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In this special episode, Julie and Steve discuss the benefits of coordinating your marketing into campaigns. Organizing communications and activities around a theme reinforces the message and creates multiple impressions that can systematically raise interest among your clients or prospects. And the process reinforces a specific idea that can ultimately inspire them to take action.
Takeaway Quote:
“Focus on marketing themes instead of marketing tactics and the process becomes easier and more effective.”
Show Timeline:
1:30 How to take concepts that feel big and try to make them simpler
2:50 Thinking about themes rather than tactics to drive relevant messaging that sticks
7:10 How client communications and new business development are often one and the same
12:55 Uncovering ways to leverage what you’re doing with clients to drive growth
16:47 The concept of the ‘Red Thread’ from Tamsen Webster
20:10 Creating an efficient marketing process
Links:
Tamsen Webster’s Read Thread: https://tamsenwebster.com/what-is-the-red-thread/
Want more?
Stephen Wershing: http://advisorchecklist.com/blog/
Julie Littlechild: www.absoluteengagement.com/blog
Episode Transcript:
Steve Wershing:
Welcome to Becoming Referable. The podcast that shows you how to become the kind of advisor people can’t stop talking about. I’m Steve Wershing, you’re exposed to lots of marketing ideas and if you’re like most advisors, you commit to implementing some number of them each year, but one of the most common mistakes advisors make is that the marketing activities don’t comprise an annual plan, but are more of a collection of one off events; an email blast, an article, a blog post, a client event. They communicate different messages. They’re more like individual standalone projects, and that misses an enormous opportunity. In this episode Julie and I discuss the benefits of coordinating your marketing into campaigns. Organizing activities around a theme reinforces the message and creates multiple impressions that can systematically raise interest in a group of clients, or prospects. And a specific idea that ultimately inspires them to take action.
Steve Wershing:
We discuss how organizing your marketing and communication efforts into just a few campaigns per year can produce a lot more results from the same number of marketing activities, because of the cumulative effect of reinforcing and building on a message. It’s a valuable conversation about how to get a lot more return on the same marketing investment. So here’s my conversation with Julie about organizing your marketing activity into campaigns.
Julie Littlechild:
So Steve, one of the things that we’ve been talking about lately is how we can take concepts that feel really big for advisors and try to make them simpler.
Steve Wershing:
Okay.
Julie Littlechild:
Because there’s so many good ideas out there that can be overwhelming, and one of those I think is really mapping out the communications plan in a way that isn’t just engaging for clients, but also helps to attract… add value for centers of influence, or attract new business. One of the things that I’ve observed that really got me thinking about this is that we hear so many different ideas, right? Here’s a great-
Steve Wershing:
Sure.
Julie Littlechild:
Agent’s idea. Do this webinar, send this, do that and you can feel… first of all, overwhelmed, but you can also feel like you’re just throwing things against the wall and seeing what sticks-
Steve Wershing:
Yeah.
Julie Littlechild:
Without ever really giving it the time to work.
Steve Wershing:
Okay.
Julie Littlechild:
So one of the things that we’ve been recommending to a few advisors that I’ve talked to lately, who’ve really been experiencing this is rather than thinking about tactics that I can put in place, think more about a few key themes that you’ll focus on over the course of the year, and then integrate the tactics so it’s more of a longer term, in depth message that you’re delivering. I mean, I think… I can give you a couple examples, but would you agree that you-
Steve Wershing:
Yeah.
Julie Littlechild:
See this with a lot of advisors?
Steve Wershing:
Oh sure, and I think one of the challenges in terms of broadcasting messages, and as a way on enhancing your public presence, I think one of the challenges is that I see a lot of advisors will just… they’ll just send all kinds of ideas out there that don’t really have relationship to each other, or any organizations. So oh, this one’s about cash management and this one’s about investments and this one’s about tax strategy. One of the challenges there is that people can’t get to know you for anything. So I think organizing it like you’re suggesting makes an awful lot of sense. Tell me how you would approach that.
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