Your marketing plan is just like a long-term investment strategy

One of the things that typifies many financial planners’ marketing tactics, is a flurry of activity once or twice a year, followed by deathly silence. It’s the marketing equivalent of investing $12,000 when you think the market’s bottomed out, rather than $1,000 each month.

Now if a couple of big marketing hits is a conscious part of your marketing strategy AND it’s working for you, then give yourself a high five and keep up the good work.

But if your marketing activity is dictated by your enthusiasm, how busy you are, or how full (or empty) your bank account is, then you might want to consider a different, more consistent approach.

Finding the marketing activity that you can implement consistently in a simple, systemised way, is a lot like regular investing.

It’s typically a long-term play, and it may take some time to build up steam and see results. But your investment can also compound over months and years, so that what you do now will pay off in the years to come.

It might be a regular:

  • blog that is emailed to clients and potential clients e.g. Main Street Financial

  • coffee with someone in your professional network

  • video that explains a financial concept e.g. Thompson Financial Services

  • podcast that shares both personal and business topics of interest e.g. Informed Choice

  • events that educate and inform the exact type of clients you are trying to attract e.g. Goldsborough Financial Services

  • advertising that (rightly or wrongly) attracts clients with offers - although keep in mind that when paid advertising stops, the benefits typically dry up e.g. Dixon Advisory #dixonfiles

And just like when you’re investing, your asset allocation matters. You can't just blindly invest time and money without any thought to where it's going, and expect to get results.

There needs to be some strategy behind it, and a clear path to how it will help achieve your financial planning business' goals.

And the good thing is, if you do make a few mistakes along the way, it's unlikely to completely derail your strategy.

When you're clear about your ideal client, and have a message that's good enough to share, smart regular investment into your marketing — whether with time or dollars — is a great next step.