Mar 15, 2019
Try talking to everyone
Try talking to everyone
Who can benefit from your financial services?
I’m guessing there’s more than one answer to that question, and it’s the same for our business.
We do websites and digital marketing, so – in theory – pretty much any business that needs a website and some marketing could be our customer.
And because any business could be our potential customer, it’s tempting to try and create a message that resonates with – well – any business.
But here’s the problem: when you try talking to everyone, you end up talking to no one.
Instead, your message comes across as general and bland, and it’s ineffective as a result.
What’s the solution?
It’s simple: choose a specific target market and talk directly to them.
Make your website address their specific pains.
Showcase testimonials from people who are similar to them.
Drive specific, targeted traffic rather than general traffic.
Tell stories that resonate with your exact prospect.
Just to be clear: this doesn’t mean you have to work with one target market for the rest of your days; it just means you have to work a bit harder, with specific messages for specific groups.
After all, what’s more likely to generate you a lead: a piece of content that tries to address everyone in the UK, or one that’s targeted towards forty-somethings who’ve decided that now is the time to take retirement seriously?
If you need guidance or support with your financial services design and messaging please contact our branding team or email dave@financestream.co
