For many advisors, marketing can seem like a daunting task. We all know that marketing is important, but sometimes we don’t know where to start. Below are some tricks to making marketing more palatable for your business and a guide on how to start making some small changes that can have a big impact.
Determine Your Marketing Objectives
Determine the key objectives you want to meet in the coming year, quarters, and months. These should be high-level, obtainable, and measurable. For instance, if your objective is to grow your business by a certain percent, one strategy could be to attract more clients to your business, and tactics could include hosting events, expanding your social media presence, and improving current client communications.
These tactics should be easily tracked with analytics. For instance, if you decide to host more client events, track the attendance rate of the event and the close rate on new clients. Once you have identified your tactics, you can map out the logistics for each.
Create a Marketing Calendar
Think of the big tasks first - events for your clients, writing blogs and producing original content, planning out holiday and major event emails and your social media posts. Every month revisit the calendar to check on the progress of your current tasks and to see what needs to be accomplished in the coming months. Delegate tasks to team members and to yourself to help meet your goals, and check in periodically to make sure the tasks are being completed. Leave some wiggle room in the plan so you can respond on the fly to current events.
Create a Marketing Task Process
Once you have created your marketing calendar and know the overarching goals you would like to achieve in the coming months, you can then start to create daily, monthly, and quarterly tasks to monitor your progress.
- Daily Tasks
These tasks should take you less than five minutes a day to perform:
- Monitoring your social media platforms for comments or alerts and responding to them
- Researching current events for possible posts (remember to submit the necessary items to compliance before posting)
- Weekly Tasks
Set a day every week to focus on your marketing:
- Creating social media posts, submitting them for compliance review, and, once approved, scheduling them using a social media scheduling tool such as Hootsuite
- Building out weekly emails to clients using email platforms such as MailChimp or Constant Contact
- Monitoring the past week’s emails for any trends, such as the open rate (the number of people who opened the email), and top clicked links. The email platforms mentioned above both collect this type of data, and it can be used to determine if your email was successful (such as the open rate) and if it was relevant to your audience (such as the top clicked links).
- Monthly Tasks
Create a monthly calendar reminder to create original content and track the progress of your high-level objectives:
- Your blog: Write or send to a freelancer the topic you wish to display on your website. Once written and approved by Compliance, post to your site and share on your social media platforms.
- Videos: Write a script for your video and send to Compliance for approval. Film the video using Zoom or your own camera and send the rough cut to Compliance for final review. Once approved, post it to your website, blog, and social media platforms.
- Analytics: Look at the measurable data from the tasks completed throughout the month, and analyze how the tasks performed.
- Quarterly Tasks
These are tasks that need to occur less often and are usually more time consuming than the daily, weekly or monthly tasks:
- Events: Whether virtual or in-person, events are one of the best ways to market your business. Figure out the type of event you want to throw and create a to-do list. This can include setting up your video software, creating an email invitation, or contacting vendors.
- Engage personally with your clients. Call a segment of your clients to check in and see how they are doing and what you can do for them. This helps solidify the relationship and increases client retention.
Setting your marketing objectives can be the “easy” part of creating your marketing process, but implementing the supporting tactics can feel more challenging. Organizing your tactics into daily, weekly, monthly, and quarterly tasks provides a solid and manageable process so you can achieve your goals.
To find out more information on this topic or how SFA Partners can help your business, please email us at firstname.lastname@example.org or call at (888) 447-2444.