As with everything, the needs, wants and priorities of asset and wealth management companies wax and wane. This means the Alpha Agency team (formerly White Marble Consulting) often gets called on to do several projects of a similar nature at the same time.
Looking back on the past 12 months, the key areas where we supported our clients were:
Value proposition
Who are you? What do you do? Why should clients choose you? These are all – at least on the surface – very simple questions. They are, in fact, phenomenally difficult to answer without sounding generic, vague or inconsistent.
If put in different rooms, could every member of your team give the same answer to each of the questions above?
It also means ensuring every touchpoint reflects the same messaging. Does your pitchbook align with your website? Is the tone of your social media undermining your efforts?
If you are interested in finding out more about how a clear and concise value proposition helps you stand out from the crowd, click the links below:
- How to avoid pitching pitfalls and set yourself up for success
- Crafting your story to sell a solution, not push a product
Content strategy
Algorithms are taking over the world. Google tells me daily which articles I should be reading; LinkedIn is serving up posts it believes will entice me to stay on the site longer; and Netflix is adamant I need to watch a documentary on Yellowstone National Park (it is not wrong).
There is an element of personalisation creeping into every facet of our daily lives that will soon become the norm, if it is not already. This makes content creation more challenging.
More is better has been the mantra. Write it up and send it out, keep our messaging in market, get as many clicks as possible.
But people are tired. They are inundated with articles, blogs and videos that do not speak to them. Content that could interest them is lost in the noise.
To discover how to create a content strategy that boosts your chances of generating meaningful engagement with clients and prospects, click the links below:
- A guide: creating content that works hard for you
- Content remains king
- How to craft your content strategy
Personas:
An extension of the content projects the team worked on during 2024 has been a growing interest in personas and client journey mapping.
On the surface, we can all agree that the type of content – whether marketing or thought leadership – you want to send to an insurance prospect during the awareness raising stage is vastly different to a family office client during the conversion stage.
Personas are about identifying the key characteristics of your target market. Client journey mapping is about understanding their behaviours. Where do they consume content? What are the digital and physical touchpoints where they could come into contact with your brand and messaging?
Spoiler alert: Less is more – and targeted is always better.
To discover more about how to build personas and map client journeys, click the links below:
Team structure:
The range of skills needed within a marketing team is vast and varied, and it can be difficult to make sure there is the right balance between generalists and specialists. Adding even more pressure into the mix is the seemingly endless ask of doing the same (or more) with fewer resources.
A lot of asset and wealth managers are now assessing if it is time to restructure their marketing teams. Are the right skills present? Are the top performers motivated and supported?
If you are interested in finding out more about how to structure your marketing team, click the link below:
Websites:
Your website is your shop window. It will either entice people to explore your offering or it won’t. A large factor in that decision is how intuitively the visitor can navigate the different pages to find what they are seeking. It does not take much friction for even a motivated user to head for the exit.
But it’s not just about what your website looks like. It is vital that you not overlook the technical aspects; such as cybersecurity, integration with your tech stack, data management, SEO, speed and compliance.
To find out more about running a website project, click the links below:
What will the 2025 bring..?
It’s always interesting to look back and see the different types of projects the team took on throughout any given year. Having the opportunity to work on a such an incredible range of strategic, as well as ‘business-as-usual’, projects is one of the things we cherish most about working at Alpha Agency.
We look forward to the challenges 2025 will bring and hope to partner with you again.
If you are interested in finding out how the team can make your year better and brighter, please visit our website to find out more about our end-to-end offering.