The start of the calendar year is as good a time as any to take a fresh look at your approach to marketing your practice. After all, you’ve (hopefully) just had a relaxing break with family and friends that’s allowed you to chill out and get some perspective on where you want your business to go next. If you and your team are psyched up and ready to do things a bit differently in 2017, here are a few pointers.
- Create a plan
It’s easier than you think to create a practical plan for your marketing activities. A written plan helps give context, clarity and structure to what you do, so you’re not just spending time and resources willy-nilly. A well-written document can also be handy for instructing a contractor or freelancer, should you choose to go down that route.
We’ve got a free marketing plan template to get you started.
- Delegate work
Most smaller practices don’t have a dedicated marketing and advertising person. It’s an area of responsibility that’s often shouldered by an administrator, a business development person, or occasionally a sole practitioner. This responsibility can get a little overwhelming, and marketing initiatives can fall by the wayside if they are not prioritised.
The easiest way to do this is to delegate tasks to each person in the business, to help share the load. Individual tasks like writing a short blog post or a newsletter welcome message, managing the budget for print and digital advertising, updating social media, or to creating and sending an Advant newsletter could be delegated to various team members. The most important thing to remember is to keep efforts coordinated and focused on measurable goals, so each person can report their progress back to the rest of the group.
- Expand your horizons
One of the best ways to be inspired or to come to grips with powerful new marketing ideas is to hear directly from innovators and experts. You can do this at any number of marketing events, seminars and conferences throughout the year. They’re a great way to refresh your approach and renew your enthusiasm for growing your business through marketing.
If you’re a part of a dealer group, they may run regular webinars or live events on marketing your practice. Otherwise, keep an eye out for interesting events run by your relevant local professional association, whether it’s an adviser’s association or a small business club.
Looking for some more ideas? When it comes to all things client comms, we’re happy to share our expertise. Send your questions and thoughts through to us at firstname.lastname@example.org and we’ll get back to you as soon as we can.