Marketing basics for female founders in financial services
If you’re a female founder running a financial services business, you are BUSY.
You’re keeping up with regulation, and administration, serving your clients and slaying at home. You’re short on time but, you know you need to effectively market your business to see the results you want – but it’s just another task on a very long to-do list.
If this sounds familiar, you’re in the right place and I’ve got you.
If you’re new here, I’m Jenn - the financial services marketing expert and I’m here to show you how to level up your marketing so you can make more money without the overwhelm. In this blog, we’ll explore the marketing basics you need to know. And I’ll highlight the three I think you should be focusing on if you want to see more results in 2024 and beyond.
Five marketing basics busy business owners need to know about
When it comes to marketing your business, here are five basics you need to understand if you want to reach your big business goals with ease.
1. Who you’re for
AKA, your target audience. It sounds simple because it is. Understanding your ideal client’s needs, behaviours, and preferences is essential if you want your marketing to speak to directly to them.
I know it can feel scary when you say, I’m only going to speak to these people. Like you’re limiting your sale potential. But it’s the opposite. You’re ensuring your ideal customer is totally clear that you’re the one for them. You’re more likely to lose them if your messaging is vague.
2. Your magic
AKA, your value proposition. Clearly articulating what makes you magic, your why, your unique skills and your diverse skillet, is an easy way to set your business apart from the rest. It helps customers make an easy decision because they get to know, like, and trust you through authentic marketing, resulting in a resounding 'Hell Yes!' for choosing your services.
Speaking of competitors, these elements of your business journey are human-centric and totally unique to you, which means they can’t be easily copied. Make sure you sprinkle them liberally through all your messaging for maximum impact.
3. Where your customers are
There are so many marketing channels to choose from, and more are being added each day. When you’re not a marketing expert and a busy female founder who’s short on time, it can be overwhelming, not knowing which channel is best for your business. An easy way to focus your limited resources is to understand where your dream customers hang out online, making it easier to connect with them.
In practical terms, this might mean focusing your efforts on LinkedIn for people who are ready to convert and nurture a younger audience on Instagram. Or, if you’re going for an older audience who is local to you, you might consider looking into traditional advertising each quarter.
4. Measure, measure, measure
The joy of modern marketing is that you can instantly see what is having an impact and with whom. You don’t need to be an expert in Google Analytics or SEO to uncover your business insights.
Easy ways to see what’s working well include checking your email open and click rates, reviewing popular posts, and which pages or blogs on your website get the most traffic. Use these insights to inform what you're producing in terms of the format and content that your dream clients find valuable.
5. Consistency is key
If you’ve ever been abroad, chances are you will have recognised a brand you can get in the UK even if it was in a different language. This is because the visual elements were consistent, like the logo, colours, or the font.
Our brains constantly processing information and so they look for the easy option, taking cues and shortcuts to make life easier. Having a consistent brand helps tap into the brain’s default lazy mode. This means when your clients or prospects see your marketing, they know it’s us. Every time and across every channel.
It might be the time of day that you post, the type of images you use, your fonts or tone of voice. Nailing these elements down early will help you reach more people.
Short on time? Focus on this.
If you’re still not sure where to start, I suggest focusing on steps 1-3. These elements are your marketing foundations. The who, what, why and how of your business. Nurturing them will help you grow, while making it easier for you to get consistent with your content. And then you can look for metrics on what’s working.
Get your free marketing foundations workbook
If you're ready to uncover your marketing foundations, take advantage of our free workbook. It offers a step-by-step process, useful prompts, thought-provoking questions, and inspirational examples to guide you.
But it doesn’t stop there. We’ll help you put your newfound knowledge into action, the easy way, so you can start making sales while you’re off enjoying the freedom of running your own business.
