Financial Marketing

Have you audited your 2019 financial marketing plan?

As we roll into the final month of the first quarter, I’m sure your 2019 financial marketing plan is off to a good start. However, if like most financial firms you are knee deep in year-end or tax preparation, the following are some items to consider when you work on your financial marketing plan:

Program

Budget

Staff

Investment

#1 – Develop the 2019 financial marketing plan

A marketing plan needs to be well-thought out, proactive, and scheduled. It should consider three areas: branding and messaging, lead generation, and sales. First, review your brand and marketing messages to be sure they haven’t become dated and need to be updated. In fact, an outdated image can make you look like you are not current with the latest technology or regulations. Next, select the lead generation channels that have proven to be effective. If you aren’t sure which channels, seek professional consultation. Finally, establish a sales process that includes material, presentations, proposals, and a sales team. You need a process that covers what actions you will take from obtaining the lead to closing the sale.

#2 – Set a 2019 financial marketing plan budget

As financial people, I’m sure you understand the importance of budgeting. But it is essential you budget correctly. Your marketing budget should only include the three areas I discussed. It is important not to include office supplies or pizza for office birthdays. The reason is because it will skew the evaluation of your return on investment. In addition to any outsourced professionals, advertising, and vendor services, it should include chamber of commerce dues and events where you have networking opportunities.

#3 – Gather the staff for your 2019 financial marketing plan

No marketing plan runs itself. While an in-house staff that can create, implement and manage the plan, you will need people able to develop a strategy, write, design, manage vendors, and be salespeople. Enacting a marketing plan is complicated. For that reason, many firms will work with an outsourced marketing solution like Conach.

#4 – Realize your 2019 financial marketing plan is an investment

Just like budgeting, I’m sure financial people understand investment – especially long-term. Because most clients are reluctant to change financial services unless they become unhappy it is vital that you look at a financial marketing plan that way. In fact, building a brand and getting your sales material to as many prospects as possible is critical for a firm growing within its local market. When you have a limited customer base, you need to be one of the firms a prospect thinks of when looking for a new one.

Pappy

About the Author

Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and the forming closer, personal relationships.

About Conach

When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in construction marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.

For more information visit conachmarketing.com or contact us or call 989.401.3202.