The stakeholders of Financial Media Exchange (FMeX) had a vision and a business plan. The FMeX platform would help Financial Advisors manage their entire content marketing process on the FMeX platform. Being able to manage content creation, distribution and measurement on one platform, it makes the Advisor’s marketing and lead generation quick and easy: Ultimately generating more valuable communication with clients and leads, and growing their revenue stream.
What the stakeholders did not have is the FMeX application itself, or any creative digital and print marketing material to promote and sell the application to prospects. This is where me and my team came in.
Along with the FMeX stakeholders, I devised a plan to implement the development of the web application as well as the marketing to support the sales of the application. This section details the Creative Marketing Strategy. The target goal was upfront and simple, get the prospects to ultimately sign up for a free trial. Once a trial user, our internal sales and automated email marketing would guide them through to ultimately buy a subscription at the end of the trial of FMeX.
The initial target was what we called the retail channel. Gathering information about the end user, we devised personas to market to. These personas were technology inclined Financial Advisors, both men and women, between the ages of 30 – 55.
Knowing whom to market to, we set about devising what deliverables would be required to sell the application, and to make it easy to sell by offering a free trial of the platform. There were obvious factors, this demographic is more inclined to use social media, email and the web. We still needed traditional print marketing for drip campaigns, to remind the prospects of FMeX.
What we found we needed is a gamut of deliverables: visual brand identity, a marketing website, social media content campaign, html email campaigns, a print marketing campaign to include mailers, sales sheets and brochures, tradeshow and conference banners and signage, and variations of these deliverables for white label sales.
The deliverables to create the brand identity and creative marketing strategy for Financial Media Exchange included: Brand / logo guide, FMeX marketing website, social media profile creation (Twitter, Facebook, Linkedin, Instagram) and content creation as well as management. Additional digital marketing included html marketing emails, email and website advertising banner ads, both static and animated, website promotional landing pages. Print collateral included sales sheets, brochures, custom mailers, tradeshow banners and booth artwork, print advertising as well trial card and sleeve to mail and handout.
The marketing of Financial Media Exchange is an ongoing process, in under 2 years we have seen the business grow to thousands or retail and enterprise subscribers. The Marketing efforts to promote the FMeX application have done a tremendous job in building awareness in the Financial Tech Industry and with Financial Advisors. FMeX has gained many content and technology partners such as Redtail Technology and Morningstar, as well as channel partners in the industry such as XY Planning Network, BNY Mellon and Fidelity to name a few.
Since the soft launch of the product and marketing campaign for Financial Media Exchange in late September 2015, we generated a great amount of interest and traffic through digital, print and social media marketing. Over 50,000 unique sessions and 80,000 page views from soft launch through October of 2017. We also on boarded thousands of clients through the same time period.