Transcript Aon Presentation 17-3-11 - Class Leading Solutions

CLS Adviser Briefing 2011
Compliance to Reliance
Website – how to better use one
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A survey of 160 Practices found that only 2 or 3 actually feel
they get a decent ROI from their website – Why, as a site is
potentially a very powerful resource?
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Only recently have Practices reported achieving a business
building return from their use of website technology. What
does a significant return mean?
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500 Practices. AXA, Aon, Charter, AMP, MLC, Futuro, others
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Peter Graham MBA
PlannerWeb
Website – introduction
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Our experience (13 years) is telling us that only now
are we getting to a point where this technology can
start to deliver. Why and deliver what?
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A complex topic that has been poorly understood
since websites began.
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In short, websites fail to deliver. The missing link is
Marketing Planning - Setting goals and working out
how you’re going to get there. How does this
work?
Some Strategies where having only a
website offers you nothing:
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Corporate Super. (website, minisites, sub-domains)
Coordinated sub-group of Planners. (Website, sub-sites,
sub-domains)
Target marketing (Doctors for example) and Landing
Pages
Greater penetration of an existing client database. (emails, a range of interactive services)
Financial Expert: Twitter, Blogs, Facebook, radio.
(website, time, ego)
SEO (website, suitable content management system,
time)
Relating Technology to Strategy
Why underwhelming?
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Very few Advisers use a website based solution to help
implement their marketing strategies. Some important
points to remember.
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One, you have to outline in writing the 3-4 marketing
strategies you’ll use in the coming 12-18 months. Include all
staff in this process.
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Two, you need to look at having a website based solution
that can actually help. Such solutions are very very cheap
resources.
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Third, set some targets for each strategy and
measure strategy performance at least quarterly
with the help of all staff.
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Forth, start marketing and do it over and over and
over and over ……….
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Fifth, re-plan as time passes to remove weaknesses
in your approach, build on strengths and look to
exploit new opportunities.
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The website is only a marketing vehicle, how
you drive it and how much help it gives
depends entirely on your planning.
Websites – Concepts
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Three components needed (website, 2-8 content
services, marketing planning)
Just a website isn’t good enough any more if
winning new business, increasing barriers,
retaining clients, gaining competitive advantage,
etc are important to you.
The 6-8% Rule.
Having a website is almost never actually using the
technology to the Practices benefit.
Website – Costs
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A good site and CMS less than $1,750
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Content services as you don’t have time. $500 pa to
$3,000+ pa.
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Plan first what Strategies you’ll implement and how
you’ll measure them.
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Offer: If you want an opinion of your website in regard
to how we feel it helps an Adviser’s marketing efforts
then please ask Class Leading Solutions and we’ll do it
FOC.
Website examples