Growing the value of your clients through client segmentation, re-engagement, targeted marketing and expanding your offer.

1. Growing the value
of your clients

2. Steve HolmesCo-Founder
 /steverholmes
 0423 020 190
 steve@feedsy.info

3. FeedsyGroup
WebinarsHosted by Feedsy
45-50 mins + 10-15 mins Q&A
Live polls and questions
2017 ©
#1
Growing the value
of your clients
Client segmentation.
Re-engagement.
Targeted marketing.
Expanding your offer.
#2
Marketing to attract
your ideal client
Customer surveys.
Creating customer.
Personas.
Online marketing.
Face-to-face marketing.
#3
Building a referral
culture
Leveraging existing
relationships.
Creating alliances.
Becoming more referable.
Asking for referrals.
#4
How important is
retention?
The value of retention.
Measuring retention.
Communicating your value.

4. Agenda
Why: Grow the value of your clients
Goals: Activate dormant opportunities
retain your best clients
How: Segment clients implement
Tips: Insights measurement
targeted marketing

5. Why

6. $$$$$ vs $
It costs 5x to attract
a new customer
than to keep an
existing one
Source: http://www.invespcro.com/blog/customer-acquisition-retention/

7. Probability of Selling
60-70%
to an existing
customer
5-20%
to a new
prospect
Source: http://www.invespcro.com/blog/customer-acquisition-retention/

8. Existing Customers...
Spend
31%
more
money*
50%
more likely
to try new
products*
Source: http://www.invespcro.com/blog/customer-acquisition-retention/
*Compared to new customers

9. 20% of ACTIVE clients
produce 80% of revenue
80/20 Rule

10. More Channels = More Satisfaction
1 2 3 4 5 6 7 8+
6.9
7.9
8.5
8.9 9.1 9.3 9.4 9.5
Number of communication channels
Client satisfaction with adviser
Connecting with Clients: Solving the communication matrix, AFA White Paper October 2013

11. 0% 10% 20% 30% 40% 50% 60% 70%
15m
14.7m
4m
3.6m
3.1m
2.8m
60k
AustralianSocialMediaUsers
Totaland%ofPopulation
https://www.socialmedianews.com.au/social-media-statistics-australia-december-2016/
4m
5m

12. Goals

13. Activation Retention

14. Activate
inactive clients
Retain
active clients

15. Grow
latent value
Leverage
high value

16. How

17. People buy from people

18. Know, Like Trust
Your Brand
What people recall
from the experiences
they have with you

19. Segmentation
by Product
for Activation
Product 1 Product 2 Product 3 Product 4
Client 1 Yes Yes Yes Yes
Client 2 Yes Yes
Client 3 Yes Yes
Client 4 Yes
Client 5 Yes
= Activation Opportunity
(Advice Based Campaigns)

20. Segmentation
by Frequency
for Activation
4 pa 2 pa 1 pa 1 pa
Client 1 Yes
Client 2 Yes
Client 3 Yes
Client 4 Yes
Client 5 Yes
= Activation Opportunity
(Annual Review Reminders)

21. Segmentation
by Value
for Retention
Revenue Referalls Testimonial
Client 1 High Some Yes
Client 2 Medium None
Client 3 High Many
Client 4 Low Some Yes
Client 5 Low None
= Gold Retention Opportunity
= Silver Retention Opportunity
(Premium Content)

22. Complete Picture
Variables for Segments
Opportunity Value
Product 1 Product 2 Product 3 Product 4 4 pa 2 pa 1 pa 1 Revenue Referalls Testimonial
Client 1 Yes Yes Yes Yes Yes $9,000 2 Yes
Client 2 Yes Yes Yes $2,100 0
Client 3 Yes Yes Yes $3,700 5
Client 4 Yes Yes $123 2 Yes
Client 5 Yes Yes $500 0

23. Top Level Tactics
EDM, Social Media, App, Post
Activate Retention
Product 1 Product 2 Product 3 Product 4 Gold Silver Standard
“Know” Tactics
Our “Why” Story Yes Yes Yes Yes Yes Yes Yes
Team Stories Yes Yes Yes
Education/Tip Product 1 Yes Yes Yes Yes
Education/Tip Product 2 Yes Yes Yes Yes
Education/Tip Product 3 Yes Yes Yes Yes
Education/Tip Product 4 Yes Yes Yes Yes
Premium Education Content Yes Yes
“Like” Tactics
Testimonials Yes Yes Yes Yes Yes Yes Yes
Case Studies Yes Yes Yes Yes Yes Yes Yes
Relevant Articles and Stories Yes Yes Yes Yes Yes Yes Yes
“Trust” Tactics
Rewards (eg Movie Tickets) Yes Yes Yes
Advisory Board Yes
Client functions Yes Yes Yes Yes Yes Yes Yes

24. Activate Campaign
Advice Based
Tactic Method
Week 1 Our “Why” Story Content EDM/Print
Week 2 Testimonial Content EDM/Print
Week 3 Missing Product Education/Tip EDM/Print
Week 4 Make appointments Phone
Monthly Relevant Articles and Stories EDM/Print
Week 8 Measure Various
Select 10 clients.
EDMs can be manually or auto scheduled and monitored.
The phone calls commence in week 4.
Monthly EDMs keep your brand front of mind.
Measure and iterate.

25. Trigger!
Enters Segment
Monitor
Response
Engagement
Email Marketing Automation(ComingSoon)
Email #1 Email #2 Email #3 Email #4 Email #5
Autosend personalised marketing
emails to segments of your clients
and prospects. Including ‘Call to
action’ to engage with you to help
them solve their problem.
1/1

26. Content Tips
Your “Why” Story
1. Make it personal:
who you are is critical.
2. People are instinctively self-centered:
articulate what’s in it for them.
3. Customer familiarity breeds
alignment: make your offer simple.

27. Content Tips
Your “Why” Story
Q: Describe those feel good moments
Q: What have you done when you had
those moments?
Q: Why you want to give back...?
Q: Describe that moment when you
knew financial planning was the
right career for you…

28. Content Tips
Testimonials
1. Ask for them (by email or LinkedIn)
2. Provide an example
3. Make them visible and shareable

29. Content Tips
Education/Tips
1. Fact sheets
2. Case studies
3. Point of view
4. Relevant articles (less technical)

30. Phone Call Tips
Overview
Process:
1. Identify Segment
2. Research
3. Schedule time to call
4. Preparation to create a clear
message and ‘hook’
5. Make the call to book meeting
6. Follow up meeting to close sale
7. Create an opportunity for further
contact
Success of initial call:
Secure appointment (not selling strategy)
Effort:
70% Preparation
10% Booking the meeting
10% Close the sale
10% Leveraging the Contact
Value:
Re-connecting with existing client
Help existing client with relevant offer
Education

31. Phone Call Tips
Overcoming Objections
Time
Take the objection on
face value and reschedule
a more suitable time. If
the clients objects more
than twice on “time” then
it’s a not a time issue, it’s
another objection.
Cost
The clients need to
understand the benefit for
them versus the cost to
implement. Break down
the cost to a daily rate and
clearly demonstrate the
betterment.
Education
The client hasn’t
understood the offering.
Revisit the initial goal and
be very clear on how
this solution achieves
that requirement – it is
important you explain
this simply and using
language that resonates
with the client (and they
understand).
Trust
Why should the client
trust you? Clients won’t
normally say those exact
words but it maybe
what they’re thinking.
Verbalise the fact that the
relationship may not yet
be proven and that the
client may have concerns.
Reiterate that other clients
may have felt that way
previously but went on to
be happy with the advice
provided.
Use testimonials.

32. Measurement Tips
Advice Based Campaign
Emails Engage
Open
#1
Click
#1
Open
#2
Click
#2
Open
#3
Click
#3
Calls Appt Offer Sale
Client 1 1 1 1 0 1 0 3 0 0 0
Client 2 1 0 1 1 1 0 2 1 1 1
Client 3 0 0 1 0 0 0 5 1 1 0
Client 4 1 0 1 1 0 0 3 1 0 0
Client 5 0 0 0 0 1 1 2 0 0 0
Ave/Total 60% 20% 80% 40% 60% 20% 15 3 2 2
15 calls to 5 clients lead to 3 appointments, 2 offers and 1 sale.
Conversion rate is 20%.

33. ips

34. ContentMarketing
thatconnectspeople
withyouthrough
stories

35. Insight#1:
Peoplearenotthat
interestedinwhat
youdo.Theyare
interestedinsolving
theirproblems.

36. Insight#2:
Somepeopleare
embarrassedabout
theirlackoffinancial
knowledge.

37. Insight#3:
Peoplearemore
likelytobuyfrom
someonewho
understandsthem
andtheyrelateto.

38. Email Newsletters
1.Keep brand in front of existing and prospective clients
2.Build credibility and authority
3.Educate your audience
4.Demonstrate reliability
5.Create clicks to your website (SEO)
6.Sharing email = referral
7.Measurable
Further reading: http://www.marketingprofs.com/articles/2016/30714/seven-ways-newsletter-marketing-still-works-for-professional-services-providers

40. Measurement Metrics
1.Open rates: % of people who open email
20.89%
2. Click rates: % of people who click a link inside email
2.63%
3.Bounces: incorrect email address or firewall blocking?
0.73%
4.Unsubscribes: personal preference or red flag?
0.30%
5.Content performance: what is being read and by whom?
‘Professional Services’ Email Benchmarks, MailChimp, April 2016
Source: http://www.smartinsights.com/email-marketing/email-communications-strategy/statistics-sources-for-email-marketing/

41. eNewsletter Tips
1.Optimum frequency
1-2 times a month
2. Keep a clean list
Check and clarify bounces
3.Use a third party
Not through your Outlook or Gmail
4.Mobile friendly
Optimised for devices

42. Frequency goes up,
engagement goes down
Source: https://econsultancy.com/blog/64165-email-frequency-how-much-is-too-much

43. Email List Tips
1.Opt-ins only
2.Provide easy and clear unsubscribing
(Average annual depreciation is 25%)
3.Let subscribers edit email settings
4.Do not send to unsubscribes or bounces
(More than 3-5% bounces may lead to blacklisting)
5.Use segmentation to personalise (if appropriate)
Source: http://www.marketingprofs.com/chirp/2016/31206/keep-it-clean-the-importance-of-email-list-hygiene-infographic

44. Marketing Automation
Spend less time on marketing
1.Used by over 60% ‘Best-in-Class’ businesses
2.Used by 49% of companies
3.Over 60% outsource all or part of automation
4.Used for customer aquisition (69%) and retention (50%)
5. From multi-channel content marketing
to sales funnel marketing
http://www.emailmonday.com/marketing-automation-statistics-overview

45. Takeaways
 Help people relate to you
 Be yourself
 Find common ground
 Original or shared content
 Email, Facebook, YouTube

46. Q?  /steverholmes
 0423 020 190
 steve@feedsy.info
www.feedsy.info
 @FeedsyNews
 /feedsy.info