Q&A: Andrea Roberts, head of marketing, Connective

• Know what your offer is – define your service.
• Identify who is most likely to use your service and define your ideal clients in terms of income, age, geographic area etc.
• Know your competition and understand your competitive advantage – what it is that will make a client choose you over the competition.
• Create awareness of your service amongst your ideal clients. Stay in front of potential clients so that when they have a need for your services, you are top of mind.
• Build credibility among your potential clients, instilling trust in your clients that you will deliver what you say you will.
• Be sure to stay consistent with your messaging and service delivery.
• Maintain a focus on your goals and track performance, looking for opportunities for continuous improvement.

What should brokers aim to achieve in their marketing?

The events of 2020 have turned the world upside down. In light of an unprecedented health and economic crisis, the need for a robust vision and strategy has never been clearer. Given that rapid change seems to be the new normal, and quick decisions are required more than ever, knowing your market, being able to identify opportunities, then realise these with a well-thought-out strategy will ensure brokers’ businesses will not only survive but thrive through this and any future adversity.

It is simple; if you know where you are today, where you need to head and how you’re going to get there, you have the start of a strong marketing strategy.

Brokers should aim to understand where the growth opportunities are, why you have prioritised those growth areas, what you will do to realise these opportunities, how you will measure success and who will be accountable for each metric.

Who inspires you in business, and why? 

I am inspired by the late US Supreme Court Justice, Ruth Bader Ginsberg. An inspirational, fearless leader with a great sense of humour who famously said: “Women belong in all places where decisions are being made”.

What advice would you give to other women looking to succeed in the finance industry? 

My advice to women in the finance industry is the same as that for women in any industry: Don’t wait to become a leader. Actively reach for opportunities and promotions and let your opinions be heard. People value authenticity, strategic thinking and expertise, so showcase your knowledge and don’t be afraid to be visible and to contribute.

Remember that staying positive and solutions-focused will help you in every interaction. And always assume best intentions and believe that everyone wants the best for the company.

It is important to build a strong personal brand that is authentic and based upon integrity and passion to ensure you have a genuine impact within your industry.

Know your values and look for ways to blend all areas of your life (business, family and self) aligned to these values.

The month of November marks The Adviser’s Women in Finance month, as we profile some of the leading women in this industry.

As well as the Women in Finance themed magazine, we’ll also be having female-centric podcasts and running profiles and content in the daily bulletin, too.

Make sure you’re subscribed to The Adviser’s bulletin to ensure you never miss a beat and never miss a podcast episode by subscribing to us now on your preferred podcast provider!

[Related: Q&A: Mhairi Macleod, broker and principal, Astute Ability Group]