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Task 1: Buyer Persona

Picture:	Background: 45 years old Senior Sales Executive - Software Company Lives in London Married 2 children (Ages 11 and 14)	Brand affinities: Google Search YouTube and Blogs Social Media (LinkedIn, Facebook, and Instagram) Apple
Picture:	Finances: David has significant home equity, a well-funded retirement account, and a solid emergency fund. They have a set aside savings for their children’s educational and hold vested company stock options, contributing to their overall financial stability. However, they still carry mortgage balance, which remains a key financial obligation.	Hopes and dreams: Maintain family’s current lifestyle while building long-term wealth. Ensure children’s education is fully funded. Achieve financial independence by age 60 Create a legacy for his family. Optimize tax strategy to keep more of his earnings.
Name: David Needs: David is a 45-year-old Technology Sales Executive who’s becoming increasingly concerned about balancing his family’s current lifestyle with their long-term financial security. He’s looking for professional guidance to optimize his financial strategy and ensure his family’s future is well-protected.	Online behaviours: Regularly reads financial news. Follows financial experts on LinkedIn. Listens to business and finance in podcast. Seeks referrals from trusted colleagues for financial services. Researches thoroughly before making major financial decisions.	Worries and fears: Feels overwhelmed by managing multiple financial priorities. Uncertain about whether current investment strategy is optimal. Worried about market volatility affecting retirement savings. Concerned about missing important financial planning opportunities Struggles to balance saving for retirement vs college funding.
A day in the life of David: Wakes up early, check emails and messages on his phone. Have breakfast with the family and drop kids off at school. Heads to the office and grab a coffee on the way. Busy day at the office: attending meetings, build customer relationships, closing deals and generate revenue. Takes short break through out the day, have lunch. Pick up the kids from school and spend time with them. Dinner with the family In the evenings watch news, regularly reads financial news on internet. Late night catch up on emails or work messages. Spend some time relaxing with his wife, goes to bed relatively early.	What is he looking for: Comprehensive financial planning approach. Regular portfolio reviews and updates. Proactive communication about market changes and opportunities. Clear explanation of strategies and recommendations. Access to additional expertise (tax, legal, estate planning). Digital tools for tracking progress and managing documents.	How to make his life easier: Offer free educational content (e.g blog post, webinars, and guides) about financial planning. Provide Personalized, Family-focused solutions - Emphasize family protection and wealth growth. - Create a tailored financial plans that balance investment, education funds and retirement savings. Make Financial Planning Simple and Convenient - Offer easy-to-follow financial checklist - Provide one-on-one virtual consultation to fit his schedule.
	What influences him: Work – Recent promotion or compensation change. Market – Market volatility affecting portfolio. Family- Children approaching college, estate concerns, Tax needs, Insurance coverage.

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Task 2: Customer Journey Map

Stage	Awareness and learning	Consideration	Purchase	Consumption	Post-purchase experience
Customer actions	Browses online for financial advice, reads blogs, watches videos	Compares financial firms, reads reviews, attends webinars	Schedules a consultation, reviews service offerings	Begins working with an advisor, follows a financial plan	Monitors financial progress, engages with advisor, leaves reviews
Customer goals	Learn about financial planning benefits	Find a trustworthy and competent financial advisor	Choose the best firm for their needs	Implement a solid financial plan for long-term security	Maintain a strong financial position, get ongoing support
Touchpoints	Blog posts, social media, financial planning webinars, YouTube videos	Website, testimonials, comparison guides, email newsletters	Consultation call, contract signing, welcome email	Monthly check-ins, financial reports, online account access	Customer support, follow-up calls, loyalty programs
Customer experience	Blog posts, social media, financial planning webinars, YouTube videos	Evaluate credibility and personalized solutions	Expect clear pricing, trust, and transparency �	Wants a seamless experience with actionable strategies	Values ongoing guidance and updates �
Business goals	Build brand awareness and trust	Establish authority and generate high-quality leads	Convert leads into paying clients �	Deliver excellent service, retain customers	Build long-term relationships, encourage referrals
Metrics of success/KPIs	Website traffic, blog engagement, social media reach	Lead conversions, email open rates, webinar attendance	Client acquisition rate, consultation bookings �	Customer retention rate, financial goal achievement	Client satisfaction score, referral rate, testimonials �
Employee actions	Publish educational content, engage on social media	Host webinars, provide personalized financial insights �	Conduct strategy calls, send onboarding materials �	Provide tailored financial advice, track progress	Offer proactive follow-ups, and resolve concerns quickly �
Responsible teams	Marketing team	Marketing & sales team	Sales & client onboarding team	Financial advisors & customer service	Client success & support team
Support	Content strategy, SEO tools, social media ads	CRM tools, analytics, lead nurturing automation	Scheduling tools, proposal templates, onboarding materials �	Financial tracking software, customer support portal	Feedback surveys, ongoing educational content �

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Task 3: Owned Media Content

Content asset	Content theme
Website & Blog	5 Signs You Need a Financial Plan for Your Family College Savings vs. Retirement: How to Balance Both How We Helped a Father Secure His Family’s Future
Social Media – LinkIn, Facebook, IG	Common Money Mistakes Parents Make Pension vs. College Savings: Which Should You Prioritize? How Our Clients Feel After Securing Their Future
Email Marketing	Thank You for Subscribing! Here’s Your Free Guide to Smarter Finances How to Build Wealth While Raising a Family – 3 Quick Strategies Schedule a Free Call – Let’s Plan Your Future Together!
YouTube & Short-Form Video	3 Money Moves Every Dad Should Know How to Save for College & Retire Comfortably Client success story video – Meet David: How We Helped a Family Secure Their Future
Lead Magnet & Webinars	The Ultimate Guide to Financial Planning for Families Ask a Financial Planner: Your Questions Answered

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Task 4: Strategies During Digital Marketing Funnel Stages

TOFU	MOFU	BOFU
Search Engine Optimization Use relevant keywords in titles, heading and content. Shares website content of linkIn, Facebook and Instagram. Writing articles to another website and link back into own website.	Sending a series of automated emails to educate and engage leads.	Offer Strong incentive and guarantee.
Social Media Marketing Create awareness campaigns in LinkIn, Facebook and Instagram.	Interacting with potential customers via comments, DMs, and polls.	Use testimonial ads, discount offers, or urgency-based messaging.
Content Marketing - Create awareness video, infographics, social media post and articles.	Offers downloadable materials	Offer free consultation.

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Task 4: Strategies During Digital Marketing Funnel Stages

TOFU	MOFU	BOFU
Paid Advertising Allocate budget to advertise in LinkIn, google, YouTube, Facebook and Instagram.	Sharing real experiences to build trust and credibility.	Offer free consultation

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Task 5: Display Advertisement

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Task 5: Landing Page

Achieve financial stability, grow your wealth, and secure your family’s future with expert financial planning.

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✔ Risk Management & Insurance – Protect your assets and your family.

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I agree to receive emails and notifications.

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Task 5: Post-Conversion Marketing

Thank you!

📅 Schedule Your Free Consultation

One of our financial experts will connect with you at your chosen time.

�Prepare for Your Consultation:

To make the most of your session, think about your financial goals, concerns, and any questions you have.

�We look forward to speaking with you!

�Need to Reschedule? Contact us +65 8715 9330

SET AN APPOINTMENT HERE

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Task 6: Strategies for Different Channels

Channel	Goal	Strategy
Social Media Marketing	Awareness	Share financial tips Explain videos on wealth success. Create content on management, retirement planning, and tax-saving strategies.
Content Marketing	Engagement Conversion	Publish blog articles Post client testimonials Q&A sessions on budgeting, investing, and financial planning
Paid Advertising	Awareness Conversion	Run targeted Facebook & Google Ads with lead magnets like free consultations or financial checklists
Email Marketing	Engagement Conversion	Send personalized financial newsletters, investment updates, and automated follow-ups for consultation bookings

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Channel	Goal	Strategy
Search Engine Optimization (SEO)	Awareness Engagement Sales	Optimize blog content with financial keywords, build backlinks from trusted finance websites, and improve site speed
Podcast Advertising	Awareness Engagement	Sponsor financial podcasts and run ads on money management and investment shows

Task 6: Strategies for Different Channels

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Task 7: Measure the Success

Measuring tool	Measures
Meta (Facebook) Insights, LinkedIn Analytics, Instagram Insights	Follower growth to 100,000++ Engagement rate (likes, comments, shares) and reach 1M++ Lead conversions 12%
Google Analytics	Website traffic – 500,000/month Average time on page – 3 minutes bounce rate – 35% Conversion rate – 10%
Mailchimp	Open Rate – 50% Click-Through Rate - 5% Conversion Rate - 10% Revenue Per Email - $.50 Unsubscribe Rate – 0.5%
Google Podcasts Insights	Listeners growth – 25%

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