Woody Allen had a great quote; “Eighty percent of success is showing up.” And while this may be so, the other twenty percent involves diligent planning, flawless execution and introspective performance reviews to assess results and actualize learning. Ironically, it is the starting point in the process, that is often overlooked by independent financial advisor firms… planning.
We’ve all heard the myriad of excuses for why firms don’t embrace a formal marketing planning process, but let’s clear up one misconception out of the blocks. A formal marketing planning process doesn’t have to take endless hours or result in a document consisting of reams of pages that go into a three ring binder and gather dust on a shelf. Formalizing your firm’s marketing planning process involves asking the right questions to assist in establishing goals for the firm, that will then drive resource allocation decisions and ultimately the strategies and tactics that will be employed to achieve those goals. The types of questions that we’re referring to are simple and straight forward, but yield much in the way of feedback to fuel the firm’s positioning and marketing strategy decisions; What business are we in? What do we do? How do we do it? Who do we do it for? In addition, the answers to these questions can yield tactical fruit as well. For instance, converting the concise answers to the aforementioned questions into keywords that can be leveraged to drive the firm’s SEO and pay-per-click advertising tactics.
From a goal setting perspective, the key areas to address involve the key areas of your business; client retention, gross revenue, lead generation and profitability. As a rule, each of the goals should be time bound and measurable. For example; “Our goal is to increase revenue from existing clients by 6.0% in the coming fiscal year from .0 million to .06 million.” There are personal goals to be addressed as well that have an impact on the success of the firm; Do you want to work more or fewer hours this year versus last? Are you planning to invest more or less time with clients and prospects in the coming year? When considering the various marketing strategies available to the firm, it is best to evaluate them in the context of a particular objective. For instance, if your firm is seeking to increase the number of new clients in the coming year, you will have to consider strategies that will positively impact the combination of converting existing prospects and increasing the number of potential leads.
In terms of budgeting, your firm can use either a zero-based approach, whereby you establish your goals, select the strategies that will support those objectives and establish the budget required to implement those strategies. The other approach involves setting marketing spend based on a fixed percentage of gross annual revenue or as a percentage of the prior year’s marketing spend. Determining the appropriate spending level is dependent on a number of factors ranging from your firm’s growth posture, market position, market conditions and competitive activity. According to the 2010 FA Insight Study of Advisory Firms: Growth by Design, FA firms spend on average between 1.5% and 3.5% of their gross annual revenue on practice marketing. As a rule, newer firms, firms that are in the early stages of their growth trajectory and high growth firms spend at a higher percentage of gross annual revenue… makes sense. Perhaps the most important finding from the study, “Stand Out” firms that embraced growth by design (i.e. planning) outperform their counterparts on virtually every key measure ranging from revenue growth to owner income per dollar of revenue to operating profit.
Cliff Campeau is a Partner with Evolutionize, LLC and a regular blogger on financial services marketing “Best Practices.” Evolutionize specializes in providing independent financial services firms with a suite of web-enabled practice development solutions ranging from website development and outbound marketing tools to a comprehensive social media program management system. Questions? Call Cliff at (314) 863-3033, ext. 204 or reach him at mailto:cliffc@evolutionizemypractice.com
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