When I am lucky enough to get a client who is really clear about customers and what they can do for them it really helps a project along.
Strachan and Windram have just released there new e-promo website and its been designed with a very simple goal in mind; “Get wealthy people to call us”.
Wealth Management is an incredibly broad area of business but what was really clear that the best way they could grow was to go after customers that could help the best.
I’ll tell you the methods they used to accomplish this in the following article.
Step 1 – Clearly identifying the audience
They had some very clear groups of people they wanted to target; A1 customers who they could always provide maximum benefit to. They have great experience working with Entrepreneurs and Sports Pro’s and had some great products for Company Directors on making much much more from existing pensions.
Step 2 – Its about you
The copy is completely customer focused. Its clear from the first sentence that they are offering services that will help you make the most of what you have, rather than telling customers how great they are. Each of the key groups identified as important are given there own bespoke content.
Step 3 – Building Trust
The site is littered with symbols of trust, including industry logos and case studies from existing clients.
Step 4 – The call to action
Its tough selling high value intangible products like investments over the Internet. A key strategy was to show the “Life Plan” service as a boxed product. This simple product became the focus of the call to action which was clearly by phone.
Step 5 – Continual marketing
New articles are produced and published by the Strachan Windram team. Each time an article or case study is produced it is emailed to the entire Strachan Windram customer base automatically. Because the articles are tightly targeted they rank very well in search engines. Regular coaching of the team in writing good articles ensures the standard remains high.