Today...the roadahead... Does Brand matter? Individuals have brands? What is a brand Brand: YOU...and your business branding Creating Brand: YOU Your value proposition, or USP Being different: but blending in Behavioral Attributes How to: Positioning Getting credibility Free Press tips ...and...some lessons & direction...
“Brand” and Social MediaSocial Media Examiner Brand awarenessnoted that 72% of their matters: brands in theclients reported closing initial-consideration setmore business as a can be up to 3 timesresult of social media more likely to beefforts, and 52% purchased eventuallyreported increased lead than brands that arentgeneration results. in it... “Winning the Consumer Decision Journey”. McKinsey Report, by David Court
The Brand: YOU challenge for Professional AdvisersBeingdifferent...While fitting in!
Attributes of “A” BrandValue proposition + Brand identity +Positioning = BrandM s t a d vic e bus ine s s e s c o m p e te o n o“a p p ro x im a tio n” a nd “re la tio ns hip s ”All financial advice businesses areapproximately equal – To The Customer...Until “relationships” come into the equation– this is a differentiator
Your Reduce belowBusiness’ industry’s standardBrandPosition Strategic Eliminate Create Value Industry takes What the industry Proposition for granted Has never offered Do something Above the industry’s standard
WhenBusiness BrandandPersonal Branddo not mesh...thecustomer thinks:
Are you serious? In the a bs e nc e of strong brand positioning the customer uses these decision making filters: Price Delivery – availability and convenience Relationships
The Business Brand and Brand: YOU meet... Identity USP USP Position Identity Position
YourPersonalBrandBeing Different....while looking the same.
W deal with hyyou?You have to know:1.Why are you so special?2.Who are you targeting?1.Why should they dealwith you? These are theningredients of your value proposition
YOUR Proposition Checklist Ag re a t va lue p ro p o s itio n: Defines what you DO Is different to competitors Creates interest, or intrigue Is strong and confident Is about an outcome Uses simple language Is succinct Is convincing – because YOU believe it
EXAMPLE: What’s my value proposition? Adviser to the Advice Industry (is a positioning statement) I get my customers more customers (is the value proposition) My service is unique and advisers love it, as they get practical tools and help that they can use easily and quickly to remove risks from their business, and create new business opportunities. The key benefits are advisers have safer and easier businesses to run, that make more money for them and grow in value. (It may not be great, but it seems to work!)
Unique Selling Proposition Worksheet how to say......My Brilliance! + My Passion! = YOUR gainWhat do you do? How would a customer describe what you do?Customers Alternatives Why would a potential customer choose your competitors in lieu of you?The IDEAL Client is: A "Good" Client is:Your Key Differentiators for the IDEAL client are: Your Key Differentiators for a Good client are:KEY Value to the customer? KEY Value to the customer?Secondary Value to the customer? Secondary Value to the customerTHE Essential Value Propositionwhat makes me unique...what I do to create value...how the customer benefits from that....YOUR Unique Selling Proposition is therefore:
Some real examples.... I put in place the plans that buy people time, when they need it most. I help business stay solvent when disasters strike What makes me unique is my ability to grasp complex technical information REALLY quickly, and provide practical simple solutions straight away that clients benefit from. What makes me unique is my ability to positively influence people to change their thinking on how their financial future can be, and then help them make it happen the way they want it to. I arrange the plan and tools to help people get predictable income streams when they are no longer working I am great at taking complex financial problems onboard, and working out and delivering simple solutions that work for my clients. I fix financial headaches.
Brand: YOU isabout beingdifferent...While fitting in!
Brand Management is Business EthicsHow’s this going to come across on Fair Go?
The Strategy Marketing systems feed the funnel Website is the core of the content marketing, or engagement, strategy Social media feeds the funnel, AND, produces content and traffic to the website and blog. Email, e-zines & social media provide ongoing engagement; and deliver content. When they have an itch, they know I am the scratcher When they have an itch...the sales process begins A CLIENT (SALE) RESULTS
Leveraging other people’s networks Curate content Images & for your market Video’s rule Develop a Keep it light – “personality” your friends are Interact there Helpful consumer tips Like others pages Connect to journalists Connect to Influencers Feed your blog in Share articles – home page, groups, Feed your direct to contacts content in & Observe – watch cross-promote what people like, your #SM then feed that in Rule of thirds! Be PROFESSIONAL
Using keywords for better SEOTwitter: Blog: www.financialadvisercoach.comBlog stats:
Already too much to do?Well...you’ll have lots of time if you have no customers...your ROI is “survival”
ExponentialResultsNewsletter (Tips, Taps & Trends– 1,400+ readers/fortnight)LinkedIn: now 1,150+ 1stconnectionsTwitter: 1,300 + followersBlog: 1,500 + following; 70reads/day and rising...Facebook: 240+ fansLearning and dabbling withPinterest (BIG deal),You Tube (BIGGER deal),Google+ (bound to be BIG, but astruggle for me...)
Clarify your core offerCreating buzz... Know your target market Know how they benefit from you Put that into a “value proposition” Work out where they are, or are going to be, and be there. Your value proposition HAS to fit with the overall business brand and focus on customer benefit Marketing the brand goes beyond just you & the customer Customer benefit must be “outcome” focused Engagement marketing is critical
F m inform or ore ationor to connect orcontact:email@example.com Or, visit the website for loads of FREE stuff @TonyVidler www.strictlybiz.co.nzhttp://nzlinkedin.com/in/tonyvidlerhttp://www.facebook.com/Strictly.Biz.Ltd