Market in Motion Blog


5 Easy Steps to Becoming a Marketing Pro in 2017

Automation, Email Marketing, Website 0 Comments

2017 New Year sepia background with clock. Vector illustration.

If you’re anything like us, improving your marketing is the first item on your New Year’s Resolution list. Okay, maybe marketing isn’t your first priority, but you know the importance of it. What better time to start taking your marketing strategy seriously than in the new year?

Whether you have been strengthening your marketing strategy for years or are just getting started, these steps will break down the process and set you on the right track come January 1st.

1. Review and Update Your Personas

Reviewing, updating, and making changes to your ideal customer profile, or persona, is the first step in taking control of your marketing because they are at the core of all your strategies. Throughout the year, your audience has likely shifted and it is crucial to know what these individuals are looking for. For example, you might have been working with middle age individuals who are now getting closer than ever to retirement. Your strategy, then, might shift to having more content catered to retirement planning.

What has your audience been up to in the past few years? Does your content still get the same traction as it did in the beginning of 2016? If not, you might need to reevaluate who you are marketing to.

2. Confirm Your Value Proposition

After reviewing and updating your personas, think about what you have to offer these target clients and decide whether or not these values, or your UVP (unique value proposition) aligns with their needs. In the example above, the updated persona is looking for more detailed retirement planning. Do you have the resources, knowledge, and credibility to answer their questions?

By addressing your client’s pain points, you will strengthen your UVP and set yourself, and your marketing, apart.

3. Review Your Website and Online Marketing

Once you have your personas and UVP nailed down, do a thorough audit of your online marketing materials to make sure these values are represented. We always recommend doing a website refresh every couple of years, including updating the content and images on your site. In addition, make sure you are fully harnessing the power of online tools by thinking about the upcoming 2017 website trends and getting on the bandwagon early.

4. Segment Your List

The days of blanketed, generalized marketing are long gone and personalization is the golden rule of 2017. In fact, marketers that deliver personalized content get double digit returns in marketing performance and response. Alison Lewis, Chief Marketing Officer of Johnson & Johnson, says it best — “content needs are exploding as we move to a world of precision marketing and 24/7 engagement.”

In order to fully take advantage of this successful strategy, you must segment your contacts into categories and create drip campaigns depending on their behavior. For example, an easy way to start would be to split up the contacts in your Dashboard to “clients” and “prospects”. This way, when you send out campaigns (such as our Monthly Market Insights campaign), you are sending it to the right audiences. Another way to segment your lists may be based on age, income, planning needs, and more.

5. Automate

Lastly, automation is your friend. Once you have the skeleton of your marketing strategy built, automation tools can save you a lot of time and money. Use scheduling tools such as Hootsuite or Buffer, and automated content tools like our Campaigns to save time, money, and marketing stress.

These five steps are a jumping off point for any marketer, new or experienced, to get started marketing in 2017.

Related Content

Back to blog list


Join Discussion

Still Have Questions?

You've Been April Fooled!

While we can't help you with your wardrobe (sorry), we can help you become an amazing marketer. Click below to check out some of our latest resources. And thanks for playing!

Make Me a Great Marketer

Become a Marketing Master

Sign up for our marketing e-newsletter to receive marketing tips for financial professionals, including exclusive whitepapers, broadcast invites, and other content.

Privacy Policy

Get a Sample Email Campaign

The best way to experience FMG Suite Campaigns is to receive one the same way that your clients and prospects receive them — in your email inbox. Let us send you one today!

Privacy Policy

Get 1 Month Free

Receive your first month of our Monthly Market Insights campaign for free.

Privacy Policy

Experience The FMG Suite Difference!

Tell us a little about yourself and an expert will reach out to you and walk you through our award winning automated marketing platform.

Privacy Policy

Experience The FMG Suite Difference!

Tell us a little about yourself and an expert will reach out to you and walk you through our award winning automated marketing platform.

Privacy Policy

How is Your Business Listed?

Check the consistency of your online business information with help from our listings scan.

Enter business information to scan below:

Business Name *
Street Address *
City *
State *
Phone *
Scan Now

Want to kick the tires first?
Check out our Free 7-day Trial.
No credit card required to start.

Privacy Policy

Get Started with Copywriting

An expert will reach out right away to help you craft your content

Privacy Policy

Learn More About Pre-Designed Pages

Enter your contact info below and an expert will be in touch soon.

Privacy Policy

Get Started with Custom Video

An expert will reach out right away to help you create your content

Privacy Policy

Let's Build Your Suite

An expert will reach out right away to help you build your suite!

Privacy Policy

A Truly Free 7-Day Trial

No Credit Cards. No Downloads. No Commitments. No Strings Attached.

Sign up now and you’ll be up and running on our integrated and automated marketing platform in a matter of minutes.

  • This field is for validation purposes and should be left unchanged.

Copywriting Sample

Distill Your Niche

"...while they can’t turn back the clock and address these issues beforehand - such as increasing their spouse’s life insurance or saving more - there are ways to take control and feel more confident in their future.
When working with widows, there are a few first steps I recommend taking:

1. Get Organized
Whether or not you handled all of your family’s finances, some, or none, the first step is to organize your financial documents. Before you can determine how to budget and what steps to take, you have to first understand where you stand financially. If you are having trouble translating your investment account statements, a financial advisor can help you understand what your documents mean. You’ll want to copy and safeguard your important documents and review life insurance policies with a trusted advisor.

2. Budget for a Single Income
More than half of widows have difficulty adjusting to a single income. This may because they haven’t reevaluated their bills and expenses and adjusted..."

View Complete Sample

Copywriting Sample

Consistent Messaging

"...Once we understand your family’s current circumstances, goals, and unique needs, we develop strategies to help preserve and potentially grow your wealth and take over the time-consuming tasks associated with managing your complex financial affairs. Working with a family office can benefit families in a number of ways, including:

  • Preserving wealth through proactive management and appropriate strategies
  • Mitigating risk by diversifying investments
  • Assisting with the transfer of wealth from one generation to the next through strategic asset allocation and estate planning..."

View Complete Sample

Copywriting Sample

Unique Articles in Your Voice

"...More than likely, you have a clear understanding of your relationship with your doctor or your dentist. You pay a fee and, in return, you receive a service, including advice and recommendations based on your individual situation. It would make sense then for your relationship with your financial advisor to be the same; but for many, that’s not the case.

At Financial Guideposts, we’ve noticed a trend: that the general public does not understand the relationship they have with their financial advisor. We want to change that. We believe there are two critical aspects you should understand when working with a financial advisor: how he or she gets paid and what services he or she provides..."

View Complete Sample
FMG Suite