I’m often asked should I even do any marketing over the summer? Just that question tells me you don’t understand the concept to marketing. A good marketing program must be consistent, stopping from time to time only derails all the progress you have made. While you may not feel or experience the immediate results to your marketing efforts that does not mean they are not working. So here are a few tips to help you stay on track with your marketing plan:
1. Keep it simple: If a marketing plan is too cumbersome there is a high likely hood that it will not be consistent so you must make sure that whatever you do is easy enough to make it happen. Email is the most efficient source of marketing along with Social Media. Setting up two drip emails each month is an ideal and the simplest method of keeping your name and face in front of prospects and clients. Using the same content to generate two status updates on linked in each week you are now leveraging your marketing content to supply two powerful marketing tools.
2. Make it Personal: With easy internet access to market research sending a regular market update does not exactly differentiate you from the competition; it’s how you personalize that market update that makes the difference. While there is still benefits to clients seeing your name in their list of emails (before they delete it) it becomes a more effective tool when they look forward to receiving and even reading your email.
Each month select two types of emails, one a market update giving the reader a short personal reason to read the market update ie; “If you were wondering how all the happenings in Europe can actually affect your portfolio you may want to read this article, I found it very understandable and I particularly liked the chart on page 2” This shows them that no only have you read the material you also giving them a more personal reason to read it.
Your second email each month can be product focused for example you may want to help clients/prospects understand the importance of Long Term Care so your email may say something like this: “This past year when we had to put my father in a long term care facility I quickly learned how a long term stay could have quickly eaten away the assets my father had set aside to provide for my mother. If this article makes you uneasy then call me” Using your own experiences gives it a more personal twist.
3. Keep it consistent: Once you set up your program make sure it becomes a priority. Because you may not feel the immediate results it’s easy to let it slip off your priority list. Don’t underestimate the importance of this process. It may take you less than an hour each month to create and send two emails each month to hundreds maybe even thousands of contacts in your database, all you need is one high net worth prospect to receive your email right when they are deciding what to do with their rollover and up pops your name and message. If you get one multi-million dollar account from this process would it be worth it? I think so.