As we approach the halfway mark of the year, now is the perfect time to pause, reflect, and reset your marketing strategy. A quick mid-year review can help you finish strong — or make course corrections before Q3 sneaks up on you.
Here are three key areas to focus on:
Are Your Campaigns Converting?
Marketing without measurement is just guessing. As you review Q1 and Q2, go beyond surface-level stats like email open rates or ad impressions. The real question is: Did this campaign move anyone closer to doing business with you?
Look at metrics tied to actual engagement and outcomes:
- How many appointments were booked?
- How many leads turned into clients?
- Which campaign themes or topics triggered the most responses?
If a campaign didn’t convert, why not? Was the message unclear? Was the timing off? Did the follow-up fall flat?
Tip: Double down on what’s working and pause what’s not. Don’t be afraid to sunset a tactic that’s underperforming — even if you’ve used it for years. Marketing isn’t about loyalty to an old strategy — it’s about results.
Is Your Content Still Aligned With Client Concerns?
Financial planning is never one-size-fits-all – and neither is marketing. Client priorities shift with the seasons, the economy, and even the headlines.
In Q1, your clients might have been focused on tax season or market growth. Today, they may be more concerned with safety, inflation, or preserving retirement income. Your messaging needs to evolve with them.
Evaluate the tone and topics of your:
- Email campaigns and drip sequences
- Social media posts
- Seminar or webinar titles
- Lead magnets and educational tools
Are they still relevant, or are they answering questions no one’s asking anymore?
Tip: Conduct a quick content audit. Swap out outdated references, refresh your subject lines, and consider adding a few client surveys or polls to better understand what’s keeping your audience up at night.
Are You Maximizing All Your Tools?
Most advisors don’t need more tools — they need to use the ones they already have more effectively.
If you’re working with a marketing partner like IAMS, chances are you’ve been offered:
- Prebuilt email or direct mail campaigns
- Lead generation kits
- Client seminar or webinar slide decks
- Social media content calendars
- Appointment-setting or CRM integrations
- Personalized coaching or one-on-one strategy sessions
How many of those are you actually using?
Tip: Now’s the time to ask your IAMS marketer, “What am I missing?” A 15-minute check-in could uncover ready-to-go campaigns you didn’t even know were available — saving you hours of prep and boosting your visibility heading into Q3.
Use This Mid-Year Moment to Your Advantage
This is your window to refocus before the fall rush. Take time now to fine-tune your marketing, re-engage your audience, and set the stage for a strong second half. Need a jumpstart? Visit linktr.ee/iamsinc to access our mid-year marketing kits and resources, including:
- Smart Strategies for Uncertain Times
- Market Volatility Survival Kit
- IRMAA Navigator
- 2025 Disability Insurance Awareness Month Kit
- 2025 Macro Tax Planning Kit
- IAMS Annuity Awareness Month Kit (COMING SOON!)
You can also reach out to the IAMS team to inquire about a complimentary marketing analysis. To learn more, call (800) 255-5055 or visit iamsinc.com/agent-kit.
