This is my last post of 2011. The end of the year is always a great time to take a step back and plan for the following one. By the middle of December most clients aren’t interested in seeing their adviser, they’ve got other more important things on their mind. So this is a great time to consider what you can do to make sure you hit the ground running when the world gets back to normal after Christmas. In the spirit of sharing I thought I’d offer you a few marketing ideas that you might want to consider using during 2012 to grow your business in what will undoubtedly be another tough year for advisers.
The beauty of each idea is that they needn’t cost you a penny. You will need some time, effort, energy and some creativity but you won’t be raiding your bank balance.
Every time your name or that of your business appears in print, you are automatically seen as an expert. Whether that is writing an article for the local (or national) paper, offering comments on the latest interest rate or market movement, you instantly gain credibility. What’s more most papers are crying out for good content and can’t afford to pay freelance journalists to write it for them and will probably welcome material from you with open arms. You need to tread carefully but it can often pay to take a contrary or occasionally provocative stand if you want to get noticed and stand out.
2. Go meet your top 10 clients
Not to give any advice, but just to say thanks, ask them what they value most about what you do for them and to see who they know who might also value the same thing. (A referral to you and me).
3. Get Networking
The key benefit of attending industry conferences and events is to share ideas with and learn from other advisers. I get that and encourage it. But you won’t find any clients there! Go anywhere that people in your target market might hang out. There are tons of trade shows and events that you can get into for free. Make sure that at least half of the events you go to are events that your target market will be at, in large numbers.
4. Public Speaking
Some people might well prefer to have their toe-nails extracted but any time you get up to speak in front of an audience you are marketing. There are many opportunities to speak to interested parties, prospects and better still, qualified prospects, all over the place.
5. Keep in Touch
If you aren’t keeping in touch with clients at least monthly via email, or maybe an email newsletter, you are definitely leaving money on the table. Yes it has to be topical, relevant and interesting, but your clients will value it and you will remain top of mind.