Your yearly marketing plan should be viewed as a living document. While it should have a solid foundation that clearly states your goals and the means to achieve those goals, your plan should also be flexible with room for changes as needed. The transition from one quarter to the next is a good time to review and, if necessary, revise your marketing strategy.
Goals vs. Results
With the first half of 2022 in the books, look back on the goals you set at the beginning of the year. Now, look at your Q1 and Q2 results. Did you meet, exceed, or fall short of expectations? Do you know why? As we move into the third quarter, think about how you can build on the momentum you have created so far this year, along with areas that you can improve.
Eyes on the Horizon
Inflation. Rising gas prices. A tumultuous stock market. The first half of 2022 has seen several events that could impact (or already have impacted) your clients’ lives. You’ve probably already conducted some marketing activities around these events. But have you thought about what the next few months might bring?
Staying ahead of the curve and leaving room in your plan is the best way to leverage these types of opportunities. These real-time marketing activities are extremely valuable when prospecting and engaging clients. Take note of some potential events that could come to pass soon and think about how you could market around them. A few possibilities include:
- Are we entering a recession?
- SECURE Act 2.0
- The Social Security Expansion Act
When reviewing your marketing plan and budget for the coming months, leave a little room for the unexpected.
Reassess Your Budget
Reviewing what you spent on marketing activities over one quarter can be a good indicator of what you should spend on the next. Did you throw money into Facebook ads that didn’t generate the results you hoped for? Maybe some of that money should be reallocated to a LinkedIn campaign. A quarterly review of your marketing budget will help ensure you’re making the most of your money.
Get Organized
Could you use some help organizing your marketing plan? Get it with the IAMS 2022 Marketing Calendar. This complimentary desktop calendar is an indispensable tool for independent producers, featuring:
- Critical production goals and tracking
- Important reminders
- Relevant planning tips
- Monthly marketing ideas
Supplies are limited – act now to get yours. Click below for details.
