Mike McGlothlin CFP®, CHFC®, CLU®, LUTCF®, NSSA®
Welcome to 2021. We made it! And most of us are cautiously optimistic about what the new year will bring. But as we hope for things to get better, we’re still dealing with the spread of COVID, low-interest rates and a volatile political climate. If we learned anything last year, it’s that we need to act, not wait, to be successful. And the best way to start is to create a strategy.
So, if you’re ready to hit your prospecting goals and grow your practice, you need a strategy that keeps you front of mind with your clients and prospects.
Broadridge Financial Solutions, a global Fintech company out of New York, surveyed some top-performing advisors about how they plan to increase their return on investments in 2021. They found that advisors are shifting focus to digital marketing to be able to respond to the changing landscape of marketing. Their marketing strategies include allocating more resources to acquire new clients. In fact, more than two-thirds of the professionals surveyed said that they were going to increase their marketing spin. And they plan to increase their reliance on technology. They want to incorporate webinars, video content and digital advertising into their marketing mix.
So, how can you evolve your marketing strategy and stay in the game? Start by emulating the successes of these top advisors. Clients are responding and interacting with your brand across various channels and devices, including cell phones, email, websites and all kinds of different social media channels. And they have become accustomed to a personalized approach with a seamless transition between those channels.
To achieve this, you must have a consistent message that is focused, thoughtful and intentional.
And, if you really want to move the needle, your message needs to be where your clients are. From Facebook and LinkedIn to emails and recorded webinars, you can use the same channels your clients and prospects use to offer valuable, relevant content.
Think about what your ideal clients want, what they need, and what they expect from a quality adviser like you. Use that information to create a consistent message and then consider the channels that are most likely to deliver the best results. You should have the same message across all channels, and in our current environment of instant information, it needs to be executed seamlessly. Whether you’re using email, social media, your own website or all three, your clients should feel like you are having a continuous conversation with them regardless of which channel they are currently using.
So, set yourself up for success in 2021 with a focused and intentional marketing strategy incorporating digital marketing. If you’re not sure how to get started or need help crafting your message, give us a call. We’re more than happy to talk about our digital marketing opportunities to help you grow your business, attract quality prospects, and at the same time, remain relevant in the greatest shift from the workforce to retirement that we’ve ever seen in the United States.
Your marketing strategy for 2021 should include consistent messaging, digital media, and, most important, information that your clients are seeking.