tag:blogger.com,1999:blog-92178238420351236962024-03-14T03:02:09.504-07:00Common-Sense Marketing AdvicePractical, no nonsense approach to effective marketing -- billmcguiremarketing@gmail.net * 973-216-4152Bill McGuirehttp://www.blogger.com/profile/14134749444598485373noreply@blogger.comBlogger14125tag:blogger.com,1999:blog-9217823842035123696.post-23922750186608467252015-06-29T07:42:00.006-07:002015-06-29T07:42:57.956-07:004 Critical Marketing Considerations for RIAs<div class="MsoNormal">
<span style="font-family: Verdana, sans-serif;">Summer is a great time to
focus on your marketing and to give you some food for thought, here’s a recap of
my ‘practical summer marketing tips':</span></div>
<div class="MsoNormal">
<span style="font-family: Verdana, sans-serif;"><br /></span></div>
<div class="MsoListParagraph" style="text-indent: -0.25in;">
<span style="font-family: Verdana, sans-serif;"><b><span lang="EN">1 1.<span style="font-stretch: normal; font-weight: normal;">
</span></span></b><!--[endif]--><b><span lang="EN">It Starts with a PLAN...<o:p></o:p></span></b></span></div>
<div class="MsoListParagraph" style="text-indent: -0.25in;">
<span style="font-family: Verdana, sans-serif;"><b><span lang="EN"><br /></span></b></span></div>
<div class="MsoNormal">
<span lang="EN"><span style="font-family: Verdana, sans-serif;">The old adage “Plan your work and work
your plan” may be cliché but is often the difference between success and
failure to execute your marketing goals.<br />
<br />
Start by defining very specific and measurable goals. Try to set short term and
long term goals that are reasonable and achievable. Next, develop a strategy
that details the tactics, resources, budget, and schedule.<o:p></o:p></span></span></div>
<div class="MsoNormal">
<span lang="EN"><span style="font-family: Verdana, sans-serif;">As an example, if you’re thinking about
your website:<o:p></o:p></span></span></div>
<ul type="disc">
<li class="MsoNormal"><span lang="EN"><span style="font-family: Verdana, sans-serif;">Assign a staff member to become the project lead and
get familiar with the features and benefits of the different content
management systems (CMS) and hosting services, such as Word Press and
Media Temple.<o:p></o:p></span></span></li>
<li class="MsoNormal"><span lang="EN"><span style="font-family: Verdana, sans-serif;">Determine what internal and external resources are
required for design, photography, copy writing, etc. <o:p></o:p></span></span></li>
<li class="MsoNormal"><span lang="EN"><span style="font-family: Verdana, sans-serif;">Plan for 2-3 month to complete the entire project.<o:p></o:p></span></span></li>
</ul>
<div style="margin-left: .5in; mso-list: l0 level1 lfo3; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: Verdana, sans-serif;"><b><span lang="EN">2.<span style="font-stretch: normal; font-weight: normal;">
</span></span></b><!--[endif]--><b><span lang="EN">What’s You
Budget?<o:p></o:p></span></b></span></div>
<div style="margin-left: .5in; mso-list: l0 level1 lfo3; text-indent: -.25in;">
<span style="font-family: Verdana, sans-serif;"><b><span lang="EN"><br /></span></b></span></div>
<span lang="EN"><span style="font-family: Verdana, sans-serif;">A question that often comes up is<strong>
-- As a small business, how much should I allocate on a marketing</strong>?
Although opinions vary, I think this fairly straightforward explanation from a
SBA.GOV blog <a href="https://www.sba.gov/blogs/how-set-marketing-budget-fits-your-business-goals-and-provides-high-return-investment?page=1" target="_blank">post </a>is provides some a starting point<o:p></o:p></span></span><br />
<div class="MsoNormal">
<span style="line-height: 107%;"><span style="font-family: Verdana, sans-serif;">[Many
businesses allocate a percentage of actual or projected gross revenues –
usually between 2-3 percent for run-rate marketing and up to 3-5 percent for
start-up marketing. But the allocation actually depends on several factors: the industry you’re
in, the size of your business, and its growth stage. For example,
during the early brand building years retail businesses spend much more than
other businesses on marketing – up to 20 percent of sales. As a general rule, small
businesses with revenues less than $5 million should allocate 7-8 percent of
their revenues to marketing. This budget should be split between 1) brand
development costs (which includes all the channels you use to promote your
brand such as your website, blogs, sales collateral, etc.), and 2) the
costs of promoting your business (campaigns, advertising, events, etc.)]<o:p></o:p></span></span></div>
<h1 style="margin-left: .5in; mso-list: l0 level1 lfo3; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: Verdana, sans-serif; font-size: small;"><span lang="EN">3.<span style="font-stretch: normal; font-weight: normal;">
</span></span><!--[endif]--><span lang="EN">Take Inventory of what
you HAVE and what you NEED…. <o:p></o:p></span></span></h1>
<div class="MsoNormal">
<span style="font-family: Verdana, sans-serif;"><span lang="EN">Logo,
website, brochure, social media. Is everything consistent, up-to-date, and how
you envision them? </span><span lang="EN"> Does your brand need a facelift or a complete
overhaul? <o:p></o:p></span></span></div>
<div class="MsoNormal">
<span lang="EN"><span style="font-family: Verdana, sans-serif;">Start by making a complete list of
everything, yes everything!, that is client facing. Determine what the
priorities and goals are for each component. You may not need to change
everything all at once. In fact, it’s best to make changes in phases. <o:p></o:p></span></span></div>
<div class="MsoNormal">
<span lang="EN"><span style="font-family: Verdana, sans-serif;">The best place to start can sometimes be
your logo because it effects many other things. Minor design refinements can
produce major changes. The main thing to keep in mind is that you can’t do
everything at once. Focus on those areas and activities that matter the most
and will have bottom line impact. <o:p></o:p></span></span></div>
<div class="MsoNormal">
<span lang="EN"><span style="font-family: Verdana, sans-serif;">And when you make the list, remember to
include every touch point to your clients and prospects. Your phone answering
message and email signature are part of the brand image. The little things can
make a big difference. <o:p></o:p></span></span></div>
<h1 style="margin-left: .5in; mso-list: l0 level1 lfo3; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: Verdana, sans-serif; font-size: small;"><span lang="EN">4.<span style="font-stretch: normal; font-weight: normal;">
</span></span><!--[endif]--><span lang="EN">Just Do It…Better! <o:p></o:p></span></span></h1>
<div class="MsoNormal">
<span lang="EN"><span style="font-family: Verdana, sans-serif;">Start with what you’re most comfortable
and see the best potential results.
Content marketing, public relations, speaking events are all great
marketing opportunities. They’re also repeated activities which presents a
great opportunity for continuous process improvement. 3 quick tips to get you
going in make sure your efforts get the most return of investment:<o:p></o:p></span></span></div>
<div class="MsoListParagraphCxSpFirst" style="text-indent: -0.25in;">
</div>
<ul>
<li><span lang="EN" style="font-family: Verdana, sans-serif; text-indent: -0.25in;"><span style="font-stretch: normal;"> </span></span><b style="font-family: Verdana, sans-serif; text-indent: -0.25in;"><span lang="EN">Start with a
clear and well documented plan</span></b><span lang="EN" style="font-family: Verdana, sans-serif; text-indent: -0.25in;">—that includes
a budget, logistics and resource needs, schedule and, most important, what do
you want to accomplish from this effort?</span></li>
<li><b style="font-family: Verdana, sans-serif; text-indent: -0.25in;"><span lang="EN"> View all
marketing initiatives as “works in progress”</span></b><span lang="EN" style="font-family: Verdana, sans-serif; text-indent: -0.25in;">—always be looking to make small adjustments along the way that can push
the needle forward to success.</span></li>
<li><span style="font-family: Verdana, sans-serif; text-indent: -0.25in;"><span lang="EN"> <b>Conduct
after-action assessment</b></span></span><span lang="EN" style="font-family: Verdana, sans-serif; text-indent: -0.25in;">—take the time
to what worked, what didn’t, and what to needs changing. Analyze all aspects of
your effort and set qualitative and quantitative goals for the next time
around.</span></li>
</ul>
<br />
<div class="MsoNormal">
<span lang="EN" style="line-height: 107%;"><span style="font-family: Verdana, sans-serif;">These simple steps can make the difference between
failure and success in your marketing efforts.<o:p></o:p></span></span></div>
<em><span style="font-family: Verdana, sans-serif;"><br /></span></em>
<span style="font-family: Verdana, sans-serif;"><em>Bill McGuire is principal
of W.M.McGuire, a full service marketing firm serving the Registered Investment
Advisor (RIA) community. We help businesses grow by applying common-sense
marketing with a keen eye towards your budgets, deadlines and results. Let us
help you with your marketing plan, contact by email bill@wmmcguire.com or (973)
216-4152.</em><o:p></o:p></span><br />
<br />
<div class="MsoNormal">
<br /></div>
Bill McGuirehttp://www.blogger.com/profile/14134749444598485373noreply@blogger.com0tag:blogger.com,1999:blog-9217823842035123696.post-10922227318044752912015-06-16T05:23:00.004-07:002015-06-16T05:23:36.650-07:00Just Do It…Better!<div class="MsoNormal">
Webinars, Whitepapers, Events are all great marketing
opportunities. They’re also often a repeated activities which presents a great
opportunity for continuous process improvement. 3 quick tips to get you going in right direction:</div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
</div>
<ul>
<li><b>Start with a clear plan</b>—what’s your budget, logistics and
resource needs, schedule and, most important, what do you want to accomplish from
the effort?<br /></li>
<li><b>View all marketing initiatives as “works in progress”<span style="font-weight: normal;">—</span></b>always be looking for small adjustments along the way that can push the needle
forward to success. You should also be nimble enough to make changes midstream, if required.<br /></li>
<li><b>Conduct post-program assessment</b>—take the time to review what worked, what didn’t, and what to change
for next time around. And document everything, set both quantitative and qualitative goals for the next time around.</li>
</ul>
<div class="MsoNormal">
These simple steps can make a big difference between failure
and success in your marketing efforts. <span lang="EN">For more ways to improve your marketing, read
‘<a href="http://byallaccounts.morningstar.com/blog/423-5-tips-to-jump-start-your-marketing-this-summer.html" saprocessedanchor="true" target="_blank"> 5 Tips to Jump Start Your Marketing
this Summer</a> ’</span></div>
<span data-isfreecall="false" data-ismobile="false" data-isrtl="false" data-numbertocall="+19732164152" data-numbertype="paid" id="skype_c2c_container" tabindex="-1"><span id="non_free_num_ui"></span></span><br />
<div class="MsoNormal">
<em><span lang="EN" style="font-family: "Calibri",sans-serif; mso-ansi-language: EN; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-latin;">Bill
McGuire is principal of W.M.McGuire, a full service marketing firm serving the
Registered Investment Advisor (RIA) community. We help businesses grow by
applying common-sense marketing with a keen eye towards your budgets, deadlines
and results. Let us help you with your marketing plan, contact by email
bill@wmmcguire.com or </span></em><span class="skypec2cprintcontainer"><i><span lang="EN" style="mso-ansi-language: EN;">(973) 216-4152</span></i></span><o:p></o:p></div>
Bill McGuirehttp://www.blogger.com/profile/14134749444598485373noreply@blogger.com0tag:blogger.com,1999:blog-9217823842035123696.post-53633203457696172482015-06-11T12:36:00.001-07:002015-06-11T12:36:27.366-07:00How Much to Invest in Marketing?A question that often comes up is, as a small business, how much should I allocate on a marketing? Although opinions vary, I think this fairly straightforward explanation from a SBA.GOV blog <a href="https://www.sba.gov/blogs/how-set-marketing-budget-fits-your-business-goals-and-provides-high-return-investment?page=1">post </a>is provides some insight:<br />
<br />
<div>
"Many businesses allocate a percentage of actual or projected gross revenues – usually between 2-3 percent for run-rate marketing and up to 3-5 percent for start-up marketing. But the allocation actually depends on several factors: the <strong>industry</strong> you’re in, the <strong>size of your business</strong>, and its <strong>growth stage</strong>. For example, during the early brand building years retail businesses spend much more than other businesses on marketing – up to 20 percent of sales."<br />
<br />
"As a general rule, <strong>small businesses with revenues less than $5 million should allocate 7-8 percent of their revenues to marketing</strong>. This budget should be split between 1) <strong>brand development costs</strong> (which includes all the channels you use to promote your brand such as your website, blogs, sales collateral, etc.), and 2) <strong>the costs of promoting your business</strong> (campaigns, advertising, events, etc.)."<br />
<br />
<i>Bill McGuire is principal of W.M.McGuire, a full service marketing firm serving the Registered Investment Advisor (RIA) community. We help businesses grow by applying common-sense marketing with a keen eye towards your budgets, deadlines and results. Let us help you with your marketing plan, contact by email <a href="https://www.blogger.com/null" target="_blank">bill@wmmcguire.com</a> or <span class="skype_c2c_print_container skype_c2c notranslate">(973) 216-4152</span><span class="skype_c2c_container skype_c2c notranslate" data-isfreecall="false" data-ismobile="false" data-isrtl="false" data-numbertocall="+19732164152" data-numbertype="paid" dir="ltr" id="skype_c2c_container" tabindex="-1"><span class="skype_c2c_highlighting_inactive_common" dir="ltr" skypeaction="skype_dropdown"><span class="skype_c2c_textarea_span" id="non_free_num_ui"><img class="skype_c2c_logo_img" data-loading-tracked="true" height="0" src="skypec2c://r/204" width="0" /></span></span></span></i></div>
Bill McGuirehttp://www.blogger.com/profile/14134749444598485373noreply@blogger.com0tag:blogger.com,1999:blog-9217823842035123696.post-9998994805914755802015-06-09T11:12:00.003-07:002015-06-09T11:12:53.768-07:00Summer Marketing Tip: Take Inventory<div class="MsoNormal">
Make a list of all of your marketing materials;<o:p></o:p></div>
<div class="MsoNormal">
</div>
<ul>
<li>Is everything consistent, up-to-date, and how you envision
them? </li>
<li>Does your brand need a facelift or a complete
overhaul? </li>
</ul>
<o:p></o:p><br />
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
You may not need to change everything all at once. In fact,
it’s best to make changes in phases. Determine what the priorities and goals
are for each component. The best place to start is often with your logo.
Minor design refinements can produce major changes. The main thing to keep in
mind is that you can’t do everything at once. Focus on those areas and
activities that matter the most and will have bottom line impact.<br />
<!--[if !supportLineBreakNewLine]--><br />
<!--[endif]--><o:p></o:p></div>
<div class="MsoNormal">
And when you make the list, try to include every touch point
to your clients and prospects. Your phone answering message and email signature
are part of the brand image. The little things can make a big difference. For more, see ‘5 Tips to Jump Start Your
Marketing this Summer’ <a href="http://byallaccounts.morningstar.com/blog/423-5-tips-to-jump-start-your-marketing-this-summer.html">http://byallaccounts.morningstar.com/blog/423-5-tips-to-jump-start-your-marketing-this-summer.html</a>
<o:p></o:p></div>
<br />
<div class="MsoNormal">
<br /></div>
Bill McGuirehttp://www.blogger.com/profile/14134749444598485373noreply@blogger.com0tag:blogger.com,1999:blog-9217823842035123696.post-86930680326978189932015-06-08T07:25:00.002-07:002015-06-08T07:25:56.956-07:00GOT Content?Content marketing<sup>1</sup> is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers.” For financial advisors, it can be a one of the most effective way to differentiate your firm and tell your story.<br />
Here are 3 fundamental tips to keep in mind as you plan your content marketing strategy:<br />
<h3>
Tip # 1: Make sure that your content is Authentic, Engaging, and Actionable</h3>
First, you need to decide what you want to talk about, starting with:<br />
<ul>
<li>What are you most passionate about and what makes you firm different from others?</li>
<li>Is there a particular niche or a unique client type that you best serve?</li>
<li>Who within the firm is best to tell your story? P.S. It doesn’t have to be the firm’s principal but should be someone who will be fully committed to the role.</li>
</ul>
Once you’ve answered these questions, I suggest to keep 3 things top of mind when crafting your message:<br />
<div style="float: right; margin: 10px 0px 10px 10px;">
<img alt="" src="http://byallaccounts.morningstar.com/images/authentic.jpg" width="200" /></div>
<ul>
<li><strong>Be Authentic</strong> – make sure you speak about what you know. Don’t try to compete with or copy anyone else.</li>
<li><strong>Be Engaging</strong> –Be sure your communication is clear and easy to understand for the reader. Keep it short-and-sweet; it shouldn’t be an effort on their part to get the point of your story.</li>
<li><strong>Always have a call-to-action</strong> – there should always be at least one takeaway item for the reader to walk away with, usually whatever the next logical step in the process:<br />
<ul>
<li>Download a whitepaper for more information…</li>
<li>Attend a seminar to learn more… </li>
<li>Schedule an office visit to meet the team…</li>
</ul>
</li>
</ul>
<h3>
Tip # 2: Pick the format that you’re most comfortable with and matches your firm’s culture</h3>
<div style="float: left; margin: 10px 10px 10px 0px;">
<img alt="" src="http://byallaccounts.morningstar.com/images/schedule.jpg" width="200" /></div>
There are so many ways to deliver content these days; <em>newsletters, video, white papers, e-books, infographics, case studies, how-to guides, Q&A articles,</em>to name a few. Don’t take the “<em>let’s do it all</em>” approach, which often leads to a less than desirable results. Pick the formats that make the most sense for you. Then, do your research on best practices, plan your work in advance, and do it right. If you have multiple contributors who will be delivering content, consider an editorial calendar, so the messaging is varied and balanced. Also, be mindful that the cadence you use is consistent. You can have different people telling different stories, but they should all still have a united voice regardless of the audience; clients, prospects, COI, etc.<br />
<h3>
Tip # 3: Do your homework on the technologies and platforms available</h3>
So now that you have a foolproof content management strategy, how and who will get it done? Whether you manage it in-house or outsourcing with a consultant, there are many content management tools and service providers that are readily available, affordable, and customizable for your specific needs. Make sure to clearly understand the features and limitations of the products before you pick one and then make sure to leverage to its full capability.<br />
A few of the service provider platforms to be aware of are:<br />
<div style="float: right; margin: 10px 0px 10px 10px;">
<img alt="" src="http://byallaccounts.morningstar.com/images/contact%20us.jpg" width="200" /></div>
<a href="http://www.hootsuite.com/">HootSuite</a> and <a href="https://tweetdeck.twitter.com/">TweetDeck</a> – to help manage your social media<<br />
<a href="https://wordpress.com/">Wordpress</a> and <a href="http://www.blogger.com/">Blogger</a> – to produce website and blogs<br />
<a href="http://www.verticalresponse.com/">Vertical Response</a> and <a href="http://www.constantcontact.com/">Constant Contact</a> – to create newsletter and email campaigns<br />
I think content marketing expert, Joe Pulizzi of the <a href="http://contentmarketinginstitute.com/">Content Marketing Institute</a> said it best “Content marketing is all about telling a compelling story”. I hope these tips have helped you in thinking about how best to tell <u>your</u> story.<br />
<br />Bill McGuirehttp://www.blogger.com/profile/14134749444598485373noreply@blogger.com0tag:blogger.com,1999:blog-9217823842035123696.post-61223593988949769242015-06-05T11:28:00.001-07:002015-06-06T17:45:27.303-07:00Tongue Tied at Social Events <div class="MsoNormal">
If you’re like me the hardest part of a conversation is
sometimes starting it. INC magazine's recent article provided ‘10 Foolproof Ways to Start
a Conversation With Absolutely Anyone’. Here they are:</div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
</div>
<ol>
<li>Make note of something pleasant.</li>
<li>Comment on the weather.</li>
<li>Ask for assistance.</li>
<li>Offer assistance.</li>
<li>Solicit an opinion.</li>
<li>Mention a mutual acquaintance.</li>
<li>Bring up a shared experience.</li>
<li>Praise the listener.</li>
<li>Compliment the listener's apparel or accessories.</li>
<li>Simply introduce yourself.</li>
</ol>
<div class="MsoNormal">
For the full article go to <a href="http://ow.ly/NVXqf">http://ow.ly/NVXqf</a>
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<br />
<div class="MsoNormal">
<br /></div>
Bill McGuirehttp://www.blogger.com/profile/14134749444598485373noreply@blogger.com0tag:blogger.com,1999:blog-9217823842035123696.post-73634857577968091642015-06-04T07:09:00.003-07:002015-06-04T08:19:22.095-07:00Summer Marketing Tip: Who's Managing Your Firm's Marketing?A recent CNBC story discussed how financial advisory practices are businesses like any others, and those not affiliated with larger institutions need to come up with their own marketing plans. However, many simply don't have one.<br />
<br />
According to the 2014 FA Insight Study showed:<br />
<ul>
<li>Only 50 percent of surveyed firms developed an annual marketing plan.</li>
<li>Just 32 percent of firms had a position dedicated to marketing or new client growth.</li>
</ul>
Takeaways to consider for your marketing plan:<br />
<ol>
<li><strong>Target your market.</strong> "You can't be everything to everybody,"</li>
<li><strong>Identify your value proposition.</strong> What makes you unique in what you do. </li>
<li><strong>Develop and execute your plan with explicit strategies and goals</strong>"Return on investment is key.</li>
</ol>
<div>
Read the full <a href="http://www.cnbc.com/id/102628341" target="_blank">article </a>on the CNBC FA Hub.</div>
Bill McGuirehttp://www.blogger.com/profile/14134749444598485373noreply@blogger.com0tag:blogger.com,1999:blog-9217823842035123696.post-36779415171187368542015-06-03T03:11:00.001-07:002015-06-03T03:11:25.570-07:00Summer Marketing Tips | June 3: Webinar SuccessNothing replaces a face-to-face meeting, however, a webinar can be an excellent (and very cost-effective) alternative to stay connected with current clients and build new relationships. One of the trickiest parts of the webinar process is to ensure a good turnout. So that you’re not sitting alone on your next webinar, here are a few <a href="http://byallaccounts.morningstar.com/blog/515-7-tips-for-a-successful-webinar.html#sthash.08grvmep.dpuf" target="_blank">things </a>to consider when planning your promotional efforts:Bill McGuirehttp://www.blogger.com/profile/14134749444598485373noreply@blogger.com0tag:blogger.com,1999:blog-9217823842035123696.post-66966671051207895082015-06-01T18:22:00.000-07:002015-06-02T03:33:10.159-07:00Summer Marketing Tip | June 2, 2015: It Starts with a Plan<div class="MsoNormal">
The old adage “Plan your work and work your plan” may be cliché but is often the difference between success and failure to execute your marketing goals.<br />
<br />
Start by defining very specific and measurable goals. Try to set short term and long term goals that are reasonable and achievable. Next, develop a strategy that details the tactics, resources, budget, and schedule.<br />
<br />
For instance, if you’re thinking about your website, assign a staff member to become familiar with the features and benefits of the different content management systems (CMS) and hosting services, such as Word Press and Media Temple. <br />
<br />
Determine what internal and external resources are required for design, photography, copy writing, etc. Plan for 2-3 month to complete the entire project. - See more at at my Morningstar ByAllAccounts <a href="http://byallaccounts.morningstar.com/blog/423-5-tips-to-jump-start-your-marketing-this-summer.html#sthash.n6u1zgYC.dpufcco" target="_blank">article</a>.</div>
Bill McGuirehttp://www.blogger.com/profile/14134749444598485373noreply@blogger.com0tag:blogger.com,1999:blog-9217823842035123696.post-710484621100753622015-06-01T06:32:00.000-07:002015-06-01T06:37:23.906-07:00Summer Marketing Tip: June 1, 2015 New Kids in the Hall and Event Marketing<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="font-family: Calibri;">When writing my WealthManagement.com article I was reminded of a comedy skit from </span><a href="https://www.youtube.com/watch?v=7j1nHdURKgE"><span style="color: #0563c1; font-family: Calibri;">Kids in the hall -
Businessmen Networking</span></a><span style="font-family: Calibri;"> describing networking as “Businessmen meeting other
businessmen for the purpose of meeting at a later date.” Although it may be
serve that purpose, there are a few other benefits to networking. I’ve always found
very networking events valuable on many levels, more than just the obvious one
of business development. Here are 4 tips that to help you make the most of the experience: <a href="http://wealthmanagement.com/marketing/kids-hall-and-networking-events">http://wealthmanagement.com/marketing/kids-hall-and-networking-events</a><o:p></o:p></span></div>
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Bill McGuirehttp://www.blogger.com/profile/14134749444598485373noreply@blogger.com0tag:blogger.com,1999:blog-9217823842035123696.post-30759947717961747182013-07-06T13:21:00.002-07:002013-07-07T10:56:47.931-07:007 Tips for Your Next Lead Generation Campaign. <!--[if gte mso 9]><xml>
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<span style="font-family: Georgia,"Times New Roman",serif;">7 Tips for Your Next Lead Generation Campaign. </span></h3>
<span style="font-family: Georgia,"Times New Roman",serif;">
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<span style="font-family: Georgia,"Times New Roman",serif;">As the little things can often have a BIG impact in any lead generation
campaign, I hope these 7 tips will help you when planning your next initiative.</span><br />
<div class="MsoNormal" style="margin-left: .5in; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list .5in; text-indent: -.25in;">
<span style="font-family: Georgia,"Times New Roman",serif;"><b>1.<span style="-moz-font-feature-settings: normal; -moz-font-language-override: normal; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span>Set clear goal </b>-- Too
often people plan elaborate campaigns with unclear or no real goals at all. Set
goals that are specific and measurable; number of leads, number of sales
appointments and number of <span id="SPELLING_ERROR_0"><span class="blsp-spelling-corrected">conversions</span></span>/sales wins. This will
not only help you to determine if your effort was a success, it will also help
you plan future campaigns.</span></div>
<div class="MsoNormal" style="margin-left: .5in; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list .5in; text-indent: -.25in;">
<span style="font-family: Georgia,"Times New Roman",serif;"><b>2.<span style="-moz-font-feature-settings: normal; -moz-font-language-override: normal; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span>“What’s in it for me</b>” --
Always remember, customer is king. You may have the greatest product or service
in the world but how will help your customer save money, make money, be more
efficient, be more effective, etc. You get the picture.</span></div>
<div class="MsoNormal" style="margin-left: .5in; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list .5in; text-indent: -.25in;">
<span style="font-family: Georgia,"Times New Roman",serif;"><b>3.<span style="-moz-font-feature-settings: normal; -moz-font-language-override: normal; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span>Keep everyone in the
loop</b> – Make sure that anyone in your company who has customer contact (which is
often times everyone) is trained in what you they need to know and say. Lead
generation campaigns are primarily designed to generate qualified leads sales
people but other employees can seek out and direct these leads to the sales
team – IF they know about the program. Set up ½ hour overview <span id="SPELLING_ERROR_1"><span class="blsp-spelling-corrected">webcast</span></span>
or conference call.</span></div>
<div class="MsoNormal" style="margin-left: .5in; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list .5in; text-indent: -.25in;">
<span style="font-family: Georgia,"Times New Roman",serif;"><b>4.<span style="-moz-font-feature-settings: normal; -moz-font-language-override: normal; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span>Test and learn </b>– Think
about planning your campaign in a phased approach. Create and test several
approaches, measure results early and often and get feedback from sales. This
gives you the opportunity to make adjustments along the way. Small things like
changing the email subject line can make a big difference in the success of
your campaign.</span></div>
<div class="MsoNormal" style="margin-left: .5in; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list .5in; text-indent: -.25in;">
<span style="font-family: Georgia,"Times New Roman",serif;"><b>5.<span style="-moz-font-feature-settings: normal; -moz-font-language-override: normal; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span>Be consistent</b> – make
sure the all your marketing materials and messages are coordinated with the
campaign. Things as simple as including the campaign message in automated voice
mail or a recorded after hours message are easy to do. If there is a specific
‘offer”, your sales people can customize their automatic Outlook email
signature to include it.</span></div>
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<span style="font-family: Georgia,"Times New Roman",serif;"><b>6.<span style="-moz-font-feature-settings: normal; -moz-font-language-override: normal; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span>Think environmentally</b> –
Lead generation is an ongoing process; develop your campaign so that it can be
used over again, again and again. Keep in mind what and how elements of the
campaign can be re-purposed for a different target audience or a follow-up
campaign. No need to reinvent the wheel.</span></div>
<div class="MsoNormal" style="margin-left: .5in; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list .5in; text-indent: -.25in;">
<span style="font-family: Georgia,"Times New Roman",serif;"><b>7.<span style="-moz-font-feature-settings: normal; -moz-font-language-override: normal; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span>Keep is simple</b> – Maybe
the most important aspect of any campaign. From the message to your prospects
to sales training to the way you track and measure the program. Everyone has a
lot on his or her plates these days. Keep it simple…and have fun.</span>
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<i><span style="font-family: Georgia,"Times New Roman",serif;">Common-Sense Marketing Advice – For <span style="mso-spacerun: yes;"> </span>practical, no nonsense approach to effective
marketing contact bill@wmmcguire.com | 973-216-4152</span></i></div>
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Bill McGuirehttp://www.blogger.com/profile/14134749444598485373noreply@blogger.com0tag:blogger.com,1999:blog-9217823842035123696.post-60748098239370774812013-07-06T13:19:00.001-07:002013-07-06T13:19:04.891-07:007 Tips for Promoting Your Webinar <!--[if gte mso 9]><xml>
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<span style="font-family: Georgia,"Times New Roman",serif;">Whatever you call it --Webinar, Webcast, Web Conference,
it’s an excellent (and very cost-effective) way to educate prospects about your
product or service. It’s also a great way to generate high-quality leads for
your sales people. So, you want to make sure that you do everything you can do
ensure a great turnout.</span><div id="post-body-1202737647693927481" itemprop="description articleBody">
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Here are a few things to consider when planning your promotional efforts:</span>
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;"><strong>1. Check the Calendar –</strong> Make sure that your webinar doesn’t
fall on any holidays or conflict with any competitor or industry events. Also,
consider the day of the week and time of day…or night. Know your audience and
make sure it’s convenient for them.</span>
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;"><strong>2. Get the Word Out Early and Often –</strong> Let everyone know with
all the different ways that are available to you. Since it’s an online event,
email and your website will draw the best response. But also include the URL
address in your direct mail, print advertisements, and postcards at trade show
or how ever else you communicate with potential customers. You may even want to
consider creating a press release and sending through targeted newswire
distribution.</span>
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;"><strong>3. Give All the Details But Not Too Much –</strong>Besides the obvious
who, what, where and when info, your invitation should include lively and effective
graphic elements. If you have a notable speaker or panel discussion, make sure
to include photos and brief bios of participating speakers. This will attract
more attention and increase your registration rate.</span>
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;"><strong>4. Send Out Reminders –</strong> Everyone has busy calendars these
days. Send out a reminder the day before AND morning of the webinar. Some of
the webinar software providers have a feature that does this automatically.
Some even synch up with Outlook and other email calendar software so that as soon
as someone registers it sets a meeting planner appointment directly on their
calendar.</span>
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;"><strong>5. Timing is Everything --</strong> Keep the webinar to a reasonable
timeframe, most are an hour in length. Start promptly and make sure you leave
10-15 minutes for Q&A (questions and answers). The best webinars are
interactive; some even allow attendees to submit questions online that can be
answered in real-time. You want to make sure that your audience is engaged and
stays on the webinar until the end…and looks forward to the next one too!</span>
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;"><strong>6. How We Doing?</strong> – When the webinar has concluded, send an
email survey to all attendees, ask them what they liked, what they didn’t like,
if they have any specific question and what they’d like to see if future
webinars. Send a similar survey to those who “registered but didn’t attend” and
ask them why. Send the survey shortly after the webinar, ideally the same day.
You want it to be still fresh in their minds.</span>
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;"><strong>7. Follow-up, Follow-up, Follow-up</strong> – Do not leave anything to
chance here! These folks took an hour of their time to learn about your
company. Make sure you have a thought-out plan to follow-up with them
effectively. You might even create a follow-up script that your sales team can
use as a guide. This will also help maintain a consistent follow-up process.</span>
<span style="font-family: Georgia,"Times New Roman",serif;"><br />
Remember, it’s all about learning and making improvements for the next go
around. Webinars can be a very effective method to educate prospect about your
company and create leads for your sales people to then convert into satisfied
clients.</span></div>
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<i><span style="font-family: Georgia,"Times New Roman",serif;">Common-Sense Marketing Advice – For <span style="mso-spacerun: yes;"> </span>practical, no nonsense approach to effective
marketing contact bill@wmmcguire.com | 973-216-4152</span></i></div>
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</span>Bill McGuirehttp://www.blogger.com/profile/14134749444598485373noreply@blogger.com0tag:blogger.com,1999:blog-9217823842035123696.post-54218183295756593922013-07-06T13:14:00.001-07:002013-07-06T13:22:44.978-07:007 Tips For Trade Show Success<!--[if gte mso 9]><xml>
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<span style="font-family: Georgia,"Times New Roman",serif;">It’s that time of year again! Trade Shows can be one of the best ways to get
face-to-face meetings with a large number of influencers and decision-makers in
a short period of time. With proper planning, this can make for a very
effective lead generation campaign.</span>
<span style="font-family: Georgia,"Times New Roman",serif;"><br />
So, in the spirit of “Take care of the little things and the big things will
take care of themselves”, here are a few things to consider when planning your
next trade show:</span>
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;"><b>1. Establish Clear Goals</b> - Set goals for what you want to
accomplish – number of leads, number of meetings after the show, number new
customers and amount of new business. Then, measure the results on a 3, 6 and
12-month basis. This will help you determine your return on investment. You
should also compare these results against other trade shows that you
participate in.</span>
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;"><b>2. Fill Your Calendar</b> – Everyone knows it takes more than just
showing up. Make sure to let all your clients and prospects know that you’ll be
exhibiting at the show and what your involvement is; i.e. speaker on panel, new
product introductions, and educational seminars. Set-up ½ hour meeting in
advance of the trade show –schedule early morning breakfast or dinner meetings
if that’s more convenient for your customers.</span>
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;"><b>3. Read the Manual</b> – this may seem obvious, but be sure to
carefully go through the entire exhibitor manual. Most of the time, there are
ways to save money – such as getting service forms in early. There are also
often low cost and free opportunities promote your firm to attendees. Most
important, if the attendee list available – get it! It’s a great way to
follow-up with those you meet …and those you miss.</span>
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;"><b>4. Dust Off Your Display…or Not</b> – Consider all the costs
associated with your display – refurbishing, shipping, storage, labor, etc. It
may be cheaper to get a new display than to bring your old one out from
storage. Retractable banner stands are a fantastic option for the
do-it-yourselfer. They’re also easy to set-up and easy to update with new
graphics for the next show.</span>
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;"><b>5. Listen and Learn –</b> Trade Shows are a great forum for
conducting a customer survey. Whether you use self-service computer touch
screens or an in-person questionnaire, be respectfully of individual’s time.
Also, if the survey findings are useful to attendees, give them the option to
provide their email address to get the final report. This is another great way
to keep the lines of communication open with your customers.</span>
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;"><b>6. It’s Show Time! –</b> Remember, it’s called a trade “SHOW” for
a reason. Make sure that everyone at your booth has his or her trade show “game
face” on. Everyone representing your firm should be well trained, prepared and
eager to welcome attendees and make visiting your booth the high point of their
trade show experience.</span>
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;"><b>7. Keep the Momentum Going</b> –Trade Shows are hectic and
confusing, everyone comes back with a lot of work and good leads can sometimes
fall through the cracks. Begin your follow-up within a week after the show --
in order of urgency and opportunity. You might even consider developing a
targeted direct mail campaign. Find something that’s unique, fits your budget
and achieves your results.</span>
<span style="font-family: Georgia,"Times New Roman",serif;"></span><br />
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;"><i><span style="font-family: Georgia,"Times New Roman",serif;">Common-Sense Marketing Advice – For <span style="mso-spacerun: yes;"> </span>practical, no nonsense approach to effective
marketing contact bill@wmmcguire.com | 973-216-4152</span></i><b> </b></span></div>
<span style="font-family: Georgia,"Times New Roman",serif;">
</span>Bill McGuirehttp://www.blogger.com/profile/14134749444598485373noreply@blogger.com0tag:blogger.com,1999:blog-9217823842035123696.post-18561678168834167852013-07-06T06:10:00.002-07:002013-07-06T13:24:13.229-07:00Summer Marketing: 3 Simple Tips...<span style="font-family: Georgia,"Times New Roman",serif;">OK, it's summer, time for fireworks, barbeques, and vacations. It can also be time to get a jump start on making a some improvements with your marketing efforts. Since it's summer, let's go with just 3 quick tips that can make a big improvement:</span><br />
<ul>
</ul>
<ol>
<li><span style="font-family: Georgia,"Times New Roman",serif;"><b>Inventory Your Brand</b> -- Make an list of all your marketing materials business cards, letterhead, brochures, etc. Is everything consistent, update to date, and where you want it to be? Does your brand need a facelift or a complete overhaul? Also, include all touchpoints with the public from your phone answering message to your office lobby, they're all part of the brand image.<br /></span></li>
<li><span style="font-family: Georgia,"Times New Roman",serif;"><b>Plan an Event</b> - From choosing the venue, crafting the communication, sending the invitations, following up with RSVPs, 2-3 month is an aggressive plan from start to finish. So if you’re planning for this Fall you better get started today.<br /></span></li>
<li><span style="font-family: Georgia,"Times New Roman",serif;"><b>Update your Website</b> - Summer is a perfect time to take a closer look at your website to see if it's meeting your goals and the needs of your customers. Is your website engaging to viewers to take an action of some type and does it give the a reason to return? If this answer is no, you'd better take a closer look and figure out why. There are many new and cost effective ways to enhance your site to be more interactive. Maybe even add a blog...</span></li>
</ol>
<span style="font-family: Georgia,"Times New Roman",serif;"><i>Common-Sense Marketing Advice – For <span style="mso-spacerun: yes;"> </span>practical, no nonsense approach to effective
marketing contact bill@wmmcguire.com | 973-216-4152</i> </span><br />
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</ul>
Bill McGuirehttp://www.blogger.com/profile/14134749444598485373noreply@blogger.com0