Automated vs. Personalized Marketing

Most marketing in the financial services industry these days is either one-to-many (e.g., email blasts, social media posts/ads) or automated (e.g., drip emails, automated webinars). These are popular marketing forms because they are so efficient.

But if you want to be effective, use one-on-one marketing (e.g., personalized emails, direct messages, social media comments, phone calls). With all the noise out there, it is easy for people to ignore your marketing. If your efforts are truly one-on-one, in most cases you will be noticed.

Ultimately, you should have a mix of automated vs. personalized marketing that is weighted more heavily on one end of the spectrum depending on your needs. If you need prospects quickly, spend more time on personalized marketing (effectiveness). If you have plenty of leads coming in, focus on one-to-many or automated marketing (efficiency).