agenda

1. The marketing landscape

2. Presenting your brand

3. Your value proposition

4. Your business

5. Let’s get practical

How do you make your business omnipresent

Today’s strategy is about becoming omnipresent. Omnipresent—meaning that you’re everywhere. If I turn here, I see you. If I turn there, I see you. It just seems like you’re working overtime, but

in reality you’re not!

Do you remember when a face-to-face interaction was the only direct interaction you had with a client? That made it the only opportunity for you to learn more about who the client was;

which offerings they liked (or didn’t), and what they valued — all the knowledge that was essential to meeting clients’ needs.

Fast-forward a couple of years; you still need to know the same things in order to serve clients successfully. But interactions

happen not just face-to-face anymore, but also online and on mobile devices. Increasingly, you need to be operating on all

these levels.

The marketing landscape

What is Marketing?

That is Marketing - it’s

that simple!

Process of teaching clients why they

should choose your service over your

competitors

Finding the right marketing method

and defining the right marketing

message

Mistake to think that marketing

is just “one” thing - marketing

is everything that the client

encounters when they come

to your business

What is Marketing?It is about relevant engagement

We have to engage with our

customers in highly relevant,

interactive dialogues across

digital, social, mobile and

traditional channels. We have to

move towards personalising and

optimising cross-channel

campaigns to convert prospects

into repeat customers and

advocates.

Customers want relevant, personalised

and consistent interactions. Catalysts

such as social media, real-time access to

information and mobile devices are

redefining what they expect. These

trends are fundamentally changing how

marketing must work to improve business

success.

What is Marketing?Key Marketing shifts

…to personalised consumer

interactions

…to a mix of online, offline,

multichannel and owned

channels

…to always-on content

publishing

…to rapid test-and-learn, with

an emphasis on speed to

market

…to marketing as an investment

From marketing campaigns…

From traditional sales…

From mass advertising

campaigns…

From long-term innovation

funnel…

From marketing as a cost…

Consumers do not buy what

you sell. They buy what has

value to them.Peter Drucker

Financial Services is a broken business modelby Anton Schutte CFP® Head: Advisory Services at attooh!

⧁ They don’t run profitable and sustainable businesses and don't think like business owners.They work in and not on their businesses.

⧁ Don’t have great and regular interaction with their clients.

⧁ Are bad at practice management.

⧁ Don’t develop themselves and aren’t committed to continuous professional development.

⧁ Sell products as opposed to doing proper financial planning because of income pressure.

⧁ Don’t market themselves and don’t network.

⧁ Don’t ask and get referrals. They don't have a system to ensure a diary packed with quality appointments.

⧁ Don’t have a defined target market.

⧁ Don’t have sufficient, quality target market leads.

⧁ Don’t study communications and don’t read.

⧁ Don’t have sufficient activity.

⧁ Don’t segment their client base and don’t offer a differentiated service model.

⧁ Cannot articulate their value proposition clearly to clients.

⧁ Don’t have an elevator pitch describing what it is that they do.

Presenting your brand

“Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of

branding. We are CEOs of our own companies: Me Inc. To be in business today, our most

important job is to be head marketer for the

brand called You.”

Tom Peters

What is your brand?

What is your brand?

Branding is “the art of becoming knowable, likable and trustable.

And people do business with people they know, like and trust!”

We are Wealthsmiths™

We are resolute and determined,

we are solid and sensible,

and we have an internal culture

of doing things properly.

At Sanlam, we treat our clients’ hard-earned

money with the importance and respect it

deserves, as if it were our own.

Your value proposition

What is a value proposition?

A value proposition is a

promise of value to be

delivered. It’s the primary

reason a prospect should buy

from you.

It’s not just for aesthetics, or to

satisfy a CEO, but ultimately, to

improve your customer lifetime

value.

Delivers specific benefits

(quantified value)

Explains how your product solves

customers’ problems or improves their

situation (relevancy)

Tells the ideal customer why they

should buy from you and not from the

competition (unique differentiation)

What does your value proposition need to

communicate?

Why you can help people reach their goals?

Who are you

and what do

you do?

Who your ideal

client is?

Why your

approach is

more valuable

than other

approaches?

What problem

you solve?

Your business

A shift in context is happening…

Our customer is changing…

Customers have changed the way they

gather information

form opinions

take decisions

how, where and when they transact

As a business, you are only relevant for as

long as you are relevant to the customer

Are you still relevant?

You need to make this shift with them

Because if you don’t; someone else will

Let’s get practical

Distribution Marketing Support

⧁ Sanlam Distribution Marketing Support has a range of existing artwork and material available to re-use on social media – many which can be

personalised with your business logo, profile photos and contact details

⧁ Non personalised graphics also available in the

Content Library

⧁ Emailers may also be used by extracting text, converted to

graphics and shared if appropriate

Unwrap

⧁ Every quarter new marketing material on products are published to help you unwrap new opportunities. This includes brochures, emailers,

one-pagers, technical guides, Facebook ads, email signature banner ads and PowerPoint presentations

⧁ Advisers - visit http://sanlamkickstart.co.za/unwrap-2017/adviser/

Sanlam tools and your website

Your BlueStar website is loaded with great interactive tools which your clients or

visitors may use at their leisure –

⧁ Quick Contact Lead Form

⧁ Insurance

⧁ Gap Cover

⧁ Go Cover

⧁ Financial Planning

⧁ Profile

⧁ Oxford Risk Tolerance Assessment

⧁ Retirement

⧁ Investment

TIP: Don’t be afraid of potential clients

helping themselves by using these tools

and calculators. These experiences

open their minds to the need and value

of financial planning.

You may not be taking them through the

steps but a connection will be made

between your brand and their

experience.

Sharing these web pages and tools will

direct visitors from your Facebook page

to your website where they can

complete a form and be added into your

leads database. Normal follow-up

process can thereafter take place.

Are you connected

and always on?

This is what you can expect

from the Social media starter

kit

Best practices, tips & how to’s (FB)

1. Naming your page

During the setup process or when editing your page name use

the following formats e.g.

⧁ Individual Advisors = Name Surname – Sanlam Financial

Adviser, Area/Suburb

⧁ BlueStar Pages = Name BlueStar – Financial Advisory

Services authorised by Sanlam

2. Profile photo & cover image

Very important - only use the approved options provided.

3. Setting up Products Info

From your Facebook page, click on “About” in the left sidebar –

then scroll down to “Product Info” here you can add a short intro

or list some of the products you offer – no need to be specific.

4. Setting up Services

From your Facebook page, click on “Services” in the left sidebar

– click Add a Service to show what you offer. You can be a bit

more detailed here on Financial Needs Analysis, Retirement

Planning, Saving for a Goal or Education etc. This gets

highlighted at the top of your page so spend some time

optimizing this opportunity to show off what you can offer.

5. Accumulating followers

Pages are ineffective without the right quality & quantity of followers, here are

some ways to grow them steadily:

• First follow the promote your page steps discussed previously

• Be consistent with your Facebook activities

• Follow other local pages relative to your target audience

• Share suitable posts from other pages to your audience

• Participate in selected discussions on posts via the comments

• Include your Facebook page link in your email signature

• Join Facebook Groups for business in your local area or around a shared

interest

• Occasionally (at least once a month) share a post from your Facebook

Business Page to your personal profile – your immediate contacts are more

likely to see and interact with it which allows it to be seen by their followers

etc.

6. Engaging followers - sharing, commenting & responding

Commit to responding to comments as soon as possible, within 24hrs or

immediately to keep conversations with followers alive. Make use of mobile apps

to share & schedule posts on the go.

When you mention a person or organization in a post or comment on Facebook,

type the @ symbol, begin typing the name, and then choose their profile from the

dropdown menu. A link is then made between them and your post giving it a

better opportunity of being seen by them or their followers. See “Tagging”.

Remember to take things offline or into private messaging when discussions

need to include sharing of personal info or advice.

How to’s & best practices (LinkedIn)

1. Write a compelling headline

You have the ability to modify your “headline” to be a description of

the professional services your offer, instead of just your title or

position. Be descriptive and speak to your audience. How do you want

to be perceived, as an Insurance Broker, a Financial Advisor? Or,

would you prefer to be perceived as “a Financial Coach for Young

Entrepreneurs”, “a Financial Planner for young families, building

lasting relationships”.

Tell your audience what you do, not just what your title is.

You only have 120 characters so make it count.

2. Profile photos

One of the most important factors in building trust amongst prospects

and others visiting your profile is to include a professional photo. If you

don’t have a recent professional headshot, have one done. Please,

no photos taken of you standing in front of your office door in bad

lighting, no photos of you at the company holiday party with drink in

hand, no photos of you with another person. Be professional and

ensure that a poorly taken photo doesn’t hurt your chances of working

with the prospect.

3. Writing a professional bio/ summary

It is your opportunity to describe who you are and the value you bring to your

clients.

1. Keep the focus on you

The summary is about you as a professional, and should be all about you, not

just your company. Try not to reference products, services, or product categories

yet.

2. Describe what makes you different as a financial advisor

What unique qualities do you offer to your clients or bring to the table during

interactions? Write what distinguishes you professionally.

3. Describe what distinguishes you personally

Why should clients want to know you and do business with you? What past

experiences or aspects of your background have brought you to where you are

now?

4. Tell a story

Whether it’s about your business, your previous career, or a past experience that

taught you something, a story is humanizing.

5. Close with an invitation

You may simply invite people to connect on LinkedIn, but you can also offer to

set up an appointment. Be clear that you would like to get in touch.

One sentence for each point above is a good beginning for your LinkedIn

Summary. The ideal length should be under 150 words.

Content - what to post

You need to share relevant information which you think will be interesting to your followers/ target

audience, and ideally which relates to your niche service offering.

This can cover:

Building Credibility – share posts about the market, industry commentary, legislation.

Sanlam’s Achievements – share posts about what Sanlam has done to build trust in the company

and brand. Typically CSI (Corporate Social Investment), awards and sponsorships.

Tips and Tools – share any interesting tips and tools. These could be financial services related

e.g. online calculators or social media related.

⧁ Your first source of content is any of Sanlam’s social media platforms, websites etc. – you

may share directly from those platforms.

⧁ You should always try to add an intro to the post you’re sharing or including a call to action or

conversation starters e.g. “If you have any questions about this topic let us know in the

comments” or “Do you find yourself in this situation, give us a call, email or visit our website”.

⧁ Share videos, images, gifs etc. from Sanlam platforms.

⧁ Post personal business milestones, awards, new team members, vacancies within the

company – this adds personality. Please do keep a level of professionalism inline with your

own personal style.

⧁ Look out for new product information and material from Sanlam – Unwrap.

⧁ Re-use material provided by micro-marketing e.g. flyers and emailers.

⧁ Share links to pages and tools from your website (BlueStar specific).

⧁ There are also a number of industry related sites we recommend sharing content from.

Content Marketing is the process of

marketing to prospective customers

through the production and sharing of

valuable content. The content may take

many forms – blog articles, videos,

images, to name only a few – but should

be educational in nature rather than an

effort to make sales.

The philosophy behind content marketing

is that through your content sharing, you

will build trust and develop a relationship

with the reader, which will in turn,

eventually lead to business or referrals

from them.

Find links to a host of

resources in the Content

Library – visit http://sanport.sanlam.co.za/contentlibrary

Where to get content

Below you’ll find some quick links to content resources from the Content Library -

⧁ Sanlam Facebook page- www.facebook.com/sanlamgroup

⧁ Sanlam YouTube channel - www.youtube.com/user/Sanlamvideo

⧁ Unwrap Campaigns – product info, emailers, graphics | www.sanlamkickstart.co.za/unwrap-2017

⧁ Distribution Marketing Support – personalized artwork and emailers – book through your consultant.

⧁ Sanlam media centre on website

⧁ Blog - www.sanlam.co.za/blog/Pages/default.aspx

⧁ Expert Opinions

⧁ Media Releases

⧁ Institutional Commentary

⧁ Economic Commentary – Eng | Afr

⧁ Sanlam Business Articles – www.sanlam.co.za/businessowners/articles/Pages/default.aspx (aimed at business owners)

⧁ Sanlam Business Blog - www.sanlam.co.za/businessblog/pages/default.aspx

⧁ Sanlam Investments - www.sanlaminvestments.com (news & analysis)

⧁ Sanlam Private Investments - www.isayitradeblog.co.za (blog on trading & investment views)

⧁ Sanlam Intelligence - www.sanlamintelligence.co.za

⧁ Sanlam Sponsored Events – participate and share annual events to your audience if they fit the profile/ interest

https://www.sanlam.co.za/sponsorships/Pages/default.aspx (includes sports, awards, culture, csi)

⧁ Online Tools, Calculators, Self Help (see “Sanlam tools and your website”)

⧁ Approved non Sanlam sites from which content can be shared – www.fin24.co.za ; www.moneyweb.co.za ; www.fanews.co.za

⧁ Sign up to newsletters or daily digests e.g. http://www.fin24.com/Newsletters/ ; FPI Magazine on www.fpi.co.za - a good opportunity to stay

informed

Find links to a host of

resources in the Content

Library – visit http://sanport.sanlam.co.za/contentlibrary

Sanlam events, sponsorships, etc.

Take a look at some of the projects sponsored by Sanlam – you may have a

particular interest in a particular campaign which you can share with your followers

e.g. art / expeditions / golf etc.

These are ideal informal conversation points allowing you to connect with your

audience about a topic outside of finance

Sponsorships range from Kids, Design & Culture, Sport (Golf, Running, Soccer,

Swimming, Expedition), Business, Media, Awards

Follow and share posts from these social media pages:

https://www.facebook.com/SanlamYouthLit/

https://www.facebook.com/SanlamKayMotsepeSchoolsCup/

https://www.facebook.com/wgsa.co.za/

https://www.facebook.com/SanlamCancerChallenge/

https://www.facebook.com/sanlamhandmadecontemporaryfair

At Sanlam, we believe that great

sponsorships are built on bold ideas and

sustainable relationships.

As a truly South African company we

engage in sponsorships that are

relevant to our target markets. Through

authentic engagement we ensure a

positive impact on the lives of those we

engage, who then allow us to become

their financial partner for life.

Visit the Sanlam website for more

info:

https://www.sanlam.co.za/sponsorships/

Pages/default.aspx

Support

Remember to follow the following process in setting up and managing your profile:

1. Read the Social Media for Intermediaries Policy

2. Complete the social media sign up form https://sanlam.formstack.com/forms/social_media_for_advisers

3. Submit the form to us via email at SFASocialMedia@sanlam.co.za

4. Receive the starter kit, complete your profile using the templates and branding guidelines provided

5. Once your profile is built, inform us via email at SFASocialMedia@sanlam.co.za

6. All queries, support or training requests can be directed to SFASocialMedia@sanlam.co.za

Now you have the tools and knowledge you need to make the most of your Facebook business Page. Start connecting with your friends, colleagues and potential clients

today!

Summary

In summary…

Customers of the future will have

different expectationsWhy

Build enduring client relationships through

meaningful interactionsWhat

Building your and your business’s brand and

value proposition; using all the tools

available to you

How

questions

thank you