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The New Paradigm of Professional Services Marketing
by Tony Vidler There has been a significant paradigm shift in how professional services marketing and sales functions interact. A fundamental change to how we understand and use the knoweldge of the consumers emotional buying cycle has already happened. The traditional view of “marketing generating leads” and then “sales converting leads into customers” […]
What IS good content for sharing and engaging prospects?
by Tony Vidler When it comes to creating GOOD content that is engaging prospects and your target audience there are a few things to get right, but most of the things you need to get right are not really about what you write or produce. So what makes really good content is not […]
by Tony Vidler If you are an adviser who has mastered digital marketing then you don’t need to read this. If you’re an adviser who thinks having a website IS the digital marketing plan, then you need to read on. My reason for being that blunt at the outset is that I want to just […]
Advisers should use Facebook – and think like clients when doing it
by Tony Vidler Most Advisers using digital marketing today have Facebook as part of their marketing strategy, and I see most using it wrong in my view. Facebook can be an immensely powerful element of your content marketing, or engagement marketing, if it is used well. The key to using it effectively is […]
The Continuous Cycle That Is Social Media Marketing
by Tony Vidler Marketing via social media is a bit like riding a bike: you have to keep pedalling that cycle or the lack of momentum will make it fall over. Many professionals beginning with social media as part of their marketing mix fail to recognise that continual movement is a critical part of making […]
Pitching Your Marketing To The Target Client’s Buying Journey
by Tony Vidler Every practice needs to be pitching their marketing efforts at the ideal point in the target market’s buying process, because no practice has enough money and time to cover every possibility. Today’s consumers go through a process of engaging with professionals which is a little different to the consumers of 20 years […]
by Tony Vidler “How often should I send emails?” is the perpetual question asked by professionals who are beginning to build an engagement marketing system or lifting their client communications and services standards. The objective is to find that balance between being continually present, but without being a nuisance. The bad news is […]
This is how Professional Services marketing has changed
by Tony Vidler This is how much professional services marketing has changed in just the last few years…the head of a national real estate firm which settles 14,000 deals a year explained the marketing process and how they achieve their results. Here it is: Over 95% of all new customer enquiries now begin online. 100% of […]
by Tony Vidler Content marketing is finally starting to gain traction with financial advisers but many struggle with working out what content to share, and most still think they have to create it all themselves. There is significant merit in curating content – sharing other folks great contributions with your audience…you DON’T have to […]
by Tony Vidler “How much is too much contact?” “How often is too often?” Having bought into the need to engage with prospects and clients until they are ready to move ahead the next burning question from advisers centres upon what level of contact with customers is the “right amount”. Much of […]