More often than not I have witnessed advisors suffer analysis-paralysis as it relates to marketing. What can be freeing is embracing the fact that marketing is not about finding the perfect plan template, tool, or system, it’s about consistently and systematically focusing on the right activities. Here, I provide a simple and repeatable way to focus your marketing efforts each month.
Be Specific About What You Want to Accomplish
What do you want to accomplish, on an ongoing basis, as it relates to your marketing efforts? It may seem like an obvious question, but I have found that other than “bringing in new business,” advisors do not usually have a specific answer to this question.
“Marketing” and “growth” are big, ambiguous terms that need to be broken down into specific objectives, or things that we want to achieve. Without objectives, it becomes exceedingly difficult to 1) focus our efforts in the right places, 2) assess whether we are having success and 3) understand quickly why we are not having it.