Starting a lead generation marketing plan is harder than is looks for most.
I have put together a few articles of lead generation tips for all of you advisors out there. This is the first one. My ambition is to drive new leads to your practice.
Overall, it will all break into over 20 tips. Tips which consist of planning techniques, discovery methods, research, practice management and avoiding detours.
I round it out with some guidance on what right marketing outputs you should use.
Let's kick it off with some basics: evaluating the situation, meditation and goal setting.
1. Be Honest with Yourself and Evaluating
Sun Tzu, the philosopher, said, “know yourself and you will win all battles.”
It is always good to do a good old fashioned evaluation. Get the team together and at what you can/cannot realistically do with your marketing efforts. But first, try to understand everything you possibly can about your company and business first.
A workshop is a great way to fire things up and get everyone involved.
Evaluate areas such as:
- Value chain.
- Compliance protocols.
- Budget constraints.
- Risk and volatility.
- Core competencies and/or expertise gaps.
- Any historical lessons learned.
- What are competitors doing?
While evaluating, of just deciding what part of the business to evaluate, keep asking yourself: "how will gaining this knowledge help me generate leads?"
Get it all on the table.
2. Marketing Meditation
Once the #1 tip is complete, go and review the data. Meditate on the data. Go take all that fresh company data and let it brew. This is a crucial step and underrated. Maybe even controversial. The merit of this approach is that it promotes mindfulness, which in turn means good decision making.
Take a few hours, a few days. Weeks. Whatever. It's up to the individual and business. During this time, think it through. Do some models. Test some stuff out. Then come back around and make the decisions.
3. Goal Setting
Next up is to set some good goals to fit into your overall marketing plans.
To help set some goals, I would break 'marketing' down into 5 core components. Lead generation touches them all.
- Promotional marketing.
- Public relations (pr).
- Brand management.
- Tech stack management.
Try writing down some realistic goals that fall under those 5 marketing categories. (Probably best to use an excel as a tracking sheet).
Make some goals like "I will spend 8 hours a month going to community events to get contact info from people." Or, "I will budget $4,000,000 for a Superbowl ad."
Planning to buy a Superbowl halftime ad sounds appealing. Is it realistic? Not so much. Doing the community events? Very realistic.
Set some KPIs around some realistic goals. Make sure you track and don't be scared to adjust on the fly if things are not working out that great. I find in marketing, so long as you keep trying things, you will have some success.
Once you get to this point, it is time to start planning strategies to get to your targets. I will be discussing those in detail next week.
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