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May 2021

Make Your Finance Company Stand Out

Make Your Finance Company Stand Out by Educating Your Clients and Prospects

Make Your Finance Company Stand Out by Educating Your Clients and Prospects 900 600 Kari Switala

Do you struggle to make your finance company stand out from the crowd? If so, you aren’t alone. No matter what part of the industry you’re in — whether you are a financial advisor, CPA, lender, or other finance professional — the competition can be fierce. There are many avenues you can take with your marketing to differentiate your business, but one of the most effective things you can do is use your marketing to educate your audience.

As you likely know, money can be a frustrating, confusing, and stressful topic for many people. Helpful, educational content speaks to the concerns of your clients and prospects and offers them something valuable. It also positions you as both a thought leader in your industry and a knowledgeable professional they can trust with their finances. Providing educational content can make your finance company stand out in an increasingly competitive marketplace.

Education Provides Value

To truly set yourself apart, you need to offer something of value to your clients and prospects that the competition doesn’t: something that is both unique and relevant to your market. Offering helpful information that teaches your audience more about various topics in your industry does exactly that. 

You might be thinking, “But why should I give away my knowledge for free — isn’t that what my clients pay for?” 

Make Your Finance Company Stand Out

Here’s the thing: providing helpful information in this way doesn’t mean you’re giving away all of your knowledge free of charge. You’re simply offering people a taste of what they will get when they work with you, in the same way that getting a free sample at the grocery store gives you a taste of the product the store is selling. That free sample of pizza doesn’t fill you up — you have to buy a whole pizza for that. 

Similarly, your “free sample” of information doesn’t give your audience everything they need to manage their finances — it merely gives them an introduction to the knowledge they’ll have at their disposal when they hire you.

Educational Content Builds Trust

Educational content can also build trust with your current and prospective clients. It does this by:

  • Showcasing your knowledge of your profession and positioning you as a leading voice in your field 
  • Making you more approachable, showing that you are someone who is willing to address your clients’ financial questions and concerns 
  • Offering your audience something of value with no strings attached

Providing educational content to your audience shows that you are not in it just to sell a product or service. It shows that you care about your clients’ financial futures. 

Focus on Your Ideal Client’s Questions and Concerns

Using your marketing to educate your audience shows that you’re aware of the questions and concerns your clients and prospects have — that you’re paying attention to the things that matter to them. 

From clearly explaining confusing financial jargon to giving instructional how-tos, center your marketing content on tackling trending topics in your industry as well as the frequently asked questions you get from your clients. 

Most importantly, focus your marketing on topics that are specific to your ideal client — their concerns, dreams, and aspirations. While it may be tempting to cast your net wide by sticking to generic topics that will attract a wide range of prospects, focusing your marketing on a specific audience is a much more effective marketing strategy. Prospective clients are more likely to connect with you if they view you as a business that specializes in solutions that suit their needs. 

Take a look at our recent blog on buyer personas to learn more about honing in on your ideal audience and how doing so can benefit your business.

Once you determine what demographic you most prefer to work with, offer content that is relevant to that group. For instance, if your ideal clients are parents and families, you might focus on topics such as building up savings, college planning, or school year tax-saving tips. Or, if you want to work primarily with small businesses, you might create content about starting a business, tax laws relevant to entrepreneurs, or how to close the books at year-end.

Be Authentic: Draw From Your Passions

Something else to consider as you determine which topics to educate your audience on is your own unique set of passions. What are your favorite aspects of your industry? What topics are you most passionate about?

These topics are the ones you will likely have the most insight into, as well as those you are the most excited to talk about. Maybe you’re passionate about helping people prepare for retirement so they can live the life of their dreams in their final years; or perhaps you love explaining the complexities of tax rules to new business owners. Whatever your niche is, harness that enthusiasm and share it with your audience. This excitement and eagerness to share will come out in your content, giving you an authenticity that sets you apart.

Your own passions, personality, and history are uniquely powerful tools in differentiating your business. And bringing who you are, your background, and your unique vantage point to the table will help you attract a client base with similar values and interests. 

Share What You’re Learning

Regardless of what area of the finance industry you work in, continuing education is an essential part of staying on top of your game. As you work to keep up on your own education, share your newfound knowledge with your clients and prospects. 

Ongoing training enables you to help your clients make continuous progress on their financial goals. Sharing about the classes you’re taking and what you’re learning shows that you are continually improving yourself and your offerings. This can help you both attract prospective clients and encourage current clients to stick with you for the long term.

So don’t hesitate to talk about your ongoing professional development as well how any credentials you hold translate into better service for your clients.

Use a Variety of Methods to Educate Your Audience

Make Your Finance Company Stand Out

So now that you understand the role education plays in differentiating yourself from the competition, let’s talk about how to best get this vital content to your clients and prospects. There are a wide range of methods available that lend themselves well to educating your audience — here are some of the best.

Blog Posts. Blog posts are a great way to give either a quick overview of a broad topic or a deep dive into a more specific topic. Blogs can range from 300-2500 words (or more), so can be a versatile tool for a variety of subjects. 

To give you an idea of what a blog might look like for a company in the finance industry, we’ll refer you to two of our clients’ blogs: Wood CPA and Simplify Wealth. Take a look through their blogs and notice how their posts reflect their individual personalities and passions, as well as the audiences they are targeting.

Guides and eBooks. Guides and eBooks are ideal tools for going deeper on a topic. They are typically offered as downloadable PDFs, and can vary in format from being more of an extended blog post to something akin to a manual or organizational tool. You can even combine several of your previous blog posts about a topic to create a guide on that subject.

Simplify Wealth’s Optimize Your Life Organizer is one example of a guide that we helped create. It provides educational material and instructional guidance in a workbook format that walks an individual through the details of their finances.

For another example, check out this eBook we wrote for our own marketing purposes!

Email Newsletters. Email newsletters give you the opportunity to connect regularly with your clients. A newsletter should be short and sweet, so it isn’t a great place to go deep on a subject. However, it’s the perfect tool to highlight updates (tax changes and deadlines, for example) and to link articles (your own or ones from outside sources that you trust), guides, or eBooks on relevant topics.

Social Media. Like newsletters, social media is a great way to share quick updates and links to relevant resources. It can also be the perfect place to get a bit more personal — sharing about your own educational pursuits as well as your hobbies and interests. You don’t want to get too personal here, but you also don’t want to only share business-related information or sales pitches.

Social media is more like a networking event than a billboard: you certainly want to talk shop, but you should also share more about yourself in order to connect with people on a personal level and build relationships and trust. Check out Wood CPA’s LinkedIn and Facebook pages for some great examples!

Vlogs, Live Videos, and Webinars. Video offers a way to connect face-to-face (or close to it) with your clients and prospects. It gets not only your words, but your face in front of your audience, making you seem more familiar and providing for a different level of connection. From posting vlogs (video blogs) on YouTube to doing Facebook or Instagram lives to offering webinars on relevant topics, video can be an excellent way to bring educational content to your audience.

The methods you choose to incorporate into your marketing strategy will depend on the specific demographic you are targeting — where they like to get their information and what their particular needs are — as well as your own preferences, comfort level, and time constraints.

Make Your Finance Company Stand Out With Help From Wild Fig 

Here at Wild Fig, we have experience helping our clients in the finance industry stand out from the competition. From blog writing to email newsletters to social media planning and posting, we can help you reach your ideal prospects with quality content that educates them and showcases the unique value you bring to the table. Sign up here for a FREE 30 minute strategy session to talk more about what we can do for your business!

market your practice

How to Market Your Practice While Showing Your Prospects You Care

How to Market Your Practice While Showing Your Prospects You Care 900 600 Kari Switala

A Guide for Medical and Dental Marketing

Think about the important relationships in your life. Take marriage, for example. When you wake up every day, do you seek out your own agenda and act without consideration for your spouse? 

Hey honey! I planned our summer vacation. I’m thinking Italy. I went ahead and booked our flights, created our itinerary and reserved all our lodging. We’ll be gone for two weeks and travel all over the country! It’s going to be a great time. You’ll love it!

While Italy may be on your spouse’s bucket list, you went ahead and planned an elaborate and expensive trip without their input. What if they were hoping for an inexpensive and relaxing Southern California beach getaway instead? Your plans might leave them thinking, It’s like they don’t even know me or care about what’s important to me. 

In this case, you missed the mark and the money you spent on all those reservations might best have been spent on marriage counseling. Operating based solely on your own agenda without considering your partner isn’t a recipe for a healthy long-term relationship. 

A healthy relationship involves knowing and valuing what’s important to the other person and responding to that.

It’s the same with your medical or dental practice. Whether you’re in dentistry, orthodontics or pediatrics, your practice, if it’s successful, revolves around your patients and knowing what’s important to them. What kind of care are they looking for? 

Let’s take a look at a few important things to consider when marketing your practice in a caring, relevant and effective way:

Start by determining who you want to attract 

If you want to grow a successful practice, you have to define your target market. You might be thinking, I want to serve everyone and address every dental need. While that may be true, a targeted approach will drive your business much more effectively than a general approach. 

If you’re a dentist, maybe you want to focus primarily on children and helping them keep their teeth healthy for life. You’ll emphasize the importance of biannual recare visits, fill a lot of cavities and prepare a lot of mouths for braces.

Contrast this with a dental practice that focuses on serving baby boomers in a higher income bracket who can afford veneers and other high-end dental procedures. You may even want to be zip code-specific, targeting boomers in a large retirement community near your office. 

As you’re fleshing out your ideal client, begin to think about these important questions: 

  • What are my ideal client’s primary needs? 
  • What do they value? 
  • What do they base their decisions on?

I don’t get it. Why can’t I just target everyone with dental needs? This whole “ideal client” business seems unnecessary and I think it might hamper my ability to grow my practice. 

Think about it this way. What kind of fish do you want to catch? 

If you prefer to catch crappie, you’ll probably put a worm on your line. If you want to catch smallmouth bass, you’ll fish with leeches. Once you define your ideal client, you can craft a successful targeted marketing strategy that speaks precisely to your audience. This will help you reel in the right business and at the same time, build your brand and stand out from your competitors. 

Speaking of standing out in a crowd….

Convey your unique value proposition 

The medical and dental industries are highly saturated which makes differentiating your practice that much more critical to your success. 

With your clearly defined target market in hand, it’s time to brainstorm your marketing strategy. Once again, keep your patient at the center of the process. 

If children are your ideal client for your dental practice, for example, you will target your marketing towards their parents. Now put yourself in their shoes and consider their ideal dental practice:

  • Busy parents with young children value easy, flexible scheduling. They seek out a dentist who can see their child Monday-Friday after 5 p.m. or on Saturday mornings so they don’t have to leave work to bring their child to an appointment. 
  • They want to get in quickly when their child develops a toothache and they suspect a cavity. 
  • They want a dentist who understands children and offers special comforts to put their child’s mind at ease during their appointment. 

In this scenario, your ideal client’s values could be summed up as flexibility, responsiveness and caring

market your practice

An important component of any successful marketing strategy involves telling your story and highlighting your values. Knowing that flexibility, responsiveness and caring are important to your ideal client, you can weave these into your messaging on your About Us page, letting website visitors know that these are some of your core values—ones that you’ve built your practice on. You can create blog posts around these values. You can highlight them above the fold on the homepage of your website. You may even incorporate them into your company’s one-liner

Using these core values as a launching point, you can speak to parents’ needs and offer your solutions. 

Are their children nervous about going to the dentist because of a negative past experience? Empathize with these parents and tell them about all the comfort measures you offer that can help! Cable TV with kids programming, essential oils, warm neck wraps, comfy blankets….

Our amazing client, Eggert Family Dentistry, lists 17 comforts on their website that they offer to their patients to make dentistry as easy and pleasant as possible. Way to go, you guys! 

Busy parents who come across your messaging will quickly identify with you. Many will respond by making their child’s first dental appointment or switching to your practice because you address their concerns better than their current provider. As you continue to grow your marketing strategy and attract your ideal clients, you’ll develop a reputation in your community as a parent and child-friendly dental office, you’ll experience the snowball effect of referral traffic and you’ll grow your business. 

You know what they’re looking for. Now go get ‘em, tiger! 

Ok, so you’ve established who your ideal client is and you’re working on developing messaging that connects with them. This begs the question: How do you get your messaging in front of your ideal clients? 

Here are a few proven strategies:

Optimize your website. You have a ton of information you want to get in front of your visitors. Don’t worry—your website can accommodate all of it. Just make sure that, first and foremost, your website is always patient-centric. Again, put yourself in your prospect’s shoes, this time as you create content and design the layout for each page.

If you’re searching for a dermatologist, for example, and you’re looking at provider websites, which would be the most compelling to you? A homepage with a big block of text that talks all about the history of the clinic and the doctors that practice there or a headline that reads, “We take skin seriously,” followed by a few bullet points about their state-of-the-art technology and a list of their services? 

Also, create and post regular blog entries that convey your expertise and address your ideal client’s common questions and concerns. Once again, kudos to our friends at Eggert Family Dentistry who do an excellent job of providing consistent value through their blog! Make sure you post your blog entries on your social channels and link them back to your website! And while we’re on the subject of social media…

Leverage social media. First of all, which social channels do your ideal clients use? Let’s say you’re a dental practice marketing to the 55+ age group. You can have the best social media marketing campaign in the world but if you put it on Instagram, you’ll be sorely disappointed. Most of your ideal clients are over on Facebook connecting with their friends and keeping up with their grandkids’ sports and shenanigans. It pays to do your research!

Once you get your marketing campaign up and running on your prospects’ desired channels, use each channel’s built-in analytics tools to test and measure your results. What are the demographics of the people who are interacting with your posts? Are you actually attracting your ideal clients? Which posts get the most traffic—the ones in the morning, afternoon or evening? At the beginning, middle or end of the workweek? Are many people engaging with your content on the weekends? Tweak and test your marketing until you hone it in. 

A few social media content tips: 

  • Always provide value
  • Post regularly
  • Design posts that are interactive and engaging
  • Be consistent in your branding
  • Drive visitors to your website to learn more!

When effectively utilized, social media can be an outstanding lead generation tool that will help you target your perfect audience.

Gather patient reviews. The medical and dental industries are largely driven by reputation. Keep in mind that being a patient is a vulnerable position to be in. Patients don’t trust their health to just anyone. They want some basis of familiarity or reason to trust you. While personal recommendations take the cake for driving traffic across nearly every industry, don’t underestimate the power of patient reviews. 

Did you know that, after as few as five reviews, 68% of prospects form an opinion about your practice?

The moral of the story? Never quit gathering and posting reviews. Create a Google My Business link and post it on your webpage. Encourage current patients to write reviews, and for patients that do, add their names to a monthly drawing. 

Additional ideas include developing and implementing an SEO strategy, utilizing email marketing and recording videos of your providers discussing what they do and addressing common patient questions and concerns. Because, at the end of the day, your practice must revolve around your patients. 

Ready to take some of these ideas and run with them? Sweet. We believe crafting a patient-centric strategy will help you stand out and will drive the success of your practice. Feeling a bit overwhelmed? Sign up here for a complimentary 30-minute strategy session and learn how we can help you stand out and take your practice to the next level.

Differentiate Your Manufacturing Company

How to Differentiate Your Manufacturing Company in a Competitive Marketplace

How to Differentiate Your Manufacturing Company in a Competitive Marketplace 900 600 Kari Switala

In the increasingly competitive world of manufacturing, it can be difficult to know how to make your company stand out from the crowd. Even if you are the best in the business, it takes more than hard work to stay competitive — it takes strategic marketing as well. No matter how different you are from your competitors, it won’t matter much if you aren’t effectively communicating that difference to your target audience. That’s where content marketing comes in.

The goal of content marketing is not only to get your company noticed by potential customers, but to set you apart as a thought leader in your industry and the go-to manufacturer in your area of expertise. Here are five ways to differentiate your manufacturing company from the competition.

1. Lay the Foundation: Tell Your Story

To begin with, it’s important to communicate who you are as a company: how you got started and why you do what you do. The primary tool you’ll use to do this is the About Us page on your website. (Note: If you don’t have an About Us page yet, now is the time to add one!)

Does your business have a great founder’s story? Use your About Us page to tell it. If not, that’s ok! Simply give a brief overview of when and how your business started, and then talk about your WHY. We’re talking big picture “why” here: What is your mission or your vision for your company? Why do you do what you do — what drives you? One of our manufacturing clients, SCS Elevator Products, does a fantastic job of telling their story — check it out here! 

Your story, your “why,” reveals the heart of your business. It gives your company depth. It shows that there’s more to your business than the products you manufacture. In other words, telling your story adds intangible value to your company in the eyes of potential clients. And whether you’re a B2C or a B2B manufacturer, you are working with people…and people want more than a sales pitch. They want to know something about the people they’re doing business with.

2. Highlight Your Company Culture

Once you’ve told your story on your website, continue pulling the curtain back on your company by highlighting your employees and your company values on social media. Manufacturing can be an especially faceless industry, focusing primarily on the end product. Unfortunately, when it comes to today’s marketing — especially social media marketing — simply talking about your products or services will no longer cut it. To attract the audience that is most likely to do business with you, you need to share more about the people behind the products.

Use social media to introduce your audience to the people who make your products possible — from the CEO to the office manager to assembly line staff. 

Share a bit about what each employee does, how long they’ve been with you, and how they contribute to the success of your company or embody your company values. And speaking of company values, share those with your audience as well. These are the values your company abides by from day to day — the values that determine how you run your business. We all like to do business with companies whose values are similar to ours, so sharing your values will help you attract customers with similar values. And as new generations grow up and become your next clients, this will become even more true: both Millennials and Gen Z put a high value on knowing who they are doing business with.

Plus, sharing about your staff and your company values does more than attract prospects with similar values — it also attracts top talent with similar values. This will come in handy the next time you’re looking to hire.

We have to give another shout-out to SCS Elevator here, as they do an amazing job of highlighting their company culture on both their website and social media. Check out their Facebook page for some great examples!

3. Understand Your Buyer Persona & What Makes Them Tick

Customer Driven Growth

To determine how best to differentiate your manufacturing company, you need to know what is most desirable to your target market. You need to understand what your prospects are looking for and what they feel is important. Then you can more effectively communicate the value of your products and services to potential clients. 

To do this, marketers use a tool called the buyer persona. A buyer persona is a semi-fictional representation of your ideal client based on market research and data that you gather about your existing clients. You want to obtain information about your customer base such as: 

  • Where do they get their news and information? 
  • How do they make decisions?
  • What problems do they need solved?
why are buyer personas important

And so on. Depending on how varied your customer base is, you could have several different buyer personas that represent the different types of clients you want to market to. Buyer personas help you determine how best to reach your ideal client and are a key part of a successful targeted marketing strategy. For more on creating your buyer personas, check out a recent blog we wrote on the subject.

Once you know what your ideal clients value, you can speak to the way your products or services provide that value. This focuses your marketing on the benefits, improvements, and overall value that you offer your customers. This kind of marketing attracts not just more leads, but the right leads — the ones that are most likely to do business with you. 

4. Craft Quality Content That Educates Your Ideal Client & Positions You as a Thought Leader

One of the best ways to differentiate yourself from the competition is content. Specific, quality content that is educational and informative not only provides helpful information to current and prospective clients, it also elevates your credibility and positions you as a thought leader in your industry. Quality content helps to position you as a knowledgeable, valuable partner, not just another face in the crowd of potential manufacturing partners.

The best tools to accomplish this are blogs, case studies, and customer stories, as well as long-form content like eBooks and guides. Focus your blog articles on problems your clients are facing or questions they might have, highlighting real customer stories as proof of how your product or service meets real needs and solves real problems. You should also include blogs on topics relevant to your industry and supply chain (such as this one on our client Macrotech’s blog about the rising price of copper). 

And if you think the manufacturing industry isn’t the place for blog posts and customer stories, think again. According to Precision Marketing Group

  • 35% of engineers rely on blogs as part of their research and needs analysis in the early stages of their buying journey, and 
  • 56% of industrial professionals “do not contact a vendor until they’ve compared and evaluated several vendors based on their website content.” 

And as every area of industry becomes more and more tied to the internet, you can expect that those numbers will only go up. 

Curious about what this might look like on your website? Take a look at the blogs of two of our clients: Macrotech and Versare. Both of them have blogs full of helpful, relevant information for their clients, as well as pieces that help to showcase their knowledge of their respective industries. 

5. Get Personal

Don’t worry, when we say “get personal,” we’re not talking about sharing your innermost secrets, your vacation photos, or what you had for breakfast. (Save that for your personal social media accounts!) We have something else in mind for your company’s social media pages and email newsletters.

Earlier we mentioned highlighting your company culture and showcasing your employees on your social media pages. Take that a step further by occasionally sharing what your employees like to do outside of work — their hobbies, interests, or volunteer work — as well as the ways your company contributes to the wider community. Highlight the organizations you support as a company, as well as the ways you are involved in your community. (For a great example of this, we’ll refer you once again to SCS Elevator’s Facebook page — scroll through their page to see multiple posts like this). 

Sharing these details adds a personal touch to your marketing. It humanizes your company and makes you more approachable to both potential and existing customers. Again, remember that whether you work directly with the end consumer or focus your business on B2B manufacturing, in the end you are working with people. And when people feel like they know you as a company, they’ll feel more connected to you, and therefore more loyal to you. Getting personal in your social media posts and email newsletters is a great way to build long-lasting relationships with your clients.

Differentiate Your Manufacturing Company With Help From Wild Fig Marketing

We hope this list gets you excited to hone in on your buyer personas, create relevant content for your website, and share more about your company and the people who make it a success on your social media channels. 

On the other hand, if you’re feeling overwhelmed at the thought of putting all of this into motion, we’ve got your back. The team at Wild Fig has experience working with a variety of clients in the manufacturing industry, and we know what it takes to differentiate your business from the competition.

Sign up here for a FREE 30 minute strategy session to see how we can help your business stand out.