audience segmentation: top ten tips for financial advisors

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Audience Segmentation Top Ten Tips for Financial Advisors

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Audience Segmentation

Top Ten Tips for Financial Advisors

is the process of dividing a large group of people into smaller groups that share common characteristics, expectations, or behaviors. It’s all about getting the right message to the right people at the right time.

AUDIENCE seg•men•tation

Know Your Clients

What makes them unique, what are their

motivations, etc?

Discover Your Client’s Needs

How do the needs of your clients vary? What do they have in common? Why would they

need different treatment?

SEGMENTSDetermine your

[This can be based on age, personality, geographic location, or other commonalities.

Create psychographic

profiles to describe your

segments.

Emma(Easy-Going)

patientloyal

relaxedsupportive

stableempathetictrusting

Amy(Analytical)controlledorderly

deliberateorganizedsystematic

Ian(Influencer)motivatingenthusiasticconvincingimpulsiveinfluentialcharmingconfident

Donald(Driven)decisiveassertive

demandingcompetitivedetermined

distribution lists.Create

Communicatedifferently

to each segment.

KEEP ITSimple.

Don’t try to create too many segments, or managing them can become a nightmare!

MONITORTrack data on how your

segments are performing.

RefineTweak your system based on what the data tells you.

Don’t Be Afraid to Start Over

Sometimes your client segments require an overhaul. Don’t create a

system that’s set in stone.

865.243.8000 Local 877.819.2188 Toll Free Finworx.com

Audience Segmentation

Top Ten Tips for Financial Advisors