Advisors stand to yield a lot more success from their marketing initiatives if they apply data, enhance their email engagement tactics and change their campaigns each month or more often, according to Snappy Kraken CEO Robert Sofia.
“Don’t just guess about your marketing or you waste a lot of money” for nothing, he said Tuesday during the webinar “Half-Time Report: 2020 State of Digital Marketing.”
Advisors should make sure to use data to gauge how effective elements of their campaigns are and they should be “research-based if you want top-performing marketing,” he said.
One specific suggestion he offered was that advisors use the CoSchedule Headline Analyzer to analyze the effectiveness of your headline, regardless of the medium they are using. Advisors should shoot for a score above 70, he said.
Enhancing Your Email
Advisors should use email to reach out to new prospects now as well as existing clients, Sofia said, noting how hungry investors are for information during the pandemic.
He provided three key ways to improve email engagement tactics. First, it is important to “humanize” your email marketing. One key way to do that is to “insert you into it,” he said, warning: “Don’t be stiff and formal all the time.”
Also important is to “localize” email by adding personalization based on specific markets, he said, noting you will get better engagement, open, click and response rates.
A third way to improve email engagement is to present “positive vibes,” he said, explaining that people are more likely to respond to uplifting stories and good news and it will “create a positive association with you and your brand.”