Harnessing the Marketing RAMPⓇ for Education & Long-Term Engagement
A marketing strategy and annual content plan designed for a financial planning firm.
Wise Pace is a unique financial planning service that offers subscription-based Financial Guide programs. Their CERTIFIED FINANCIAL PLANNER™ professionals help clients experience true financial peace with a customized financial blueprint focused on their goals and values, so clients can feel confident they’re doing the right thing every step of the way.
Services
Copywriting
Strategy
RAMP
THE PROBLEM
A Changing Industry Needed a Strategy to Meet it
Because Wise Pace was a firm of CERTIFIED FINANCIAL PLANNER™ professionals who offer subscription-based services, they offered unique benefits different from the average financial advisor. It was essential their messaging was crystal-clear so they could effectively communicate how they were different and what they could do to help their clients.
In addition, an online content plan was essential. While financial planner and client relationships had historically begun offline, more and more prospects were going to the online space for education and help and to search for services. Wise Pace needed a regular content plan that would provide real value to people seeking financial help.
THE SOLUTION
Getting Clear & Planning the Future
Clarifying Their Unique Services & Benefits
To start, we took Wise Pace through every step of our Marketing RAMPⓇ. This process is a complete marketing strategy and content blueprint designed to educate and nurture customers from simple prospects all the way to referring customers. It is a stout, multi-step process to create a marketing strategy that aligns with customer values and needs.
The sections of the Marketing RAMPⓇ that were particularly valuable for Wise Pace, included:
Identifying Target Audience & Pain Points: We identified their target audiences, unearthing their specific mindset, identifying their goals, challenges, past failures, and ideal successes.
Crafting the Brand Voice: We identified the voice, tone and approach for content delivery and got clear on their messaging by identifying their “special sauce” — that is, clarifying the benefits they offer their clients through their super-unique subscription programs.
Mapping the Customer Journey: We identify the 10 stages of their customer journey, including important turning points such as:
- Prospect conversion stages (Lead Opted-In, Pain Point Segmentation, and Rapport)
- Client delight stages (Active Client Referral)
- Long term education (Long Term Nurture)
Custom Editorial Calendar Strategy
Using Facebook Live to provide educational content is an easy and accessible way to encourage higher engagement. Coming up with relevant, valuable content to share once a week for an entire year can make it much more difficult.
That’s why we created a detailed editorial calendar for Wise Pace to use to guide their weekly Facebook Live content. We mapped content production, along with engagement cycles, recommended products and services as well as suggestions for aligned special offers.
Separate from the content calendar, we also provided custom copy for their long-term nurture email campaign. With 52 emails total (one for every week of the year), each one was engineered to be non-invasive while providing valuable financial education and insights.
THE RESULTS
Creating Long-Term Engagement Opportunities Using the Marketing RAMPⓇ
Wise Pace’s process with us through the Marketing RAMPⓇ allowed them to clearly differentiate themselves and identify their unique services to attract the right leads from the very beginning. In addition, the execution of their long-term nurture campaign and editorial calendar has equipped their organization to:
- Maintain regular touch points with clients
- Earn the trust of their audience
- Drive more conversions
- Consistently point traffic to their website
- Keep prospects engaged with value and education
- Stay organized and save time and costs
- Establish their company as friendly experts
- Retain more delighted clients
Success Requires a Blueprint
If you’re tired of lackluster results from your marketing endeavors, you’re not alone.
We can help.
It starts with our proven, proprietary process — the Marketing RAMP®, or Responsive Automated Master Plan.
This covers everything you need to leverage your prospects’ real-life customer journey for repeatable sales and success.
First, we focus on getting you a crystal-clear strategy that uncovers all aspects of your customer’s journey.
Then, we build it. You can either do it yourself or hire us to do all or part of the work for you. Whatever you choose, we have your marketing needs covered — copy, design, automation, ads, and strategy are all in our wheelhouse.
This means less work for you, plus marketing results you’ll love with an agency you love.
Schedule your free consult today and we’ll create your roadmap to scalable success.