PL AN YOUR MARKETING

STRATEGY F O R 2 0 17

Business growth is inevitably tied to how well you market your practice.

But, you can’t just throw together an ad and expect the clients to come calling. Effective marketing requires a coordinated plan that pulls all your pieces together into a multi-tiered effort. By purposefully scheduling the different marketing events you want to happen — and assigning the right people to the right tasks — you can create an engaging experience that reaches your target audiences.

Read on to learn the 9 key ways to make your 2017 marketing efforts your most effective yet.

Make 2017 the year your marketing shines

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1. POSITION YOUR BRANDHaving a clear strategy is as important to marketing as the experience you provide. Before creating any marketing tactics, be sure to clearly identify how to position your brand for the:

• Experiences your audiences desire

• Consistent brand image you need across all communications

• Niche markets you can serve

2. CREATE YOUR CALENDARMarketing efforts mean nothing if you don’t map out every initiative you want to take. Once you position your brand, you’ll want to create a marketing calendar scheduled with each month’s efforts. This action plan helps you stay on schedule, so every team member knows the agenda — and you never let showcasing your brand slip through the cracks. You can also keep track of the monthly, quarterly, and yearly budget that will bring your efforts to life.

9 STEPS TO CREATE

AND REFINE YOUR

MARKETING STRATEGY

3. HOST ENGAGING EVENTSEvents help you reach existing clients and prospects by creating shared experiences. Scheduling both social and educational events will help you broaden your reach while reinforcing the personality and expertise you bring to your relationships. Consider events such as:

• Wine tastings

• Movie nights

• Tax savings seminars

4. DELIVER CONSISTENT COMMUNICATIONSFrequent, consistent communications are an essential component of your brand. By reaching your audiences through a scheduled strategy, you’ll remain top of mind and position yourself as a helpful resource. Some communications examples include:

• Seasonalnewslettersthatincludefinancialprojection and helpful resources

• Postcards with timely reminders such as 2017 Tax Planning and 9 Investment Pitfalls

• Handouts that help people plan better with tools such as an Estate Planning Checklist

5. COORDINATE YOUR ONLINE PRESENCEThe presence you build online is everything in today’s marketing world. To truly be seen as the firmofchoice,youmustmakesurethatyouronline presence is up to date, engaging, and reflectiveofyourmarketingefforts.Considerreaching audiences through channels such as:

• Email campaigns

• Blogs and digital white papers

• Video commentaries

6. SHOWCASE YOUR THOUGHT LEADERSHIPClients want advisors who are knowledgeable andcompelconfidenceintheirabilities.Byshowcasing your thought leadership, you demonstrate your expertise and that you’re the right advisor for prospects’ needs. You can do so through engaging content that illustrates your financialperspectiveswithitems,suchasPR,video, and reports.

7. TARGET YOUR ADVERTISINGSocial media may be the hot ticket in today’s content world, but that doesn’t mean you should overlook your other advertising efforts. Once you clearly identify where your audiences absorb ads, you should create a strategic campaign to reach them with billboards, banner ads, and more.

8. DELEGATE TO UPHOLD ACTIONThe most effective marketing campaigns are coordinated efforts, where you assign your team members clear responsibilities to meet your marketing goals. Remember, you should never do everything alone. When delegating tasks, make sure to answer:

• Where are your efforts most valuable?

• What steps are necessary to implement ideas?

• Who’s responsible for each marketing step?

9. CREATE YOUR TO-DO LIST“To-do” lists are very effective at helping us reach goals. So, be sure to support your marketing plan with a clear list that outlines every responsibility for every assignment. With this checklist, you’ll stay on track for deadlines while meeting milestones — and help everyone in your organization to do so, too.