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Centaur Financial Services

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Australians aged 50+ with $1M+ in investable assets seeking tailored financial advice and strategic investment for retirement.

Audience Type

  • B2C
  • Pre-retirees and retirees

Needs – Primary Buying Considerations

  • Clarity, confidence, and control over financial future
  • Tailored advice aligned with life stage, goals, and complexity
  • Risk-managed, cost-effective portfolios with transparency

Demographics

  • Age Range: 50 and over
  • Geography: Australia
  • Income Level: High (1M+ in investable assets)

Psychographics

  • Lifestyle: Approaching retirement or already retired
  • What they value: Transparency, evidence-based investing
  • Pain Points: Financial complexity, risk management
  • Buying Behavior: Values personal relationship and empathic communication with advisors

2. My Message to My Target Audience

Refined Elevator Pitch

  • Centaur Financial Services empowers Australians aged 50+ with $1M+ in assets to navigate their financial futures confidently. Through tailored advice, the Buttonwood portfolio series, and empathetic client relationships, we help clients enjoy their well-earned life.

Understanding Their Pain Points

  • Difficulty managing complex wealth structures
  • Uncertainty about retirement and legacy planning
  • Lack of clear, empathetic financial advice

Transformation

  • Confidence and clarity in financial management
  • Assurance of a secure, fulfilling retirement
  • Peace of mind knowing wealth is strategically managed

Unique Selling Proposition (USP)

  • Specialization in 50+ demographic with $1M+ wealth
  • Proprietary Buttonwood investment series for reliable return
  • Empathy-driven, clear communication that builds trust

Brand Values & One-Liners

  • "Guiding Aussies towards financial clarity and confidence."
  • "Turning wealth into well-being for Australians aged 50+."
  • "Crafting financial strategies as unique as you are."

Tone

  • At Centaur, our tone is friendly, trustworthy, and professional - communicating complex finance in simple terms to instill confidence, empathy and clarity in our clients.

Hero Text Idea

  • Flag Text: Empowering Australians 50+
  • Main Headline: Navigate Your Wealth Towards a Fulfilling Future
  • Sub Headline: Tailored advice, strategic portfolios, empathetic communication – all with you at the center.
  • CTA: Start Your Voyage With Centaur

3. The Media I Will Use to Reach my Target Market

Website

  • Optimize website for SEO with specific keywords like 'wealth management for retirees', 'financial planning for high net worth individuals'
  • Track user behavior on site (clicks, scrolls, time spent on page) with Google Analytics

Social Media

  • Create LinkedIn company page to reach high net worth individuals aged 50+
  • Post finance tips, retirement planning ideas, and investment strategies on LinkedIn 2x per week

-Facebook Ads targeting people aged 50+ with higher income levels in Australia

Paid Advertising

  • Use Google Ads to target searches related to retirement finance planning, investment for retirees, wealth management

-Build remarketing lists for website visitors to follow up with display ads

Content Recommendations

  • Create blog posts on topics like 'Retirement Planning for High Net Worth Individuals', 'Investment Strategies for Retirees'

Podcasts

  • Identify and reach out to finance-related podcasts for guest appearances to discuss wealth management and retirement planning, starting with 'Your Money's Worth' and 'Money for the Rest of Us'

Directories

  • Register company on financial service provider directories like FPA Australia, Adviser Ratings

Publications

  • Reach out to finance magazines like 'Australian Financial Review', 'Money magazine' for sponsored articles or ads

Partnerships & Outreach

  • Partner with high-income clubs or organizations like golf clubs, luxury car clubs for sponsored events or exclusive offers

SEO and Content

  • Prioritize content marketing with regular blog posts and financial tips to improve organic search rankings

Offline and Local Media

  • Secure speaking opportunities at financial planning seminars, investment forums
  • Consider radio ads targeting older demographic during finance-related programs

Online Events

  • Host webinars on retirement financial planning, investment strategies, wealth management
  • Participate in virtual finance festivals, online economic forums

Online Networking

  • Join online finance forums like Whirlpool Finance to contribute as an expert and engage with potential customers

Cold Outreach

  • Connect with potential clients on LinkedIn, introduce services in a personalized message
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free 'Financial Planning Guide for Australian Retirees' ebook
  • 'Retirement Wealth Health-Check' Online Quiz
  • 'Investment Calculator for High Net Worth Individuals' tool

Tripwire Offer

  • In-depth 'Asset Risk Assessment' at a reduced price
  • Initial 'Strategy Discussion' with a financial advisor for a minor fee

Welcome Sequence

  • Email 1: Thanks for downloading our guide/using our tool
  • Email 2: Value-add content (blog post) + soft sell on Asset Risk Assessment
  • Email 3: Testimonials and case studies
  • Email 4: Offer for 'Strategy Discussion' with financial advisor

Segmentation

  • Tag leads based on investment needs, risk tolerance, and wealth complexity
  • Differentiate between pre-retired vs retired leads

Chatbot and Automation

  • Use a chatbot on the website to ask initial questions and collect email addresses
  • Set up email automation for the welcome sequence
  • Integrate a CRM system for better follow up and long-term nurturing

2. My Lead Nurturing System

Marketing CRM

  • Current platform: None
  • Recommended platform: ActiveCampaign for detailed automation and segmentation capabilities

Sales CRM

  • Current platform: None
  • Recommended platform: Pipedrive for easy visual pipeline management

Automated Follow-Ups

  • Post-opt-in: Welcome sequence (4 emails over 10 days)
  • Cold lead reactivation: Quarterly check-in featuring new services, client testimonials, or updates

Newsletter

  • Frequency: Monthly
  • Topics: Retirement planning insights, Buttonwood portfolio performance, key economic updates

Retargeting & Ads

  • Platforms: Google Ads remarketing (for website visitors), LinkedIn lead ads (specifically targeting high net worth professionals aged 50+)

Social Media and Content

  • Posting frequency: 2 posts/week on LinkedIn
  • Content type: Market updates, retirement planning advice, testimonials

Webinars and Events

  • Suggested cadence: Quarterly webinars addressing key topics for target audience (e.g. retirement planning, wealth management)

Other Nurture Channels

  • Chatbot on website for immediate engagement and lead capture

3. Sales Conversion Strategy

Sales Process

  • Modular standard process: initial consultation → data collection → financial planning → implementation
  • Create System Outlines & Scripts: clear instructions for each step, using plain language
  • Minimize friction points: automate data collection with secure online forms
  • Introduce 'Fast Track' option: accelerated process for clients with immediate needs

Sales Assets

  • Proposal templates: reinforcing benefits, showcasing Buttonwood portfolios
  • Pitch deck: Centaur's value propositions, client testimonials, portfolio performance charts
  • Objection-handling scripts: specifically targeting concerns about cost, complexity, and control

Testimonials and Case Studies

  • Collect testimonials: post-meeting, after successful outcomes
  • Use testimonials on website, proposals, social platforms
  • Create case studies for key client successes

Conversion Rate Insights

  • Implement basic analytics tracking on website to gauge user behavior
  • Set a goal for conversion improvement: aim for a 20% increase in first consultations within six months

Urgency and Offers

  • Time-bound promotions: offer free initial consultation for specific periods
  • Scarcity: limit new clients to ensure quality advice
  • Fast mover benefit: prioritize fast-track clients in implementation phase

Guarantees and Risk Reversal

  • Risk-free initial consultation: if client isn't satisfied no payment necessary
  • Clear refund policies: full transparency on service charges and refund conditions

Shock and Awe

  • Clients receive personalized welcome packs
  • Gift cards for clients who refer others
  • Surprise gifts on significant occasions (birthdays, anniversaries)
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email outlining the journey ahead, setting expectations, and introducing the client advisor
  • Comprehensive kick-off meeting where the client's future goals, current financial situation and concerns are understood carefully
  • A printed welcome kit including a personalised letter, a business card of their advisor, details of Buttonwood series.

Communication Cadence

  • Monthly newsletters addressing common financial concerns and market trends
  • Bi-monthly phone or video check-ins to discuss progress, possible changes and any concerns
  • Email updates regarding changes to portfolio or any other important notifications

Client Education

  • Personalized financial planning videos, explaining concepts using client's own financial data
  • A dedicated FAQ section on the website addressing common financial questions for retirees
  • Webinars on important topics like estate planning, superannuation and pension laws.

Personalized Touches

  • Birthday cards from client advisors
  • Anniversary notes recognizing another successful year partnering together
  • Bi-annual tokens of appreciation

Visuals and Documentation

  • Transparent reporting of portfolio performance on a quarterly basis
  • Infographics explaining potential impacts of market changes
  • Charts and diagrams portraying personalized investment strategies

Feedback and Proactive Support

  • Bi-annual, easy-to-fill surveys to gauge client satisfaction and get feedback
  • A 'Contact Us' feature on the website for clients to raise concerns or questions at any time
  • Dedicated client support to resolve issues promptly and professionally

Guarantee or Promise

  • Personalized financial advice guarantee; client will have a dedicated advisor who understands their profile
  • Promise of standardized response times to enquiries or problems

Operational Excellence

  • Punctuality maintained for all client appointments
  • Definite communication standards regarding clarity, empathy and respect
  • Streamlined financial workflow for efficiency and error minimization

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce an option for annual reviews of financial plans and portfolios.
  • Offer incentives for multi-year contracts.

Upsells & Cross-Sells

  • Develop premium versions of the Buttonwood investment series for high net worth individuals.
  • Introduce add-ons such as estate planning, tax planning or retirement consultancy.

Bundling & Packaging

  • Bundle different services (investment, estate planning, tax planning) into premium packages.
  • Create packages for different wealth levels or retirement goals.

Loyalty & Retention Programs

  • Start a referral program, offering discounts or free consultations to clients who refer others.
  • Offer free (or discounted) attendance at finance seminars for long-standing clients.

Custom Services and Personalization

  • Create 'white-glove' wealth management services for high net worth clients, including personal consultations.
  • Personalize investment portfolios based on clients' individual financial goals and risk tolerance.

Pricing Strategy

  • Offer pricing based on the complexity of the finances managed.
  • Introduce a discount for committing to long-term contracts.

Customer Data and Insights

  • Implement a CRM system to track customer interactions and identify opportunities for upselling or cross-selling.
  • Regularly gain feedback from existing customers to identify areas for improvement.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer an 'asset health check' voucher for referees worth $500
  • Give a $100 donation to a charity of the referrer's choice

Shareable Assets

  • Create a unique, attractive landing page on the website for referral program
  • Develop a series of professional, informative posts about referral program for social media sharing

Timing and Triggers

  • Introduce referral program immediately after successful portfolio development or asset growth reporting
  • Have a CRM automation send a referral invite after the 6-month and 12-month portfolio review

Client Success Stories

  • Ask happy clients to provide testimonials to be used on the website and social media platforms
  • Feature a 'Client of the Month' story that ends with an invite to the referral program

Referral Contests

  • Run a bi-annual 'Referral Champion' contest with the referrer of the most sign-ups receiving a VIP financial assessment

Partner or Affiliate Programs

  • Collaborate with local age-specific organizations or clubs to form partnerships and offer exclusive deals for their members

Thank-You Experience

  • Send handwritten 'Thank You' notes to top referrers, along with a premium bottle of wine

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