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 2024 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
Ongoing inflation. Geopolitical tension. The upcoming election. 2024 is ripe with 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:
- How will the election effect the stock market
- What sort of tax environment will we see on the horizon
- Will we see more banks collapse?
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.
Position Yourself for Growth
Of course, your overall marketing plan needs to extend will beyond the end of this calendar year. Growth occurs over time, but IAMS is here to help speed up that process with our Life and Annuity Academy. These in-person events bring together top annuity and life sales experts, multimillion-dollar producers, and more – plus the premium content, strategies, sales materials, and cutting-edge marketing systems you can rely on to help you grow your business.
After two successful academies, we are once again opening our doors to a select group of motivated producers who are ready to take the next big step forward in their career. Join us September 25 – 27 at the IAMS home office for a wealth of informative presentations and networking opportunities. Topics include:
- Creating an Endless Stream of Prospects
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- Macro Tax Planning
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- IAMS Wealth Management: Platform, Tools, and Technology
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