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Symmetry Financial Management

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • The primary target audience comprises professionals, families, and small business owners across Ireland who seek expert, transparent financial guidance.

Audience Type

  • B2C
  • Professionals, families, and small-to-medium business owners

Needs – Primary Buying Considerations

  • Need trusted, clear and tailored financial advice
  • Value personalisation, education, and no-jargon communication

Demographics

  • Age Range: 30-55
  • Gender: Not specified
  • Geography: Ireland
  • Income Level: Stable to high
  • Profession: Education, Healthcare, Technology, Professional Services

Psychographics

  • Lifestyle: Time-poor but financially aware
  • What they value: Trust, transparency, and education
  • Pain Points: Need help making confident, informed financial decisions
  • Buying Behavior: Seeks financial partnerships and advice

Business Size (if B2B Audience)

  • Small to medium-sized businesses

2. My Message to My Target Audience

Refined Elevator Pitch

  • Symmetry Financial Management provides professionals, families, and small business owners in Ireland with tailored financial and mortgage advice through a personalized, education-first approach, so they can make confident and informed financial decisions.

Understanding Their Pain Points

  • Complex financial decisions that can be hard to understand
  • Current state of being financially aware but time poor
  • Struggle with finding trusted, transparent and personal financial advice

Transformation

  • Better financial decisions and understanding of mortgages, pensions, and employee benefits
  • Feeling of control, confidence, and security in their financial future
  • Enhanced financial health with special benefits and no fee services

Unique Selling Proposition (USP)

  • Personal, clear, and educational approach to financial advice
  • Valuable relationships with solicitors, home insurers, valuers, assessors for extra benefits
  • Superior service to competitors because of trusted partnerships leading to rebated validation fees and exclusive schemes

Brand Values & One-Liners

  • 'Trusted guidance for every financial step'
  • 'Empowering Ireland with personalized financial knowledge'
  • 'From complexity to clarity - your financial health matters'

Tone

  • Symmetry Financial Management embodies a tone of trust, transparency, knowledge, and empowerment, aiming to make clients feel supported, confident, and well-equipped for their financial future.

Hero Text Idea

  • Flag Text: 'Empowering Financial Decisions Across Ireland'
  • Main Headline: 'Custom Financial and Mortgage Advice at Your Doorstep'
  • Sub Headline: 'Equip yourself with the knowledge and confidence to make informed decisions. Navigate your finances with ease and clarity.'
  • CTA: 'Book Your Free Consultation Today'

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

Website

  • Continue using Wordpress due to its flexibility and cost-effectiveness
  • Track conversions for consultations booked and completed
  • Focus on mobile optimization due to increasing mobile usage

Social Media

  • Focus on LinkedIn for professional networking and article posting
  • Use Facebook for community engagement and client testimonials
  • Post 3x per week on each platform, with a mix of educational, engaging, and promotional content

Paid Advertising

  • Launch Google Search campaigns targeting financial advice and mortgage service keywords
  • Experiment with LinkedIn ads for B2B outreach
  • Utilize Facebook Ads targeting professionals, families, and SMBs in Ireland

Content Recommendations

  • Create blog posts addressing common financial/mortgage questions
  • Develop infographics with financial tips for sharing on social media and blog

Podcasts

  • Appear on relevant financial advice podcasts like 'MoneyConfident' and 'Irish Money Tips'

Directories

  • List in directories like Golden Pages, Yelp, and Business World for increased visibility

Publications

  • Aim for mentions in relevant publications like The Business Post and Irish Times Business

Partnerships & Outreach

  • Strengthen ties with trade union partners
  • Develop relationships with local businesses for referral opportunities

SEO and Content

  • Optimize website for financial advice-related keywords
  • Regularly post blogs to improve organic search visibility

Offline and Local Media

  • Sponsor local events related to financial literacy
  • Consider direct mail campaigns in key residential areas

Online Events

  • Run webinars on financial planning basics, targeting professionals

Online Networking

  • Participate in financial forums like Askaboutmoney.com

Cold Outreach

  • Target local SMBs via LinkedIn with personalized messages around financial health checks.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free eBook: 'Understanding Your Mortgage: A Beginner’s Guide'
  • Financial Health Checkup Quiz
  • Webinar: 'Planning Your Financial Future: A Step-by-Step Guide'

Tripwire Offer

  • Initial Personalized Financial Analysis at a discounted rate
  • First consultation call at a reduced price

Welcome Sequence

  • Welcome email with details about the company and services
  • Follow-up email with the lead magnet (eBook, Quiz result, webinar recording)
  • Third email introducing the tripwire offer

Segmentation

  • Segment leads based on the service they showed interest in: mortgages, pensions, financial health checks, etc.
  • Divide contacts based on their status: potential, active, past clients

Chatbot and Automation

  • Implement a chatbot on the website to answer common questions and book appointments
  • Use email automation to send sequence emails and regular updates

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Other
  • Automation capabilities: Not specified
  • Recommended Improvements: Implement HubSpot for its robust marketing automation features and integration capabilities

Sales CRM

  • Current platform: Not specified
  • Pipeline tracking or handoff process: Online enquiries and phone calls lead to scheduling a meeting via Calendly, followed by a follow-up call from sales advisor.
  • Recommended Upgrades: Implement HubSpot Sales CRM for seamless integration with its marketing platform, comprehensive tracking and reporting

Automated Follow-Ups

  • Types of Automations: Post-meeting, abandoned booking, reactivation
  • Frequency or Triggers: After initial inquiry, after scheduled meeting, after 30 days of inactivity

Newsletter

  • Frequency: Monthly
  • Topics or Content Pillars: Financial tips and advice, mortgage read-ups, company updates
  • Segmentation: By interested service (mortgages, pensions, financial health checks)

Retargeting & Ads

  • Platforms and Goals: LinkedIn and Google Ads for professional network reach and keyword targeting, Facebook for broader demographic reach and client testimonials

Social Media and Content

  • Posting Frequency: 3x weekly
  • Content Type or Campaign Focus: Educational, engaging, and promotional posts with a strong focus on financial literacy

Webinars and Events

  • Suggested Cadence or Purpose: Quarterly webinars to guide prospects into the financial landscape, promote services, and foster relationships

Other Nurture Channels

  • Chatbot on website for instant inquiries and booking assistance
  • Regular financial advice blog posts for education and engagement
  • WhatsApp for personalized, immediate client communication

3. Sales Conversion Strategy

Sales Process

  • Initial enquiry to instant meeting invite, being fully transparent with every step of the process.
  • Follow-up call from a sales advisor within 24-48 hours to clarify any questions and address objections.
  • Conduct a thorough 'fact finds' session to understand client's financial goals and situation, thereby personalizing the service.
  • Propose recommendations based on findings in a second meeting, reinforcing the personalized approach.
  • Automate follow-up emails to maintain momentum and ensure no leads fall through the cracks.

Sales Assets

  • Develop standardized sales scripts to maintain consistency and help overcome common barriers or objections.
  • Create a clear and comprehensive proposal template that outlines the benefits and features of the services.
  • Design a compelling pitch deck that showcases the company's unique selling proposition and customer testimonials.
  • Provide sales representatives with detailed SOPs to ensure uniformity in the conversion process.

Testimonials and Case Studies

  • Request testimonials from satisfied clients after successful transactions to build social proof.
  • Document case studies demonstrating successful, personalized financial guidance.
  • Showcase testimonials and case studies prominently on the website and in sales materials.

Conversion Rate Insights

  • Use a plugin to track inquiries and conversions on the website and gauge the effectiveness of the sales process.
  • Set goals for conversion rate improvement, focusing initially on the speed and depth of the initial response.

Urgency and Offers

  • Draft messaging around time-bound discounts for setting up an appointment or a meeting.
  • Highlight the limited availability of the sales consultants to drive urgency.
  • Provide fast mover incentives such as a free financial healthy check or an exclusive report.

Guarantees and Risk Reversal

  • Offer a satisfaction guarantee to boost trust and reduce potential risks for clients.
  • Clearly communicate this risk reversal on the website and in sales conversations.

Shock and Awe

  • Send a free eBook on financial literacy or a branded guide as a 'thank you' after the initial enquiry.
  • Mail a personalized, handwritten card to clients immediately after conducting the fact-find session.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personalized welcome email introducing the Symmetry team
  • Complimentary financial consultation for new clients
  • Clear introduction to the financial health check process and what to expect

Communication Cadence

  • Monthly financial newsletters with tips and industry updates
  • Quarterly personalized financial report and recommendations based on client's situation
  • Immediate updates about any changes in the financial market that could affect the client

Client Education

  • Access to a knowledge hub with articles explaining financial concepts in layman’s terms
  • Webinars on key financial decisions like mortgages, insurance, and pension
  • An FAQ section covering common financial queries and concerns

Personalized Touches

  • Birthday and holiday e-cards to clients
  • Special offers on financial services during client's key life events (such as a new home purchase)
  • Recognition and benefits for long-term clients

Visuals and Documentation

  • Clear visual representation of clients’ financial situations
  • Easy-to-understand reports after each consultation
  • Documented personalized financial steps based on their current status and needs

Feedback and Proactive Support

  • Regular satisfaction surveys to gauge client happiness
  • Quick and empathetic response to any customer issues, with a clear resolution path
  • An active alert system to notify clients of potential issues they might face

Guarantee or Promise

  • 'Love it or leave it' policy – clients can cancel a consultation if not 100% satisfied
  • Pledge to always focus on the clients' best interests, and not upsell unnecessary products

Operational Excellence

  • All meetings to start and end on time
  • Easy scheduling and rescheduling of appointments
  • Professional and friendly demeanor from all staff
  • Consistent and transparent communication about all financial decisions

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce annual service contracts with discounted packages for committed clients

Upsells & Cross-Sells

  • Upsell life insurance and protection review with mortgage service
  • Cross-sell financial health check with mortgage advice

Bundling & Packaging

  • Bundle financial health check, mortgage advice, and life insurance for a premium tier offer

Loyalty & Retention Programs

  • Implement a reward program offering discounted services for customer referrals

Custom Services and Personalization

  • Roll out a premium service tier offering personalized financial planning

Pricing Strategy

  • Offer discounts for long-term commitment to financial planning services

Customer Data and Insights

  • Use CRM data to identify at-risk customers and offer them personalized incentives

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Free financial health check for both referrer and referee
  • Discounted services on successful referral

Shareable Assets

  • Email templates with referral codes
  • Social media posts encouraging referrals

Timing and Triggers

  • After a successful mortgage deal or financial advice session
  • Automate referral reminders in quarterly newsletter

Client Success Stories

  • Regular features on clients who achieved financial goals
  • Encouragement to share these stories as referral material

Referral Contests

  • Quarterly 'Referral Champion' contest, awarding the customer with most referrals
  • Spotlight in newsletter and social media for winners

Partner or Affiliate Programs

  • Collaborations with trade unions, offering exclusive benefits to members
  • Affiliate program for solicitors and home insurers

Thank-You Experience

  • Handwritten thank-you notes for top referrers
  • Special recognition on website and social media channels

Take Your Marketing Plan to the Next Level

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