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Category: Brand · 5 min read

Make Your Marketing A Great Investment

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on December 4, 2018

author profile photo

on December 4, 2018

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There’s an old saying: “The best time to plant a tree was 20 years ago. The second-best time to plant a tree is today.”  

This same concept applies to marketing your own business (although 20 years is a bit much). If you aren’t already dedicating time, money, and effort into your marketing, the best time to start is right now. And if you’ve already started, maybe now is the time to reevaluate, and see if there’s a little bit more you can devote. Because, just like well-tended trees grow to provide apples, pears, and plenty of shade, a well-tended marketing plan provides leads, credibility, and a stronger business.  

Start yours today by understanding the many benefits of investing in marketing.

A well-tended marketing plan provides leads, credibility, and a stronger business.   

Marketing Increases Your Recognition 

How do you know when a new movie is coming out? You see it advertised. There are many different ways to learn about it: the movie trailer, poster, TV spots, newspaper ads, digital ads, social media posts, food deals or branding, and more. Each one of these “channels” is part of an overall marketing plan to boost awareness about the movie, get the word out, and generate buzz about it.  

Marketing your business has the same purpose: it gives potential clients insight into who you are, what you do, and how you can help them. Obviously, you aren’t going to create a movie trailer to promote your business, but ads, social media posts, emails, and appearances on local TV or radio shows are great ways to increase your brand recognition. However, one channel and one ad alone won’t do the trick. It can take five to seven impressions (at least) before a customer decides to act. Your customers are exposed to hundreds of marketing messages a day, so it will most likely take an integrated marketing strategy that utilizes multiple channels and ads to get your message across. With a consistent marketing approach and strategy, your face, business, and brand can become familiar to your target audience.

 

Marketing Builds Your Credibility  

Building credibility isn’t easy. Think of some people that you view as credible and dependable. What made them that way? It was probably from past experiences and situations where they proved themselves and gave you a reason to depend on them.  

With marketing, building credibility is built on consistently helpful experiences. This is usually accomplished through content marketing, like blogs and emails. When you share industry insights and useful tips (whether you repost an existing article or create/write your own), clients associate your brand with traits like being helpful and being competent.  

With marketing, building credibility is built on consistently helpful experiences.

Marketing Helps you Stand Out  

How are you different from your competition? What do you do best? What are you passionate about? The answer to these questions is your value proposition and differentiator. This is your brand. It’s what sets you apart from your competition and gives you a specific focus and passion. This area is crucial, because it impacts all of your marketing efforts. Once you have this nailed down, put this on all of your marketing pieces, including your website, emails, social media, and brochure. This kind of focused marketing helps potential clients understand your unique value, and how you can specifically help their situation. 

 

Marketing Fuels Your Business Growth 

Recognition, credibility, and a differentiator all work together to form a recognized and memorable brand, associated with dependability and a specific value. That’s the recipe for drawing in qualified leads. Once you have these pieces in place and are executing it well, you can expect to see business growth. 

One great example of this is Netflix (going back to movies again). When Netflix started, they were disruptors in the home movie industry. They had an innovative idea: DVDs delivered right to your door. But then they took it a step further. They let you stream movies right from your home, in your sweatpants, on your couch. Now, Netflix constantly churns out original movies and TV shows. In the process, they created a specific value (watch your favorite movies from home for a monthly fee), a memorable brand that’s instantly recognizable, thanks to successful marketing, and a reputation for being credible and consistent (always updating their content library, has great customer service, and is here to stay).  

 

Marketing Lays the Foundation for your Future  

Success stories driven by major marketing efforts don’t happen overnight. Marketing is an investment that takes time to pay off. It isn’t instant and it isn’t always easy to see the big picture. But the work you put in to your marketing today makes the work in a year easier—making it so you can draw in leads with less effort, which gives you more opportunities to work with the clients you prefer and a sustaining book of business.  

In fact, each marketing effort you produce should attribute to a larger, long-term strategy. Ask yourself how you want to be marketing in two to three years, and where you want your business to be. Then, use every marketing effort to help you get there by building toward your long-term goals.  

A dedication and commitment to marketing may be intimidating up front, but consider it a form of food for your business: the money and time you spend now are an investment in your business' growth. Start today, and your future self will thank you later.  

For more ways to grow your brand, check out our Brand Builder services.  

 

For Financial Professional use only, not for use with the general public. #18-0830-110819

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Written By

Scott Wright

Chief Marketing Officer

Scott Wright is the Chief Marketing Officer of Brokers International. Scott has more than 25 years of experience in building equity and accelerating profit growth across multiple categories and brands, including Crest toothpaste, Pantene Pro-V, Old Spice, Valvoline and VISA. Scott and his team are focused on developing innovative marketing programs and tools that will deliver growth for our partner agencies and their financial professionals.

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