PROFESSIONAL AND PERSONAL DEVELOPMENT
1 . Cookies are out
This is a logical run on from GDPR . In 2021 , we saw a lot of companies talking about data privacy , including big names like Apple , WhatsApp , and Google , who announced their decision to remove the support for third-party cookies which is key to digital advertisements being targeted .
In a nutshell , not all cookies are going , and this isn ’ t a new move from Google as other browsers already block third party cookies . What it does mean is that some digital marketing will need to change to remain as effective and we could see new innovations coming in how to target users if advertisers can ’ t rely on data from third party cookies .
If you have a website through MyMarketing , or an older NextGen site , our trusted partners TOMD continue to keep on top of the latest web developments to ensure your site is always running with at optimal settings . If you ’ re website is run through another third-party supplier , they should help make this change for you also .
2 . Video marketing is on the rise
For many years , YouTube has been the largest social media platform and now , with apps like Instagram featuring ‘ reels ’ and the rise of TikTok , video is a firm favourite for all . The good news is you don ’ t need to spend a fortune creating fancy videos to see impact in this space .
A tripod and a good quality smartphone with free apps for editing will help you produce videos easily that will make you stand out from your competitors online . You could share updates via social media on , for example , ‘ what do updates in the budget mean to your clients ?’ Or , think about integrating them into your website on your ‘ about us ’ or product pages to make them more engaging .
If you ’ re looking for more professionally produced content , check the Technology Hub on the Member and Client website as we have relationships and deals in place with video producers to help you shine in this area .
3 . User generated content
User generated content continues to be highly valued as it not only resonates with your audience but it ’ s also unique to you and inexpensive to produce . There are several ways you can utilise this , either by producing case studies with your most engaged clients or encouraging them to leave reviews across relevant platforms .
Google Reviews are always a great place to start and can help prospects looking for more information about you . Or you could look at platforms such as VouchedFor who offer SimplyBiz Member Firms additional support and discounts to help them take advantage of digital word of mouth .
Alternatively , our partners at TOMD can help you produce professionally designed case studies from a range of templates that are ready to go for a reduced cost . You could email these out to clients or have them available on your website .
As an IFA , you will no doubt have excellent relationships in place with your clients so don ’ t be afraid to ask them to leave you reviews and point them in the direction where you ’ d like them to be .
4 . Think local
Although the internet is truly global and can put you in touch with audiences anywhere , in digital marketing terms we ’ re seeing a shift towards hyper-local level search engine optimisation ( SEO ). Completing a Google Business page only requires a few minutes of your time and some basic information like your company name , phone number , address , website , and , as we just discussed , reviews . All of this will help search engines build a complete picture of who you are and will improve your chances of search engines returning you as a result when people search for keywords and they ’ re located in your area .
5 . Personalisation
Unlike with traditional marketing methods , digital marketing allows you to send the right message to the right audience at the right time . People want to feel like the brands and services they use understand them and , as an adviser , you ’ ll be expertly placed to deliver on this .
Taking personalisation one step further than just adding a name to an email means understanding your data , where your clients are in their journey and delivering content to match those needs .
With our packages available through MyCommunications , you can choose from a range of pre-written and approved content that comes in various formats and covers a broad array of subjects to engage your clients no matter stage of life they ’ re at .
Find out how MyMarketing can help
We understand that your time will always be best spent advising your clients which is why our solutions require minimal input from you . Whether you ’ re looking for a website that comes with prewritten and pre-approved content , online digital tools and calculators so your clients can easily selfserve , or regular communications that are emailed to your clients – we ’ ve got you covered .
Find out more on all our available solutions by visiting the MyMarketing section on the Member and Client website under ‘ Your Business ’.
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