Identifying Your Target Audience & Personalizing Your Online Presence

In Part 1 of this blog series, we recognized that the enormous shift to digital marketing has resulted in thousands of financial advisors working hard to strengthen their online presence in order to generate more leads online. However, this now brings new challenges to an already competitive landscape. That’s why in part 1, we helped you discover how to identify and document your target audience.

Now it’s time to personalize your online presence to their specific needs.

Why?

Well, let’s look at the data.

Personalization reduces customer acquisition costs by as much as 50%, and 95% of companies increased profitability in the year after personalizing their marketing efforts.

Let’s get started.

1. Be Where Your Current Clients Are

The first step is to make sure that you are where your customers and prospects are. This means being visible on the digital channels that they are using.

These channels can include:

It’s tempting to spend your time on the marketing channels that you prefer or have experience with, but if your target audience isn’t there, your marketing efforts will not succeed – no matter how personalized your content is.

2. Tailor Your Website To Speak Their Language

Your website is one of the most important tools in your marketing arsenal. It’s vital that your website is optimized for your target audience and that it speaks directly to them.

This means making sure that everything on your website is tailored to speak to their unique needs and pain points.

This includes copy, imagery, content and any other visuals that will resonate with them to inform them right away that they are in the right place and you are providing a solution to the problem they have. 

For example, take a look at this highly personalized website attached below. It’s quite clear who Mike Acevedo‘s target audience is and who he provides services for.

3. Create Content Specific To Their Pain Points

It’s easy to get wrapped up in the latest trending marketing strategies, however, if it isn’t relevant to your target audience, no one will be paying attention.

Now that you have a documented target audience from part 1 of this series, you can begin creating content that they find relevant, engaging, and valuable.

Content can come in many forms, including:

• Social Media Posts
• Blogs
• Videos
• Email Marketing
• Podcasts
• eBooks
• Financial Calculators

4. Provide Opportunities For Your Target Audience To Connect With You

Provide opportunities for brand connection in the way that your target audience prefers. 

This can be done by ensuring you have prominent contact information on your website, a live chat function, an online calendar booking system, or by responding to social media comments and messages. 

You can further humanize your brand with a detailed “About Us” page and “Talk to Us” call-to-actions, via in-person events, webinars, or live Q&A sessions.

For example, Wings Wealth Management does a great job of outlining various points of contact on their Contact Us page, including an appointment request CTA and links to their social media channels.

5. Showcase Testimonials

One of the best ways to personalize your online presence and build trust is by showcasing testimonials from happy clients that are similar to your target audience who have faced the same problems your firm solves. 

In fact, 72% of consumers say positive reviews help them trust a local business more than they may have otherwise. 

Using your deep understanding of what your audience values, you can feature testimonials that resonate with them the most; just don’t forget to get approval from your compliance officer before sharing.

Conclusion

Congratulations! You now have your target audience defined and the tools you need to personalize your online presence to their specific needs and pain points. 

Implementing the changes you’ve acquired throughout this blog series will help you cut through the clutter and stand out from your competition. You are now prepared to attract your ideal client and further grow your business.

It’s not too late to download your bonus worksheets to document your target audience and personalize your online presence! Download the full guide and get your copy of the 2 bonus worksheets by clicking here.