actuarial evidence seminar 20120915

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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8

9

10

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

Email

Conferences

Your Marketing Strategy

THANK YOU

Kevin Pledge

kpledge@insightdecision.com

416 949 8920

@kevinpledge

ca.linkedin.com/in/kpledge

actuarialreview.com

kevinpledge.com

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Marketing Strategies for Independent Actuaries