Lean Marketing

Before
(Prospect)

1. My Target Market

Primary Target Market Summary

The primary target market is male RIAs (Registered Investment Advisors), CEOs or CIOs between ages 30 to 60 years, managing firms with assets between $500million to $2 billion. They value high returns and tailored solutions.

Audience Type

B2B
Registered Investment Advisors, CEOs, CIOs

Industries (if B2B)

Finance

Needs – Primary Buying Considerations

Superior returns for their clients
Customized portfolios to suit their business needs

Demographics

Age Range: 30-60 years
Gender: Male
Geography: United Kingdom
Profession: CEOs, CIOs or RIAs
Business Size: $500 million to $2 billion

Psychographics

Lifestyle: Busy, decision makers who value high returns and personalized solutions
What they value: Superior returns, personalized solutions
Pain Points: Finding ways to offer superior returns to clients
Buying Behavior: Values tailored solutions and are most likely to make purchases based on strong business relationships and trust
Decision-Making Roles:
Primary Decision Maker: CEOs, CIOs or RIAs
Secondary Decision Influencers: Other top management
Support Roles: Financial consultants

2. My Message to My Target Audience

Refined Elevator Pitch

Vikingharbour enables RIAs to provide superior returns to their clients by delivering bespoke model portfolios, empowering them to rise above market dynamics.

Understanding Their Pain Points

Difficulty in consistently generating superior returns
Currently achieving average market returns
Struggling with portfolio construction and time limitation for deep research

Transformation

Achieve superior returns for clients
Gain recognition and confidence as an RIA
Successfully navigate market dynamics with expertly crafted portfolios

Unique Selling Proposition (USP)

Bespoke portfolios based on deep institutional knowledge
A proven track record of success above market levels
Outperformance based on our tailor-made strategy vs. standard market portfolios

Brand Values & One-Liners

'Conquer markets with Viking bravery'
'Sail towards superior returns'
'Your portfolio, our battle strategy'

Tone

Vikingharbour embodies the spirit of the bold and the strategic, deftly navigating economic seas. We instill confidence and ambition in our clients, steering them towards uncharted financial success.

Hero Text Idea

Flag Text: 'Conquer Your Financial Seas'
Main Headline: 'Bespoke Portfolio Construction for Superior Returns'
Sub Headline: 'Empower your RIA with our uniquely crafted portfolios, navigate market dynamics and unlock superior returns for your clients.'
CTA: 'Begin Your Voyage Today'

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

Website

Implement Google Analytics to track website conversions
Optimize website for mobile as financial executives often access content on-the-go

Social Media

Regular posts on LinkedIn, focusing on thought leadership and industry insight content
Use Twitter to share industry news and interact with financial community

Paid Advertising

Use LinkedIn Ads targeting investment professional job roles
Google Ads aimed at keywords related to RIAs and portfolio management services

Content Recommendations

Host webinars on investment strategies and market outlook
Publish articles on portfolio strategy and superior returns on both LinkedIn and website blog

Podcasts

Consider guesting on finance-focused podcasts like “The Evidence-Based Investor” or “The RIAcast”

Directories

Listing in RIA-specific directories like RIA Channel or RIA Database

Publications

Publish articles in finance-specific publications like 'Financial Advisor Magazine' or 'InvestmentNews'

Partnerships & Outreach

Partner with larger RIAs or financial firms to offer your portfolio strategy as a service
Attend industry networking events to connect with potential clients

SEO and Content

Blog posts around investment strategy, superior returns, and portfolio management
Optimize website for key terms such as 'RIA investment strategy', 'portfolio management services', etc.

Offline and Local Media

Co-host seminars on investment strategy with partnering financial firms
Consider targeted direct mail campaigns delivering white papers or research to prospective clients

Online Events

Host webinars on industry insights and best practices using LinkedIn Live or Zoom

Online Networking

Participate in professional investment and finance forums like Moneyscience

Cold Outreach

Targeted LinkedIn messages to potential clients
Cold email introduction followed by a customized investment strategy report

During
(Lead)

1. My Lead Capture System

Lead Magnet

"The Art of Building High-Return Portfolios" eBook: Guide to creating customized portfolios focused on high returns
Investment Strategy Webinar: Online seminar showcasing Vikingharbour's approach to constructing superior model portfolios
Free Portfolio Analysis: Comprehensive review of prospective client's current portfolio demonstrating opportunities for improved return

Tripwire Offer

Discounted Initial Portfolio Design: Offering initial tailored portfolio design at a reduced fee as a gateway to full Monthly Advisory Service
Trial Portfolio Analysis: Deep analysis of potential client's existing portfolio at a lower cost with actionable recommendations
Performance Benchmark Report: Customized report comparing prospective client's current portfolio performance with Vikingharbour's performance at a discounted price

Welcome Sequence

Email 1: Thank you for downloading/accessing Lead Magnet, brief intro to Vikingharbour
Email 2: Expanded discussion of Vikingharbour's unique approach to portfolio management
Email 3: Invitation to book a free discovery call/meeting to discuss the potential client's needs

Segmentation

Segment leads based on assets under management to personalize future communications and offerings
Segment leads based on specific portfolio needs indicated during lead magnet submission or discovery call

Chatbot and Automation

Implement a chatbot to answer basic questions and guide visitors towards the lead magnet on the website
Use automation to trigger personalized follow-up emails after a lead magnet download or discovery call booking

CRM Improvements

Improve Hubspot performance by creating more detailed records of lead activities and preferences
Use Hubspot's automation capabilities to ensure timely and personalized follow-ups.

2. My Lead Nurturing System

Marketing CRM

Current platform: Hubspot
Automation capabilities: Email follow-ups, lead segmentation
Recommended improvements: Use Hubspot's automation for personalized follow-ups, create detailed records of lead activities and preferences

Sales CRM

Current platform: Hubspot
Pipeline tracking or handoff process: Meetings, presentations

Automated Follow-Ups

Types of automations: Post-download of lead magnet, post-discovery call booking
Frequency or triggers: Immediate follow-up after lead magnet download, segmentation-based follow-ups

Newsletter

Frequency: Monthly
Topics or content pillars: Industry updates, investment strategies, company news
Segmentation: Based on assets under management, specific portfolio needs

Retargeting & Ads

Platforms and goals: LinkedIn (for thought leadership content), Google (for keywords related to RIAs and portfolio management services)

Social Media and Content

Posting frequency: Weekly LinkedIn posts, daily Twitter updates
Content type or campaign focus: Thought leadership and industry insight content on LinkedIn, industry news on Twitter

Webinars and Events

Suggested cadence: Quarterly webinars on investment strategies and market outlook

Other Nurture Channels

Chatbot on the website for immediate engagement
Cold LinkedIn messages or emails to potential clients

3. Sales Conversion Strategy

Sales Process

Initial LinkedIn outreach or cold email introduction
Follow-up with a custom investment strategy report
Set up a meeting to present the strategy and discuss its benefits
Provide a comprehensive proposal including scenario analyses and risk-return profiles
Follow-up meetings to clarify any concerns and close the deal
Automate follow-ups using Hubspot CRM for efficiency

Sales Assets

Create LinkedIn message and email outreach scripts
Develop a portfolio strategy presentation template
Compile a portfolio proposal template with risk-return profiles and scenario analyses
Use Hubspot CRM for tracking and automation

Objections and Guarantees

Develop scripts to address common objections such as strategy risk and fees involved
Offer a risk-return profile analysis as a reassurance measure

Testimonials and Case Studies

Collect client success stories and present them in case study format
Show testimonials on the website and in sales pitches

Conversion Rate Insights

Track and monitor conversion rates from initial outreach to closing via Hubspot CRM
Regularly analyze performance and tweak strategies for improvement

Urgency and Offers

Offer limited-time complimentary consultation to entice quick action
Introduce fast response incentives with priority service for immediate sign-ups

Shock and Awe

Send personalized thank-you notes post-meetings
Offer high-value content like whitepapers or bespoke market analyses for lead nurturing

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Onboarding starts with a personalized welcome email introducing the team and process
Organise an initial kickoff presentation meeting to understand client needs and expectations
RIAs receive a physical welcome kit; a copy of investment best practices
Clear next steps and client's tasks will be communicated verbally during the call

Communication Cadence

Weekly email updates on portfolio performance
Monthly model portfolio presentations shared with RIAs
Quarterly video calls to review performance, goals and expectations

Client Education

Regular industry insights newsletters and investment guides
FAQ section on the website addressing common client queries
Series of “How it Works” videos highlighting the investment strategy

Personalized Touches

Birthday wishes sent to the RIAs
Congratulations email to celebrate key milestones (anniversary with Vikingharbour, outstanding investment returns etc.)
Handwritten thank you notes for key business referrals

Visuals and Documentation

Detailed portfolios with benchmark comparison charts
Monthly reports including graphics and visuals to help understand performance
Regularly updated performance tracking dashboard

Feedback and Proactive Support

Regularly scheduled surveys for client feedback
A dedicated client success manager for proactive issue resolution and support
Promise of swift turnaround on all support requests and issues (24hr maximum)

Guarantee or Promise

Guarantee of tailored, high-performing portfolios
Investment return backed by a proven track record of high performance

Operational Excellence

Strict punctuality in meetings and presentations
High-level of professionalism in communication
Standardized response time for queries and support requests

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Offer multi-year contracts with attractive incentives
Introduce flat discount on annual renewals

Upsells & Cross-Sells

Create add-on services like personalized market analysis
Offer cross-sell opportunities with economic trend reports

Bundling & Packaging

Bundle services for portfolio management, analysis, and personal consulting in a premium package

Loyalty & Retention Programs

Introduce a point system for referrals, redeemable for personalized research

Custom Services and Personalization

Enhanced portfolio personalization for service level upgrades

Pricing Strategy

Incentivize longer-term commit with tiered pricing
Value-based pricing based on assets managed

Customer Data and Insights

Use CRM to identify churn signals, upsell opportunities
Track customer engagement for personalized follow-ups

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

One free month's service for every successful referral.
Exclusive executive briefings for referrers and referees.

Shareable Assets

Pre-designed LinkedIn posts promoting the service.
Business-case PDFs for referrers to share with their network.

Timing and Triggers

Ask for referrals after client outperformance milestones.
Setup automated email two weeks after successful portfolio implementation.

Client Success Stories

Collect and share testimonial videos post successful quarter.
Publish case-study blog posts featuring client's superior returns.

Referral Contests

Quarterly 'Viking Voyager' award for the most referrals.
Reward with monetary bonus or free service extension.

Partner or Affiliate Programs

Establish JV partnerships with other financial service providers.
Offer area exclusivity or tiered rewards based on performance.

Thank-You Experience

Send thank you gifts to top referrers quarterly.
Write personalized hand-written thank you notes.

Vikingharbour

Your 1-Page Marketing Plan is Ready!