Creating a Win-Win for Financial Corporations

Across different industries, departments have remained siloed. Times have been changing and there is now greater collaboration. Involving marketing in the sales process and vice versa. However, certain financial corporation are not breaking down these silos when it comes to marketing. At the enterprise level, there’s an opportunity to better leverage their advisor teams. When an enterprise is able to engage their sales team in the digital marketing efforts, the result is a win-win-win.

Winning for head office

With budgets that are being reduced and goals that increasing, it can become increasingly difficult for the marketing team to meet objectives.  Including advisors in the marketing process will result in the marketing team growing exponentially with each advisor being able to market to their audience in the best way. It’s a big win for the enterprise in expanding the reach of their brand via the propagation of their content across each of their sales agents digital domains. With the increased in reach of marketing activities, naturally, the enterprise sees a lower cost per lead resulting in a higher ROI for their marketing spend.

Winning for Advisors

While advisors are experts in what their field; they may lack the time, knowledge, or ability to engage in new marketing techniques beyond outbound methods such as cold-calling or traditional advertising. Some advisors may have tried online marketing in the past but didn’t get the results they were hoping for. In providing advisors the platform to be apart of the marketing process. This is a win for the field agents as they will be gaining new economies of scale. They will be able to use the corporate marketing messaging that is relevant to their business and can augment it by creating their own material. The scale of this new marketing abilities could have never attained by way of traditional marketing techniques.

Winning for Clients

Consumers are now demanding a greater access to information. Instead of being educated by a sales-person, they are educating themselves before initiating contact with a company. Furthermore, there exists a distrusts for faceless organizations. If clients can establish a relationship with the corporation they are more open to doing business. Therefore, implementing a marketing strategy that includes advisors is also a win for the client or prospective client. They will have a better understanding of the value of the brand and the offerings. A level of trust and empathy will be established with the advisor that was not previously possible. The reason this was not possible is that the enterprise would market to the prospective client and even if they were convinced, they would not have an advisor to contact. Now, both relationships with the brand and the advisor are built through digital means during the education phase.

In Conclusion

Once the advisor teams have been brought in, it gets really interesting with respect to what avenues each of them takes.  Some may jump right into blogging and pumping out article after article to that specific niche they want to target. Others will become social media wizards and engage on platforms like LinkedIn, Twitter, etc. in spreading their expertise and thought-leadership. While others may just appreciate the ability to leverage the enterprises’ content to stay top of mind with their audience and ensure they’re keeping a regular tempo of communications.