Without a creative vision, content strategy, and targeted messaging, digital marketing efforts can fall flat. But, it’s possible to engage the right people, with the right message, at the right time. A great way to design a successful marketing strategy and develop meaningful content is to remember the five W’s. 

Answer these questions as you develop your message:

  1. Who is the audience you want to engage?
  2. What message will resonate and produce your desired results?
  3. When should the message be sent for optimal engagement?
  4. Where does your audience congregate online? Do they use Facebook, LinkedIn, Twitter, or would a targeted email campaign yield the best results?
  5. Why is this content important and what purpose does it serve?

Joe Budd, managing partner, Budd Wealth Management in Franklin, Tennessee, has mastered the art of tailored content using the five W’s. Three years ago, Budd enlisted the help of LPL’s Marketing Solutions team. He began working with his dedicated marketing consultant, Mary Jane McWilliams, and he’s worked with her ever since. They’ve collaborated on messaging strategy and they meet on a weekly basis to review scheduled marketing activities and their intended results.

Budd’s main goal is to increase his seminar/webinar attendance. McWilliams supports this goal with targeted emails, tailored blog posts, and social media messages that reinforce Budd’s expertise, promote events, and elevate his brand.

“As a dedicated member of his team, I know what’s going on in his practice on a day-to-day basis,” explains McWilliams. “This was helpful when COVID shut down all in-person seminars, because we transformed his scheduled in-person events to web-based delivery and promoted accordingly without skipping a beat,” she adds.

With the support of LPL Marketing Solutions and the five W’s guiding their digital messaging strategy, Budd’s practice has greatly benefited and the results of their collaboration, and the return on Budd’s investment, are undeniable. For example, in July 2021, they crossed over an 81% open rate on emails promoting a specific webinar, far outpacing the industry average of 10.1%.*

 

Mary Jane McWilliams, Marketing Solutions Consultamt

"When COVID shut down all in-person seminars, we transformed [Budd's] scheduled in-person events to web-based delivery and promoted accordingly without skipping a beat."

– Mary Jane McWilliams, Marketing Solutions Consultant

Budd’s practice now uses a consistently-executed, tailored, digital marketing strategy for his specific audience. Even better, he didn’t have to invest in market reporting platforms, recruit experienced marketing professionals, or navigate compliance requirements himself.

Are you interested in the benefits of tailored content to elevate your marketing strategy? Schedule a consultation to learn more about how we can help.  

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*Source: "Ultimate Email Marketing Benchmarks for 2022: By Industry and Day" Campaign Monitor, (Accessed January 2022)

The views and opinions expressed by the LPL Financial Advisor may not be representative of the views of other Financial Advisors and are not indicative of future performance or success. Neither LPL Financial nor the LPL Financial Advisor can be held responsible for any direct or incidental loss incurred by applying any of the information offered. Budd Wealth Management and LPL Financial are separate entities.