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Brokers need to be ‘religious’ about digital marketing

by Lucy Dean4 minute read
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The most common mistake businesses building digital marketing strategies make is trying to do too many things at once, says a leading business coach.

Meant For Business founder Fabrice Beillard told The Adviser that brokers need to have a “religious” approach to their digital marketing strategy, and should have the right systems and tools to measure and track the success of their campaigns.

He explained: “[In] marketing, whether it’s online or offline, there are three things that are consistent: tracking, measuring and improving. If you are not moving your numbers you are wasting your time.”

Brokers need to understand how to measure their results and build strategies to improve them, he said, adding that brokers need to make sure their strategies are consistent. A “scattered” approach to digital is the biggest mistake newcomers make, before giving up altogether, he warned.

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In building a strategy, brokers should figure out how to “build a game that you can win”, Mr Beillard said, arguing that a clear strategy and the ability to carve a niche in the market are two key aspects of a successful digital marketing campaign.

Additionally, brokers should identify their channels of focus, such as LinkedIn for brokers hoping to attract corporate clients, Mr Beillard said.

For brokers lacking a digital marketing strategy, there’s hope, Mr Beillard said; it’s an entire area for potential growth, however he added that all brokers need to “get the basics right … if your marketing sucks [in general], it’s going to suck online too”.

Fabrice Beillard will be speaking at The Adviser Bootcamp Digital Marketing on 22, 24 and 29 August, together with social media and SEO experts, on how brokers can build quick and effective digital marketing strategies to enhance reach and drive conversions.

The Adviser Bootcamp Digital Marketing 2017 will provide brokers with all the tips and tricks they need to know to develop a plan that can help grow sales and boost their brand.

Coming to Brisbane (22 August at Brisbane Convention and Exhibition Centre), Sydney (24 August at Doltone House Jones Bay Wharf) and Melbourne (29 August at Melbourne Convention and Exhibition Centre), the high-impact, one-day event will teach brokers how to: implement quick and effective low-cost strategies to attract more business, master the basics of SEO, discover what success in digital marketing looks like and discover partners that can help grow digital marketing strategies efficiently.

The full agenda for this one-day event is available from The Adviser Bootcamp Digital Marketing 2017 website.

[Related: LinkedIn driving 80% of deals for non-bank

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