It’s The New Year – Time to Reassess Your Sales and Marketing!


Research What’s Working and What’s Not

Use the beginning of the new year to dig into your sales and marketing data to find out what works and what doesn’t. Examine the number of prospects touched during the previous year; the number of follow-up’s required to close each new account; and what specific sales activity or marketing message most prompted each new client to sign up.

You should be able to glean data starting with website stats from your hosting site, from Google Analytics, from the dashboards of your social media accounts, any email stats from your email provider. This will help give you an indication as to how effective (or ineffective) areas of marketing outreach and messaging have been.

It’s important to know as much as you can about the state of your sales outreach and marketing programs. Evaluate where you should make changes to increase what’s most effective and redirect time and resources away from efforts that have not proven successful.

Create A Spreadsheet to Track Key Metrics

If you’re not tracking marketing metrics monthly, the beginning of the year is the perfect time to start. You’ll want to create a spreadsheet of the data points that best reflect your marketing personality (i.e., the items that interest you) and give you a gauge of the health of your marketing.

A good place to start is pulling your web analytics on a monthly basis – page views, users, sessions, bounce rate, etc. When you see a rise in positive metrics over time, you know you’re doing something right. On the other hand, if key metrics take a nose dive, you know something is not working. Those are areas of your website you want to improve with the help of a professional marketing agency specializing in the financial advisor industry.

For a download to help assess and rank your marketing priorities, check out our past blog, “Three Tips to Focus Your Financial Marketing Priorities.”

Reexamine Your Brand Image & Messaging

Many financial advisors launch their new company by choosing a name they want, researched against what’s available in URL form that’s closest to the desired moniker. And if they decide to use a tagline at all, most simply come up with a slogan that either plays off their name in some fashion (cleverly, they think) – or winds up sounding generically like hundreds of other financial advisor taglines. In other words, not much introspective, analytical thought was given to either. The harsh truth is…that you’ll have to dig much deeper into your firm’s desired personality, processes, market focus, an array of services, strengths, and vision to arrive at a brand identity and positioning that truly separates you from competitors.

Again, this is where a marketing firm whose foremost expertise is branding can help. They’ll guide you through the laborious, iterative and deductive process necessary to crystallize a brand identity and robust messaging that uniquely places you above everyone else.

For more information on these and related topics, please check some of our other blog articles:

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Do you need help in skillfully reassessing your sales and marketing? AdvisorPR can work with you to take the steps toward researching what’s working and what’s not. We can help refine your branding and messaging for maximum impact. Contact AdvisorPR at (866) 888-5333 or today.

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