Marketing is one of the most important and challenging parts of any business. So, it’s easy to get caught up in the hype. How can you tell the difference between fads and strategies that work?

In today’s episode of the Framework, Ana Trujillo Limon talks with Mary Kate Gulick, CMO at Carson Group, Abby Salameh, CMO at CAIS, and Anthony Stich, COO at NaviPlan, about how they found their passion for marketing, how to create an effective marketing plan, and powerful insights for independent advisors and firms alike.

Key Takeaways

  • What inspired Anthony, Abby, and Mary Kate to pursue a career in marketing.
  • How some advisors and large companies view marketing.
  • Actionable steps to creating an effective marketing plan.
  • The power of having a good positioning statement.
  • Why self-awareness is crucial in building a marketing strategy.

“I always tell people, your brand should be as repellant to the wrong people as it is attractive to the right people. You want the wrong people not to like you, you’re winning when that happens.” – Mary Kate Gulick

“It’s important to get all the stakeholders together that are part of the business to identify what are the attributes that are most meaningful to us as a group. Collectively, what do we want to stand for as an organization? And then create the sentiment and the storytelling and the connection to their defined audience using that kind of collective wisdom.” – Abby Salameh

“Self-awareness is critical because that’s how you formulate your position statement. That’s how you create the right culture and that’s how you market yourself. Self-awareness allows you to say no to a prospect that you don’t want and will be no good for your business. It will help you be more authentic in your marketing.” – Anthony Stich

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