A good marketing strategy forms a strong foundation for business success. It is made up of the following components:
What should brokers aim to achieve in their marketing?
The events of 2020 have turned the world upside down. In light of an unprecedented health and economic crisis, the need for a robust vision and strategy has never been clearer. Given that rapid change seems to be the new normal, and quick decisions are required more than ever, knowing your market, being able to identify opportunities, then realise these with a well-thought-out strategy will ensure brokers’ businesses will not only survive but thrive through this and any future adversity.
It is simple; if you know where you are today, where you need to head and how you’re going to get there, you have the start of a strong marketing strategy.
Brokers should aim to understand where the growth opportunities are, why you have prioritised those growth areas, what you will do to realise these opportunities, how you will measure success and who will be accountable for each metric.
Who inspires you in business, and why?
I am inspired by the late US Supreme Court Justice, Ruth Bader Ginsberg. An inspirational, fearless leader with a great sense of humour who famously said: “Women belong in all places where decisions are being made”.
What advice would you give to other women looking to succeed in the finance industry?
My advice to women in the finance industry is the same as that for women in any industry: Don’t wait to become a leader. Actively reach for opportunities and promotions and let your opinions be heard. People value authenticity, strategic thinking and expertise, so showcase your knowledge and don’t be afraid to be visible and to contribute.
Remember that staying positive and solutions-focused will help you in every interaction. And always assume best intentions and believe that everyone wants the best for the company.
It is important to build a strong personal brand that is authentic and based upon integrity and passion to ensure you have a genuine impact within your industry.
Know your values and look for ways to blend all areas of your life (business, family and self) aligned to these values.
The month of November marks The Adviser’s Women in Finance month, as we profile some of the leading women in this industry.
Annie Kane is the editor of The Adviser and Mortgage Business.
As well as writing about the Australian broking industry, the mortgage market, financial regulation, fintechs and the wider lending landscape – Annie is also the host of the Elite Broker and In Focus podcasts and The Adviser Live webcasts.
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