April 12, 2018
As a financial advisor, planner, or an attorney it’s highly important to ensure you have a compelling message with your marketing strategy. This is mainly because people are drawn to companies that are authentic and inspiring. The real question here lies in how do we go about creating our compelling marketing message? I always suggest to focus on the purpose of it all. If you ask a financial advisor what is the purpose of their marketing, most of them would say: “To bring in referrals,” “Build my prospect list,” “Grow business.” However, what they don’t realize is that they’re sharing their goals. The purpose of your marketing and your goals are two separate things. Goals are tangible, measurable, and dated. Purpose is infinite. It is the reason you do what you do. To successfully build your compelling message, one must create an effective purpose. And it is okay to revisit your purpose time to time. But once it is set, the goals are based off your purpose. I’d love to provide some tips on creating your purpose that go beyond the bottom line:
- Stay authentic. Do you simply love helping people? Are you passionate about helping people reach their financial goals? Or do you love helping people get out of their financial struggles? Let that be heard in your purpose.
- Specialize. What type of financial advisor/planner are you? Do you focus on a specific target market? Having a niche will actually provide a better and more focused type of service.
- Have a story. Why did you start doing what you do? This doesn’t necessarily have to be written out in your purpose, but it’s a good idea to develop your story so you can share it with your prospects and clients. It provides the background to your purpose.
What’s the purpose of your marketing? Let us know in the comments below!
January 25, 2018
Marketing Ruts… If you haven’t experienced one throughout your business’s life cycle, then please share your secrets with the rest of us. Rather you’d like to admit it or not, marketing ruts happen and they can be frustrating, discouraging, and honestly irritating. Why isn’t this working? Why am I not getting any responses? However, it’s a new month, new quarter and you’re ready to try something different but you don’t know how. You’ll always have the option to look back and review what worked and what didn’t in your previous marketing strategies. But, how can you dig deeper? Let’s look at some advice on helping your process of getting out of a Marketing Rut:
- Brainstorm the worst ideas possible. In a way, this sounds like it would be fun to do, am I right? When your marketing isn’t going the way you were expecting, it’s time to brainstorm your worst ideas possible with your team. Google search some marketing disasters and look at things that companies have done that they completely regret. Doing this will allow for us to notice what success looks like and makes us think, “what’s truly important in marketing?”
- Research outside of your industry. What are some companies that aren’t in your industry that are executing extremely well on describing their product?
- Research inside of your industry. Look at some of the most successful firms in your industry even if they are 20 times bigger than you. This will allow for you to notice things you don’t incorporate into your marketing strategy. Additionally, it will allow for you to see how they are describing their value proposition and other points, which in return will give you ideas on how you can successfully communicate information to your audience.
Getting out of a Marketing Rut can be what you make of it, so make it fun! Let us know what types of things you noticed in your research in the comments below.
November 2, 2017
Whether you are just starting out in the professional world or have been practicing and preaching for years, interviews can be intimidating. There’s a lot at stake and of course you want to put your best foot forward. Read through these quick tips to see what you can do to better prepare for your upcoming interview!
- Research. Research, research, research. Let me say it one more time…research. This will go miles! Not only does it better prepare you to answer potential questions about the company, but you can learn things to use to your advantage. Try and learn something about your interviewer to make a connection. Learn things about the company, and not just the hard facts. The company culture is just as important. Learn these things and then relate them back to you and how you would be a great fit. Forbes has some great advice on this topic.
- Be on time. This probably sounds obvious but seriously, make sure you know where you’re going and how to get there. It’s better to be early than late and there’s nothing wrong with taking a little time to calm your nerves in the parking lot!
- Think about your body language. This means sit up straight, talk clearly, eye contact, active listening, etc. Overall this means be engaged and professional. Check out our previous post about how to be a better listener.
- Follow up. This is so important. Follow up, and do it soon after your interview. Pull in a piece of information that you talked about that will job your interviewers memory to your conversation. If you want to personalize it even further, handwrite your note! Read up on the importance of handwritten notes and what it can do for you.
This list could go on and on, but it’s most important to remember to be professional, attentive and show how you could excel at this position. Practice your questions and go in confident and prepared. If you think you have valuable interview advice, let us know in the comments below!
October 19, 2017
Whether your blog is about financial planning, being a mom of three, marketing tips, or a lifestyle guru, you need pictures! There are many things that make a blog interesting, but including at least a little imagery is crucial across the board. The hard part is choosing an appropriate image.
First of all, finding pictures in general should be the easy part. There are so many great stock photo websites out there. If you are having trouble finding images, here are a couple sites you can check out: Pixabay, Shutterstock, Pexels or Getty Images. There are so many more, but that should get you started!
The next thing to keep in mind is that while of course you want your images to be relevant, it doesn’t have to be a direct translation. For example, if you are writing about workplace relationships your image does not need to be of an office! Find a metaphor or message that you are trying to get across, and then be creative.
The most important thing when choosing your images, tags or any other creative aspect of your blog, is keep it relevant but personal. A blog is supposed to be informational, but personal. Talk to your readers and clients in a way that is conversational but professional, and your imagery should reflect that. It doesn’t always need to be a stark photo. Pick something warm and welcoming that draws readers in to see more!
November 10, 2016
No matter the field you are in, the internet is your friend. It is your number one resource, so use it! There are so many skills and programs you can easily learn with the click of your mouse so why not take full advantage. These are just a few of the things you can learn.
- Search Engine Optimization (SEO). Of all the skills you can learn this is easily one of the most important. You can boost your sales and customers will be sent to your website left and right. Here are a couple resources.
- Languages. This may not be something that would immediately come to mind, but in this day and age so many things are international. If you are new to the job market or simply looking to expand, honing a second or third language will put you far above the rest.
- Copywriting. Copywriting is another skill that is of high importance. Being able to write copy that sells people on whatever goods or services you are providing will be a huge success factor.
- Web Development. Your website will connect you with the world around you. Being able to create your own design and brand is a great skill that can be carried with you throughout your career.
What skills have you found the most useful in your career?
April 28, 2016
This might sounds crazy but sometimes perfect isn’t always the way to go. Sometimes you have to let something go that’s “good enough”, and that’s okay. In marketing, you might be hesitant to send out that blog post that isn’t quite how you’d like it, you might refrain from starting a Twitter account because you don’t think you have good content, and you might not even bother with any marketing efforts at all because you don’t know how.
Trust us, its better to put yourself out there and be in the conversation, even if you’re not perfect. It sounds daunting, but you probably do this all the time on other areas of work. Sometimes you have to meet a deadline and if you only had another week it could be so much better; but you don’t. So you give them what you have and its enough. Marketing isn’t any different, so why do people act like it is?
Its because there aren’t any hard deadlines. You haven’t created a time pressure for your blog posts or your social media posts. You haven’t introduced the expectation that clients receive a birthday card or a newsletter. This is the key. Creating this pressure on yourself allows you not to worry about perfection, but about consistency.
Once you get into a routine, you won’t worry so much about the perfect post or the best Tweet. You can join the conversation and people will respond to that. Don’t let yourself get so caught up in perfection that you don’t do anything at all. There’s no such thing as perfection.
February 18, 2016
Video content is a great way to communicate your brand to your customers. In fact, 74% of all internet traffic in 2017 will be video according to Invodo. Whether or not you like video content, it’s here to stay. Here are 6 tips for creating great video content.
- Know your audience. It’s important to understand who your target market is for a variety of reasons. But for video, you need to know what kind of content they enjoy watching. Should you film a formal interview, a positive testimonial, a funny monologue? This is up to your company, your brand, and your consumers.
- Keep it simple. It can be easy to make grand plans for creating video content. Maybe you think you should release a video day or use green screen, but think about what you’re actually capable of. Create a reasonable schedule and stick to it!
- Practice Practice Practice. You’re not going to get the performance you want on the first try, so rehearse it! Get everyone in the video to go over the script and vision a few times before you actually shoot! It’ll be easier to film if you feel confident about the performance.
- Give answers. If you don’t have any ideas for what to make a video about, try answering common industry questions. Think about things your clients ask you and make a list. Answer the questions on the video and use it as content on social media or your website.
- Now what? Now that you’ve created your video, what now? There’s no point in making a video that no one will ever see. You have to promote it! Share your content on social media, include it in blog posts or newsletters, and utilize SEO best practices.
Video is the way of the future. Now, you should feel better about creating video content!
What tips do you have for creating video content?