So many firms are supporting their clients well in the current environment through value added insights for their clients. One firm in particularly has stood out for me, well two, Ignition Law and Financial. Both focus on entrepreneurially minded businesses and bring legal and financial expertise. Below I give a quick summary of how they are doing this so well and with a small team:

Showcasing their experts 

When delivering high value services like finance or legal it is the person delivering these services that the client 'buys' or hires. Therefore showcasing the expert is vital. Ignition Finance and Legal do a great job of this on their website however nothing is more authentic than seeing/hearing the expert and this is where their live YouTube webinar with Q&A works so brilliantly. 

Most importantly they can crowdsource what is important to their clients for future content from the questions but also drive tangible engagements for future business. All of this is wrapped up into a tailored hub on their website linking to both financial and legal content. 

Delivering value-added content in the right place

The firm is doing a brilliant job at keeping a consistent message across all the platforms where the clients are active. It is not just their corporate brands communicating this content, as you can see below their people are also sharing the content who will have a much larger and higher-value network. 

Knowing what content to create

As mentioned above the Q&A style approach on YouTube works brilliantly since you receive the live questions from your audience. Of course, this can work well on a webinar you set up in advance too. 

Ignition has also taken another approach. As you can see below they have a form asking what you would like to know about during this time of uncertainty. The second image shows one of their responses which is a video of Adam (founder) and transcript. Once again, highly authentic.

Reviewing the feedback

Whether it is your email newsletter, a webinar, LinkedIn share or advertisement be sure to review who is engaging with your content and follow-up (where possible). No doubt time will be put aside for the creation of the content and distribution but do not forget to factor in the follow-up this is the part that will convert your efforts into business.

The overall approach by the business gives the audience a sense of real human support during a time of being remote. I would imagine for their business this is not only retaining/expanding existing wallet share of clients but also attracting new clients. 

As my colleague, Sam, wrote about earlier, the research by Roland Vaile found that companies that increased their ad budgets during the recession grew sales much faster than their rivals – not only during the downturn but also beyond it. Companies that decreased their advertising spend saw their sales decline both during the recession and then for the following three years. In relative terms, these companies actually underperformed even those that elected to do no advertising at all. 

This approach alongside adding value (as the classic sales book 'The Challenger Sale' found post-2008 crisis) will be your winning formula for the months to come. 

And some helpful links...

https://ignition.financial/covid (our main COVID-19 Short-Term Funding landing page)

https://ignition.financial/cbils (Business Interruption Loans)

https://ignition.financial/cjrs (Job Retention Scheme)

https://ignition.financial/covid-19-feedback (where we collect covid-related questions)

https://ignition.financial/covid-19-faqs (COVID-19 FAQs page)https://ignition.community (Ignition Law’s COVID-19 Hub)