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Good VS. Bad Advisor Marketing: Tactics to Stop and Start Doing Immediately

Do your marketing tactics strengthen your credibility and amplify your expertise? Or is it possible that your tactics are actually damaging your reputation and costing you time, money, and opportunities?

Financial advisors don’t deliberately use bad marketing tactics. That’s why I’m about to show you the differences between good and bad marketing. 

Let’s begin…

 

What does BAD MARKETING look like?

  • No clear audience
  • No clear benefits
  • No empathy for what ideal audience is going through
  • No clear story 
  • Inconsistent messaging
  • Inconsistent execution
  • No clear marketing mindset or an undefined strategy
  • Tactics that change without a clear why
  • Focuses on selling versus educating and building credibility
  • Focuses on converting leads versus building relationships
  • No one owns its execution and outcomes
  • Annoys more people than it attracts and engages
  • Creates a “sea-of-sameness” name for yourself in your industry
  • Constantly searching for the next big idea because most of what you touch loses effectiveness quickly or never really worked, or you didn’t stick with it long enough to experience the benefits
  • Focuses on short-term gains
  • Focuses on short-term ROI: direct measurable results that don’t account for long-term marketing benefits

Good marketing is good for your business. Good marketing takes time and requires effort and planning. There are no shortcuts. It builds your credibility, most importantly –– the basis for trust. 

 

What does GOOD MARKETING look like?

  • Clear audience
  • Clear benefits
  • Clear story 
  • Empathy for what ideal audience is going through because you researched and know your niche
  • Consistent messaging
  • Consistent execution
  • Clear marketing mindset and a defined strategy
  • Tactics that evolve in alignment with a clear purpose/outcome/strategy
  • Focuses on educating and building credibility
  • Focuses on building relationships
  • One person/team owns its execution and outcomes
  • Attracts, engages, and endears people to you
  • Creates a reputable name for yourself in your industry as a person who brings real value to the relationship
  • Focuses on building momentum over time and understanding the direct and indirect benefits of good marketing
  • Understands that keeping a client or inspiring them to refer is often more effective than just focusing on attracting new opportunities
  • You are bought into a long-term strategy and you stick with it
  • You create more value within your niche than other advisors because you are focused; they aren’t

 

You might be wondering how to jump from good marketing to great marketing. Great marketing can only truly be measured over many years. Great marketing is measured by the momentum it builds year after year. Good marketing done consistently over time keeps getting better and produces more and more results. 

Ready to learn more? Tune into our Top Advisor Marketing Podcast for strategies that you can use right away to shift your marketing into the good category!

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Advisors’ Best Practices for Creating a Clear Message and Building an Audience

The two consistent elements to successful marketing have always been, and always will be, a clear message and a clearly-targeted niche audience. Eventually, you hope your message will become your brand with the people you ideally want to attract. 

WHAT COMES FIRST:
THE MESSAGE OR THE AUDIENCE? 

Your message and audience are interlinked and, therefore, should be considered and developed together. 

For example, if you are great at estate planning but prefer working with 45-55-year-olds, your approach to messaging for estate planning would be significantly different than if you were targeting a 65+ audience. For people 65+, your message might revolve around getting it right, saving taxes, protecting your spouse, and leaving what you can for the next generations. For 45-55-year-olds, you might focus on purpose, living a legacy, and using the ideas and planning strategies to achieve something now.  

CREATING YOUR MESSAGE

Your message should focus on what you want to be known for and what you deliver to your ideal clients: outcomes, experiences, and feelings. 

If you offer “holistic planning,” you need to not only ask deeper questions, you also need checklists and a story that proves your holistic approach doesn’t end after the first meeting. When your clients hear your message, experience a process, and enjoy the outcomes that reflect your holistic approach — that’s a brand. But it has to start with a better message because that’s how you capture your audience’s attention long enough to prove your credibility and engage them in your expertise. And that’s how you start relationships — with marketing. 

Your message moves into brand status when what your audience knows becomes their new expectation, and, ultimately, it’s when they talk about your product or service with others while using that same language as you. 

Nurturing a brand and message is a long-term commitment but when done properly, it will produce momentum and opportunities — outcomes that make it all worthwhile.  

If you need help defining your message, and ultimately your brand, I highly recommend this free branding guide

And here are podcast episodes that provide further insight into the creation and implementation of your brand:

 

 

IDENTIFYING & BUILDING YOUR AUDIENCE

The only way to build the right audience is to share your expertise and attract people to your thought leadership. This takes years, not months. Some of the most successful financial advisors and influencers have spent 10+ years building their audience and brand. Do not expect to compete with their influence in a significantly less amount of time — unless of course, you hire Top Advisor Marketing (shameless plug). 

Ideally, the audience you want to replicate most should be a vertical or identifiable group you can access and communicate with. If you don’t know how to identify your ideal client/audience, I recommend using this Ideal Client Profile worksheet. If you don’t know the value of having a niche or how to start creating one, start with these podcast episodes:

 

 

There are many tactics and tools to define and search for ideal prospects including targeting AI apps, social media advanced searches, or simply finding an in-person niche network such as a chamber of commerce with local businesses, a specific trade conference, or a center of influence.

 

TARGETING OPPORTUNITIES TARGETING TOOLS
Networking Groups

  • chamber of commerce
  • Hobby groups (runners, yachting, etc)
  • Trade associations or conferences
LinkedIn Sales Navigator

Sales Navigator allows you to create search profiles to find, message, and connect with your ideal audience. 

Centers of Influence

These are typically people you want in your network because they know your ideal audience and add value to their lives. 

LeadCrunch

LeadCrunch finds and engages ideal client/prospect lookalikes, making it easy for you to find new prospects just like the ones you’re already working with. 

Online Influencers

Getting your expertise (i.e. thought leadership) mentioned, published, and shared can have a huge impact on your exposure and credibility.

CrystalKnows

Crystal enables you to know more about a prospect’s personality, interests, and values so you can connect better with them. 

Trade Media 

Getting your expertise (thought leadership) mentioned, published, and shared by an outlet that focuses on your niche audience can have a huge impact on your exposure and credibility. 

AdvisorStream

This content aggregation and distribution tool uses AI to adjust content deployment and recommendations. AdvisorStream offers unique content from paywall providers without the paywall.  

  Seamless

Seamless helps you find everyone you need to sell to and it gives you emails and phone numbers. You can use hundreds of insights to build profitable relationships at scale and import directly into your favorite CRM.

 

Read these articles to learn about more AI tools:

 

Build your audience, share your message, and #BeYourOwnLoud:  

  • Discover and define your key strengths and your audience’s needs. 
  • Define your ideal audience by personality, age, interests, dreams, careers, family, education, fears, concerns, not just basic demographics and AUM.
  • Create keywords and phrases that introduce key concepts and points that are important to understanding your brand. Leverage those phrases and words in your marketing, processes, papers, articles, podcasts, etc. 
  • Develop a marketing strategy that starts relationships instead of only attracting leads.  Relationships are built on sharing expertise, leads are based on trying to sell. 

Leverage the tools and resources above to help you build relationships effectively. And if you don’t have time to do it right, find help.

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How Good Advisor-Marketing Happens in the Expertise Economy

A visual representation of how and why good marketing happens.

 

Have you considered that you’re competing in the expertise economy?

All financial advisors are. 

You have the expertise to solve the challenges that your ideal client needs help with. You fill that gap, as illustrated below, by offering financial planning services of your design: investment planning, retirement planning, estate planning, business succession planning, and combinations herein. 

In simple terms, this should mean that prudent advisors would employ “expertise marketing,” also known as Micro-Influence. But in my 20+ years in financial marketing, expertise marketing has not been the accepted mindset nor has it been well executed when it is. 

Over the years, many forms of “expertise marketing” have succeeded, failed, and evolved. 

As you can see below, marketing has evolved. Most of you have used many, if not all, of these tactics in your careers. Alone, these tactics have probably had vastly different degrees of success for each of you, which is largely a product of consistency of implementation (or lack thereof), efficacy of tactics employed, synergistic tactics, momentum created, your ability to close, and the revenue generated. 

Two very important terms above are “synergy” and “momentum.” 

What’s critically important to the success of your marketing comes down to the coordination and consistent implementation of your marketing. Simply put, synergy plays an important, if not critical, role. 

Can you make 1 + 1 = 3? You can. There are many variations. These are a few. 

Momentum is equally important, especially for advisors or firms who want high efficacy from their efforts. Momentum marketing has two sides: sunk or lasting. Does each marketing input and output result in a sunk cost or lasting momentum? And, how long will each marketing output last and produce?

Sunk marketing is a singular marketing tactic that, once completed, generates ongoing value that declines significantly or becomes nil. That doesn’t mean it’s a worthless tactic. Some forms of sunk marketing are the most powerful strategies that advisors have ever employed, such as seminar marketing.

Sunk marketing examples include:

  • Seminar marketing (highly effective but its value typically dies once completed)
  • Digital ads
  • Email blasts
  • Postcard or letter mailers
  • Public relations (if it’s not done frequently or consistently)
  • Brand or value proposition (if it’s created but not executed)
  • Referral marketing (when you need to ask for referrals)


(FYI, I  don’t count “brand awareness” as a worthwhile outcome because effective brand awareness rarely happens in advisor marketing.) 

Sunk marketing is the most common form of marketing execution among financial advisors and RIAs. Most advisors have good ideas. Many employ sunk marketing tactics that are individually executed. Few advisors have coordinated strategies that create synergy.

 

Momentum marketing is when each marketing output creates lasting value and, when combined, compounds over time. 

Momentum marketing tactics create more value when they multiply. For example, 50 podcast episodes on your podcast channel are worth more than 10 episodes. You could say they’re worth at least five times the credibility, which has an important impact on your audience. The more expertise marketing you do, the greater each episode’s (i.e. piece of content’s) value. 

Momentum marketing examples include:

  • Authentic content creation
    • Vlogs
    • Blogs
    • Podcasts
    • Books
    • White papers
  • Social media (when done consistently)
  • Search engine optimization (SEO)
  • Website
  • Inspiring referrals (when you don’t need to ask for referrals)

 

The macro-strategy that I use for my Top Advisor Marketing clients is centered around synergy and momentum. There are many combinations that financial advisors can use, but don’t overlook the synergy and momentum your strategy generates. Synergy and momentum are two defining characteristics that drive great marketing for sustainable results over long periods of time. 

What’s really important to note is that the best sunk marketing tactics and the best momentum marketing tactics can make for an incredibly synergistic macro-strategy. For example, consider one of the most powerful tactics advisors have known — seminar marketing. Combine the influence-nurturing power of podcasting along with social media and you have one of the most powerful short- and long-term strategies this industry will know for decades. 

My firm has recently partnered with White Glove (seminars) to do just that — employ a synergy-rich, kick-ass marketing strategy that builds incredible momentum year after year by using seminars, podcasting, and content multiplication (i.e. snippets of long-form content) on social media.

 

 

 

 

 

 

 

 

 

 

 

 

Expertise marketing, or Micro-Influence, as introduced and described above, are really just how we define “marketing” these days. 

If you own a successful practice, you likely have a number of tactics in place but no real strategy. Consider adjusting your tactics by looking first for effective synergies and then cost-efficient synergies. 

Ask yourself:

  • What tactics best complement each other?
    • Which tactics (existing or new) will feed one another? For example:
      • Podcasting feeds social 
      • Podcasting becomes a nurturing tactic for seminar attendees 
      • Seminar attendees attract warm-hot prospects in the short term
  • What tactics best fit my ideal client’s (MIC) needs and style?
  • What tactics can I be consistent with for 24+ months? 
  • What tactics best fit my business model? 
    • Do I need more staff/talent or should I outsource?
    • What can my compliance handle?
  • What tactics offer the best value for effectiveness?
  • What suits your marketing style? What should you leverage or avoid?

 

By answering these questions, you’re on your way to launching a synergistic, powerful marketing strategy that builds momentum and, most importantly, positions you as the indispensable expert to your ideal client. 

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5 Easy-To-Use Tools For Advisors To Become Their Own Marketing Team

You’ve heard it countless times: advisor marketing is evolving. That means you need to constantly look for new and engaging ways to share content that differentiates you from other advisors. But what if you don’t have a full marketing team at your disposition? Could you do it yourself?

With so many variables to keep in mind like different formatting requirements for each social media platform, printing needs, and cue dramatic music   what the algorithm favors, your best option for efficient content creation is to find tools that will allow you to create a variety of designs in formats that you can publish everywhere and don’t take too much time to make. 

Thankfully, you don’t need a design degree to be able to create engaging and professional-looking graphics and content. Start by exploring the platforms on this list and see how you can go from boring to brandtastic in under 15 minutes.

 

  1. Canva

Once a well-kept secret, Canva has become the go-to for many entrepreneurs and small business owners. This online platform allows you to create stunning graphics that are engaging, creative, and customizable. 

To start creating personalized designs, upload your company’s logo, photos, and graphics to your Canva account. Once you upload an image, you can choose to keep it on the platform to use in your future designs. You can also create and store your company’s color palette for you to use at any time without having to check your brand standards or color codes again.

The best part about Canva is that you never have to start from scratch. Canva offers hundreds of pre-designed templates that you can use. You can choose from a wide range of templates —  from presentations and social media posts to posters and business cards. 

Another time-saving feature is Canva’s ability to size your social media posts according to different formatting requirements. Using Canva’s main menu, you can choose which type of social media post you are creating and it will automatically create the right size for you. The added bonus is that you can create copies of your social media posts that are sized for sharing on different social media platforms, like LinkedIn, Twitter, Instagram, and Facebook.

The cherry-on-top feature of this design platform is that it has its own stock photo and video library. Meaning you don’t need to leave the site to find the perfect image for your designs.

Once you’ve finished your design, and depending on your plan (e.g. free, pro, enterprise), you can export your designs as PDFs, JPGs, transparent PNGs, and PowerPoint presentations to name just a few options.

 

2. Lumen5

Lumen5 allows you the freedom to create videos without all the time and effort it would normally take. If you already have a piece of content you want to promote, such as a blog or a podcast, are launching a new service, or simply want to share some news on social media, Lumen5 can boost your chances of getting this content noticed.

You simply start by pressing the “create video” option and choosing to create your video from a link, text, or by starting off with one of their many templates. You also have the option to use your own content and upload your own images. 

If you choose to start with a link or text, Lumen5 will automatically create a video that includes video clips from their library that best fit the keywords used in this content. For example, if you’ve used the word “business,” the platform will probably use a clip of an office; if the link includes an article that talks about retirement, your video will likely show a clip of an older person.

Regardless of whether you use your own images, text, a link, or a pre-made template to generate your video, you will be able to modify the images that the platform has selected, adjust the length of clips, change the layout, and modify the text. And if you want your video to have sound, you can add your own recording or music clips or use the music that is available on the platform.

 

3. Prezi

Prezi is the ultimate tool for creating persuasive presentations that will help you stand out. One of its best features is the option to refresh your existing PowerPoint presentations to give them a new image without having to start from scratch. 

As with previous tools I’ve mentioned, Prezi has a library with millions of templates and presentations to choose from. This will considerably reduce the time you could spend creating the perfect presentation and allow you to focus on the content and delivery of your seminars, sales pitches, or day-to-day business communications.

If webinars are part of your marketing tactics, take note of Prezi’s new feature that allows you to create videos, called Prezi Video. This feature allows you to stay on camera and show your content right beside you for extra engagement points.

 

4. Grammarly 

Even if you are a strong writer or are confident enough to write your own content without help, it’s always a good idea to have an extra set of “eyes” looking at your document. Grammarly can help you achieve a better level of writing instantaneously. 

Grammarly not only corrects common grammar mistakes or misspelled words, but it also helps you with conciseness, clarity, vocabulary, and confidence.

You can upload documents into Grammarly’s app to be assessed not only on your grammar but also on your delivery, clarity, engagement, and correctness. Grammarly makes these assessments based on your goals for domain, tone, intent, which it will ask you to select once you’ve uploaded your document. For instance, you may be writing for a business domain and aiming for a respectful tone with the intent to inform.

If you prefer to work outside of an app, try the Grammarly extension for Chrome. Serving as an ever-present writing assistant, Grammarly will help you eliminate writing errors and find the right words to express yourself as you write on Gmail, Twitter, LinkedIn, and nearly everywhere else you find yourself writing.

 

5. Hootsuite

There is a reason why this platform keeps appearing on lists like these, year after year. Hootsuite is the quintessential social media management tool.

Since advisors are now expected to be present on social media platforms, interact with their networks, and post original content all while running a successful practice, it is practically essential to use an automation tool like Hootsuite.

Using a free account, you can connect up to three of your social media accounts to Hootsuite and even more with a premium account. Hootsuite’s dashboard gives you a one-stop spot to monitor your mentions, comments, inbox messages, and like and reply to comments on different social media platforms.

What really saves more of your time is Hootsuite’s scheduler. You can schedule social media content to automatically post for the day, the whole week, two weeks and on…depending on your plan. You can also get analytics, curate content from the platform, and promote your high-performing posts.

Whether you don’t have the capacity to hire a full-time marketing person or company to assist you, or you simply want to try something new on your own terms, these tools are designed to make your life — or your marketing — easier without compromising quality. Take a step into more engaging content by trying one of these five easy tools.

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3 Stages To Creating New Offerings That Your Clients Will Value

In every industry, decision-makers are constantly challenged to improve their offerings, to find new products to better meet client expectations and needs, and, just overall, to continue improving. 

But you cannot make changes without a reason or a plan, just for the sake of offering something new or refreshing your product. Most likely, if you decide to change without a structure or goal in mind, this will drive your team crazy and confuse your clients and prospects. 

Change has to provide real value for your clients.

Stage one of the change-making process is to find out what your clients really value. To accomplish this, you have to do a few things that you might find intimidating as a business owner: 

 

  • Read everything about what you do: This comes without saying, but you should know (or want to know) everything about the services you provide. This includes reading books and guides from reputable sources but also using social media. Join industry groups on social media and read comments from professionals who serve the same niche as you. Join the conversation and you’re bound to find valuable insight and different points of view that can help you keep things in perspective.

 

  • Ask your team: Empower your team to feel comfortable with providing you feedback. Challenge them to ask themselves: what is working, what seems to go smoothly, and what could use some improvement. You have to train your team to pay attention to these areas by having regular meetings that offer opportunities for open conversations. Your team is a valuable resource when trying to evaluate your services and offerings. Plus, they will have an idea of what your clients need or seem happy with.

 

  • Do market research: When is the last time you took an in-depth look at your competition? What are other industries doing for clients like yours? Make a list of websites to visit and explore your competitions’ services and products: What features do they offer? How are they making clients’ lives easier? What do they do to offer extra value? Use these guiding questions to consider whether another company is offering something that your clients would love.

 

  • Ask your clients what they want! This is the one tactic that seems to scare all business owners, but it’s the one that will make you more successful. Listen to what your clients are saying. Understand their needs and anticipate a solution for their most pressing challenges.  

 

Now, that was just stage one of this process. 

Once you have done your research, considered the input of key players, and thought about what your new offering can be, it’s time for stage two: Put your ideas to work.

I like to start by picturing how the end result looks and then create systems from there. Reverse engineer your process. This will require you to have some knowledge of how your processes and your team works. 

You need to consider three fundamental questions to ensure your offering will be of great value to your clients and will remain an effective and profitable process for your company. 

 

    1. How much time will it take your team to change what they do in order to execute this new product/service?
    2. How do you want your clients to feel once they’ve experienced the service/product?  
    3. What are the steps to creating the system/service and who do you need to involve?

 

Finally, part three is where you will separate yourself from every other business out there. 

Training. 

There is not much value in creating a service or new offering that you believe works splendidly and can make your client’s life easier if you do not provide adequate training on it to both your team and clients.

Training is also not a one-and-done act. One of the most important parts of staying relevant in business is to always find ways to improve what you have created. You have to train, get feedback, evaluate, make adjustments, and then train your team some more. 

So many advisors and business owners will come up with a new idea, communicate expectations, miss some items on stage one, skip all of stage two, and do just enough of stage three. That is why a lot of brilliant ideas remain ideas instead of turning into profitable, actionable ways to advance a business.

You, as the innovator, need to be involved in every stage described here to truly provide constant, ongoing improvements for your clients and market.

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5 Advisor Growth Strategies for 2018

According to the Chinese zodiac, 2018 is the year of the dog.¹ I have no idea what that means for you or if you even care. What I do know about 2018 is that growing your practice will take a big commitment. Here are five ideas that work well when done together and in sequence.

ONE
START THE YEAR WITH THE RIGHT MARKETING MINDSET

Do it right
Stop silo-marketing initiatives that don’t create momentum and don’t last. Buy in to an integrated, long term marketing approach that will continue working for you for year. You can add or takeaway parts, but get focused on a strategy that will last.

Think long-term
Build for many years of success, not just the next 90 days or you’ll spend each 90 day segment starting something new with little momentum from last quarter. It’s no way to market and grow.

No short cuts
There are no short cuts. Do it right. Stop paying silo-marketers for shortcut marketing. List buying doesn’t work alone. Seminars alone won’t do it. Search engine marketing only works as part of a much larger strategy. Stop lead generations tactics that aren’t built around an overarching marketing plan.

Invest
Nothing comes without hard work and smart investing. Find out what makes sense for you, not necessarily what worked for someone else. 10% of your gross revenue should be dedicated to marketing every year. It may be more if you need to build your foundation (brand, website, social profiles).

Understand your true ROI
ROI isn’t just objective. It’s subjective. Don’t ever forget the value of looking good, being intriguing and making it easy for people to engage you. Too many advisors look for clear and simple ROI guarantees. The greatest wins are the subjective ones. Confidence to close. Attracting more ideal prospects. Inspiring referrals from COIs and Clients you haven’t heard from in a while. Attracting opportunities to network, partner or contribute.

In most cases, ROI is what you make of it, not what it does for you. Stop waiting for the leads to pile in, go get them with your brand, content, website, social network and more. Have a “go get ‘em” mentality, not a “when are they coming” mentality.

TWO
EMPLOY THE RIGHT FRAMEWORK TO BUILD TRUST

Trust Formula - Framework

Own your story
Nothing is more important in financial services than having a story that differentiates you. In the least, it should clearly articulate who you serve, what you do, and why it’s important to them. Your brand precedes you. Your prospects experience your brand before they ever meet you in person. What’s your story? Are you different? Are you better? Who should work with you? Why should they care?

Prove your expertise and commitment
It’s not enough to say you are good, different or better. It’s everything to prove it and your ideal audience expect it. Show you care. Show your personality. Share your expertise. Make a commitment to creating and sharing content that tells your story and more importantly, helps them understand theirs. Prove your brand.

It’s not “build it and they will come”. Get exposed
Once you have a story, you need to get it out there in a meaningful way. Know where your audience is, find them and address them on their terms. Engage them in your story and your content. Get them to share your content with their networks. Expand. Find ways to target build your list. Use LinkedIn search. Find verticals and COIs who work with your ideal audience. Engage them too. Be everywhere you can be and as efficiently as possible.

THREE
SAVE TIME & MONEY

Stop “trial and error” marketing
Why try and fail when you can try and succeed. Find someone who’s had success with a strategy, not just a tactic. Will it work for you? Why did it work for them? Will your audience respond the same way? What hasn’t worked for them? Why? Do some research of find a firm that’s helped many different types of advisors find their way.

No more “old school” marketing
If “old school” only meant, build trust, that would be okay. What it means more often than not is trying the same things advisors did 15 years ago and expecting the same results. Old school thinks: referrals are just about asking, “free consultation” is a valid call-to-action, social media is a black hole, direct mail is personal, and seminars are purely educational. Marketing these days is about content, conversations and being everywhere.

Stop “I Hope…” marketing
Every advisors needs a strategy, not just tactics. How does your marketing work together? How do you create momentum? What’s effective and efficient?

Avoid SUNK marketing
Sunk marketing dies after it’s been used. Irt has no long-term value. Some examples are ads (digital, print), seminars (if you don’t follow up), direct mail (if it doesn’t lead to something else), emails marketing (if it doesn’t lead to something else), date specific content, and webinars (if it doesn’t lead to something else. The key is, does it lead to something else and does it have value once it’s been used? Some examples of lasting marketing: evergreen podcasts, videos, blog posts, published articles (if evergreen), and social profiles. Ten podcasts are worth more than 2. They add credibility to your cause. Digital advertising is gone once it’s done. Unless of course it led to content engagement where you can now initiate other marketing: social, email nurture, email newsletter, RSS to your blog/podcast and so on. The key here is to use “Old school” tactics and advertising to engage people in digital marketing, then you have something to build on.

FOUR
BUILD MARKETING MOMENTUM – EVERY DAY

Get sticky
Get people coming back for more. Share content that your audience will use over and over. Make your content so compelling people want to come back for more.  

Engage people
Use every opportunity you have to get people to engage in digital marketing then eventually face-to-face opportunities.

Influence people
Once people are engaged, stay in touch with them often enough and with appropriate content to further ingrain your expertise and commitment.

FIVE
IMPLEMENT, IMPLEMENT, IMPLEMENT

Focus on progress over perfection
If you’re waiting for the perfect website, the perfect paper, the perfect article, the perfect value proposition, you’’ll be missing out on more opportunities and the learning that comes from implementation.

Do what you can and build from there
Start small and focus on building momentum versus only using attraction tactics. Build your brand first, then your website, then your content, then start attracting.

Outsource when needed
You can’t do it all. You don’t have time and you won’t know how to maximize each strategy/tactic. Find help for what you don’t know or aren’t efficient at.

Simplify
Keep your marketing and relationships as simple as possible. Advisors often have 3-5 marketing vendors working for them at any given time. Start from square one, what’s your strategy? How can you simplify implementation? Can you find one or two vendors instead of 5?

Be accountable
Make sure someone on your team is holding you or others accountable. Too many advisors ignore what’s working or not and wait too long to address the inefficiencies and ineffectiveness.

Clear obstacles
Be aware of obstacles that steal your focus and keep you from starting or implementing better marketing. One of the most common obstacles advisors face is the “I already invested in this” mindset. If you invested and it didn’t work, don’t stick with it just because you spent the  money. Fix it now. If you spend too much time writing blog posts that drain the energy out of you, find another way. Try podcasting for instance. It’s much easier. If you don’t have the right technology to be efficient, find a way to get it. If you have a marketing assistant who doesn’t have the right digital skills to help you, find someone who does or enroll them in our Marketing Assistant Course.

Travel light
The bigger your marketing commitments are, the harder they become to manage and sustain; both financially and time-wise. It’s best to be really good at a few marketing tactics that work really well together than to be spread too thin.

2018
FORMULA FOR SUCCESS

Advsior Marketing Formula for Success in 2018

1 – The Chinese regard a dog as an auspicious animal. If a dog happens to come to a house, it symbolizes the coming of fortune.