In a previous job, someone gave me a great piece of advice – “People don’t buy mortgages, they buy houses.”
I think people’s relationships with brands are often quite instinctive but that doesn’t mean you can’t approach marketing in a pragmatic fashion. We’ve spent a lot of time getting to know who our audience is, what they’re interested in and what they want to see from an established wealth provider. The aim is always to make our customers’ lives easier, providing an online service that frees up their time so they can do things that are more important to them.
Every time we produce a piece of content in the marketing team, it has to have the customer’s interests at its heart. No one wants to learn a new investment language just to understand our offering. My go-to question when reviewing everything is, “Will my mum understand this?” If the answer’s ‘no’, then it’s not ready to be published.
When I joined Click & Invest in November 2014, there were just three people in the team, so I’m one of the ‘old guard’.
I arrived to find myself handed a blank piece of paper in terms of marketing. There were so many questions: what were the brand principles going to be? Who were we building the service for? And how could we position Click & Invest in such a competitive marketplace?
I learnt quickly that the only way to ‘eat an elephant’ is one bite at a time. Nobody can take on such a large range of tasks by themselves and I believe in building a team to tackle the challenges together. We’ve now grown to a core team of 11 and, even as we continue to innovate, we never bite off more than we can chew.
Sources of inspiration
Outside of the office, I’ve always drawn inspiration from people who aren’t afraid to do things a bit differently. I like photographers like Slim Aarons, who rework traditional pop iconography to create unforgettable images.
I also admire Arianna Huffington, co-founder of The Huffington Post, for her achievements in driving digital as a new communications channel. She’s a real innovator and a lot of what she has done helped to pave the way for platforms such as Click & Invest today.
My job is to promote the service to the right audience in a clear and easy-to-understand way. While educating people about investing is not an easy task, being able to deliver the right information at the right time has been made easier by the immediacy of the digital tech we now have at our fingertips.
Opinions given within this article are my own personal views. My views and opinions are effective from the date of publication but may be subject to change without notice.