The best messaging in the world can’t shine through a shoddy or outdated website. But the sharpest-looking website also won’t convert visitors into clients if the messaging isn’t on target for your ideal client profile. You have to strike the right balance between presenting long- and short-form content alongside engaging visuals.
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When it comes to marketing for business growth, advisors want the same thing: the silver bullet.
They ask, “What’s working right now? Should I be making videos? Start a podcast? Run webinars?”
“What is it???”
They don’t like my answer because it’s, “Yes, yes, yes, and…(insert list of other digital advisor marketing best practices here).”
You’ll never catch me claiming there’s a silver bullet in marketing,
Great service reflects not only on ourselves, but on the business we work at, the industry we work in, and the reputation that is formed through our delivery.
Zappos recently sent me 2 left shoes (practical only if they also sent me 2 right shoes). The manner in which they handled my situation was inspiring and one of the big reasons I believe they have been so successful. They apologized, shipped new shoes,
The Struggle with Business Development
Almost every advisor I talk with struggles with business development. If you’re reading this blog and can identify with that initial statement, just know that you’re not alone.
During those conversations, I try to determine the root of their struggle. The majority of the time, the reply I get is “I can’t find enough qualified people to talk business with”…or some variation of that statement.
How is it that a business can be really great at sales but not at marketing, or vice versa? Don’t these two skills go hand in hand? The reality is if you are not closing enough new sales it is either a sales or marketing problem and in rare cases both. The solution? Implementation of a “Smarketing” process in your business.
The two statements I hear a lot are:
“If I get in front of a qualified prospect,
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