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Category: Marketing

Why Financial Advisors Need to Double Down on Marketing in 2020 (and What to Do About It)

Over the past year, we’ve had 50+ discussions with financial advisors about their business goals and how they plan to accomplish them. I can’t tell you how many times (over 95% of conversations) Advisors’ key goals include expanding their book of business and attracting more prospects. Time after time, the discussion is rooted in expansion…
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Brand and direct marketing, why every business needs both

If you’re sitting in any organization or building a business in 2019, you’re likely either weighting marketing over any other growth tactic or pulling your hair out trying to figure out how to market your product/service. It’s a part of the game, and without it, you’ll likely be out of business sooner rather than later.…
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Getting the most out of your content

When teams push a piece of content out the door (particularly in bigger companies), it’s usually on to the next one… The next piece, next campaign, etc… I came from this world. I know it all too well. Moving to a more nimble shop a year and a half ago meant we had to be…
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If marketing’s not at the table, you’re doing it wrong

The other day, someone asked me “At what point do you receive the orders from the “business” so marketing can execute on the strategy?” A bit confused, I asked them to elaborate… Essentially they, as the person leading growth (which meant marketing in this case), received marching orders from the “business” and were told to…
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Why owned channels matter more than ever

In the off chance you didn’t hear yesterday, Facebook and Instagram were down for a large portion of the day. The news was covered more than just about any other topic on the internet (sad, but such is life). Droves of people took to Twitter to complain about the situation. It was as if, for…
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Sales vs. Marketing vs. Brand

Whether you own an insurance business or car dealership, growing your business comes down to three things – sales, marketing, and brand. In the 90s, sales was everything. In person, over the phone, cold calling, lunches, meetings, dinners, it was the culture and nothing else mattered. In the early 2000s, marketing became the trend. Email…
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Why Nike Got it Right

“Don’t ask if your dreams are crazy… Ask if they’re crazy enough” There’s been an incredible amount of debate over the past couple of days around Nike’s recent campaign with Colin Kaepernick at the center. The media exposure has been massive (more on that later), the reactions strong, the conversation plenty. Some have praised the brand, while others…
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Without brand strategy, your marketing efforts will likely fail

When you think of Apple, it’s less likely you’ll remember a specific Ad campaign or piece of content, but more likely their sleek design, simple messaging, and product consistency. You’ll remember how you felt interacting with their brand. In any marketing organization, you’re always balancing the macro and micro. You’re constantly playing offense and defense.…
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A good marketing strategy is both proactive and reactive

There are two ways to approach any situation – proactive and reactive. Both strategies are required for success… both have their place. Most people will tell you to be proactive, but being reactive and timely can provide major upside (e.g. Oreo SB 2013). That said, being more proactive in nature allows you to be more…
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Want to create more loyality? Stop trying to target everyone

You build the content, produce the tools, develop the creative, promote the services, but it doesn’t stick. When this happens, we’re quick to question the quality of the product, service, or offering… we run to make feature and messaging adjustments. But, many times, we don’t realize that it could be an audience problem. We often…
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