The Intersection of Inbound Marketing, New Media, Sales & Compliance (Moderator)

Technology, the internet and social media are changing the way organizations approach business development. While advisors have been slow to embrace modern media technology, the growing popularity of social networking, blogs, webinars, podcasts, electronic newsletters and more have changed the nature of communications. The New Media provides low cost opportunities for advisors to establish credibility, reinforce brand, distinguish themselves, share expertise, gain national recognition, drive website traffic and hopefully, generate SALES. Expert advisors are in a unique position to deliver meaningful content and while the blogging process elevates professionalism, success requires an overarching strategy. Relationships may trump technology, but as online relationships grow, advisors are exploring how the New Media can be used to augment existing marketing plans. New Media effectiveness takes time to develop and this session will discuss strategy, priorities, staying focused, the call to action and the truth about blogs. We will also discuss tools that work, those that don't make sense and compliance. Attend this session and walk away with practical tools that can be used in conjunction with traditional sales and networking efforts.


Segment 1
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Sheri Fitts
Director of Retirement Plans Communications & Large Plan Sales, StanCorp Equities Inc.
Sheri Fitts is the director of Retirement Plans Communications and Large Plan Sales at StanCorp Equities, Inc., a subsidiary of StanCorp Financial Group, Inc. (The Standard). Ms. Fitts joined The Standard in 2006 and is responsible for sales-related communications within the Retirement Plans business unit. In this role, Sheri directs the development, planning & implementation of retirement plan communications for advisors, brokers and other channel partners. As a recognized expert in her area, she is often asked to speak by industry groups, including the Association of Financial Professionals, Western Pension & Benefits Conference, ASPPA, Financial Planning Association and the Profit Sharing/401(k) Council of America (PSCA). Sheri has also written and presented on the topics of social media, behavioral finance and generational differences. During her nearly 20-year career in financial services, she has received awards and recognition from the PSCA, Pension & Investments, National Association of Government Defined Contribution Administrators, the International Association of Business Communicators and more. Ms. Fitts serves on numerous boards and committees, including the rapidly-expanding and increasingly recognized Women in Pensions Network.


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