actuarial evidence seminar 20120915
DESCRIPTION
Marketing strategies for independent actuariesTRANSCRIPT
SESSION/SÉANCE : Session 8 -
Marketing Strategies for Independent Actuaries
SPEAKER(S)/CONFÉRENCIER(S) : Kevin Pledge FIA,FSA
AGENDA
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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
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
MARKETING STRATEGY - TOC
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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
‘YOUR
MARKETING STRATEGY
IS YOUR
BUSINESS STRATEGY’
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Marketing Strategies for Independent Actuaries
- Vern Harnish
WEB PRESENCE
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Marketing Strategies for Independent Actuaries
website
Social Networking
Social Media
sharing
Blog
bookmarking
Feeds
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YOUR WEBSITE
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Marketing Strategies for Independent Actuaries
HOW TO BUILD A WEBSITE – STEP 1 OF 3
Create
Remarkable
Content
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Marketing Strategies for Independent Actuaries
HOW TO BUILD A WEBSITE – STEP 2 OF 3
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Marketing Strategies for Independent Actuaries
Use a Content Management System
(CMS)
et found
HOW TO BUILD A WEBSITE – STEP 3 OF 3
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Marketing Strategies for Independent Actuaries
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)
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Marketing Strategies for Independent Actuaries
TEST YOUR WEBSITE AT
MARKETING.GRADER.COM
(FOR FREE)
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Marketing Strategies for Independent Actuaries
TRACK PERFORMANCE USING
GOOGLE ANALYTICS
(FOR FREE)
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Marketing Strategies for Independent Actuaries
SOCIAL NETWORKING
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Marketing Strategies for Independent Actuaries
SOCIAL MEDIA
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Marketing Strategies for Independent Actuaries
SOCIAL NETWORKING
OSCARS 2012
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Marketing Strategies for Independent Actuaries
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Marketing Strategies for Independent Actuaries
NEWSJACKING
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Marketing Strategies for Independent Actuaries
This is about me, and I’m vegetarian!
NETWORKING
Personality can open
doors, but only
character can keep
them open
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Marketing Strategies for Independent Actuaries
- Elmer Leterman
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Marketing Strategies for Independent Actuaries
CONFERENCES
opportunity to exhibit
good opportunity to network
great opportunity to present
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Marketing Strategies for Independent Actuaries
ARTICLES AND BOOKS
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Marketing Strategies for Independent Actuaries
INTEGRATE YOUR STRATEGY
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Marketing Strategies for Independent Actuaries
Social Media
Networking
Articles Books
Website
Conferences
Your Marketing Strategy
THANK YOU
Kevin Pledge
416 949 8920
@kevinpledge
ca.linkedin.com/in/kpledge
actuarialreview.com
kevinpledge.com
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Marketing Strategies for Independent Actuaries