Transform Your Digital Marketing: Lessons from the Shop Floor
We Complement
Delivering effective solutions and services that empower forward-thinking financial planners to thrive.
By Amy North
When was the last time you stepped back and took a good, hard look at your shop windows?
Bear with me here. My marketing career began as a 17-year-old shop assistant arranging stylish new shoes at Dorothy Perkins—affectionately known as Dotty P’s. The first task each day was to inspect the window display. Did it look inviting? Did it reflect current trends? Was it clean? Was the messaging accurate and consistent?
Fast forward 20 years, and I still apply these principles when evaluating our website and all of We Complement’s digital marketing content. By reassessing your digital marketing, you ensure that clients and prospective clients leave your “shop” with a positive, lasting impression.
At 17, I had mastered the art of selling shoes. My boss wisely told me, "If you can sell shoes, you can sell anything," and she was right. With more vacant units on the high street, I transitioned from shop work to my current role at We Complement.
The lessons from my Dotty P days are just as relevant in financial services as they were in retail. Here are my tips to attract a steady stream of clients to your "shop":
1. Embrace Social Media
Did you know the average person spends two hours and 24 minutes on social media daily? Find out where your ideal client spends their time and join them there. For professionals, LinkedIn might be ideal. For a younger demographic, Instagram or TikTok could be more effective.
Similarly, in retail, stores offering complementary items tend to be located close together. People like having everything they need within easy reach!
2. Plan Your Strategy
Jumping into marketing activities without a plan is like writing a story without knowing the ending. How can you identify what works and what doesn’t? At a minimum, document:
What’s the point of having stock in the window if you don’t have enough to sell?
3. Know Your Competitors
Understanding your market position and differentiating yourself from competitors will help tailor your marketing. If you serve high-net-worth clients, focus on issues relevant to them. If your clients have modest incomes, their concerns will differ.
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For instance, if you specialise in funding long-term care, your content should resonate more with the recipients' middle-aged children than with the care recipients themselves.
If it’s wedding or prom season, I’m showcasing occasion wear in my shop window, not jeans and boots.
4. Improve Your Website
A clunky website that isn’t optimised for mobile users and fails to answer client questions will hinder your efforts. Even minor issues like spelling mistakes or broken links can drive potential clients away.
Think of it as scrubbing sticky fingerprints off windows—it’s about making a good first impression.
5. Build a Strong Social Media Presence
Regardless of the platform, post consistently to keep your brand visible. Prioritise quality over quantity by sharing valuable content that informs, entertains, or persuades. Repurpose relevant content and share interesting posts. Mix up your content with carousels, static images, and videos.
Change your windows weekly to keep them eye-catching and fresh.
6. Show Your Existing Clients Some Love
Send regular newsletters to keep clients informed of industry news. Check in with friendly emails each quarter. Remember birthdays, and send Christmas cards. Diarise major milestones and acknowledge them—sending a graduation card to a client’s child, for example, can make you the most thoughtful adviser they know.
Avoid making every email sales-focused. A subtle check-in can remind clients it’s time for another appointment without appearing pushy. Always thank customers, even if they haven’t purchased—they’ll remember it when they return.
These insights should encourage you to view your digital marketing from your client’s perspective. What lessons from your past are still relevant today?
Ready to Transform Your Digital Marketing?
If you’re looking to elevate your digital marketing game, We Complement is here to help. Our expert team can assist with everything from social media strategies to website optimisation, ensuring your digital presence is as compelling and effective as possible. Contact us today to learn more about our tailored marketing support services and start attracting more clients to your business.