Marketing. It’s one of the more important aspects of our business. And one of the biggest—both in terms of budget and effort.
But it’s hard to quantify “really good” marketing versus “really bad” marketing. When you feel like you’re spending money left and right, it has to be good, doesn’t it? The truth is, money isn’t the only factor to consider. You can pay a lot for poor marketing. And you can also leverage effective marketing for free.
So, how do you get “really good” marketing for free? There are three steps to follow.
1. There needs to be a worthwhile message to promote, and you need to have a regular block of business that is consistent, and value-driven, to promote it to.
Start by writing articles and videos for local television and news reporters. Reporters are always looking for good quality, highly professional content. Talk to anyone that might be able to provide media attention for you. Any content you create also needs to be consistent across all channels. Articles and videos need to tell the same story as your blogs and emails.
And don’t get discouraged. It takes time to develop a following. Continue to push information to those that can give you exponential free live marketing efforts.
2. Focus on your social media strategy. Everything you post should be of high value to your target market.
3. A powerful transitional call to action is essential. It’s rare that clients come to your website, thinking “You know what? I’m ready to invest the $1,000,000 with you to plan for my retirement.” Before they allow you to start on their financial plan, they want to get to know you. They want to trust you. They want to understand how you do business. One of the best ways to help them do that is to offer value through transitional calls to action. This can be anything that encourages them to look closer at the service you offer.
For example, offer educational material on a subscription basis. To download your latest article, they need to provide an email address. This allows you to create a nurture email campaign that speaks directly to the client’s interests.
Some examples of transitional calls to action include things like:
All of your content, including the call to action, must be consistent, fresh and valuable to your audience.
Reach out to those people in your local media that can give you exponential exposure. Use a consistent message to offer valuable information to your target audience.
Consistency is essential to a solid marketing plan.
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