At Wealth Management Marketing, October marks the beginning of “Marketing Plan Season.” Our clients take the fall months to begin planning for the new year so they are prepared when January 1 rolls around. To help you begin the development of your annual marketing plan, I’m republishing this article from last year, updated for 2012.
Fall is upon us, which means it’s time to start planning for 2012. The period from October through December is an excellent time to review your existing marketing activities, create a new plan, and prepare for the new year so that you can hit the ground running in January. Below are five quick steps to get you to take a break from 2011 and get your 2012 marketing strategy rolling.
Step 1: Update Your Marketing Message
Do your prospects and centers of influence (COIs) understand who you serve, how you serve them and how you are different than your competitors? If not, it is time to look at your overall messaging. Develop a clear story about what makes you different, and the value you provide to your clients. If you aren’t clearly communicating how you serve your clients, how are your prospects going to understand the value you bring?
Step 2: Review Your Market Collateral
When was the last time you updated your marketing collateral and website? If you can’t remember, or if it has been over a year, it’s time to review your marketing communication tools. Most likely you will find your content to be out of date or it does not convey the appropriate message. For 2012, consider creating marketing collateral that can be easily updated from year to year such as one-pagers instead of traditional brochures that have to be ordered by the thousands.
Step 3: Evaluate Existing Activities
Before you begin planning for 2012, evaluate your marketing activities from 2011 and even earlier. What worked? What didn’t? There is no reason to reinvent the wheel each year, so plan on repeating what is currently working for you. Analyze the campaigns that haven’t worked and see if there is a way to improve them or make the decision to abandon the ideas. These existing activities will provide the basis for next year’s campaign.
Step 4: Create a Plan
Get out your calendar for 2012 and begin planning your activities for the year. Start with the campaigns that have worked in the past as your foundation and build from there. Diversify your campaigns to address referral, direct and word of mouth marketing to generate clients from a variety of sources. Also choose a mix of mediums from face-to-face interaction to online channels to reach prospects from a variety of angles.
Step 5: Begin Implementation
Implementation doesn’t begin on January 1 – it starts months prior to the new year. The process to update your marketing message or communication tools can take from a couple of weeks to a couple of months and should be completed before the start of 2012. Organizing events and workshops needs to happen six to ten weeks in advance, so the planning for any January event should begin in November.
Don’t wait until January to start planning for 2012. Take advantage of the three months left in 2011 to prepare for a stellar marketing strategy for next year.
About Kristen Luke
Kristen Luke is the President of Wealth Management Marketing, Inc., a firm dedicated to providing marketing support for investment advisory, wealth management and financial planning firms. Her firm enables independent advisors the ability to market with the same quality and consistency as their larger competitors by providing the resources of an entire marketing department at a fraction of the cost of a single employee. For more information, visit www.wealthmanagementmarketing.net.