Finding time to market your practice can be one of the more challenging elements of growing your business. Between client conversations, portfolio management, and day-to-day operations, marketing often falls to the wayside against other priorities. The tension is that marketing is an even more critical arm of your business than ever before. In fact, 83% of global CEOs said they look to marketing to be a major driver for most or all of a company’s growth agenda (McKinsey).
How do you market your practice when time is so precious? How do you create unique content when you’re being pulled in 10 different directions each day? We cover a few ways.
Determine your systems
- We tell every advisor to have a time system in place that’s specific to their marketing. What exactly does this mean? It means that you’re dedicating time to create or work on your marketing. This is a block each week, for an hour or two, where your team focuses solely on marketing. Writing a new blog, filming a new video, editing items, analyzing your paid media, etc. Schedule this for earlier in the week (i.e. Tuesday morning) allows you to have free-thinking for creation and analysis.
Document topic ideas as a part of your day
- Developing content topics is one of the key gaps we hear from advisors – what should you write about consistently? How do you come up with topics? While it may seem like a daunting task, it’s really not. You’re already having these conversations on a daily basis with clients and prospects, it’s just about noting them as you go. Take time after every conversation to note the topics you discussed in a master content file – this will serve as your content strategy, so when you go into each content creation session, you don’t need to think of topics to develop, they’re already available.
Create templates to help scale creation
- Templates can serve as a critical item to help scale your marketing – whether it’s graphics for social, intros and outros for a video series, or presentation templates, developing a set of branded templates will allow you to create faster and pivot easier. We recommend that every advisor have a set of 4-5 marketing asset templates for social, email, white papers, and presentations. Looking for a solution? Check out canva.com as a tool that can help you at a low cost.
Find the right third-party resources
- We said it in a recent post: automating your marketing is not the way to go. In the sea of content noise that is modern media, you need to leverage the right third party resources. These will give you the ability to create your own marketing, help you set up the right systems, and train you on the intricacies of the platform.
Once you get yourself set up for scale, the time commitment to your marketing will start to pay dividends in terms of growth. Following a few simple steps can help you scale it more effectively and become a marketer of a practice that’s built for the modern market.