The year is almost over. That means it’s time to write your annual marketing plan. (You do have a plan, right? I hope you aren’t spending money without one!) The next few posts are going to show you how to create a plan that gets results—and have fun doing it.
Let’s face it. Most of the time, an annual planning meeting is kind of a downer. It starts by looking backward. What did we achieve against our business plan? Where did we fail? What worked, what didn’t? Obviously, no firm reaches 100% of its goals, so there are bound to be some disappointments. That’s why this part of the process usually feels about as much fun as weighing yourself.
Last time, I may have given a few people a heart attack. As I mentioned, according to
The Penton’s WealthManagement.com surveys, companies that provide value-added marketing support to advisors are wasting millions of dollars. Because they’re providing elaborate educational platforms and practice management programs that 75% of advisors don’t even use.
This week, I want you to calm down. You don’t have to cancel all your programs or tell the team to pack up their family photos and cat magnets. You just have to focus your investment dollars where they will make the biggest impact.
What is making an impact these days? Turnkey marketing programs. While your 50-page white paper pdfs sit around unread, advisors are gobbling up quick, easily executed solutions.
I’ve been talking about the Penton’s WealthManagement.com surveys of advisors and their service providers. If you’re a vendor who provides value-added marketing services to advisors—or if you’re an advisor who uses those services—here’s some data you definitely need to see.
Let’s start with questions from the survey of service providers.