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PFS CPD Training 2014

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by

Abbie Tanner

on 2 November 2015

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Transcript of PFS CPD Training 2014

"I've heard this before"

"That won't work in my business"

"I don't have enough time"

"I'm not creative"
Abbie has 15 years' experience providing marketing and business development services to firms in financial and other professional services. She lectured in Marketing and eBusiness at the University of Technology Sydney (UTS), while working at AMP and Henderson Global Investors. In the UK, Abbie has supported large and small Financial Planning businesses, whilst consulting to companies such as Invesco, SEI and JPMorgan. Today, she regularly presents at forums on marketing, social media, web strategy and working with professional partners.
CREATE A COMMUNITY
WHY?
TIP #4
Marketing Innovation Engine™
ARE YOU A FARMER...
AUTHOR OF...
SEND YOUR NEGATIVE THOUGHTS PACKING
ABBIE TANNER
Managing Director, A Business Innovation
Thank you for your attention!
WHAT IF SHE WAS
SITTING
NEXT TO YOU
RIGHT NOW
?
KICK START
YOUR MARKETING
STRATEGY
FOR 2014

INCONSISTENCY
DOESN'T
MATTER
COMMUNICATE LIKE
A SUPER HERO
CUSTOMER
FEEDBACK
DOESN'T MATTER
KNOW YOUR
IDEAL
CLIENT PROFILE
PASSIONATE ABOUT?
HANGING OUT?
YOUR VALUE
PROPOSITION
IS NOT YOUR USP
POSITIONING
USE
EXPERT
USE
CLIENT STORIES
CASE STUDIES
DARE
TO BE
DIFFERENT
GET SOCIAL
(USE SOCIAL MEDIA)
TO GET INSIDE
THEIR
HEADS
OF PRODUCTS
MEASURE,
REFINE,
REPEAT
Or do you
EAT
what you
KILL
AND
abbie_tanner
abusinessinnovation.com
NEW
Book
2014
Today's Agenda
Setting your 2014 Marketing Strategy - what to include
Identifying your target market(s) - it's okay to have more than one!
Defining your value proposition - how to avoid common mistakes
Packaging your value proposition & communicating a consistent message
...lots of examples
MARKETING PLAN
YOUR
IS HOW YOU
PUT YOUR
MARKETING STRATEGY
into action
MARKETING ACTIVITY PLAN
ACTIVITY PLAN ESSENTIALS
1. TASKS
- Clients, professional connections, prospects
2. TIME FRAMES
- Development and delivery deadlines
3. RESPONSIBILITIES
- Include internal AND external resources
4. BUDGET
- Estimated spend per initiative
(WHAT DOES SUCCESS LOOK LIKE?)
SET YOUR STRATEGY
IF WE WERE
MEETING HERE
3 YEARS
IN
FROM TODAY....
New clients?
Professional partnerships?
AUM?
Revenue?
New markets/services?
SUCCESS METRICS
WHY SHOULD
I CARE?
DEFINE YOUR VALUE PROPOSITION
WHAT KEEPS THEM AWAKE AT NIGHT?
SEEK CLIENT FEEDBACK
ESTABLISH A CLIENT ADVISORY BOARD
• IDENTIFY your target markets (and those you do not wish to be in)
- Start with your existing clients
• Reach your target markets EFFECTIVELY
- Using case studies, social media and a structured communications strategy
• Use your VALUE PROPOSITION to communicate the value and professionalism your firm

CLIENT ENGAGEMENT
PROFESSIONAL CONNECTIONS
PROSPECTING
(Client retention, introductions)

(Raise profile, win new clients)

(Build relationships, introductions)

THREE FOCUS AREAS
MARKETING STRATEGY
WHAT DOES YOUR
BUSINESS
LOOK

LIKE?
WHO ARE YOU?
WHAT MAKES YOU DIFFERENT?
Will provide FOCUS
Form your FOUNDATION messaging
Deliver INSIGHT into how your customers view you and your service
CONNECT your service to your prospects’ goals
Bring CONFIDENCE
CLEARLY DEFINING VALUE PROPOSITION
(AND IT MIGHT SURPRISE YOU)
WHERE
START?
SHOULD YOU
IN SUMMARY
YOU SHOULD NOW KNOW HOW TO:
"FOR EVERY MINUTE SPENT IN ORGANISING, AN HOUR IS EARNED"
BENJAMIN FRANKLIN
CONTENT MARKETING STRATEGY
Full transcript