Don’t create it all yourself – Use your partners’ content and share that. Cross promote your partners content and they will promote yours. (Hammond)
Understand permission marketing – No one likes being interrupted. No one likes the commercials on TV or the ads in a magazine. Get permission to educate people about what you do. Add value 80 percent of the time. (Hammond)
Know what matters – Test what your clients and prospects care about. Is it an eight-page white paper on investments or is it a picture of your team serving food at a soup kitchen. Is it a brochure on your firm’s services or a welcoming video on your website telling the world why you are in business.
Don’t guess at what content is important and what format it should be in. Conduct research and then improve your marketing mix! (My own advice)
Mike Byrnes is a national speaker and owner of Byrnes Consulting LLC. His firm provides consulting services to help advisors become even more successful. Need help with business planning, marketing strategy, business development, client service and management effectiveness? Read more at ByrnesConsulting.com and follow @ByrnesConsultin.