Actuarial Evidence Seminar 20120915
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The document discusses various marketing strategies for independent actuaries. It provides an agenda that lists conferences, social media, websites, articles, books and other strategies. It then goes into further detail on developing a marketing strategy, including defining goals and target customers, differentiators, branding, lead generation, and integrating multiple strategies together. Website development and content are a major focus, with recommendations around content management systems, analytics, and search engine optimization. Social media, networking at conferences, and writing articles are also recommended forms of marketing.
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Actuarial Evidence Seminar 20120915
- 1. SESSION/SÉANCE : Session 8 - Marketing Strategies for Independent Actuaries SPEAKER(S)/CONFÉRENCIER(S) : Kevin Pledge FIA,FSA
- 2. Marketing Strategies for Independent Actuaries AGENDA Conferences: Networking Booths Speaking Brochures Yellow Pages Social Media Print Ads What’s in your Cold Calling Articles Books Marketing Strategy Email Website 2
- 3. Marketing Strategies for Independent Actuaries AGENDA Conferences: Networking Booths Speaking Brochures Yellow Pages Social Media Print Ads What’s in your Cold Calling Articles Books Marketing Strategy Email Website 2
- 4. Marketing Strategies for Independent Actuaries MARKETING STRATEGY - TOC 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 4
- 5. Marketing Strategies for Independent Actuaries ‘YOUR MARKETING STRATEGY IS YOUR BUSINESS STRATEGY’ - Vern Harnish 5
- 6. Marketing Strategies for Independent Actuaries WEB PRESENCE Feeds website bookmarking Social Networking Blog Social Media sharing 6
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- 11. Marketing Strategies for Independent Actuaries YOUR WEBSITE 11
- 12. Marketing Strategies for Independent Actuaries HOW TO BUILD A WEBSITE – STEP 1 OF 3 Create Remarkable Content 12
- 13. Marketing Strategies for Independent Actuaries HOW TO BUILD A WEBSITE – STEP 2 OF 3 Use a Content Management System (CMS) 13
- 14. Marketing Strategies for Independent Actuaries HOW TO BUILD A WEBSITE – STEP 3 OF 3 et found 14
- 15. 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) 15
- 16. Marketing Strategies for Independent Actuaries TEST YOUR WEBSITE AT MARKETING.GRADER.COM (FOR FREE) 16
- 17. Marketing Strategies for Independent Actuaries TRACK PERFORMANCE USING GOOGLE ANALYTICS (FOR FREE) 17
- 18. Marketing Strategies for Independent Actuaries SOCIAL NETWORKING SOCIAL MEDIA 18
- 19. Marketing Strategies for Independent Actuaries SOCIAL NETWORKING 19
- 20. Marketing Strategies for Independent Actuaries OSCARS 2012 20
- 21. Marketing Strategies for Independent Actuaries 21
- 22. Marketing Strategies for Independent Actuaries NEWSJACKING This is about me, and I’m vegetarian! 22
- 23. Marketing Strategies for Independent Actuaries NETWORKING Personality can open doors, but only character can keep them open - Elmer Leterman 23
- 24. Marketing Strategies for Independent Actuaries 24
- 25. Marketing Strategies for Independent Actuaries CONFERENCES opportunity to exhibit good opportunity to network great opportunity to present 25
- 26. Marketing Strategies for Independent Actuaries ARTICLES AND BOOKS 26
- 27. Marketing Strategies for Independent Actuaries INTEGRATE YOUR STRATEGY Social Media Conferences Networking Your Marketing Strategy Articles Email Books Website 2
- 28. Marketing Strategies for Independent Actuaries THANK YOU Kevin Pledge kpledge@insightdecision.com 416 949 8920 @kevinpledge ca.linkedin.com/in/kpledge actuarialreview.com kevinpledge.com 28