Breathing New Life Into Your Marketing Plan
Drip email campaigns, direct mailers, seminars – these are among the most commonly used marketing strategies agents and advisors use to connect with new prospects. However, if you go to the same well too many times, it will eventually run dry. Using a variety of marketing approaches and content delivery platforms is the best way to enhance your overall strategy and keep things flowing if/when those wells do run dry.
Below are just a few underutilized and/or unique marketing activities that you should consider incorporating into your plan.
Social Media Groups
A strong social media presence is a necessity for any small business owner, including agents and advisors. Many of you have probably already benefited from your Facebook and LinkedIn pages, but might not be using these platforms to their full potential. Posting content on a regular basis and allocating a portion of your budget for ads and targeted posts is a good start, but there is more you can do.
Joining and having an active hand in relevant Facebook and/or LinkedIn groups expands your reach and connects you with consumers who don’t already follow your accounts. This could be as simple as sharing your Facebook posts in community-based groups or advertising your services in the Marketplace. Or, you could go the extra mile by contributing to conversations started by other group members. If you’re willing to invest the time and effort, this can be a great way to showcase your expertise and make new, valuable connections.
Podcasting is an often overlooked, but potentially valuable, vehicle to promote your brand. Creating a podcast is as simple as sitting down and having a conversation. Of course, you want to take a few additional steps in the interest of professionalism, but you get the gist. For as little as $100, you can purchase a basic podcast setup that includes a decent microphone, headphones, an audio interface, and recording software (all of which are typically very user-friendly). Once you’re set up, grab a colleague or friend to “interview” you about the topic(s) you want to address. To keep things running smoothly, you should write a script, or at least a list of talking points, to follow during the conversation.
Celebrity “shout-out” videos have become so popular, they’re almost too good to pass up. The last few years have seen a growing number of companies that offer short, personalized video messages from athletes, actors, musicians, reality TV stars and other C and D-listers. While only 10 – 20 seconds long, these videos can be a great way to capture people’s attention. The price you’ll pay will vary according to the celebrity, but most are reasonably affordable. Just keep in mind that these are primarily intended for personal messages and you may be charged more if the video is geared toward promoting your business. That said, for between $5 – $50, you can show some client appreciation with a personalized birthday message from a member of their favorite sports team. Yes, this is an off-the-wall and somewhat gimmicky approach. But, as star-struck as consumers can be, this is one gimmick that might just pay off in the end.
Experiment and Expand Your Horizons
A well-rounded marketing plan should have some flexibility. Leave yourself some wiggle room to incorporate fresh ideas and new approaches throughout the year. Remember, you are working in a very crowded marketplace and every inch of traction you can gain could be worth a mile in the end. You should always be willing to experiment and think outside of the box. When something works, keep doing it! When something doesn’t work, use it as an opportunity to evaluate, assess, and improve.
Are you looking for new sales and marketing ideas? Our 19 Sales Tips for 2019 guide will breathe new life into your marketing plan. Get in touch to request your complimentary copy today.