Include Event Marketing in Your Strategy to Grow Your Business

May 24, 2018

In this blog, we talk a lot about all of the different ways you can market your business: social media, website, cold calling, referral programs, etc. However, one major marketing practice that I think is often overlooked is event marketing. What if my event goes horribly? How do I go about planning it? Am I just going to waste all my money? These are valid questions and the thought process in terms of event marketing for a lot of financial advisors. But what if the opposite happens? And you gain a good amount of new potential clients. Or if you are putting on a marketing event for current clients, this could allow for them to feel truly appreciated.

Now that you understand why I think you should definitely include event marketing in your strategy, let’s talk about how you can actually get people to attend.

TIP #1

Firstly, when planning your marketing event, it’s important to create an invitation that shows what’s in it for them. State the benefits they could receive right away!

TIP #2

Give a call to your prospects! Another way to make potential clients feel important is to actually invite them yourself. Nowadays, everything is automated. So anything personalized goes a long way.

TIP #3

Another thing that’s often missing nowadays is follow up. It’s important to follow up right after the event. You need to plan this in advance so that you don’t feel overwhelmed when the time comes. Some ways you can go about doing this is by sending follow up hand written notes, a professional picture of the individual from the event, or scheduling an appointment and calling.

What successful marketing events has your company hosted? Let us know in the comments below!


Does Your Marketing Have a Purpose?

April 12, 2018

As a financial advisor, planner, or an attorney it’s highly important to ensure you have a compelling message with your marketing strategy. This is mainly because people are drawn to companies that are authentic and inspiring. The real question here lies in how do we go about creating our compelling marketing message? I always suggest to focus on the purpose of it all. If you ask a financial advisor what is the purpose of their marketing, most of them would say: “To bring in referrals,” “Build my prospect list,” “Grow business.” However, what they don’t realize is that they’re sharing their goals. The purpose of your marketing and your goals are two separate things. Goals are tangible, measurable, and dated. Purpose is infinite. It is the reason you do what you do. To successfully build your compelling message, one must create an effective purpose. And it is okay to revisit your purpose time to time. But once it is set, the goals are based off your purpose. I’d love to provide some tips on creating your purpose that go beyond the bottom line:

  • Stay authentic. Do you simply love helping people? Are you passionate about helping people reach their financial goals? Or do you love helping people get out of their financial struggles? Let that be heard in your purpose.
  • Specialize. What type of financial advisor/planner are you? Do you focus on a specific target market? Having a niche will actually provide a better and more focused type of service.
  • Have a story. Why did you start doing what you do? This doesn’t necessarily have to be written out in your purpose, but it’s a good idea to develop your story so you can share it with your prospects and clients. It provides the background to your purpose.

What’s the purpose of your marketing? Let us know in the comments below!


Switching Your Marketing Messages From Unopened to Read

February 22, 2018

You’ve noticed that you’re spending hours on writing your marketing messaging for your firm or even a part of your budget on your marketing. However, did you know that most of your marketing messaging is going unread? Think about it, you get thousands of emails daily. How many emails do you open? A few. And those are the ones that have an interesting subject line. Then, once you’ve clicked on the email, and possibly started reading it, it’s difficult for you to pay attention especially if the content isn’t engaging. If you feel as if your marketing messages are part of the “clutter” folder in peoples’ mailbox, let’s change that. There are several different functions we must focus on when writing our marketing messaging.

Focus on the benefits of your services instead of simply the features. Let your audience know what problems you can solve and solutions you can bring. An example of this would be “Want to effectively invest your money?” Focus on what benefit you could bring with your specific services to a target audience.

Obvious one, but make sure to aim at your target market. Major key here would be to include things that would interest your audience. Your emails would be different for a single millennial than someone with a family of five who most likely has different goals.

Clear messaging is an effective strategy no matter what you’re doing in life. You want to ensure your marketing message makes sense, isn’t too wordy, and uses graphics that don’t overwhelm the user.

Answer the question “what’s in it for the prospect?” in your message. What’s something in your industry that your target market finds essential? Whatever it is, use it.

In the end, we want to ensure we’re communicating something that could be of use for the client in our marketing messaging. And strengthening those messages starts with refreshing the fundamentals.


How Do I Break Out of a Marketing Rut

January 25, 2018

Marketing Ruts… If you haven’t experienced one throughout your business’s life cycle, then please share your secrets with the rest of us. Rather you’d like to admit it or not, marketing ruts happen and they can be frustrating, discouraging, and honestly irritating. Why isn’t this working? Why am I not getting any responses? However, it’s a new month, new quarter and you’re ready to try something different but you don’t know how. You’ll always have the option to look back and review what worked and what didn’t in your previous marketing strategies. But, how can you dig deeper? Let’s look at some advice on helping your process of getting out of a Marketing Rut:

  1. Brainstorm the worst ideas possible. In a way, this sounds like it would be fun to do, am I right? When your marketing isn’t going the way you were expecting, it’s time to brainstorm your worst ideas possible with your team. Google search some marketing disasters and look at things that companies have done that they completely regret. Doing this will allow for us to notice what success looks like and makes us think, “what’s truly important in marketing?”
  2. Research outside of your industry. What are some companies that aren’t in your industry that are executing extremely well on describing their product?
  3. Research inside of your industry. Look at some of the most successful firms in your industry even if they are 20 times bigger than you. This will allow for you to notice things you don’t incorporate into your marketing strategy. Additionally, it will allow for you to see how they are describing their value proposition and other points, which in return will give you ideas on how you can successfully communicate information to your audience.

Getting out of a Marketing Rut can be what you make of it, so make it fun! Let us know what types of things you noticed in your research in the comments below.


Are Your Clients Talking About You?

January 11, 2018

Word of Mouth Marketing (WOMM) – you participate in it daily. “So have you heard about that new iPhone X? It recognizes your face!” Rather you are recommending your favorite leadership book or your friend convinced you to switch gyms because the one your friend attends is “better,” WOMM affects us on a daily basis. WOMM has been around way before social media existed. It’s one of the first forms of marketing and is one of the most valuable. A study conducted by The OECHSLI Institute on the power of WOM influence for financial advisors states that 92% of clients found their financial advisors through word of mouth influence. 60% of clients say that the main reason they chose their financial advisor was due to word of mouth influence. So, the question here is how do we go about increasing WOMM in the 21st century? Here are some methods that you can implement into your marketing strategy:

  1. Ask top clients to share testimonials/reviews. If you have a website, this is a perfect addition. In fact, 79% of people report trusting testimonials and online reviews just as much as word of mouth recommendations.
  2. Offer an incentive. You’re probably thinking, “My client is super busy and doesn’t have time.” However, people are more likely to do things when receiving something in return. As you reach out to your top clients for either testimonials, reviews or even for your marketing campaigns, offer discounts or services as an exchange for their participation and referrals.
  3. Organize a formal referral program. This will make the process for your clients fast and easy. Additionally, this will allow for you to measure the results.
  4. What is your story? As always, ensuring your website is up to date and interesting is important. But what will increase WOMM is sharing your unique story, right on your website. Why did you start your business? What drives your business? Whenever you give people something memorable, they will share it with the people around them even if you don’t ask them to.

If you have a great example of successful WOMM for your firm, share in the comments below!


New Year, Stronger Marketing For Your Firm

December 28, 2017

As 2017 comes to an end, it is the perfect time to look back on annual reports and evaluate your progress. Although it is important to look back on your performance, it’s also just as important to plan for the upcoming year. The new year can be intimidating, especially when competition is heavy. While planning your marketing for the new year you should make sure that it is: strategic, measurable, attainable, and cost effective. There are various ways to develop your marketing plans on a budget but one of the best ways is to provide a “personal touch” and connection that most clients don’t expect, but certainly value. This means going above and beyond for the customer by showing extra care and doing things out of the ordinary that the customer doesn’t expect. Here are 5 methods in approaching a “personal side” of marketing:

  1. Have someone in charge of marketing. This doesn’t mean you need to develop a whole marketing department. Is there someone in your office that you consider a “people’s person” or someone who likes to put events together? Assign them to the marketing tasks. The tasks could vary from arranging seminars and events to updating the website and blogs. Rather it’s having a marketing consultant, an intern, or someone from your office, having someone assigned to the job will ensure that it gets done.
  2. Arrange a reverse seminar. Instead of you presenting to your client, have them present to you. This will put the “spotlight” on the client and will allow for them to feel engaged.
  3. Conduct an annual event. We all know of a few companies in our areas that are associated with certain charity events. That’s the goal for your firm. Having an annual event, especially involving charity, will not only help out your community but will also provide advertising opportunities.
  4. Pick up your phone and call! Sounds like something you should already know, but it’s one of the more effective (and free) ways to market. Instead of sending an email, give your client a call. Have the call be from the financial advisor or attorney that is working with the client. Discuss with them any business updates and ask if they have any questions. This also allows for the client to develop a relationship with the firm and feel like they are a part of the process, instead of being left in the dark. Make sure to personalize each call and switch up the subject.
  5. Go above and beyond with the simple things. This means whenever a client is in the office, make a fresh cup of coffee and add a snack with it. Have a welcome sign whenever the client is entering the office. Provide a welcome package, make parking arrangements, give a map, etc. Go the extra mile so that the client feels truly appreciated. And this will not only help your “personal side” marketing, but will also provide word-of-mouth marketing. The clients will tell their families, friends, and coworkers about this.

Have more ways on providing a “personal side” to marketing? Tell us by leaving a comment below:


Overcoming the Overwhelm

November 30, 2017

It’s getting to that busy time of year where there’s projects and deadlines, or maybe you’re trying to market your self to a potential new employer or new clientele. Plus you have the holidays to worry about! That can overwhelm the best of us. So the question is, what can we do to combat that feeling of being so overwhelmed? Here a few tips that might help you come out on top, and maybe you won’t break a sweat in the process.

  1. Recognize your tools. I know that this has been brought up in previous blog posts as well, but you will be so successful if you recognize and utilize the tools available to you. There are a million online resources, and think about the people that you know as well. Who is out there that can give you a step up, provide new strategies or idea, give you resume tips, etc. The list is probably endless.
  2. Get organized. Figure out which of your goals are the most important, especially in the short term. There’s nothing more overwhelming than looking at a to do list that is a mile long and feeling like you need to accomplish it all immediately. Once you do that you can figure out a game plan to start checking off the boxes.
  3. Use a planner. This has been said time and time again, I know. It’s so important though. Block out your day and give yourself time slots to complete your specific tasks. You will always be on track and accomplishing something, without trying to do everything at once. It will change your world, I promise.
  4. Be satisfied. One of the worst things that you can do is tell yourself that you aren’t doing enough or being productive enough or getting enough done. At the end of the day look at what you accomplished and feel good about those things instead of bad about the things that you didn’t get to complete. Tomorrow is a new day!
  5. Take the first step. This is maybe the most important step. Everyone will have tactics and strategies that work for them and you will have to figure that out on your own. Getting started is the hardest thing for everyone though. Of course everyone is going to want their plan to be perfect and executed as best possible, but sometimes you need to take the leap. If you spend too much time worrying and planning and re-planning you will go crazy! You just need to start even if you don’t have everything worked out exactly as you want.

So as the holiday season gets kicked off, take the time to relax and think about your strategy. When the new year rolls around you’ll be ready to hit the ground running.

What are you best tips to beat the overwhelm?