.

Selling a product or service to prospects begins with assessing their needs and understanding how you can help. This is more than knowing who your clients are as advised in step one; this is more about identifying with your prospects’ short-term and long-term concerns so that you can exceed their expectations, thereby building your brand and outshining your competition. 

4: Use the proven social dinner event approach, not the outdated lectures, workshops and lunch seminars.

It is an incontestable fact that dinner/evening seminars at better restaurants - when compared to all other forms of advertising and if done correctly - generate the most consistent flow of qualified and motivated prospects and the best ROI. In fact, a recent survey of top dinner seminar producers shows an average ROI of more than 300%.  If you think that sounds too good to be true, do the math. If you invest $10,000 in a seminar marketing campaign that generates 40 buying units and you close only 10% of those prospects (assuming an average commission of just $7,500), you’ll have an ROI of 300%.

5: Use local magazines and publications. 

 Simply getting your business’ name mentioned in a local magazine is not meaningful enough to generate buzz or connect with your local market. Local magazine advertising offers many benefits that make investment on your part worthwhile. According to Forbes, many businesses rely upon online advertising, so “the decline of print publication can actually be used as a marketing advantage. The publications are less crowded, allowing more room for your ad to shine, and possibly even cheaper prices for that ad space.” 

6. Establish an online voice with social media.

Social media is a great way to grow your brand, attract prospects and create a digital voice, but tackling your social media presence by creating accounts that you randomly use will do more harm than good. Create a calendar to schedule your postings.  If you already have a social media presence, ask a marketing professional to conduct an audit on your profiles and identify areas that need improvement. If you don’t have a strong social media presence, ask a marketing professional skilled in digital strategies to develop strategies and content and to post on your behalf if needed.  Ask her/him to collaborate with you on marketing goals and to compare your social media presence with your competitors’. Also, follow these best practices:

• Remain current with topics of interest. 
• Stay relevant and consistent…deliver a solid message with benefits.   
• Be engaging by offering value. 
• Monitor and respond to online conversations.  

Tweet me and let's chat about hyper-local marketing:

 @JorgeVillarRME

By: Jorge Villar, President and Founder 

#hyperlocaldata

Jingle All The Way to Successful Holiday Marketing

Black Friday and Cyber Monday have come and gone, but the holiday shopping season hasn’t shown any sign of slowing down. What does that mean for your business? Hold on to that marketing steering wheel; it’s time to drive those sales home! The end of the year is mere weeks away, so let your holiday marketing wrap up your brand's 2014 with a red shiny bow. 

Need help tying that bow? Check out these tips:

1.     Hark! The user-generated content sings

According to a recent MIT study, the human brain can process and identify images seen for as little as 13 milliseconds. According to our collective common knowledge about people, we love to post photos of ourselves. So why not combine the two for your holiday marketing a la Starbucks style? Take a look at the coffee conglomerate’s cover photos album on Facebook and you’ll find several photos taken by fans a*k*a brand advocates. These photos add a layer of authenticity to Starbucks’ marketing, a layer that prompts fans to feel more connected to the brand. Fans whose photos are used feel valued and appreciate the interaction. Fans who see those photos feel more motivated to follow a brand that pays attention to and interacts with them.

Here’s an example of one of their user-generated cover photos:

And here’s how popular it was:

2.     It came upon the holiday video

Not a Christmas goes by without me thinking of my beloved late brother. And inevitably during the holiday season, I run across the Folgers commercial online when big brother Peter comes home to visit for the holidays and his sweet baby sister bounds down the stairs to see him. The soft sell in this video stands in the shadow of the overarching tone of family and holiday cheer. That cheer is of course celebrated over Folgers coffee; after all, Folgers isn’t selling feelings and big brothers. But what makes that commercial memorable? (I’m 36 years old and still remember it from my childhood.) The sense of family and the opportunity Folgers took to showcase a special sibling bond to create a holiday moment fit for Hallmark.

3.     Deck the local halls

What holiday traditions, events and trends are popular in your market? What makes prospects and clients in your market different than other markets? Recognize how holidays impact your market and who your prospects and clients are; by doing so, you can create messaging personalized just for them so that you increase the likelihood of appeal.

4.     Carol of the call to action

So you’ve created effective holiday messaging via videos, direct mail, social media and/or other preferred marketing outlets, but what have you asked your prospects and clients to do after reading the message? Don’t leave them hanging like ornaments on a Christmas tree; provide them with clear instruction on how to interact with you. Of course you would like for them to call your office, visit your website or stop by to see you, but what other actions can they take that will immediately benefit them? Encourage them to download a piece of targeted content such as a white paper or an ebook. Or direct them to a personalized landing page with more information about their particular need. 

By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360