4 Reasons Why Advisors Need Their Own Online Presence

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Do the financial advisors of your organization have their own website? When a prospect or client comes to your organization’s website and wants to find an advisor, is it an easy painless process to search for an advisor and then view their website? If you answered no to these questions, it might be worth thinking about how this is holding back the success of your advisors and ultimately your enterprise brand. These four reasons go through why advisors need their own online presence and how stopping them from having one is hurting their business.

1.  Traditional Marketing Just Doesn’t Cut It Anymore

Years ago before we had as many digital marketing channels as we do now, financial advisors would use the traditional methods of marketing such as networking, advertising in magazines, newspapers or on bus shelters and on the radio. In today’s digital world those methods are alone are not going to allow advisors to be competitive among the thousands of other advisors out there competing for new business. It’s very easy to have a website today so when a business owner doesn’t have one it can hurt them.

2.  A Strong Way to Build Trust and Credibility

Having an online presence through social media, a website, email, etc. or proven ways that help advisors show empathy and expertise. An empathetic financial advisor is one who truly listens to clients, ensuring they feel understood and who demonstrate that they care. By having an online presence on social media and a website, prospects and clients gain insight into your expertise, which helps build credibility.

3.  Limiting in Their Ability to Reach More People

By building that trust and credibility online, financial advisors can reach more people and build a bigger audience. They can more easily develop relationships with existing clients and create new ones with prospects. Only by using traditional methods,  the number of people you can reach is far less. Also, leveraging online methods, advisors can track and monitor their efforts so they know exactly which tasks are worth spending time.

4.  It Gives Them the Ability to Deliver a Personalized Experience

It’s no secret that people like receiving communication from people rather than brands. When you think of your inbox, do you pay more attention to the emails that come from people or the emails that come from brands? It’s likely that you pay closer attention and read the emails from people, and even more from people that you trust and like. By having a website, advisors can deliver a personalized experience to the community they serve. If there is a specific audience that the advisor is targeting, creating content that will resonate with that audience will be beneficial and helpful. Additionally, through email marketing, advisors can segment lists and sent different content to different lists. For example, the new parents are probably more interested about RESPs and leveraging RRSPs than say an older couple who is thinking about retiring soon and making sure their kids are taken care of. The ability to personalize online has drastically improved the ability to generate leads and ultimately new business.

In conclusion, if the advisors of your organization do not have their own website, think about why. Is it because as an organization you want to maintain a certain level of control? If yes, there are tools and platforms available today that make that possible, while still allowing advisors to have an online presence. Ultimately, as enterprise marketers we want to support advisors so they can grow their business. By having an online presence such as a website, financial advisors are able to turn prospects into clients.

SEO Basics


Wood letters of SEO and definition on wood background

What is SEO?

SEO stands for “Search Engine Optimization”. It is the process of organically optimizing the content on your website to position your website higher in the rankings when searched by a customer. Search engines (e.g. Google, Bing, Yahoo) use a list of factors to rank each webpage in the results. These factors and their weight is always evolving. They include: Keywords, Reviews, Social Media, Citations, Visitor Behavior, and more.

What is a Keyword?

One of the most important SEO factors is Keywords. When someone does a search, for example, “Retirement Financial Advisors in Toronto”, the search engine will scour every page of every website to find matches for that sentence and for each individual word. The search engine will present the results in order of best matching. “Retirement” “Financial” “Advisor” and “Toronto” are all keywords and search engines are crawling through your webpage for these words. Using commonly search terms in your content will help match your page to what your customers are searching for. Remember Keywords are not the only SEO factor and there are more criteria that rank your page.

How does Google work?

Google’s search engine is a powerful tool. Without it, it would be impossible to find the information you need. Google uses various algorithms to generate search results. (Adapting a website for these algorithms is SEO.) Like most search engines, Google uses automated programs called spiders or crawlers to search its index of keywords and the matching webpages.

Code syntax on a computer screen

On-Page SEO vs. Off-Page SEO

On-Page SEO refers to the quality of your website’s content. On-page optimization is structuring a webpage to ensure it gets found by a search engine. This also increases overall readability for your website. On-Page also includes what is in the back end of your website too. Such as: Meta descriptions, Alt text, HTML code, etc. Think of On-Page SEO as Owned SEO; elements you can tweak and control immediately.
Off-Page SEO refers to your website’s overall authority and reputation on the internet. This is a result of other websites linking back to your content. Off-page optimization is a long-term process and takes the time to improve.

5 Basic Principles of On-page SEO

  1. Page Copy

As mentioned above, the content of your website is very important. Producing original and high-quality content that is relevant on a consistent basis will rank high. In your content, this is where you infuse the keywords that your customers are searching for.

  1. Title Tags

Title tag is the attention-grabbing clickable titles in blue when you search on Google. Google typically displays the first 50–60 characters of a title tag. If you keep your titles under 60 characters, you can expect about 90% of your titles to display properly. Make sure your title tags are keyword-relevant and concise.  

  1. Meta Data

Meta data is a description that accompanies the Title Tag in a search result. Google crawlers look at the Meta keywords to get an idea about the topic of the page. Meta descriptions are limited to 300 characters.

  1. Heading Tags

Headings are not only a practical way to organize the page’s content to be easier to read. It also serves as additional keywords that are considered in Google’s ranking algorithm. Best Practice with Headers is to keep them between <h1> to <h3> sizing, as these are considered the most important.

  1. Interlinking

Interlinking is the process of strategically linking one of your web pages to another within your website. This provides context to the search engine and the reader. A best practice is to link back to the home pages using certain keywords on other pages, this associates that keyword to your website in a search result. Linking one of your website pages to other similar pages on your website provides context to the search engine and to the readers as well.

Time to Elevate Your Websites Search Ranking

We hope this has been helpful to educate you on what SEO Marketing is and how it works. Now you are ready to get started. Keep in mind that SEO is a long-term game, so you may not be at the top of Google right away. You are competing with other similar websites/content. Finally, SEO is never finished. Google is always changing their algorithms so continued optimization is required to stay on top.

Your Competitors are Neglecting These Content Marketing Tactics


Content marketing may be the most important trend in digital marketing today. Industry surveys indicate that B2C businesses will spend on average 39% of their total marketing budgets on content marketing1. Its power as a lead generator is unmatched, and if you’re not doing it—and doing it right—you’re missing a critical piece of your marketing puzzle. Worse, you could be losing business.

Ok, ok, you’ve heard this before, right? The benefits are well documented. Experts will tell you that content marketing:

1) Builds awareness

2) Helps customers find you

3) Establishes you as a thought leader

All those are true, but there’s one major benefit that even experts often overlook, and that is: content is key to creating an irresistible brand.

What is a brand and how is it connected to content marketing?

A brand isn’t just a logo, typeface, and slogan. Your brand is the entire personality of your company. Think of it as the feelings and emotions that are evoked within a customer when they hear your name.

Brands are built slowly, piece by piece with each point of contact between you and your customers. Every ad, email, tweet, and blog post adds to your brand. Over time, good branding creates trust, establishes value, and fosters a sense familiarity.

In 2016, content marketing could be the most important tool for building your brand.

Why is content marketing so critical to creating a brand?

When you view your competitors’ websites, display ads, or marketing emails, do you ever feel they all look very similar? That’s no accident.

Today’s smart web developers and digital marketers know what makes people tick (and click!), and websites are finely tuned to be efficient and effective. The best digital practices are always emulated, borrowed, and replicated. This improves user experience, but as everyone copies the same successful strategies, variety and uniqueness decrease. This leaves many sites looking like they’re cut from the same template, because they are.

If you want to stand out from the crowd, you need a new technique to differentiate. So what’s the best way to differentiate online today? Yep, you guessed it: content marketing.

Content marketing establishes your unique value proposition

More than any other aspect of your online presence, content marketing allows you to communicate your unique value proposition; the aspect of your business that tells customers “this is why you should choose me instead of my competitors”.

Content marketing gives you the time, space, and freedom to engage deeply with customers—something that’s impossible to do in a 728 x 90-pixel banner ad.

Best of all, content marketing brims with real personality because it captures your own voice. Content takes your business beyond a robotic marketing slogan. Sure, the tone of your content should be professional, but when that tone echoes your individuality, you stand out from a noisy field of competitors.

3 simple tips to creating content that makes your brand shine

  1. Produce content that reinforces your points of difference

Before you write, ask yourself: how do my skills, my experience, my expertise, solve customers’ problems better than my competitors? The answers are your points of difference and combined they form your unique value proposition. Write them on a sticky note and place it next to your monitor.

If your content clearly demonstrates your points of difference, customers will understand exactly why they need to choose your business.

  1. Think of content as the evidence that supports your marketing claims

Say your company’s slogan is “Manitoba’s Master of Tax Minimization”. That’s a bold statement, but why should customers believe you? In the past, businesses relied on word of mouth and testimonials to substantiate these claims. Today, content marketing is the tool that proves your expertise to millions of skeptical customers before they ever do business with you.

  1. Be consistent and find your own voice

Decide on a style and vocabulary that reflects you and your business. A casual and accessible tone is effective for some audiences while others expect you to be formal and authoritative. Whichever style you choose, be sure that it carries your personal voice. This will build stronger connections, and ensures that your content feels fresh.

Summing up

Good brands are not created by telling customers why your business is great, they’re created by demonstrating it. And in today’s competitive digital landscape, content marketing is the most powerful tool for proving your value and building a business that gets noticed in a crowded marketplace.


1 https://expresswriters.com/the-big-2017-content-marketing-spend-infographic/

Content Marketing: The Most Powerful Tool for Financial Agents?

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In today’s day and age, selling financial products and advice is as difficult as ever before. Banks, financial advisors, wealth managers and brokers of financial products face stiff competition, both from traditional competitors and technology-enabled challengers. What is the best Tactic for Financial Agents to separate themselves from the pack?

Why is the competition so stiff in this era of financial services?

A few factors are influencing the increased competition, including automated technology solutions such as robo-advisors and online brokers, as well as increasing global competition, made possible by communicating information through digital channels. These new possibilities may be confusing customers, making it difficult for them to make a decision or even fully understand what options they have.

So, how can financial brands win customers in this environment?

The answer that many financial institutions are turning to, whether they focus on serving businesses or individuals, is content marketing. In a world where 60% of the sales cycle is over before a prospect talks to a salesperson, it’s important for brands to get as much information to their prospective customers as possible. By offering information and provocative insights into potential customer problems and how they can be solved, content marketing can be a major part of a solution selling strategy.

A Powerful Tactic for Financial Agents

60% of Buyer's Cycle

What is “solution selling”?

Solution selling is based on the premise of working with the customer to define their problem. Define their problems based on the symptoms they are experiencing. This is followed up with a solution that helps them solve their problem.

The process involves asking questions about your customer’s needs, problems, and issues and look for the “hook” for your solution. Instead of solely pushing your product, service, or solution, solution selling positions a salesperson to be the ultimate problem solver. Allowing them to earn trust and ultimately putting your business in place to gain a new customer.

This process is how a salesperson can add value on a one-to-one basis through content marketing and solution selling.

Will this strategy actually work for my business?

While there are no guarantees of success through content marketing and solution selling, plenty of brands are adopting these practices and finding great success. 93% of B2B marketers use content marketing, but it is not being used to its full potential. Just 42% of B2B marketers say they use content marketing effectively. Those numbers are even lower in financial services. This can be an opportunity for your brand to jump ahead of your competitors. Take your chance to implement a successful strategy and make your brand more discoverable to your target market.

In fact, content can motivate action, regardless of how ready-to-buy your target customers are. The image below shows what forms of content are effective at nurturing your prospect at every stage of the journey. By providing relevant, useful, original content, your content marketing strategy will nurture customers. When they are ready to contact a salesperson, your brand will be at the top of their mind. Original content should be a cornerstone of your sales and marketing strategy, while fueling your content marketing efforts.

What is the best Tactic for Financial Agents to separate themselves from the pack?

Create Exceptional Cultures Through Education and Awareness

Our Content Marketing Mission is to become the online destination for Advisors looking for useful information, advice, insights, and resources for growing their online presence. If you want to get your content marketing strategy off the ground, or are looking to reinvent how your network of financial agents uses content marketing and solution selling, get in touch with me! We can discuss how your brand can use Digital Agent to maintain a compliant, centrally-controlled content marketing platform for your network of agents.


4 Steps That Will Minimize Your Website’s Bounce Rate

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The definition of bounce rate is:

“the percentage of visitors to a particular website who navigate away from the site after viewing only one page.”

Ideally, your website’s bounce rate should be somewhere between 20% and 35%. However, some businesses can reduce that number below 20% with great difficulty. If your website bounce rate approaches 50%, you are in serious trouble and need to update your site immediately to lower that number.

Does your website have a high bounce rate? You may be attracting plenty of traffic, but does your website convert those visitors into customers? Having high traffic doesn’t mean anything if it is not generating business. What can you do to minimize your bounce rate and win more business from your digital properties?

Step 1: Understand Your Visitors

Why are people visiting your website? To reduce your bounce rate, you will need a solid understanding of what is drawing visitors to your site. Not every visitor will be part of your ideal audience, but uncovering the patterns and details of their journey to your website will provide insights to minimize bounce rate.

So what do you need to understand about your visitors?

Organic Search

Which organic search terms are bringing visitors to your website? You can use Google Analytics to discover your most active keywords. Consider whether you actively try to leverage those keywords, what someone searching for that keyword would be looking for, and whether your website can solve those problems.

Once you understand how (and why) a web searcher might end up on your website, you can optimize your pages and content to increase conversions to minimize bounce rate.

Popular Content

What pages and content drive the most traffic to your website? Once you identify those pages, you can see what pages and topics are drawing people towards your site. Do those pages solve the problems that visitors may be experiencing? Are your most popular pages also your highest converting pages? These questions are important to ask so you can understand which pages of our website are most useful for their intended purpose.

Best Pages

Which pages on your website have the highest conversion rates? Do those pages have a low bounce rate? Are these pages your most popular? Often, your most popular pages will not necessarily be among the highest converting. What type of pages do your customers visit before making a purchase?

Understanding the audience, their interests and how your website caters to those interests, you will know what prospective customers are looking for and how your business can meet their needs. The next step involves using that knowledge to build a relationship with visitors, eventually turning them into customers.

Step 2: Build Email Relationship

The second thing you should do to minimize your bounce rate is getting visitors to sign-up for email newsletters. Most visitors will only come to your website one time, never visiting again. In fact, it takes six to eight touchpoints to convert someone from a passive visitor to a lead. Email newsletters allow brands to remain in contact with visitors to their website, providing more touchpoints in which you can thrill those visitors.

So how can you build an email list to stay in touch with visitors to your site? By placing an eye-popping call-to-action that will motivate a sign-up.To learn more about creating killer CTA’s, check out our article: 6 Tips for Creating Better Calls-to-Action.

Once you have built your email list, you can re-engage with visitors through email, sharing content and information with them, nurturing the relationship until they are ready to convert. By nurturing the customer relationship, you can keep in contact with prospects until they are ready to make a purchase.

Step 3: Re-engage

If people don’t want to sign-up for your email list, and they do not provide any contact information, what can you do?  Well, at this point, you only have two options, both of which involve attempting to re-engage after their visit.

Use Social Media

One way to re-engage with your customers is through social media. Use targeted ads placed on social media to promote your list building efforts. Instead of sending people who click your ad to content, send them to a landing page where they can sign-up for your email. Remarketing using social media ads is an effective tactic because the platforms allow for extensive targeting, based on a number of factors. For more information on remarketing using social media, check out HootSuite’s Social Media Advertising Guide.

Website pop-ups

Website pop-ups can be used to discourage people from leaving your site. Onsite remarketing detects user behavior to determine if a visitor is about to “bounce.” If it seems they will bounce, a popup will appear, either directing them to content they might find interesting or asking if they want to sign-up for your email list. Exit-intent pop-ups have varying ranges of effectiveness, depending on their purpose, but they have proven to lead to an increase in conversions.

Step 4: Convert Subscribers into Customers

The final step is to convert your subscribers into leads, eventually leading to a purchase decision. Conversion is by far the most difficult step in the entire sales process, but there are several activities that can lead to an increased conversion rate.

Segment Leads

Segmentation of leads is an essential activity for any business, but there are many ways you can do it. One can segment their leads based on:

  • Stage of the buyer’s journey
  • Source of the lead
  • Demographics
  • Conversion events
  • Website behavior

All of these methods of segmenting an audience are valid. However, the method you choose should correlate to your business goals. For more information on segmenting leads, check out this Hubspot published informational guide on segmenting leads.

Test and Refine

To boost conversions, you need to keep an eye on your email reports. By measuring the engagement on your email newsletters, you can determine whether changes lead to better conversion rates.

Once you begin measuring your email engagement, A/B testing can begin. A/B is an effective method of determining which strategies yield the greatest results. However, the best part about A/B testing is that even a marketing newbie can use it to determine the efficacy and effectiveness of various strategies.  

Create Effective Copy

Writing copy that converts leads into customers is a difficult undertaking, a blend of art and science that can take years to master. Your copy should be a mix of value adding content that educates the reader and promotional copy. These 7 Simple Tips for Writing Effective Content for Your Website should help you write compelling copy.

There you have it, by following these four steps, you can minimize your bounce rate and increase your customer engagement. Do these steps work for you? Do you have any other strategies for increasing engagement on your website? How does your business turn visitors into customers? Let us know on Twitter @VeridayHQ.

How Financial Agents Can Thrive Using Social Media

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Social media has become one of the most popular tools at a marketers disposal. Nearly every business has at least one social media channel, usually one or two of the big 3: Facebook, Twitter, and LinkedIn and with good cause. 64% of Twitter users and 51% of Facebook users are more likely to buy the products of brands they follow online. 91% of retail brands, who are marketing to many of the same people as financial advisors, use more than two social media platforms. There are many benefits for brands who use social media.

The problem with social media is that you can’t just jump in and start going. You need a plan. The plan, just like any other business plan, should be related to your organizational goals. The results will take a decent amount of time to come to fruition, so don’t be concerned if the results aren’t immediate. Having a solid, written plan that guides your decisions will make starting out on social media much more straightforward.

There are many, many, many different social media platforms, all with different use cases and demographics. Crafting a strategy for each platform you choose to use is essential. Planning the strategy will follow the same steps, regardless of the platform. Only the details will be different, to cater to the strengths and weaknesses of a particular platform and their demographics.

Today, we will examine the steps needed to implement a fantastic social media plan. Remember, the steps will be the same regardless of the platform. 

1. Establish Goals

Without clear goals and objectives, you cannot create a plan. Setting goals gives you a path to follow. Even if the program changes down the line, having goals is crucial. Goals let you monitor the plan’s success. 

You know what your business goals are better than I do. I’m not going to tell you how to gain clients; you know how to do that. Just let me give you a few general pieces of advice for marketing on social media:

  1. Your social media goals and benchmarks need to be correlated to your overall business goals.
  2. You should use a variety of metrics, both platform specific (likes, shares, comments engagement rate, followers, etc.) and general (ROI, conversion rate, unique visitors to your website, etc.) to measure social media success
  3. Be patient, results from social media take time, but when they do there is a snowball effect.

Use the various metrics holistically, don’t put too much weight on any one metric. Stats such as likes, comments, shares and follows don’t bring revenue, but they are handy to know. Likes, shares and follows are a good way to see your reach, and comments can be used to see how engaging your posts are.

How and where you set your goals are up to you. Depending on your target demographics, the platform you use, and the platform-specific metrics, your goals can be established in many ways. Regardless of what your goals are, they should be SMART (Specific, Measurable, Attainable, Relevant, Time-Bound). Goals of this type force a more focused social media plan, something that will make it much easier to isolate, tweak and test various tactics.

2. Social Media Audit

Step 2 of your social media plan should be to do a social media audit. A social media audit involves combing through all your profiles, analyzing the performance of those pages, and researching which platforms your target audience frequently uses. A thorough inspection will give you an excellent idea of exactly how potential customers can connect with your business. This stage is an excellent opportunity to implement consistent messaging, finding areas where your branding is not uniform and fixing those problems. Your goal should be to understand what aspects of your social presence needs to be improved.

3. Check Out the Competition

Step 3 is just an extension of step 2, but it is important enough that I believe it deserves its own section. To be successful marketing on social media, you need to have an understanding of what your competitors are doing in the digital space. You can learn from their mistakes, successes, and ideas to improve your profile. Even if your social media plan focuses on LinkedIn, you should study competitors Twitter, Facebook and other social accounts. As Sun Tzu once wrote:

“If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat.”

You need to have an excellent understanding of exactly what your competition is doing, and why they are doing it. People only need one advisor, you need to win the war for their business. Look at how the competition promotes themselves, their services, and how they interact with people. Then you can learn from, adapt, and tweak these practices, so they fit who you want to be as an advisor. You want to be unique, but you have similar goals to the competition. It does not hurt to see what they are doing and how you can position yourself against it.

Another benefit of a competitive social audit is that you can use competitors as a benchmark for setting your own goals. Take a brief look at the number of followers, engagement, and other metrics you can get publicly and chart your success against them.

4. Create a Content Plan

The next step in the process is to create a content plan. A content plan should include the type of content you want to post, when you should post that content, and how you will promote that content. Posting the content on both your blog and social media platforms can be an excellent way to drive traffic to your website.

LinkedIn, with its professional demographics, is interested in educational materials. Its members are looking to become more productive, help them by providing high-quality information. If people realize you’re an excellent source of information, they may ask to join your network because they see you as a valuable member of their network. Becoming a trusted, accessible source of information can allow you to become a thought leader.

5. Re-evaluate

As with any plan, you should be regularly evaluating your social media and content plans. Regular evaluations will make it easier to monitor your goals to see if your desired results are being achieved. If you monitor the various metrics discussed above, you can identify aspects of your plan that may need adjustments. Always be experimenting with different tactics to achieve your goals, and let the plan evolve as new tactics work or fail. Remember, social media takes time to achieve success, some things will fail. Continue to test and constantly improve.


Once you have your social media plan in place, it’s time to get loud. By “get loud” I mean begin interacting, commenting, and otherwise engaging with members your network. On LinkedIn for example, you can join groups dedicated to specific subjects and interact with people who are interested in the subject.“Getting loud’ and using the platform’s unique features will help you grow your network and get better results from social media. You should also begin to branch out. Try out other platforms, see how they work for you.  

Having a strong social media presence is an excellent way rank higher in search results, will make you more approachable online, and improve your contact list. A social media plan will not guarantee positive results, but if you work hard at creating and executing the plan, you can experience excellent returns.

Social media is an essential aspect of a well-rounded content marketing plan. Your marketing efforts won’t go far without it. If “Content Is King,” then social media is the king’s messenger.

Do you use social media for your business? Do you have a social media plan in place? Let us know how you use LinkedIn over on Twitter @VeridayHQ or follow us on LinkedIn here. Which of the social media websites generates the biggest ROI? Find out by reading our article: LinkedIn, Facebook, and Twitter Ads.

The 4 Building Blocks of Content Marketing Strategy

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The 4 Building Blocks of Content Marketing Strategy

30% of B2B and 38% of B2C marketers say they’re effective at content marketing. Those numbers jump 14% and 20% respectively among marketers with a documented content strategy.

To succeed at content marketing, you need to define a strategy. You’ll need to understand what your goals are, what resources you will need to achieve those goals and how you will measure success. Writing down your strategy has proven to increase the effectiveness of your content marketing efforts.

Companies with documented content strategies spend more (on average) on content marketing than those without. Marketers in these enterprises also feel less concerned by the day-to-day challenges associated with content marketing.

Your content marketing strategy will dictate how you will create content to meet the needs of your audience. From the size of the budget to media type, to frequency of content, your strategy will impact how content marketing adds value to your organization.

So what are the four building blocks of content marketing strategy?

  1. Create Your Business Case

What motivated your company to begin content marketing? What do you need your content to accomplish? How do you plan to meet those requirements and your broader business goals using content?  How much will it cost and how much time will it take to achieve those goals? What will you do if your plan is not as successful as you hoped?

These are questions you need to ask yourself and develop an answer. If you cannot respond to these questions, you are not prepared to begin creating content. Having these answers is important because, without them, your efforts will seem disjointed and lack direction. Just like any other activity in your business, content marketing needs to be strategically planned to achieve best results.

There is another question that marketers need to answer before they begin creating content: Who is this for? Marketing personas ensure that content creators have an understanding of their ideal audience.

  1. Define Your Personas

Marketing personas are representations of your ideal customers. These personas should be crafted using data, not stereotypes. That means research is needed to be completed to truly define your personas. You will need to research your audience’s interests and needs, buying habits and how they consume content. Once you have this information, you can build your personas. It’s likely that your audience includes more than one type of individual, so you will need to prepare multiple personas.

Why are marketing personas so important?

They are important because, without them, it becomes difficult to create content that speaks to the unique needs and interests of your audience. The most successful content is targeted at a specific type of person at a specific stage of the buying cycle. Your buyer personas help you ensure your message is on point and you create content that engages your audience and enhances your brand.

  1. Develop Your Brand Story

Every brand has a story. Every brand story should explain why the business exists, but every story has unique details. The main challenge for marketers lies in figuring out how to tell that story in an authentic, engaging way.

Another major challenge in developing your brand story is finding the right tone and voice for your brand. It is easy to come off as flippant or disinterested based solely on the tone of your writing. You need to manage your brand’s voice to project warmth and good intentions to your audience.

Developing a brand story is important because it gives the audience the required information to empathize with you. If your story is engaging, told in a warm, inviting tone and accurately describes why the business exists it can engender a stronger connection between you and your customers.

For more information on the power of storytelling in business check out our article: The Power of Storytelling in the Business World.

  1. Create Your Channel Plan

The final thing you need to know before creating content is where to place your content. There are many options for hosting content. Your website’s blog is an excellent property to host content. If you have a mobile app, perhaps your content would be most at home there. Depending on your target audience and overall business goals, you may want to use a mixture of channels to host your content.

Other factors that need to be considered when creating a channel plan include:

  • How will you share the content with relevant members of the audience?
  • Will you use social media to share your content? If so, which platforms will you use?
  • How can you earn more impressions?
    • Can your content be used in industry publications?
    • Can you earn any media impressions?
  • What channel will our content perform best on?

These are just some of the questions you need to consider when creating your channel plan. Every plan is unique and is dependent on your overall business goals, your target audience and how you want to tell your story. Once you have these four building blocks of content marketing strategy in place, you can dive right in.

Are you ready to start your content marketing journey? Are there any other “building blocks” that we missed? Let us know on Twitter @VeridayHQ or follow us on LinkedIn.