Category Archives: Marketing 101

Marketing vs. Prospecting

Posted by:CLIFTON WARREN

Did you know that for a shark to breathe, it must keep moving? This movement forces water through its gills; if it stops, it drowns. The same is true for your marketing program. It must remain active; if it stops for any length of time, it loses its strength. I often see professionals experience difficulties…

Is Your Marketing Division Effective?

Posted by:CLIFTON WARREN

In my experience working with many financial services professionals and businesses, I have found most have access to a good product division (their insurance, banking and finance offering), good compliance division, good service division, but a non-existent marketing division. One of the reasons the marketplace seems so crowded is that most professionals have not differentiated….

Are Your Marketing Materials Client-Centric?

Posted by:CLIFTON WARREN

‘Knowledge workers’ are those who think for a living. The term was first coined by Peter Drucker. He defined knowledge workers as high-level workers who applied their theoretical and analytical knowledge, acquired through formal training, to solve complex problems or develop new products and services in their fields of expertise. He noted that knowledge workers…

Is Your Marketing Turning Your Business Into a Commodity?

Posted by:admin

There is no such thing as a commodity. All goods and services are differentiable. —Theodore Levitt I buy my shoes from a family owned specialty men’s shoe store that has been operating in Melbourne for over 60 years. An employee with 16 years of service tells me the business has over 30,000 customers who, on…

9 Pieces Of Marketing Material Every Professional Should Have

Posted by:admin

The purpose of having marketing materials is to package your expertise, to help sell to a prospective client, and to sell yourself.   A growing problem for many financial services professionals is the poor standard of their written marketing materials (including brochures and websites). This makes it difficult for them to differentiate their services and…

3 Secrets of Effective Content Marketing

Posted by:admin

  The Content Marketing Institute has just released a new research report “Content Marketing in Australia 2018: Benchmarks, Budgets and, Trends.” The article entitled: “Beyond the Build What Content Market Australia Must Do Next” provides three important lessons for financial services professionals: 1. Focus on the needs of your audiences. Instead of promoting your products…

Niche Marketing: 7 Ways to Expand Your Market

Posted by:CLIFTON WARREN

Are you looking for a better way to invest your time, resources and marketing dollars? Niche marketing offers a better approach for financial service firms looking for proven ways to attract new clients and increase revenues. Niche marketing permits even small players to become dominant players in their chosen markets– even against large competitors! Here are…

Proactive Referrals: If You Could Only Do One Type of Marketing, This Should Be It

Posted by:admin

The fundamentals of marketing and growing a financial services business, getting in front of the right people, and building trusting relationships have not changed. Professionals who do this on a consistent basis are able to build a thriving business, regardless of the market conditions. After 9/11 the travel industry went into a downturn, several businesses…

This Is the Marketing Business

Posted by:admin

How much time do you spend each day on marketing? After you’ve selected your marketing strategy and approaches and determined your inbound to outbound ratio, the next important step is determining the amount of marketing that will be required to achieve your business goals. Your marketing efforts (inbound vs. outbound) will vary according to the…

Ideal Inbound vs. Outbound Marketing: How to Find Your Ideal Mix

Posted by:admin

A common question that I’m often asked is, what type of marketing activities should I be doing each day? You have two choices There are really only two types of marketing activities: outbound and inbound marketing. There is no 100% right or wrong answer; it depends on your comfort zone and capabilities. Outbound marketing is…

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