Going to the doctor’s office for regular checkups can sometimes feel tedious, especially if you are the type who rarely gets sick. But I would venture to guess that there are many other people who rely on regular checkups with their doctor.
The regular checkups ensure many serious ailments are caught before they become out of control and untreatable.
A financial advisor’s marketing strategy needs the same love and care that a person gets from their doctor. But how does one do a marketing strategy checkup and how frequently should one be performed?
The answer is simple, and luckily it is not set in stone.
Some might argue to do monthly marketing pushes and never plan out a calendar beyond that. Some might argue for creating an annual calendar and only revising it once every year.
Both can work, but neither work 100% for everyone every time.
Here’s the best practice: start with an annual calendar that can clearly lay out a plan for some long-term goals. Then, set up some times throughout the year for regular checkups. How long the meetings should be depends on how frequently throughout the year checkups are done. The more times an advisor meets with the team to review their marketing, the shorter the checkup meetings can be.
For most advisors, I would suggest a quarterly marketing calendar checkup. Here are some tips to make the most out of your marketing calendar checkups:
First, you still need a 12-month calendar so you can piece together your longer-term goals. Give us a call if you would like some pointers on how to build a successful marketing calendar.
Once per quarter, schedule a marketing meeting with your team. Cover topics like:
- WHY the team exists. What’s the team’s rally cry?
- What are the goals (both short-term and long-term)?
- Is the business still on track to completing those goals?
Review all of the communications, client strategies, and public strategies from the past few months that have worked and try to understand why they worked. Ask questions like:
- Why did this email get a higher open rate?
- What made our clients enjoy this event over this other one?
- Why did clients invite more guests to this event?
Additionally, review everything that did not work and try to understand why they didn’t work out. Ask questions like:
- Were the client events on the wrong day?
- Was there enough notice given before the event?
- Was there something happening elsewhere in the community?
- What feedback have we received from our clients that we should incorporate?
Once the team understands what worked and what didn’t over the last few months, take a look at what’s coming up. Ask questions like:
- Do any changes need to be made?
- Should any events be adjusted, removed, or replaced?
- Are there any trending ideas or topics that need to be added?
- Is there any new technology available that makes our day easier without compromising our quality and reputation?
When the team is happy with the adjustments, take a few moments and make the necessary revisions to the marketing calendar. Some suggested actions would include:
- Pull any necessary checklists from the Platinum website for new events.
- Schedule any new communications.
- Book the next round of event venues that have not been reserved already.
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Your Marketing Specialist at Platinum is here to make your day easier. If you do make changes to your calendar, send us an updated copy. By knowing what strategies are coming up, we can send tools, review best practices, and help put your plan into action. Give us a call today and see how we can get your plan started.