Marketing Corner – Don’t Give Up On The Year
Marketing Corner – Thursday, November 3rd, 2016
Don’t Give Up On The Year
Many advisors view the end of the year as a dormant period, a time to wind down. The reality is that the final two months of year present many great opportunities for clearing more production, earning new clients, and gaining visibility with in your community. Here are ways agents and advisors can finish this year strong and be primed for success in the next.
One of the main reasons advisors ease off toward the end of the year is because the period is loaded with holidays. This means that prospects and clients are likely focused on family and travel, rather than their big picture financial concerns. Advisors themselves may enjoy the ability to comfortably wind down, spend time with family, and reset for the new year. But this period presents several opportunities for marketing.
Now, you may know that a holiday—especially a big one like Christmas—is a great reason to touch base with you clients and prospects. Generally advisors will issue Christmas greeting cards to their existing clients and perhaps even to targeted prospects. It’s a nice way to keep your name in front of consumers and to show your current book of clients how much you appreciate them.
However, overlooked is Thanksgiving. This is arguably as relevant of a holiday as Christmas and presents another great opportunity to reach out to your target market. Plus, since not many advisors use Thanksgiving for holiday marketing, you will have a better shot of having your message stand out.
So what kinds of marketing should you do?
You may elect to do a simple holiday greeting card or you could incorporate the holiday into a marketing push around a specific program or service. (“Be Thankful for Lifetime Protection and Accessible Cash Value with our Life Insurance Solutions”). However you do it, be sincere, respectful, and professional with your holiday marketing.
Employ Pull Marketing
Perhaps you draw a lot of your business from seminars and presentations throughout the year. Many of the advisors and agents we work with run successful seminar programs. In our digitally driven world, seminars can still be very effective. However, at the end of the year, this style of marketing can be challenging. Since the last two months are busy for everyone, you might not see your usual attendance numbers and end up spending time and effort on busted seminars.
Here is where digital pull marketing solutions can work to draw consumers to you and help make up lost opportunities. Pull marketing generally refers to non-intrusive methods that work to draw consumers who have an interest in your services. This often includes SEO (search engine optimization), PPC (pay-per-click campaigns) and other digitals means of marketing. While a good marketing plan is going to incorporate many different platforms and methods, focusing on pull marketing can help overcome the challenges at the end of the year with push marketing. While pull marketing may not bring the same number of leads as a good seminar, it is not as time-involved and relatively inexpensive. It also identifies consumers who are actively seeking financial services help.
Use End of Year Tax Concerns to Target New Business
Toward the end of the year, consumers–especially high-earners and business owners–may have specific concerns about their tax liabilities. Some may be actively looking for ways to reduce their overall tax bill and some may be unaware of solutions for minimization. November and December present last chances to make choices that will have a positive impact for the year come tax time. These opportunities will vary depending on the consumer’s unique situation, but they are opportunities nonetheless. Beyond looking at deductions and credits, many of these beneficial tax arrangements may involve financial products like life insurance, annuities, and retirement accounts.
Incorporate Programs That Use Real-Time Leads
To squeeze the most out of the end of the year, you may want to consider using a real-time lead generation program to boost your production opportunities. Legacy Financial Partners currently has a new enhanced real-time lead program available to our clients. Like pull marketing, real-time lead programs deal with consumers who have shown an interest in relevant topics and positions them to you. However, in the case of real-time lead generation, these consumers may be vetted, qualified, or further enhanced through an intermediate specialist lead-gen affiliate.
Engage With Your Community
While business can slow down in the final months of the year, there are many ways for you to interact with your community. Consider allotting a marketing budget and sponsor fall activities. While you might not reap direct clients from this, you will help to build your brand and stay in front of consumers during a down period. This can plant the seeds of business you harvest in the next year.
For more tips on community engagement, see our post, Five Best Practices For Community Engagement.
Create A Marketing Plan For Next Year
Even if you are content with your level of production, the final two months of the year still offer you key chances for improvement. Evaluate how well you did for the previous year and carefully consider what you would like to (or need to) accomplish next year. Many practices operate without a well-defined marketing plan or are diverted by daily operation tasks. Use the end of the year to work with your team and create a marketing plan that has clearly defined and actionable goals. For more on how to create an insurance marketing plan see our previous post, Your Insurance Marketing Plan.
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