1. User Guide
Financial Adviser
Marketing Bundle

2. 02
Everything you
need to thrive
in a downturnIndependent studies show the businesses that innovate and
maintain their marketing investment are the ones that survive
the tough times and thrive afterwards.

3. There will be a number of reasons why
you have decided to use the different
marketing elements of your Financial
Adviser Marketing Bundle. Whatever the
primary reasons, the underlying objectives
are likely to be the improvement of client
communication, raising brand awareness,
improving marketing efficiency, enhancing
client retention and increasing sales.
Marketing is not an expense. It is an
investment, the engine that drives sales.
Maintaining your marketing could see your
business emerging from the recession
stronger than ever. We have combined
the perfect marketing solutions into one
innovative service that will enable you
to engage more effectively with your
business audiences during this period of
economic downturn.
If you are in the process of implementing
a new business model in preparation for
the proposed changes announced in the
Retail Distribution Review (RDR), your
Financial Adviser Marketing Bundle provides
a number of different marketing solutions
that will help your business add further
client value and demonstrate a commitment
to regular communication through using
traditional and new media channels.
Your Financial Adviser Marketing Bundle will
also enable you to fulfil part of your Treating
Customers Fairly (TCF) requirements, central
to the delivery of the Financial Services
Authority (FSA) retail regulatory agenda.
Maintaining regular contact with your clients
in between review meetings will not only
reinforce your brand and create further new
business opportunities, it will also remind
them of the benefits of doing business with
your organisation.
Your Financial Adviser Marketing Bundle
User Guide has been designed to ensure
that you know exactly what marketing
solutions form part of this service and
how to integrate them into a coordinated
marketing plan to achieve the best results.
Some of the suggestions may not be
appropriate for your business, and you
may also wish to adapt some of our ideas.
Whatever you decide, you have at your
disposal a guide that explains how your
business can benefit from a number of
innovative marketing solutions created
to enhance client communication, raise
brand awareness, develop your marketing
efficiency, improve client retention and
increase sales.
If you require any further assistance and
would like to discuss this or any other
service we provide, please contact us.
Kind regards,
Andrew Taylor
Chief Executive Officer
Goldmine Media
Welcome to your
Financial Adviser Marketing
Bundle User Guide
Welcome
03

4. Printed 12-Page Personalised
Corporate Client magazine
Creating a corporate marketing pack
Building a complimentary client mailing list
Protecting your high net-worth and highest
revenue-generating clients
Don’t forget your other clients
Converting policy holders into clients
Fee- and retainer based advice
Prospecting to professional intermediaries
Developing corporate relationships
More marketing opportunities
Digital 12-Page Personalised Client Magazine (PDF)
E-mailing your digital corporate client magazine
Creating new business opportunities with a
complimentary magazine sign-up offer
Referring your digital corporate client
magazine to a friend
Archiving back issues will increase
your website content appeal
Getting digital with your other clients
E-marketing to fee- and retainer based clients
Using technology to prospect
to professional intermediaries
Marketing to corporate organisations
Creating reciprocal links to your
digital corporate client magazine
How to set up reciprocal links
Digital 28-Page Personal Financial
Planning Client Magazine (PDF)
Digital 28-Page Client Marketing Guide (HTML)
Incorporating eSmartmoney on your website
Digital 30-Page Personal Financial
Planning Client Magazine (HTML)
Setting up e-news information
pages on your website
Providing an e-news alert service
to your website visitors
Digital 28-Page Client Marketing Guide (PDF)
Client Marketing Letter
What our clients say
Our Services
Contact Us
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5. 05
Your printed corporate client magazine
is a fully personalised and branded
consumer-driven personal financial
planning publication. Sent to key clients,
professional intermediary service providers
and prospects, your magazine will enable
you to build on-going relationships, add
client value and secure further loyalty, all of
which are crucial for the continued growth
and success of your business during this
period of economic downturn.
Building on-going
relationships, adding
client value and
securing further loyalty
Printed 12-Page
Personalised Corporate
Client magazine
Marketing is not an
expense. It is an
investment, the engine
that drives sales.

6. 06
When you meet a prospective client for the first time,
especially if they are also talking to your competitors
before they make a decision about which organisation
they would like receive advice from, offering a
different proposition could be the difference between
acquiring them as a client and losing them.
If you do not already have a corporate brochure to give
out at an initial meeting, which many organisations do
not, you could very easily create a corporate marketing
pack using a folder or wallet consistent with your
corporate colours. This should include a copy of your
corporate client magazine and the other information
that you usually provide, such as your business card
and an introductory letter printed on your company
letterhead providing information about your business
and the services you offer.
This simple corporate marketing pack could be the
difference that sets you aside from the competition,
as it immediately demonstrates a different approach
to a prospective client, reinforcing why they should
use your advisory services.
Your corporate client magazine can also be used as
a brochure, promoting your brand, business name
and contact details, but more importantly you can
inform prospective new clients that your corporate
client magazine forms part of the ongoing service and
commitment you provide to regular communication. In
addition, you can make them aware that they will be
able to read or download a digital version from your
website, or if they prefer you will e-mail them a copy
of every issue (also see Digital 12-Page Personalised
Client Magazine PDF page 12).
Creating a corporate
marketing pack

7. Building a complimentary
client mailing list
Ask every client you meet if they know
anyone else who would like to receive a
complimentary copy of your corporate
client magazine (also see Digital 12-Page
Personalised Client Magazine PDF page
12), such as family members, friends, work
colleagues or business acquaintances. This
is a very soft way to build a mailing list, and
over time can develop into another way of
creating further new business opportunities. It
is advisable to ask the referrer to speak to the
individuals concerned first to ensure that they
agree to being sent a copy, which will also
strengthen the quality of your introduction.
After sending two to three issues you could
make direct contact with each individual and
enquire if they would like to continue receiving
future copies. This also provides you with an
opportunity to discuss their own requirements,
which could lead to other business opportunities,
or referrals to other people they know who would
also like to receive a complimentary copy of your
corporate client magazine.
Protecting your high net-worth and
highest revenue-generating clients
Your corporate client magazine is perfect for
generating repeat business opportunities and
referrals from your clients. If you send a copy
regularly, besides educating and informing your
clients you’re also achieving greater brand and name
recognition. This is a very beneficial way to build
lasting relationships with these clients and to protect
future revenue streams.
If you already grade your clients, sending a copy of
your corporate client magazine is a highly effective
way of engaging with your high net-worth and
highest revenue-generating clients in between
review meetings. We recommend that you engage
with these clients by sending them a copy every
two months to reinforce your commitment to regular
communication and service. You may consider this
excessive; however, in between your six monthly
or annual review meetings with these clients they
will regularly be approached by other organisations
seeking to acquire business from them.
These approaches may come from their bank,
building society, financial institutions sending
direct mail, online and traditional advertising and
e-marketing. All it needs is for a single valuable client
to respond to one of these approaches and you
could lose a sizeable future revenue stream forever.
We are not saying that sending top-grade clients
your corporate client magazine every two months
will completely protect your business from losing
them. However, when used as part of a coordinated
marketing plan, we guarantee it will considerably
reduce the risk.
07

8. Fee- and retainer
based advice
You may already provide a fee- or retainer-based service to some
or all of your clients. Alternatively, you may be in the process of
changing your business model from commission-based advice
to charging fees or offering retainers as a way of remuneration,
following proposals detailed in the consultation paper on the Retail
Distribution Review.
Whether you already have clients who pay fees for advice or
intend to approach existing clients to convert them to a fee- or
retainer-based advisory model, including your corporate client
magazine as part of the service standard you offer will enable you
to demonstrate a commitment to adding client value in between
review meetings.
Within your database you may have
a number of policyholders to whom
you have only ever provided one
product and have had very little
communication with. Subsequently,
due to their career progression or
success in business, some of these
policyholders will undoubtedly have the
potential to become a high net-worth
client or higher-grade client, providing
you with the opportunity to offer more
sophisticated and holistic financial
advisory services. Sending a copy of
your corporate client magazine once
a year, combined with an e-marketing
approach (also see Digital 12-Page
Personalised Client Magazine PDF
page 12), will ensure that you do
not lose contact with these valuable
clients who could eventually become a
considerable source of future revenue
to your business.
Converting
policyholders
into clients
Don’t forget your
other clients
For those clients who fall outside your top-grade client categorisation,
we recommend sending them a copy of your corporate client
magazine at least every six months. This is a very cost-effective way
to engage with these clients in between meetings and can encourage
enquiries that would otherwise be missed. It may not be commercially
viable to meet these clients face-to-face more than once a year,
especially if there aren’t any further business opportunities. However,
in between your meetings with these clients there is a high probability
that they will also be approached by other organisations trying to
secure business from them.
As clients today have a far greater choice about when, where and
from whom they purchase advice, providing them with a copy of your
corporate client magazine will reinforce your brand, company name
and contact details.
08

9. Prospecting to
professional intermediaries
If you are looking to build a reciprocal
business partnership with other
professional intermediary service
providers, to identify and develop new
business from existing clients as well as
attracting new clients, we recommend
that you send a copy of your corporate
client magazine along with your pre-
approach letter, explaining how it fits
into your overall service standard.
Alternatively, you should attach a copy
of your digital corporate client magazine
if you plan to e-mail information (also
see Digital 12-Page Personalised Client
Magazine PDF page 12).
During your discussions and as part of your
initial presentation, you should explain that
you will provide their clients regularly with
a personalised corporate client magazine,
featuring their own branding, company
name and contact details, to keep clients
informed and up to date and to generate
other new business opportunities.
This will demonstrate that you are looking
to build a partnership structure that will
enable them to enhance their overall
service proposition, with the objective of
increasing client loyalty and revenue by
providing the opportunity of an additional
(and valuable) income stream.
If you are approaching professional
intermediaries who already have some
form of arrangement in place, and are
suggesting they review how their existing
relationship works with a view to using
your services, it is even more crucial
that you can demonstrate how your
approach and business model is different.
You should inform them that, as part of
your commercial relationship, you would
provide a fully personalised corporate
client magazine and send this to their
clients in both print and digital formats,
enabling them to offer a higher level of
service and communication and generate
further business opportunities.
09
We recommend that you send
a copy of your corporate client
magazine along with your
pre-approach letter, explaining
how it fits into your overall
service standard.

10. Sending a copy of your
corporate client magazine is
another very effective way to
reinforce brand awareness
and generate further new
business opportunities.
If you are already active in the
corporate, group and employee
benefits arena, communicating with
members by sending a copy of your
corporate client magazine is another
very effective way to reinforce brand
awareness and generate further new
business opportunities. Depending
on the arrangement you have in
place with your client, typically we
recommend that you send a copy
of your corporate client magazine to
each member four times throughout
the course of a year.
Alternatively, if you want to grow
or develop the corporate side of
your business, your corporate client
magazine is a great way to get
your foot in the door. You should
send a copy to the directors of the
organisations you are interested in,
offering to meet with them to discuss
your services. In addition to mailing a
copy, you should also e-mail a digital
copy as part of your initial approach
(also see Digital 12-Page Personalised
Client Magazine PDF page 12). As
with all direct approaches, you may
achieve immediate success, although
realistically this process will take time
before you start to see the results you
want.
Directors and owners of SMEs
are regularly approached by
organisations offering their
professional advisory services,
which is why by using the different
elements of your Financial Adviser
Marketing Bundle you will be able
to demonstrate a much more
diverse proposition. As part of
your presentation to a director or
business owner, you should explain
that members will be regularly
updated about financial matters and
will receive a copy of your corporate
client magazine in whichever format
they prefer, either by post, e-mail or
by downloading a copy online.
Although this might not be the
deciding factor in whether or not
you acquire the client, it will give you
an edge over your competitors and
demonstrates a highly professional
and different approach to the way
you conduct your business with
corporate clients.
Developing
corporate relationships
10

11. 11
Distribute copies of your corporate client
magazine at business networking meetings
and breakfast clubs. This is a great
way to extend your brand and increase
your business profile within business
communities that you may otherwise find
difficult to reach, enabling you to get your
business more connected and expand your
contact network.
Provide copies of your corporate client
magazine to attendees of seminars that
you arrange. These can form part of your
marketing literature and will not only
promote your brand on the day, but can
lead to future new business enquiries after
the event.
If your business attends exhibitions or
other similar events, handing out copies
of your corporate client magazine is a very
cost-effective marketing solution. However,
instead of just giving out the magazines, ask
attendees to provide their personal contact
details to receive future complimentary
copies by post or e-mail. This is a great way
to generate new business opportunities
following an event.
Approach doctor’s and dentist’s surgeries
and other similar professional service
providers to ask if you can leave copies
of your corporate client magazine in their
reception waiting area for patients to read.
This is another effective way to extend your
brand, company name and contact details
within your local community.
More marketing
opportunities
If your business attends exhibitions
or other similar events, handing out
copies to attendees of your corporate
client magazine is a very cost-
effective marketing solution.

12. 12
Digital 12-Page
Personalised Corporate
Client Magazine (PDF)
Providing the perfect
solution to extend
your brand to a
significantly wider
business audience
Your digital corporate client magazine is a
PDF version of your fully personalised and
corporately branded printed magazine.
Uploaded to your website, or e-mailed to
existing clients, prospects and professional
intermediaries, every issue provides the
perfect solution to extend your brand to a
significantly wider business audience.
Your Financial Adviser
Marketing Bundle will
enable you to fulfil part of your
Treating Customers Fairly
(TCF) requirements.

13. E-mailing your digital
corporate client magazine
We recommend that all existing clients are
e-mailed a copy of your digital corporate
client magazine each time you receive the
latest issue. This will reinforce your brand,
business name and contact details, and
should form part of the ongoing regular
communication provided to clients.
If you wish to e-mail a copy to an individual
client, you simply attach the PDF. However,
if you want to mass e-mail all of your clients,
there is a high probability that Internet
Service Providers will view the e-mail
attachment as spam. The most effective
way to deploy your digital corporate client
magazine to a large number of clients is to
upload the latest issue to your website or to
a separate hosting area and embed the page
link into your marketing e-mail.
To ensure the continued success of your
e-marketing, we recommend you invest
in one of the many web-based e-mail
marketing services that are inexpensive and
designed to make e-mail marketing simple
for the non-technical user.
Once a client has received your e-mail,
they should be able to click on the link and
download their copy. By embedding the link
into the e-mail, you will experience a much
higher delivery rate. In addition, because
your clients are clicking on links which direct
them back to your website, over time you
will see an increase in the amount of traffic
to the site, which will help improve your
website search engine rankings.
Your email could read:
‘The latest issue of our personal financial
planning and wealth management magazine
is now available to download. On page
3 you’ll find a list of all the articles featured
inside this issue.
To download your complimentary copy,
please click on the link below.
(INSERT LINK)
If you would like to discuss any of the articles
featured, please contact us for further
information.
Kind regards,
(NAME)’
You should always include ‘unsubscribe’
instructions or an ‘unsubscribe’ link.
13
To ensure the continued
success of your e-marketing,
we recommend you invest in
one of the many web-based
e-mail marketing services

14. 14
Every time you e-mail your corporate digital
client magazine to a client or prospect, you
should provide them with the opportunity to
refer you to a friend, family member, work
colleague or business acquaintance. This
is a very simple way to reach a completely
new business audience, and over time
will develop into another way of obtaining
passive new business enquiries.
You should set up a web form to be
completed by your client or prospect,
enabling you to capture the details required.
Referring your
digital corporate
client magazine
to a friend
Archiving back
issues will increase
your website
content appeal
Every issue of your digital corporate
client magazine should be archived on
your website. We recommend that you
create an archive page and list every back
issue, so that visitors to your website
can read or download previous copies.
If visitors to your website know that
the content changes regularly, they are
more likely to keep coming back, which
means increased footfall, higher search
engine rankings and the potential for new
business opportunities.
Creating new business
opportunities with
a complimentary
magazine sign-up offer
You should include a copy of
the latest issue of your digital
corporate client magazine as
a downloadable PDF on your
website. This will enable visitors
to read every issue online or
download a copy. The increased
website activity will help improve
the site’s optimisation and will
add another element of interest
and content to your site which
will encourage visitors to keep
coming back.
We recommend that you display
a front cover screenshot of
your digital corporate client
magazine as a clickable link on
the homepage of your website.
Once clicked, this should link
to the latest issue, enabling the
visitor to download their copy.
Alternatively, you could create a
clickable graphic that reads:
‘To download a complimentary
copy of our latest magazine,
please click here.’
At this point you have two
choices.
Firstly, once the visitor clicks
to download a copy of your
corporate client magazine you
can permit them to receive a
copy without requesting any
further information or collecting
any data from them.
Alternatively, at the point they
click to download a copy
you could set up a simple
web form that your visitor
is required to complete first
before they receive their
complimentary copy. If they try
to download a copy without
providing the information you
require, a simple message
should appear:
‘Error, all fields are required.
Please enter your name
and e-mail address in the
fields below to access our
complimentary magazine
download area.’
We recommend that you do not
request too much information if
you decide to use this delivery
method on your website. A
name, an e-mail address and
possibly a telephone number
are the maximum we suggest
you should obtain. Otherwise
you run the risk of putting
the visitor through too many
hurdles, which may put them
off downloading your corporate
client magazine.
This is a very effective way
to capture data that can be
used for future e-marketing
campaigns and will over time
provide your business with
another source of new
business opportunities.

15. If you already have clients who pay fees
for your advice or you intend to approach
existing clients to convert them to a
fee- or retainer-based advisory model,
e-mailing them with a copy of every issue
of your digital corporate client magazine
as part of the service standard provided
will reinforce your brand in between
meetings with them, demonstrate a
commitment to regular communication
and create new business opportunities
(also see Digital 12-Page Personalised
Client Magazine PDF page 12).
E-marketing to
fee- and retainer
based clients
15
Getting digital with
your other clients
Your digital corporate client
magazine is the perfect
marketing solution to reach
all of your other clients, with
whom you may otherwise have
limited contact. As mentioned
previously, e-mailing every
issue of your digital corporate
client magazine to the clients
you may see only once annually
or to policyholders who have
the potential to become high
revenue-generating clients
will enable you to engage
more regularly with them and
encourage enquiries that may
otherwise be missed.
It may not be commercially
viable to meet these clients
face-to-face more than once
a year, especially if there
aren’t any further business
opportunities. However,
in between your meetings
with these clients there is
a high probability that they
will be approached by other
organisations trying to secure
business from them.
E-mailing every issue of
your digital corporate client
magazine to these clients and
policyholders will ensure that
you do not lose contact with
them, especially as some of
them may eventually become a
considerable source of future
revenue to your business.

16. Using technology to prospect
to professional intermediaries
Your digital corporate client magazine is the perfect
marketing vehicle for prospecting to professional
intermediaries. A copy should be provided with your
pre-approach e-mail, explaining how it fits into your
overall service standard and what benefits it would
bring to your commercial relationship. For example,
increased client communication and contact, greater
brand recognition and awareness and new business
opportunities and revenue.
Remember that, when sending your pre-approach
e-mail, it is important to make the most of any
information you have that could improve your
understanding of building a commercial relationship
with the professional intermediaries you are targeting.
You should not send unpersonalised, general
e-mails. Successful e-marketing approaches require
a clearly defined audience; general, unpersonalised,
catch-all communications are unlikely to work
nearly as well.
The subject line of your email will have a huge effect
on the open rates. It’s also the easiest part of the
e-mail to change. Keep it short, no more than
50–60 characters. Try testing different approaches,
split your mailing list or compare two separate
e-mailings. Front-load your subject line by putting the
most important words first.
You need to be effective with your message. Many
e-mails are read in the preview window (the postcard-
shaped top section of the e-mail) first, so you need to
ensure that it contains meaningful content.
Remember, people reading your e-mail are either
scanning to see if anything interests them or looking
for detailed information. Clear, concise and relevant
text helps both these types of reader.
You should also make the most of other channels to
support your e-mail activities. Providing an integrated
approach to engaging with professional intermediaries
will enable you achieve greater success. You should
always follow up any e-marketing activities by sending
a printed copy of your corporate client magazine. This
will help maintain brand continuity.
Make sure that you also include links in your e-mail to
drive traffic back to your website.
16

17. Marketing to
corporate
organisations
Creating reciprocal links
to your digital corporate
client magazine
Reciprocal linking between
your website and other sites
is an important part of search
engine optimisation. A reciprocal
link is a mutual link between
two websites to ensure mutual
traffic. Relevant linking has
become increasingly important
because most major search
engines stress that, in Google’s
words, ‘quantity, quality and
relevance of links count towards
your rating.’
Reciprocal links are also known
as ‘link swaps’, ‘link exchanges’
and ‘link partners’.
They can help you in two ways:
They increase your website traffic,
from people who click on the links.
Reciprocal links also play a
major role in boosting your
rankings in search engines.
You could arrange with other
mutual websites to have
reciprocal links to the archived
issues of your digital corporate
client magazine. Depending on
the quality of these websites,
this could considerably increase
the amount of visiting traffic to
your site and generate further
new business enquiries.
Some professional
intermediaries may also be
happy to arrange for ‘article
swaps’. You could provide
them with a link to an HTML
article taken from your digital
corporate client magazine and
in return they would write an
article for your site that links
back to them. This gives you
an in-context link, which is
much more effective than a
mere link on a links page.
If you plan to grow and develop the
corporate side of your business,
e-marketing is another very effective
way to reach the organisations you
are interested in and to engage with
the directors you would like to meet
to discuss your services. E-mailing
a copy of your digital corporate
client magazine as part of your
initial approach and as an element
of a coordinated marketing plan
will set your business aside from
your competitors.
As mentioned previously (also
see Digital 12-Page Personalised
Client Magazine PDF page 12),
directors and business owners of
SMEs are regularly approached
by organisations offering their
professional advisory services,
which is why by using the
different elements of your
Financial Adviser Marketing
Bundle you will be able to
demonstrate a much more
diverse proposition.
n Find good-quality, complementary sites.
n Contact the site owners by e-mail or
telephone and discuss with them your
intention to link to their website in
return for a reciprocal link and explain
the mutual benefits to both parties.
n Provide them with the URL link to
the page where you’ve uploaded
your archived corporate digital
client magazines.
n Explain that you would like a link back
to your site in return for an appropriate
link back to their website. You could
even suggest a page on their site where
your link would be most appropriate.
n A reciprocal link from a good website
is a very valuable method of creating
increased website traffic, so be
persistent. Building these types of
relationships will take time to develop,
but once in place can generate
another new revenue stream for your
business.
n It may seem obvious, but keep an
alphabetical record of the websites
you’ve linked to and requested links
from. You need to know whom you’ve
contacted and whom you haven’t .
How to set up
reciprocal links
17

18. eSmartmoney provides your
online business audiences
with much more diverse
editorial content that we are
unable to include within the
other publications
18
Your 30-page digital client magazine,
eSmartmoney, features the same articles
that appear in your 12-page personalised
digital corporate client magazine, with the
addition of a further 10 to 15 articles.
eSmartmoney provides your online
business audiences with much more
diverse editorial content that we are unable
to include within the other publications
due to page space limitations. This format
provides you with an innovative way to
excite client interest and establish new
levels of interaction and loyalty that go
beyond traditional marketing methods.
Providing your online
business audiences
with more diverse
editorial content
Digital 30-Page Personal Financial
Planning Client Magazine (PDF)

19. You should incorporate eSmartmoney on the news
page of your website. If you don’t have a news
page, by creating this additional page you will add
further interest to your website offering and provide
information and content that encourages visitors to
browse deeper into the site.
Increased page and visitor activity will improve your
website’s organic search engine ranking, and archiving
back issues allows visitors to view or download previous
issues, generating increased and repeat visitor footfall
throughout your website (also see Digital 12-Page
Personalised Client Magazine PDF page 12).
Incorporating
eSmartmoney
on your website
Digital 30-Page Personal
Financial Planning Client
Magazine (HTML)
Increasing your website’s relevance
and search engine optimisation
eSmartmoney is also provided
in an HTML format. The editorial
content is exactly the same as
the articles featured in your
30-page digital PDF magazine;
the difference is the format,
which provides a number of
alternative marketing solutions.
HTML is the language used
to create web pages. As a
marketing strategy for increasing
your site’s relevance, search
engine optimisation efforts
need to include adding unique
content in HTML on a regular
basis, ensuring that content
is easily indexed by search
engines and making the site
more appealing to visitors. The
placement at or near the top of
the rankings will also increase
the number of organic searchers
that visit your website.
You should incorporate the HTML
digital version of eSmartmoney on the
news page of your website. Making
available this additional and regularly
changing editorial content will add
further interest to your website offering
and provide information and content
that encourages visitors to browse
deeper into your website, creating
further business opportunities.
Increased web page and visitor
activity will also improve your site’s
search engine rankings, and archiving
back issues provides visitors with
the opportunity to view or download
previous issues, leading to increased
and repeat visitor footfall throughout
your website.
Setting up e-news
information pages
on your website
19

20. Providing an e-news
alert service to your
website visitors
Your HTML digital magazine can also be used to add a new dimension
of visitor interaction to your website. You should use the HTML digital
articles from every issue to provide visitors to your website with an
e-news alert update service.
We advise that you display call to action text or create a clickable
graphic that reads:
‘Register here to receive regular FREE financial e-news alerts from
(INSERT COMPANY NAME). Please click here to subscribe.’
Or:
‘You can now have all the latest financial news delivered straight to
your inbox with the new (INSERT COMPANY NAME) e-news alerts
service.’
You need to set up a simple web form, and at the point the visitor
clicks to subscribe they will be required to provide some basic data.
We recommend that you do not request too much information. A
name, an e-mail address and possibly a telephone number are the
maximum you should obtain.
Once you have started to collect this data from the e-news alert sign-
ups, you can start e-mailing articles to the subscribers. We recommend
that you select one of the most appropriate HTML news articles, which
you copy and paste into an e-mail and send to all of the subscribers.
The frequency that you e-mail these articles will be your choice.
However, for this e-marketing opportunity to start generating enquiries
over a period of time, we recommend the send frequency should not
be less than two to four weeks. Also, make sure that you include a
link within each e-mail news alert back to your website, to encourage
further browser activity throughout your site.
Depending on your resources and technological capabilities, the
next stage would be to allow visitors to select specific financial news
content articles. You could provide a list of categories and the visitor
simply clicks on a drop box and selects the type of financial news
content they require. This is a highly effective way of starting to capture
data that enables you to be more accurate with future marketing
campaigns, increasing your marketing success rates.
You should always include ‘unsubscribe’ instructions or an
‘unsubscribe’ link as part of this service.
20
Digital 28-Page
Client Marketing
Guide (HTML)
Deploying and
integrating your guides
into an e-marketing and
website offering
Every issue of your Financial Adviser
Marketing Bundle is also provided with
a marketing guide supplied in an HTML
format. The same approach as previously
mentioned should be taken towards
deploying and integrating these guides
into your e-marketing and website offering
(also see Digital 30-Page Personal Financial
Planning Client Magazine HTML page 18)

21. As part of your Financial Adviser Marketing
Bundle, every issue that you receive comes
with a different digital PDF marketing guide.
Two different PDF formats are supplied:
n Single pages – compatible when printed
as single A4 sheets.
n Spreads – double page spreads,
compatible when viewed and read online
or sent as an e-mail attachment.
To fully maximise from these guides,
you could:
Take a screenshot of the front cover and
include these on the homepage of your
website as a clickable link, encouraging
visitors to your website to read or
download the guide. Before visitors are
permitted to download their complimentary
guide, you could ask them to provide
certain data, for example, their name and
e-mail address. This information can be
captured by setting up a simple web form.
When this is submitted, the data is saved
to a database (also see Digital 12-Page
Personalised Client Magazine PDF page
12).
You should also set up a forwarding ‘Refer
to a Friend’ e-mail function (also see Digital
12-Page Personalised Client Magazine PDF
page 12).
Another approach is to identify appropriate
clients from within your existing database
and e-mail them a complimentary copy,
including a call to action that encourages
them to contact you regarding the subject
featured.
Getting the maximum benefits from your guides
Digital 28-Page Client
Marketing Guide (PDF)
21

22. Client Marketing Letter
Increasing reader
response rates and
business enquiries
Every issue of your Financial Adviser
Marketing Bundle comes with a
professionally written client marketing
letter. This is the perfect accompaniment
when sending your printed corporate client
magazines and will increase reader response
rates and business enquiries.
Each marketing letter that you receive is
expertly written and is designed to enable you
to make edits to the text, allowing you to insert
your own company-specific content.
A client marketing letter should always end
with a call to action. When you’re developing
your marketing plan, think also about what
is next. What do we want your reader to do?
That is why we provide client marketing letters
that motivate people to take that next step.
Every time you send a copy of your
corporate client magazine, with an
accompanying marketing letter, you could
also provide the reader with the opportunity
to refer a friend, family member, work
colleague or business acquaintance to your
complimentary mailing list. This is a very
simple and soft way to reach a completely
new business audience, and over time
will develop into another way of obtaining
passive new business enquiries.
22

23. What our clients say
Our clients absolutely love eSmartmoney. This is
the key test in any marketing investment you make
– we may like it but clients tell you exactly as it is. After
ten years of searching and trying unsuccessfully, we have
found the answer. Having adopted the digital magazines,
they are certainly the most cost-effective, content rich and
information specific that you will find
available on the market today.
Paul Reynolds
Managing Director
Yourmoney Manager Ltd
We are really pleased with the response we’ve
had since launching eSmartmoney magazine on
our website. The magazine has been well received by our
clients and the bi-monthly format enables us to keep
in touch with our customers on a regular basis.
Alan Seward
Managing Director
Alan Seward Financial Services Ltd
We’ve just sent our first eSmartmoney digital
magazine and A Guide to Inheritance Tax Planning
using the HTML link to around 300 recipients, in addition
to 50 printed copies for those who prefer snail mail.
The feedback is that the content is good and relevant.
We will continue to send this every eight weeks as it’s a
great way to keep our “name in the frame”
and stay in touch, maximising client contact.
Iain P Wishart
Chartered Financial Planner and
Certified Financial Planner CM
Wishhart Wealth
Smartmoney and eSmartmoney are core
factors in keeping in touch with my clients
on a regular basis. The outlay more than pays
for itself because of new business generated,
and these publications assist with client retention
too. l don’t think you can pretend to be a serious
player in this business without giving your clients
something like this on a regular basis, and if you
don’t, don’t be surprised if you lose
your clients to another firm that does!
Keith Williams
Independent Financial Adviser
Positive Solutions (Financial Services) Ltd
At Grapevine we like to generate “touch
points” with clients as often as possible.
eSmartmoney and eSmartproperty are core
factors in helping achieve this. These digital
magazines have proved very useful in paving the
way for client discussions and the modest outlay
means this activity is highly cost-effective.
Increasingly, our property and financial services
clients are entitled to be kept informed of market
trends and the prepared content has proved to be
both time-saving for us and
interesting for customers.
Dave Hope
Independent Financial Adviser
Grapevine Financial Services IFA Ltd
23

24. Our services
This is what we do
Goldmine Media offers a range of different
marketing solutions to help you improve client
communication, brand awareness, marketing
efficiency, client retention and increase sales.
Off Line
n Client Magazines
n Client Newsletters
n Corporate Magazines
n Membership Magazines
n Marketing Guides
n Corporate Brochures
n Branding
n Advertising
Online
n Digital Magazines
n Digital Newsletters
n Digital Corporate Magazines
n Digital Membership Magazines
n Digital Marketing Guides
n Digital Corporate Brochures
n Digital e-Newsletter Builder
n Professional Services Websites
Other
n Financial Adviser
Marketing Bundle
n Virtual Receptionist and PA
Answering Services
n Creative Design Services
n Bespoke Publishing Services
24

25. 25
Your Financial Adviser Marketing
Bundle User Guide has been designed
to ensure that you know exactly what
marketing solutions form part of this
service and how to integrate them into
a coordinated marketing plan
to achieve the best results.

26. Contact
Contact Andrew Taylor
Chief Executive Officer
Goldmine Media
Prudence Place, Proctor Way, Luton,
Bedfordshire, LU2 9PE
T: 0845 686 0055
F: 0845 686 0071
E: andrew@goldminemedia.co.uk
W: www.goldminemedia.co.uk