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Low Cost Marketing Ideas Build Business, Boost Referrals and Attract Ideal Clients

Low Cost Marketing Ideas Build Business, Boost Referrals and Attract Ideal Clients. Marie Swift. Three Secrets to Marketing Success. Schedule time to reflect Create a marketing plan Work your plan. Year-End Marketing Questions. Think them through. . How are you doing?.

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Low Cost Marketing Ideas Build Business, Boost Referrals and Attract Ideal Clients

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  1. Low CostMarketing Ideas Build Business, Boost Referrals and Attract Ideal Clients Marie Swift

  2. Three Secrets to Marketing Success • Schedule time to reflect • Create a marketing plan • Work your plan

  3. Year-End Marketing Questions Think them through. How are you doing?

  4. Year-End Marketing Review • Start with yourself. How did you do? • Then include your team. What do they think? • Devote time and thought to marketing in your annual meeting. • Review your expenses and results. What worked, what didn’t? • What is planned for next year?

  5. Define your market Create your message Develop your materials 3 Ms Revisit Your Marketing Plan Follow “the 3-M’s of marketing” for best success

  6. 1 —Define your market • Understand the niche markets, your opportunities, and channels for reaching your target market • Do a SWOT analysis …… - strengths, weaknesses, opportunities, threats • Write a detailed description of your ideal client

  7. 2 —Create your message • Create the value proposition / marketing message • Write a positioning statement • Look at other advisors’ brands by visiting Web sites • Evaluate your brand decisions – company name, tag line, logo, color pallet, central messages • Polish verbal/ written identifiers that make you unique and communicate the value you bring • Think BENEFITS to clients -- NOT features of your service

  8. 3 —Develop your materials • Polish your bio • Update your Web site • Update core collateral materials • Develop new items: yellow pages ad, post cards, sales letters, event invitations, community directory ads, press kit, news releases • Create a 13 month activity calendar • Create tracking sheets for your marketing campaigns

  9. 1 5 2 6 3 4 Six-Element Marketing Plan: Overview Document marketing goals Identify marketing tactics Create a development and rollout schedule Set aside appropriate resources for execution Integrate into your business plan Measure plan success

  10. Benefits of a marketing plan • Clear understanding of the types of clients you are best suited to serve • Define your unique value vs. your competitors • Identify specific barriers you may be facing • Track and make adjustments • Identify the most appropriate tactics • Line up right resources and execute effectively • Avoid wasting valuable resources via an uncoordinated marketing effort

  11. Who are you selling to? Good planning includes knowing your client • Target markets: primary, secondary • Describe demographics and psychographics • Who are you most comfortable with? • Who will spend money with your business? • How do they get their information?

  12. Identify your skills Good planning includes knowing yourself • Writing skills • Speaking and group presentation skill • Networking and conversational ability • Marketing experience • Recognizing and facing your fears

  13. Rate your skills High Mid Low If you don’t have the skill, find somebody else who does and collaborate or bring them in to help you.

  14. Writing opportunities • Web site • Newsletter – soft or hard copy • Email campaign • White paper creation • Book author or contributor • Print advertising • Yellow pages ad • Client survey • Direct mail (letters, postcards, etc.) • Greeting cards

  15. Speaking opportunities • Client events • Prospecting events • Sponsored events • Workplace education • Trade fairs / Community fairs • Intermediary seminars • Advisory board • Sponsorships • Community involvement • Professional networking • Social networking • Referral strategy Speaking Opportunities

  16. Using your PR skills Media relations • Radio spots or appearances • Television ads or appearances • News releases / announcements • Editorial and bylined articles • Leveraging media mentions

  17. Diversified marketing portfolio

  18. 1 2 3 4 Making it real Dreams Goals Objectives Tactics Moving from dreams to goals requires … … the power of the written word.

  19. Differences between goals and objectives • Goals are broad - objectives are more narrow • Goals are intentions - objectives are precise • Goals may be intangible - objectives are always tangible • Goals are subject to interpretation - objectives can be validated by the numbers

  20. Goals/ Tactics – Client focused Increase awareness among existing / prospective clients • Refine initial presentation and positioning statement • Develop media relationships - be quoted or published • Establish or strengthen Web site presence • Add Client Portals / Virtual Vault • Start or improve drip marketing programs • Create or re-work prospect letters • Automate letter and postcard process • Create/distribute e-newsletter for clients • Offer public seminars or lunch-and-learns 4 x year • Approach HR Director at Company X • Host one client appreciation or networking event

  21. You don’t have to do it all • Being overwhelmed is a leading cause of procrastination • Pick 2-3 things • Do them consistently and well • Leverage your strongest skills • Diversify as you can • Add more activity and expense • Be tenacious

  22. Get a Coach or a Buddy • Someone who’ll be honest with you • Someone who knows a few things you don’t • Someone who’ll hold you accountable • Cost for a colleague – your time and theirs • Cost for a pro $300 - $1500 / month (or spot coaching) • www.EdwardJacobson.com - Edward Jacobson, Ph.D. • www.MaryLaceyGibson.com - Mary Gibson, CFP® • www.BrianKoval.com - Brian Koval • www.DMacConsulting.org- Diane MacPhee • http://www.impactcommunications.org/files/TrustedResources.pdf -- Trusted Resources “Swift Seal of Approval”

  23. Brand evolution • Companies also grow and change • Your brand should reflect your current clients and service offerings … • And project your vision for the future

  24. Case in point

  25. Good brand foundation

  26. Celebrate Milestones • 25th anniversary • Marketing Makeover • New Branding • New Web Site • New Brochure • News Release • Letter to Clients with Enclosures • Fun Insert – Historical Look at Last 25 Years

  27. Create a Referral Program Create small stickers • Put on back of envelopes • www.WebSticker.com • 3,000 for under $200 Keep top of mind • Add PS to end of all correspondence • Mention in newsletters • Use branded pens, letter openers, useful items as easy handouts • www.iprint.com \ www.queensboro.com Thanks for your referrals! We’ll take good care of your friends and colleagues. Get free financial information: www.myWebSite.com

  28. Make It Easy to Refer You • Keep Lucite racks full of brochures, reprints • Slide calculators = Attractive, fun and interactive • Require no explanation • Help people understand and • Motivate them to act • Great value for budget dollars • www.advantagepublications.com/finances.html

  29. Referral Brochure • Keep in lobby in Lucite rack or mail out 1x year • www.ClientWhys.com= Ready Made • Or design your own

  30. Conduct a Client Survey • Let clients know you care what they think • Single topic or multiple questions • Mail-out with Fax-back or mail-back options • 3 Question survey • Start / stop / continue • Online surveys - quick and easy • Easy to set up and send • Easy to track results in real time • Free or low cost

  31. Client Surveys…Online www.SurveyMonkey.com Professional Subscription: $19.95/month • Up to 1000 responses per month • No long-term contracts • Cancel at any time • Unlimited number of surveys • Unlimited number of pages and questions • Completely unbranded Basic Subscription: Free • Your surveys include promotion for surveymonkey.com • Survey responses remain private • Limit: 10 questions and 100 responses per survey

  32. Conduct a Client Survey • Hire a third-party • Get more free survey tips at:www.advisorimpact.com/download/making_client_surveys_work.pdf

  33. Leverage Your Survey Results • Letter to clients summarizing responses • Thank you notes or gift to respondents • News release to local press • Post on Website news release or news summary • Add to your Clip Book • Article in your newsletter • Use information to improve service and client communications • Beef up your Client Knowledge Base

  34. Polish Up Your Elevator Speech

  35. Positioning Reminders • Get positioned in your prospect’s mind. • Use one simple message. • Set yourself apart from your competitors. • Don’t try to be all things to all people. • Stand for one distinctive thing that will give you the competitive edge.

  36. Get Your Message Across • Articulate results & benefitsof working with you - Don’t talk process - Don’t talk features • Keep it simple, easy and quick to grasp • Use “word pictures” • Repeat key messages • Reframe, rephrase, restate

  37. Practice Others-Centered Communications • With Read articles in FPA Solutions magazine and on MorningstarAdvisor.com • http://www.impactcommunications.org/whatwedo. asp?SPID=48238&Title=News+Room&OrgID=1655

  38. Thank you Reminder: A good marketing plan isessential to your successas a financial planner! What are the top 3 things you will do next week? This year? Marie Swift, PresidentImpact Communications Inc.2007 West 91st Street, Ste. 201 Leawood, KS 66206 Phone: (913) 649-5009 marieswift@impactcommunications.org

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