For small RIAs with limited resources, how to market your services can seem daunting. Marketing with little or no budget poses significant challenges, but despite the obstacles, there are many things you can do to kickstart your marketing efforts that will deliver the results you want.
Starting with a clear understanding of your target audience can prevent you from making costly trial-and-error mistakes. Defining your audience allows you to choose the channel—email, podcasting, or social media—where they are likely to see your content. Each channel possesses unique strengths and characteristics. So your choice should align with the preferences of your audience and with your overall marketing strategy.
For email marketing, consider purchasing a niche-oriented list with a high delivery rate. That will help you make sure your messages reach your audience reliably. Then begin warming up your audience with emails that feel personalized and position you as a guide who is offering tools, education, or advice to help them solve their problems.
If you choose podcasting, success is not only content-dependent but also relies on you being able to collaborate with others. Find opportunities to be a guest on other podcasts, inviting hosts from relevant shows to reciprocate. Identify and establish relationships with influencers in your niche, leveraging their reach and credibility to amplify your message.
Social media strategies should be tailored to each platform’s unique dynamics. But no matter the platform, seek out influencers who align with your brand and encourage them to share your content. To establish your presence and credibility, actively participate in social conversations by commenting on posts, sharing insights, and adding value to the discussions.
Remember, don’t get overwhelmed. Starting somewhere is not just a beginning but sets a crucial foundation for growing an audience.
Want to learn more? Check out this Elementality episode, with Jeff Morgan, Head of Marketing at Elements.