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Three top tips for 2019

By Anthony O’Brien, Professional Planner, January 19, 2019

With plenty of Australians still in holiday mode, January is the perfect opportunity to take stock of the wins and losses from last year and rip into fine-tuning the marketing plans for 2019.

Moreover, with plenty of global and local challenges, such as Brexit and the looming federal election, it always makes sense to get a jump on the competition.

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PR and content marketing work best in tandem

By Anthony O’Brien for Professional Planner, 29 May 2018

Content marketing and public relations are similar beasts and don’t let the marketing cognoscenti tell you any different.

There are those who continue to believe PR is headed the way of the dodo, with the emergence of social media. It hasn’t – and it won’t. What has probably changed is the way savvy companies use PR in tandem with social media to reach more eyeballs.
Why combine PR with content marketing?

Quality PR and content marketing share common ground. Both try to generate content by tracking the latest developments and trends across the industries wherein they operate.

Continue reading “PR and content marketing work best in tandem”

Market your advice to the next generation

By Anthony O’Brien for Professional Planner, 21 May 2018

Millennials are about to surpass baby boomers as America’s most significant living adult generation, according to population projections from the U.S. Census Bureau.
In Australia, it’s fair to say we’re headed in the same direction as the US. We also know the digital generation buy and consume products very differently to older generations, and have more disposable income according to the ABS.

Given the next generation’s burgeoning buying power and the imminent transfer of wealth expected from older to younger generations, the so called Millennial age cohort has become a lucrative client prospect for financial advisors.

For those marketing to Millennial clients, it’s important to ask whether what you’re doing is likely to resonate or is even in the right ballpark.

Continue reading “Market your advice to the next generation”

Ambiguous content is a bad idea

By Anthony O’Brien for Professional Planner, 30 April, 2018

Content marketing has been king for several years now, as companies clamour to reach and engage with their target audience.

The ubiquity of content marketing has subsequently created a fierce debate about what represents content and what is real news.

I read with interest a recent university study of PR professionals in the US that demonstrated 64 per cent of survey respondents believe that, within five years, most people will not be able to tell the difference between paid content, such as an advertorial, and real news journalism.

In the era of fake news, the line has unquestionably been blurred, as content and traditional journalism jostle to reach as many eyeballs as possible.

Continue reading “Ambiguous content is a bad idea”

The long and the short of ‘thought-leadership’ vs sales

By Anthony O’Brien for Professional Planner, 26 February 2018

Agencies have different ideas about how to produce cut-through content. Some will tell you that the key is the quality of the writing or videos you’re dishing up. Others will tell you that if you don’t have your search engine optimisation and reach down pat, you’ll be behind the pack. But this advice addresses only the delivery of your content. You also need to make a decision about its purpose.

You must decide whether the content you are creating is to be used for thought-leadership or as sales.

Continue reading “The long and the short of ‘thought-leadership’ vs sales”

It’s easy to see why video is taking over

By Anthony O’Brien for Professional Planner, December 12, 2017

Video has been a marketing star of 2017 and its future looks even brighter. Cisco researchsuggests audio-visual content will represent 82 per cent of consumer internet traffic by 2021, up from 73 per cent in 2016.

If you don’t have video content on your website, then add it to your to-do list for 2018. A video is perfect for our busy times. It’s easy to consume, engaging and enables your business to tell a story in a short time. It’s also relatively cost-effective.

Continue reading “It’s easy to see why video is taking over”

The many numbers behind your marketing ROI

By Anthony O’Brien, for Professional Planner, October 9, 2017

Calculating the return on investment (ROI) is an age-old question when it comes to allocating a budget for marketing.

Unquestionably, a marketing budget and determining an appropriate ROI are linked. However, they are not the only numbers you should be considering when formulating your marketing and sales approach.

Start with the strategy…including your numeric targets

Regular readers of my posts will be aware that I believe fervently in starting with a strategy. Planning is crucial to producing a winning marketing program right. That said, it’s quite astonishing how many businesses still fail to include their revenue and margin numbers in the strategy process.

Continue reading “The many numbers behind your marketing ROI”

Three marketing elements you can’t afford to ignore

By Anthony O’Brien, for Professional Planner, July 3, 2017

 

There’s a common view in the business world that marketing is a combination of “pretty pictures and nice words”. In other words, marketing is purely about brand and communications.

It’s one of my personal frustrations about marketing, and to be honest there’s much more to being a strong marketer than running campaigns and building engaging copy.

I’ve long been a believer in the theory that for a marketing strategy to work, the person writing the plan needs to truly understand your business, its balance sheet, fulfilment processes, how it generates new revenues, and so on.

Continue reading “Three marketing elements you can’t afford to ignore”

Call marketing whatever you like; just don’t call it optional

By . Published in Professional Planner, March 27, 2017

This week, I read with some bemusement an article quoting the chief marketing officer of Samsung in North America, who said the term ‘marketing’ needs to die. The nub of his argument is that the word is obsolete, and the role of a marketer has changed and is being held back by old-school thinking. It strikes me that the role of the financial planner has changed dramatically since the 1980s, yet I’m still comfortable calling you, well…financial planners.

Continue reading “Call marketing whatever you like; just don’t call it optional”

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