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In the fast-paced financial services industry, marketing, often overlooked, is a cornerstone of any successful business, particularly in the startup stage where resources are scarce, and the eagerness to make sales can overshadow strategic planning. While the urgency to bring on new clients is understandable, it is essential to recognize that a well-crafted marketing approach can save valuable time and resources.

In many organizations, the sales team is responsible for sourcing new business opportunities and closing deals. However, the impact marketing can make on lead generation should not be underestimated. Marketing positions the brand positively and engages prospects, supporting the sales team by attracting qualified leads.

Having a defined marketing strategy from day one can set a company up for success. Following are five benefits of implementing a robust marketing strategy: 

1. Brand Familiarity: Research consistently highlights the importance of familiarity in human interactions, and the same holds true for brands. Establishing trust is paramount, with 81% of people requiring trust before making a purchase. A strategic marketing approach can transform a brand from obscurity to familiarity, providing a solid foundation for the sales team to convert leads effectively.

2. Client Engagement: The expansive online landscape offers an opportunity to connect with clients on their schedule. Through diverse online channels such as blogs, social media, emails, and videos, marketing enables continuous interaction, resonating with clients at multiple touchpoints.

3. Authenticity and Trust: In an era where brand distrust is pervasive, marketing becomes a powerful tool to establish authenticity. By consistently communicating a brand's vision, engaging with the audience, and demonstrating empathy for customer pain points, marketing builds trust. This authenticity is a key factor in closing deals when the sales team reaches out to engaged prospects.

4. Earned Media: Word-of-mouth, a time-tested form of marketing, remains influential, with 48% of businesses relying on loyal clients to spread the word. In the digital age, word-of-mouth translates into earned media, encompassing actions such as website promotion, social media reposts, and brand mentions. This organic promotion is fueled by trust and significantly contributes to a brand's visibility.

5. Sales Support: While the sales team is vital for bringing in new clients, marketing can lighten their load by attracting qualified leads. Understanding client pain points through marketing efforts provides valuable insights, enabling the sales team to tailor personalized strategies for approaching each lead. This collaborative approach ensures a more effective and streamlined sales process.

A well-crafted marketing strategy goes beyond mere promotion; it forms the backbone of a business, supporting sales efforts, building trust, and ultimately driving success. Prioritizing marketing in the early stages of business development can pave the way for sustainable growth and long-term success.

Reach out to a member of our team to learn how we partner with financial services companies to create actionable and measurable strategic marketing plans.

Download our simple Strategic Marketing Plan template below to get started.