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Publishing Content: it’s where professional aspiration meets effective marketing
by Tony Vidler Every professional should aspire to being an Authority to their chosen audience in my view. The ideal is you have top-of-mind-awareness with your target market of course, but more than just being the first person they think of when a particular issue arises, you want to be positioned as their only […]
You are going to have to pedal that cycle if you want it to go somewhere
By Tony Vidler Marketing via social media is a bit like riding a bike: you have to keep pedalling that cycle or you are going to 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 the medium […]
The Financial Advice Profession: Are we there yet?
by Tony Vidler It has been impossible to ignore the DoL “fiduciary rule” news out of the States in recent weeks. It has been the dominant story in financial services, and clearly the jury (in the form of market participants) are still divided as to whether it is enough, or insufficient, or perhaps a complete […]
This is how you get more eyeballs on your Call-To-Action
by Tony Vidler One of the things I love about sales and marketing is that there is ALWAYS something new to learn. In fact, the more you learn the more you realise just how much you don’t know yet… Here is something I just learned recently, which has been a real eye-opener – excuse […]
Here is the closest thing you’ll get to a “free lunch”
By Tony Vidler It would have to be of the more valuable free things you’ll ever find if you want to grow your business: Google Keyword Planner. It is the closest thing there is to a “free lunch”. In fact it is probable the closest thing you’ll find to an ongoing series of free […]
The 1 Thing You Need To Actually Make Your Strategy Work For You
by Tony Vidler For most professional services firms today the Number 1 strategic challenge is determining what the the right strategy for the firm actually is. It would easily be THE single thing that firms I talk to are wrestling with, and it is understandable to a large degree. Changing remuneration and business models, […]
Your Output Problem Is Usually Really An Input Problem
by Tony Vidler I like processes. Financial advisers should like them too. Why? Processes produce predictable performance. That is the entire point of them isn’t it? A process is created in order to ensure that (as far as is possible in our crazy old world) a known outcome will be achieved when […]
By Tony Vidler LinkedIn Groups would have to be one of the easiest ways today for any professional to go about building an audience…or a community of like-minded folk. And that is what we want our marketing to achieve if we want our business to grow, isn’t it? It seems that what stops many […]
You are a professional? So what? That doesn’t mean I trust you.
by Tony Vidler As a consumer, a user of professional services myself, I’m tired of hearing from professionals that they should be trusted just because they are labelled professionals. Recently, and for only about the zillionth time, I asked “the question” that I always ask professionals, and got “the answer” that I pretty much […]
By Tony Vidler There comes the time in our engagement with a prospect or client where we discuss future referral possibilities, and the traditional way of helping people zero in on possibilities is to drop the “who do you know who….” bomb. It is a bomb too. It gets dropped into the middle of […]