Going to the gym is hard work—and some would say, “Well, obviously. That’s the point.”
One of the most frustrating things about going to the gym is trying to get results without knowing what exercises you should do, what the proper forms are, how many reps to do, and how heavy you should lift.
Let’s do 50 turbo thrusts, 110 jumping jack flaps, and six push-up pops.
That ought to work. I don’t need to stop eating snacks and drinking sodas because I’m sort of exercising, right?
A bit absurd, I know, but I think the point still resonates. If you do not know what your end goal is or how to properly diet and exercise, your results are likely to be mixed (if you are lucky enough to get results at all).
You need a plan of action in order to maximize your results and focus your efforts.
The same is true for marketing.
Successful advisors take the time to build a marketing calendar that focuses on why they exist and what goals they are trying to achieve.
But a marketing calendar does more than simply plan out the marketing events for the year.
Here are six reasons why successful advisors take the time to build out a marketing calendar:
- More likely to commit to goals when they are written.
There is something that happens in your brain when you take the time to write out your goals. They no longer float around in your brain as mere thoughts. It’s as if the act of writing the goals out makes them real. These goals are no longer wishes; they become mile markers.
According to Mark Murphy, people who take the time to write out their goals in vivid detail are 20 to 40% more likely to accomplish their goals than those who don’t.
- More support from wholesalers.
One advisor that I work with told me about a great way he was able to do more with his clients without paying more out of his pocket to do so. He loved the idea of doing more frequent social, intimate, and educational events, but at some point he had to draw the line because doing more events became cost prohibitive.
What this advisor found was that by completing a marketing calendar in advance with estimated budgets for each event, he could share the calendar with wholesalers and they could pick which events they wanted to help support.
*Give us a call and ask us about our “Wholesaler Support Letter.”
- Easier to define position and target niche market.
These days, it seems like every advisor under the sun is doing a public awareness strategy. In some communities, retirees can eat out every day of the week with all of the lunch n’ learns and dinner seminars they are invited to. How can advisors break away and stand out from this sea of advertising?
The first approach is to narrow the focus on a specific niche market. Rather than aiming to be the advisor for all retirees and pre-retirees, aim to be the best advisor in your area servicing airline pilots, construction workers, or young executives.
A marketing calendar helps make it easier to see if all of your marketing endeavors are focused on a specific niche market.
- Easier to analyze and measure progress.
Sometimes marketing works out brilliantly. The financial advisor gets lots of referrals, lots of happy clients, lots of new leads, and lots of public awareness. And sometimes the advisor learns a new way how NOT to do an event.
Although every activity should be tracked in minute detail (number of invites, number of RSVPs, number of clients, number of guests, new leads, new meetings, new business), analyzing a marketing calendar can give a financial advisor the bigger picture.
By examining a larger amount of events and communications at once, we can more clearly identify trends. What types of events are more successful? Social? Educational? What types of communications have the most resonance? Email? Video? Phone call? All of them? Then we can laser focus on the details of each and start making adjustments.
Do more of what is working and do less of what isn’t.
- More accountability.
Financial advisors are big dreamers. They want the world for their clients, their employees, and their businesses. Sometimes, though, it can feel like there are more dreams than there is ability to see those dreams through. Where should the advisors start? How does this event get planned? How much heavy lifting needs to be done by the advisor, and how much can be done by someone else?
Marketing can become chaotic quickly.
One of the measures of success for financial advisors is ensuring they have someone who can hold them accountable to their goals. A marketing calendar, when shared with the team (or a marketing specialist here at Platinum), can help ensure the progress never stops. Everyone holds each other accountable. Plus, it’s harder to abandon a great marketing campaign when other team members are in the loop.
- Clearly establishes the company’s purpose.
A marketing calendar built around the team’s rally cry keeps the team believing in the team’s purpose. And when the team is motivated, they are quick to take action. Teams work passionately for a purpose they believe in. Similarly, a team working in the same direction creates more momentum in that direction. Think of it like a river current.
The first step is to find out what the team’s rally cry is. What is the reason why the company exists in the first place? Beyond products and services, what is the company’s purpose for being? What would clients lose if the business ceased to exist tomorrow? Simon Sinek would ask, “What’s your WHY?”
Next, what strategies can be done to enhance that purpose? If the team’s purpose is to give clients a stellar life after retirement, how can this be achieved? Weekly educational communications can give peace of mind to clients and let them know their advisors are on top of the markets so they don’t have to be. Social events provide wonderful experiences that might otherwise be out of reach.
A marketing calendar built around the team’s rally cry is a win for everyone.
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Planning out a marketing calendar can seem like a daunting task especially if you haven’t taken the time to understand what goals you are trying to achieve. Here at Platinum, there’s no need to go the path alone. Much like a gym can pair you with a personal trainer to focus your efforts and maximize your results, we pair you with a marketing specialist that can guide you through the best marketing practices and help identify your team’s rally cry. Give us a call and we can put your marketing plan into action.