Marketing Strategies for Independent Actuaries

Presentation given at Actuarial Evidence Seminar

Transcript

1. SESSION/SÉANCE : Session 8 - Marketing Strategies for Independent Actuaries SPEAKER(S)/CONFÉRENCIER(S) : Kevin Pledge FIA,FSA
2. AGENDA 2 Marketing Strategies for Independent Actuaries What’s in your Marketing Strategy Social Media Brochures Yellow Pages Print Ads Networking Cold Calling Articles Books Website Email Conferences: Booths Speaking
3. AGENDA 2 Marketing Strategies for Independent Actuaries What’s in your Marketing Strategy Social Media Brochures Yellow Pages Print Ads Networking Cold Calling Articles Books Website Email Conferences: Booths Speaking
4. MARKETING STRATEGY - TOC 4 Marketing Strategies for Independent Actuaries Executive Summary ………………………………………………………. 1 About You ………..…………………………………………………………… 2 Marketing Vision ………………………………………………………….. 3 Goals ………………………………………………………………………… 4 Personal Goals and Drivers ……………………………………….. 7 Ideal Customer …………………………………………………………….. 9 Market Needs ………………………………………………………………. 11 Differentiators ……………………………………………………………… 15 Direct Competition / SWOT / Gap Analysis ……………… 15 Elevator Pitch ………………………………………………………………. 17 Branding Elements ………………………………………………………. 20 Lead Generation Strategy and Process ……………………...... 23 Marketing Materials ……………………………………………………. 24 Partner relationships ……………………………………………………. 35 Next Steps ……………………………………………………………………. 37
5. ‘YOUR MARKETING STRATEGY IS YOUR BUSINESS STRATEGY’ 5 Marketing Strategies for Independent Actuaries - Vern Harnish
6. WEB PRESENCE 6 Marketing Strategies for Independent Actuaries website Social Networking Social Media sharing Blog bookmarking Feeds
11. YOUR WEBSITE 11 Marketing Strategies for Independent Actuaries
12. HOW TO BUILD A WEBSITE – STEP 1 OF 3 Create Remarkable Content 12 Marketing Strategies for Independent Actuaries
13. HOW TO BUILD A WEBSITE – STEP 2 OF 3 13 Marketing Strategies for Independent Actuaries Use a Content Management System (CMS)
14. et found HOW TO BUILD A WEBSITE – STEP 3 OF 3 14 Marketing Strategies for Independent Actuaries
15. WEBSITE CONTENT BULLET POINTS • Not an online brochure • Who is your audience? • Use a Content Management System (CMS) e.g. SquareSpace • Make sure you can update content • Incorporate a blog • Landing Page vs. Home Page • What is your call to action? • Got a budget of $2,000 – spend it on design • Search Engine Optimization (SEO) 15 Marketing Strategies for Independent Actuaries
16. TEST YOUR WEBSITE AT MARKETING.GRADER.COM (FOR FREE) 16 Marketing Strategies for Independent Actuaries
17. TRACK PERFORMANCE USING GOOGLE ANALYTICS (FOR FREE) 17 Marketing Strategies for Independent Actuaries
18. SOCIAL NETWORKING 18 Marketing Strategies for Independent Actuaries SOCIAL MEDIA
19. 19 Marketing Strategies for Independent Actuaries SOCIAL NETWORKING
20. OSCARS 2012 20 Marketing Strategies for Independent Actuaries
21. 21 Marketing Strategies for Independent Actuaries
22. NEWSJACKING 22 Marketing Strategies for Independent Actuaries This is about me, and I’m vegetarian!
23. NETWORKING Personality can open doors, but only character can keep them open 23 Marketing Strategies for Independent Actuaries - Elmer Leterman
24. 24 Marketing Strategies for Independent Actuaries
25. CONFERENCES opportunity to exhibit good opportunity to network great opportunity to present 25 Marketing Strategies for Independent Actuaries
26. ARTICLES AND BOOKS 26 Marketing Strategies for Independent Actuaries
27. INTEGRATE YOUR STRATEGY 2 Marketing Strategies for Independent Actuaries Social Media Networking Articles Books Website Email Conferences Your Marketing Strategy
28. THANK YOU Kevin Pledge kpledge@insightdecision.com 416 949 8920 @kevinpledge ca.linkedin.com/in/kpledge actuarialreview.com kevinpledge.com 28 Marketing Strategies for Independent Actuaries