How Financial Advisors Can Leverage Personalization in Their Marketing

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Digital marketing has given businesses more options than ever to connect with and delight their audience. Personalization is one of the most powerful ways to do that, especially when it comes to email marketing.

What is personalization?

Before you can begin harnessing the power of personalization in your marketing, you must first know what it is.

Personalization is basically exactly what is sounds like – making your marketing and advertising efforts more personal to the users who interact with them. Through the use of collected data points, you can better tailor your ads to the people who will see them. It can be something as simple as adding a prospect’s name to an email, or something more complex like a customized list of recommendations based on their search or purchase history.

When collecting data from clients in prospects, remember to ask for only what you need. Check out our blog for more information about data security.

Why does personalization matter?

Personalizing your marketing assets is more than a cool technological trick. Many studies have shown that personalization adds tremendous value to marketing efforts, increasing revenue up to 6-10% in some cases!

Aside from the revenue-related benefits it can provide to your business, personalization can go a long way with connecting with clients. When consumers see personalization used in the right way, they feel cared for. They may be surprised and delighted by the attention to detail, and it can strengthen the relationship you have with them.

Personalization Best Practices

An important first step is identifying where opportunities for personalization already exist within your marketing strategy. For example, if you ever communicate with your client or prospect base via email blast, that’s a golden opportunity for personalization.

Next, segment your audience. Segmentation is the organization of an audience into different groups based on common qualities like income levels, service needs, interests, or whatever other qualities you deem relevant.

Segmentation allows you to deliver more relevant messaging to your audience, which is a key part of personalization. Not every message is right for every client, just like every product isn’t right for every client.

When Personal is Too Personal

Now that we’ve shared the benefits and how to’s of personalization, we have to include a warning: There is absolutely a way to misuse personalization.

One of the biggest deterrents for consumers is when advertisements “know” too much. You’ve probably experienced this yourself: An ad on Facebook or elsewhere online, or even an email, has a downright creepy amount of information on you. Does that make you want to purchase from that business? Probably not. Your clients are the same way.

Another thing to be aware of is the accuracy of the data you use to personalize, particularly names and gender. If you send an email to a prospect in which their name is misspelled, that can have a huge affect on their feelings toward your practice.

Personalization is an easy way to utilize automation within your practice. It is also a low effort way to add meaningful personal touches to otherwise generic marketing materials. More than anything, the things you share with your client and prospect base should improve the interactions they have with your brand.

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Stephen Odom, CEO of The Impact Partnership


Chief Executive Officer

Stephen started in the insurance marketing business in 2001 as a new business consultant. In 2002 he was promoted to Director of Sales and built a 200 million book of business from scratch. By 2005, he was one of the top wholesalers in the country, working with some of the top financial advisors and insurance agents across the USA. In 2008, Stephen was promoted to Co-President of one of the largest IMOs in the country.

In 2011, Stephen continued his entrepreneurship path and co-founded The Impact Partnership, an INC 5000 company. Stephen is responsible for the strategic vision of Impact and is laser-focused on creating a culture of growth for both internal teammates and our amazing customers.

Stephen lives in Kennesaw, GA, with his wife of more than 20 years, Kendra. They are blessed with three beautiful children Katie, Tyler, Anna Brooke, and Laya, their German Shepherd and Luna, their BernieDoodle.