Digital Marketing: Remember the 3 Cs – Choreography, Capture, Chronology

Digital-MarketingThere was a time when digital marketing – the promotion of products, services and brands via electronic communications – was viewed as something for rookie advisors.  They grew up with technology and their clients were younger and just entering the investment world.

Today, with the ubiquity of technology, your clients (whether millennials, Gen Xers or baby boomers) not only can access you through their computers and mobile devices, they expect to.

Are you there?

Integrating your communications is not just about incorporating messages and visuals from your brochure to your website. Rather, traditional means of communications should meld with new media approaches, such as blogging, email marketing, Internet advertising, social media, search engine optimization, mobile marketing, etc. These digital tools offer opportunities to maximize your messages, reaching prospects and clients more broadly and more deeply.

So how do you intensify your traditional marketing with digital communications?

Start with three “Cs”:

  • Choreography
  • Capture
  • Chronology


Choreography means setting the stage, planning and managing your efforts. Make sure your marketing and communications are comprehensive and include specific objectives, audiences, strategies, key messages and tactics, including digital communications.  For example, say you have a website and brochure. Plan to turn them into topics for a series of blogs. Or, take a report or white paper from your website and transform it into several blog posts. Blogs (300 to 1000-word online articles) can be posted on your website, shared on your LinkedIn page and positioned as part of an email campaign to clients.



Grabbing attention and gaining followers are important to communicating digitally. But how do you know what words capture a prospect’s attention? Search Engine Optimization (SEO) is the process of gaining website traffic through the search engines.  To “optimize” where your website and blogs show up on search engines, (e.g., Google, Yahoo and Bing) you need to include key words and phrases in your online content that describe what you do. In addition, it is not enough to use broad terms like  “investment,” “personal finance” and “financial planning” throughout your website, you need to position your practice name and location on your home page so that when prospects search “financial planning,”  your firm has a better chance of showing up. Visit Google AdWords Keyword Planner for more information.



Timing is everything in marketing and communications, and that includes when and how you deliver digital content. Make sure your website is up and running and that you have an inventory of content from which to draw before cascading to your audiences digitally. Email marketing is a relatively inexpensive way to leverage content from your website and target clients (through your list) and prospects (through a purchased database). Benefits include immediacy and ROI – as emails can be tracked and measured. According to Pew Research, in 2009, nearly half of all Americans sent or opened email on a typical day. Your clients use email. Consider sending them compelling, need-to-know information via email on a regular basis.  And don’t forget to include your website address in your content so readers can easily click to learn more about you and your firm.


By Teresa Dougherty, APR, strategic communications consultant, LederMark Communications


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