NICHE MARKETS
Differentiate yourself in
messaging and methods
“I am a member
of a broad topic
Facebook group called
Professional Asians,
which reaches 60,000
U.K. members.”
Bhupinder Anand is CEO of
Anand Financial Architecture. A
23-year member of MDRT with
18 years TOT and twice winner of
UK ‘IFA of the Year’, he is renowned
as one of the world’s top financial
services speakers. Contact
[email protected].
It seems like there are innumerable communication methods to reach potential clients, but
few ways to stand out. In looking to be recognized in the Indian community, I learned the
key to breaking through the noise is consistent messaging. To set yourself up for marketing
success no matter what the next best tool may be, understand and communicate your points
of differentiation to your target audience.
Know your audience
Knowing the niche upfront that I wanted to pursue, gave me a leg up in attracting potential
clients. I tailored every message to the audience and remained consistent. With mixed
messages, you can lose leads who may not be able to interpret whether your services are the
right fit for them or someone else. If you are unsure of your niche, ask yourself what attributes
your top five clients share to find a common thread, then gain an understanding of what and
how they want to hear from you.
Choose your channel
Newspapers used to be the most effective vehicle to reach consumers and one I used
frequently early in my career. I approached Eastern Eye, a weekly newspaper with 40,000
Asian descent readers throughout the U.K., to secure an opportunity where I could share my
thought leadership as a reporter. As the first and only personal finance editor, I established
credibility and elevated my expert insights in a weekly column. People began to recognize me
from my photo in the paper, and I started to build up prospects through this awareness.
I also found success with co-sponsoring a magazine called Britain’s Richest 200 Indians
published by Eastern Eye and launched by then Prime Minister, Tony Blair. Soon, I was awarded
the U.K. “Independent Financial Advisor of the Year” and continued getting tapped for
contributed content and interviews, including as a commentator and expert in the mainstream
media. Overall, my marketing approach was successful because I effectively used the print and
broadcast media channels to separate my expertise from the average advisor.
Stay current
I knew I needed to evolve as modern methods became available. I now obtain leads through
social media by positioning myself as a financial expert on various platforms — even those
that are not directly related to finance. For instance, I am a member of a broad topic Facebook
group called Professional Asians, which reaches 60,000 U.K. members. Whenever anyone asks
a financial planning question, I differentiate myself from the other respondents, who simply
provide a name and number, and take the time to write out a response that is educational to a
wider audience and promotes my expertise.
You could be the most knowledgeable advisor for your target market, but without optimized
marketing, you may never reach your future clients. Remember, your messaging is equally as
important as your method to become the advisor of choice with your target market. If you can
differentiate your offerings in the eyes of prospects and clients, you’ll quickly see the payoffs
of investing in marketing and adapting to new trends.
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