Are you ready for your back to school prospect push?
Back-to-school season is in full gear at the retailers who started promotions earlier than usual this year. Why does this matter to you, a financial adviser?
You have eight weeks of opportunity that you won’t want to miss. The back-to-school mentality is one of organizing, gathering and preparing for a new season—whether or not you have children. People let go of the summer fun and get serious for a few months before the holidays.
Take advantage of this critical mid-September to mid-November “attitude opportunity” where you can attract new prospects before the holidays usurp their time and attention.
Sure it’s hot, and you can make excuses about why you can wait until after Labor Day, but that’s too late. Marketing well takes a bit of lead time; decide now what initiatives you will undertake and what resources you may need. Do you need strategic guidance or training in a specific area of marketing? Take a class, watch tutorial videos, or find the help you need now so you’re ready in the fall.
Quality outweighs quantity for this hyper-focused two-month period. Do two efforts well. A few you may consider are:
- Host your own in-person seminar or two
- Launch a webinar or teleseminar series
- Conduct a multi-week social media campaign
- Refresh or upgrade your website to include a freemium and capture form
- Promote your existing freemium through Facebook ads, target sites and other online venues
- Draft six to eight articles you can post on your blog or submit for guest posts (tip: you can also use one of these methods from the recent post “The Dog Days of Marketing: 5 free or low-cost marketing ideas”
You’ll need endurance to keep up an eight-week marketing push. Block time on your calendar to ensure you have time to execute your plan. Leverage outside or internal resources where you can. Draw energy from the knowledge that the marketing you implement this fall should influence those prospects ready to go right now and continue to pay off throughout the frenetic holiday season.
Of course, I want you to relax and enjoy the rest of the summer, too. It’s only a matter of time before you kick off your 2014 marketing plan!
Kristin Harad, CFP®
Marketing trainer for advisers
San Francisco, CA