Written by John Rod

When starting the task of developing a new website for your company’s brand, how do you best leverage your strengths. Every company is unique and so should every website be equally unique in telling the story of your brand. What techniques are most important for successful leveraging your company’s strengths?

When creating your website brand, many things should be taken into consideration. Priorities should aimed at search engine ranking in your area, creating web pages that are sticky, formulating unique content for keywords, or “calls-to-action” connecting potential customers with the sales team. Creating content also means professional photography and professional video which engages the audience.

Written by Michael Goldberg

It’s easy to forget that the impression you leave matters. Especially when you’re taking meetings from your backyard, dining room table, and even when walking the dog.

These virtual meeting scenarios would never take place if you were in the office or actually working with a client pre-COVID. At least in most cases.

Written by Michael Goldberg

...to network. To make connections. To meet important people. Say important things. Learn important stuff. Make important friends. And to find out about better places to go, more targeted people to meet, and more insightful things to say.

With me?

Written by Michael Goldberg

You need them. And good ones too!

When you’re participating in (not just attending) networking events, cocktail parties, chamber mixers, golf outings, association meetings, alumni events, service clubs – are you asking the right questions? Are you asking any questions? How are you getting your message to your network and into your marketplace? Are you? Do you know how to start a conversation (with a stranger that is)? Maintain a valuable conversation (beyond talking about the weather and other idle small talk chit chat)? End or transition out of a conversation – for good reasons and bad? And do you know what to say when someone is interested enough to ask you about what you do?

Written by Michael Goldberg

Why? So you know how to spend your marketing time! Having a target market helps you determine what to learn, what to read, what to write, where to go, what to say, who to meet, and how to refer you. How’s that for a value prop? Bottom line – having a target marketplace makes you much more focused (advisors are notoriously not) and much more referable.

You might think, “Isn’t everyone my target market?” Everyone needs what you offer in terms of protection plans, asset management, and retirement strategies, right? Well, not really because everybody’s situation is different. Besides, you can’t market to everyone! In fact, if you’re looking to meet everyone, anyone, someone – the result is very often no one. Or a long time before no one becomes someone. Still with me? In other words, if everyone is your target market then no one is your target market. And no one equates to no business.