Worksheet: The Three Minute Marketing Assessment
Back in February, I wrote a blog called the “Three Minute Marketing Assessment.” It covered the different areas of marketing that should be evaluated before creating a marketing plan. On Monday, July 13th at 1:00pm PT/ 4:00pm ET, I will be giving a webinar on this same topic. For this webinar, I prepared a worksheet for attendees to use to evaluate their own marketing efforts, so I thought I’d share it with my blog readers as well.
The worksheet covers seven different areas I view as important to most financial planning firms. There is an eighth area that I do not address which is direct marketing to the public such as workshops, radio shows, advertising and direct mail. Since the most effective way to acquire new business is still from referrals, I have skipped that part. Just know that you can always incorporate direct marketing campaigns to your annual marketing plan. The activities listed in the 3-Minute Assessment are fundamental strategies that will help you grow your business whether or not you engage in more costly direct marketing campaigns.
The seven marketing areas to evaluate are as follows:
General Strategy – It’s important to identify your target market and define new client goals so that you can put a plan in place to acquire the clients you want.
Marketing Collateral – By creating a variety of marketing communication tools, you can communicate your message to prospective clients in a way that resonates with them.
Social Media – Social media has changed the way the world communicates. Make sure you have a presence on social networking sites to connect with your prospects, clients and centers of influence.
Client Engagement/Communication – It’s far cheaper to keep an existing client than to acquire a new client. Continue reaching out to your clients throughout the year to reduce attrition and promote referrals.
Client Referral Program – Let your clients know you are accepting new clients and implement a clear process for handling referrals so that the experience is a pleasant one for everyone and encourages future referrals.
Centers of Influence (COI) Referral Program – Nurture your existing relationships with centers of influence so that you are top of mind for a referral when their client needs an advisor.
Public Relations/Community Involvement – Keep your name visible in the community whether it is through sponsorships, networking or contributing to the local media.
Download the fillable .pdf form of this worksheet by clicking the thumbnail to the left.
If you are interested in attendin the webinar on Monday, July 13th at 1:00pm PT, click this link to register: https://www1.gotomeeting.com/register/313644568. If you are unable to attend the webinar, I will be posting the archived presentation at www.wealthmanagementmarketing.net/resources.html.
Kristen Luke is the Principal of Wealth Management Marketing, a firm dedicated to providing marketing strategies and support for financial advisors. Kristen works with independent advisors to develop effective marketing plans and provides the back office support required to implement the strategies. For more information, visit www.WealthManagementMarketing.net.
