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Don’t Know Where You Are Going?

Iconic coaches, top athletes, high achievers, and innovative start-ups all know setting goals is an important component for success. Yet, regardless of industry or stature, anyone and everyone looking to attain business growth needs to define a process and plan, and with today’s connected world those goals must encompass social media.

“If you don’t know where you are going, you’ll end up someplace else.”
~ Yogi Berra

What should those goals include? Within the context of your overall sales and marketing program your social media plan should detail the following: brand perception and awareness, public relations, thought leadership, engagement and time management, competitive intelligence, and lead generation.

Clearly, there are many points to consider, but if you want rock your sales, you need to focus on the latter two and incorporate social selling. Just what is social selling? In short, social selling means actively using the resources available online and on social platforms to ferret out information about prospects so you can form meaningful connections that lead to business.

Social media is no longer just a tool for B2C purchases; businesses left and right are using social media to research, validate, and converse about B2B purchases. A recent McKinsey & Company article notes: “Business-to-business selling has become less linear as customers research, evaluate, select, and share experiences about products.”

Now consider the impact on sales:

  • 78.6 percent of sales people using social media outsell their peers. source
  • 55 percent of B2B purchasers source information on social media. source
  • You are five times more apt to get your foot in the door if you have a LinkedIn connection. source

Convinced? Good! Be sure you have a copy of our Six Steps to a Spectacular Social Strategy to guide your efforts. Then, hang on for more insights, tips and resources on social selling coming your way next week.

Six Steps to a Spectacular Social Strategy

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How To Avoid Obsolescence: What Martha Stewart Can Teach Financial Advisors

Martha Stewart originated today’s hip and growing maker movement- giving us the tools, advice, guidance and inspiration to elevate every part of our home. So, of course, when I bought my first home, one of the first things I did was order a subscription to Martha Stewart Living. Martha (anyone who loves her magazine is immediately on a first-name basis with her) put every bit of her marketing brilliance into her magazine. It was a slightly different size than any other magazine available, so it always stood out. The photographs were high art even when they focused on the most domestic elements (even cleaning materials looked stunning).

Every month, I poured through the pages, dreaming about building my nest and enriching my life in the process. Should I paint my walls robin’s egg blue or sage green? Even my chicken rose to a whole new level. Martha’s attitude was always to imagine that with planning, industriousness and some creative juice, anything was possible and would make your life more beautiful. I made everything from homemade mustard to fennel-topped crackers. In fact, I still make her clove and cardamom-spiced apple butter each autumn and her Cioppino every Christmas (minus the mussels).

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Marketing: What the other guy is doing while you’re being too busy.

As a small to medium-sized firm you are up, day after day, against established players that have more resources, more brand, customers, references. It is the story of David versus Goliath. That is the story that makes entrepreneurship exciting.

So the question is how do you beat Goliath? And it’s not through the better product, because no one knows about your services or product at the beginning. When you start, no one knows you. No one knows your name. So, you’ve got to break through the noise, you’ve got to break through everything your competitors are doing.

How do you do that? Marketing.

People tell me regularly that they don’t have time for marketing, that’s basically like saying:

  • I don’t have time to win customers.
  • I don’t have time to build a successful business.
  • I don’t have time to really get known in the marketplace and increase my position and branding of it.

Yipes that’s a little harsh! Let’s back up for just a moment. Here is what we know about sales in the retirement plan world:

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