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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”

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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”

What’s in a statistic?

By Anthony O’Brien for Professional Planner August 28, 2017

Recently, the Financial Planning Association sent me a media release detailing its latest research on Australians’ attitudes to finance. It left me pondering the way we use research and statistics in marketing.

A valuable statistic can add punch to your marketing activities. An attention-catching figure is easy for people to digest and understand, and can give weight to a specific claim you’re making. For example, one of the stats from the FPA research reveals that: “80 per cent of working-age Australians are stressed about money and finances, with one in four indicating acute stress levels.”

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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”

The top marketers put solid expertise behind those zany campaigns

By  Published in Professional Planner, March 20, 2017

If you’re comfortable creating valuable content, images and strategy, and are skilled at recognising the latest trends, you may have the necessary talents for marketing your financial planning firm.

The reality, however, is that marketing, like financial planning, is a specialist skill that often involves years of education, training and work experience. If you don’t think you have what it takes, then it might be time to seek some marketing help, either internally or externally.
Continue reading “The top marketers put solid expertise behind those zany campaigns”

Don’t waste your content; leverage it to help your sales team

By Anthony O’Brien | Published in Professional Planner, March 13, 2017

Last week, I wrote about the value of measuring content marketing and how challenging it can be to track its effectiveness as a sales tool.

That said, it still has a role to play and for content to be effective it’s important that you take your sales team on the journey with you. If you fail to engage with your sales team, then it’s highly unlikely they’ll use the content to help them get in the front door with potential leads. Moreover, if your sales aren’t aligned with your marketing, it will cost you money.

Continue reading “Don’t waste your content; leverage it to help your sales team”

Is your small business healthy or headed for disaster?

How to give your venture a health check

Launching a small business is extremely solid work and keeping it purring along is equally demanding. To ensure your venture remains a growing (and going) concern, it’s important to give it regular “health checks”.

Continue reading “Is your small business healthy or headed for disaster?”

“Jaws on a spaceship”: Building a value proposition in four easy steps

At last count, around 2.5 million Australians said they were seeking advice from financial planners. This was regarded by the advice industry as good news after the dark days of the Global Financial Crisis.

On the flipside, it means there are millions of Aussies overlooking the value of financial planning. This smacks of opportunity for savvy planners and represents an excellent reason for formulating a value proposition that can unlock the way you interact with potential leads and generate more revenue. Read the article

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