If you’re an independent financial broker or agent, you know how important it is to find the right connections. Personal networks and word-of-mouth are effective, but to build that client base, it involves more than phone calls and business cards.

A website and an active, meaningful social media presence increase your ability to seek clients and build relationships by casting your net wider. Over time you may use digital tools for email campaigns, an e-store, reporting, direct marketing, and search engine optimization. These all come down to the same basic goal: targeting and gaining the attention of the right audience.

This doesn’t mean you neglect traditional marketing methods.

How can print marketing help boost your online presence?

Whether you are coming from a mainly digital or mainly print-and-handshake oriented approach to finance marketing, here are three ways to optimize by combining them.

Direct mail offers

People still read mail. In fact, due to an overall decrease in mail volume, many people may enjoy reading mail now more than ever. For this reason, direct mail has not disappeared among the pantheon of marketing standards. Though mail is not limited to a niche market, it can also be an effective way to reach audiences who have limited interest in online marketing or communications. Its reach is both wide and specific.

This is good for finance marketing, which involves careful targeting. Your specialties are not oriented toward anyone and everyone. Therefore, you must become your own expert on knowing and understanding who will best benefit from your services, and with whom you want to work, and reach out to them. Crafting a direct mail campaign requires thorough knowledge of your target audiences and their needs. Because you are making a significant investment in time and money, every detail must reflect this goal.

When you reach out through direct mail, even when contacting new prospects, you are presenting an approachable yet thoroughly professional face for your business. Direct mail from an unrecognized sender can be less suspect than email from the same. You cannot contract a computer virus through direct mail. Direct mail also has the advantage of seeming simpler and more personal.  

How does this all connect to your digital strategy? Direct mail can boost your business’ online presence by providing warmth, legitimacy, and a personal touch to your campaign strategies. The care you take to design them informs your strategy for digital campaigns and strengthens them. What clients and prospects receive through direct mail, they will expect to encounter in your digital channels as well.

Finally, they can also be attracted or led to online channels directly through print-digital bridges, such as providing email addresses, social media handles, helpful hashtags to follow, your web address, or a call to action that includes a digital platform.

Binders and packets

You will impress clients and prospects when you present them with something more substantial than a business card or a brochure. An informational binder or packet allows you to share the “full story” of your business in a compelling way: the history and vision of your approach to financial advising, the services you offer, and what makes you unique among your competitors. The material doesn’t need to be long for a binder or packet to make an impression, and they can be very persuasive.

A strong visual presentation makes information and ideas more accessible, thus making explanations of financial concepts and breakdowns of service options easier to grasp. Clients who are confident that they understand are more likely to trust you and appreciate your services. It also helps them to make wise decisions and creates the impression of a high touch, VIP experience. The power of images combined with the substantiveness of a marketing binder tell clients and prospects that you can customize an experience and that you are on your game.

As in direct mail, this tangible approach may also reach unreached audiences. With print presentations (versus digital), comprehensibility is at its peak. Audiences who might not feel comfortable reaching out to you online are given an easy, impressive introduction to your brand. They may feel less intimidated by the message or medium, and if they’re impressed by the packet and find it accessible, this creates an invaluable sense of trust.

Logos and design

In finance, dependability and clarity are key. Print brings the logo and design work from your website and other digital media into “the real world,” building a bridge between the two, and strengthening the legitimacy of your digital presence.

Logos and print design facilitate this by illustrating concepts, representing complex ideas through symbols, and bonding quickly to memory and emotion centers of the brain. Print material design paves the way for an audience to recognize and trust your brand when they encounter it online.  

However, a logo and marketing design can only bespeak trustworthiness and legitimacy when they are professional and consistent. Visual consistency across multiple media is crucial in order for print and digital to have an effective relationship. Only total consistency can lend clarity to your brand and reinforce brand awareness.

As you accrue positive client experiences around your logo and print design, you create good intuitive associations between your unique visual signals on the one hand and your reputation on the other. This allows you to change up campaign designs over time, riffing on a theme, while maintaining the benefits of the brand awareness you’ve built.

About Range

At Range, a Deluxe company, we’ve made it our business to assist independent financial agents and brokers hone every aspect of their brand’s effectiveness, from creative design to analytics and reporting. We’ve worked with the most successful financial institutions in the U.S., and we know what it takes. Visit us and start your conversation today.