Ready to Turn Your “Old” Seminar/Webinar Leads into Appointments?
We’re just over halfway through 2023 already, can you believe it? This is the perfect moment to hit the pause button and take a hard look at our marketing game. A lot can change in six months – new goals pop up, unexpected opportunities roll in, or a new law might be just around the corner.
Here’s a case in point: the Corporate Transparency Act. It was just a small blip on our radar at the start of the year, but now? It’s center stage. We’ve been watching the guidance roll out, and it’s clear we need to get our clients up to speed before the year’s end.
So, we’re switching gears for the fall to keep from flooding our databases. We’re also brainstorming how to spin the CTA into a chance to grow our list, because let’s face it, a lot of folks are going to need help figuring out what this means for them.
Honestly, I love these plot twists. Our team absolutely crushes it when it comes to turning changes like this into killer campaigns that get the phone ringing. But that doesn’t mean we can ignore the need to rework our plans for the rest of the year.
So, let’s talk about you.
What should you be doing right now to rethink, refine, and rev up your strategies for the rest of the year? Here are a few pointers:
1. What’s Working & What’s Not: Start by looking at your current marketing strategies. Which ones are hitting the mark? Which ones are falling flat? Understanding what’s driving your success lets you double down on those efforts. For example, I recently sat down with a client who’s been going all in on in-person long-term care events this year. But when we dug into the results, it was clear there was a hiccup in the follow-up process, and folks weren’t making it in for their appointments. So now, we’re cooking up special campaigns to re-engage those leads and get them back in for their planning sessions. Without a mid-year check-in, we could have left a lot of money on the table.
2. Referral Sources: If you’re getting a lot of business from referrals, think about how you can take those relationships up a notch. Could you offer more value to your referral sources? Maybe it’s time for regular check-ins, sharing educational resources, or just saying thanks more often. Now’s also a good time to start planning your holiday outreach. Yes, I know it’s summer, but these things take time. We have a client who’s already scouting out vineyards for a fall “colleague appreciation wine-tasting event.” Trust me, if I got an invite to something like that, I’d RSVP yes in a heartbeat!
3. Plan for Changes: Laws and regulations are always evolving, and staying ahead of the curve can give you an edge. Got any upcoming legal changes you need to prep for? How can you use these changes to fuel your marketing? I’ve already shared our approach to the CTA. Another client who does 1031 exchanges is watching legislation that may put it on the chopping block again this year. Even if you’re unsure about the outcome about possible laws or proposals, sharing your thoughts on potential changes is a great reason to stay connected with your clients.
4. Dust Off Your Goals: Take a look back at the goals you set at the start of the year. Do they still line up with what you want and the challenges you’re facing now? If not, it’s time for a reset. Remember, goals should be S.M.A.R.T. (Specific, Measurable, Achievable, Relevant, and Time-bound). And if you’ve nailed any of your goals already, celebrate them, and don’t forget to include your team. Keeping them pumped and committed means rewarding them for the wins they’ve already achieved. This stuff matters for your overall office morale, so don’t let it slide!
5. Retool Your Digital Presence: In the digital age, your online visibility can make or break your firm. Is your website looking sharp and user-friendly? How’s your social media game? If you haven’t started looking into how AI might change the way clients find you, now’s the time to do some homework and get ahead of what’s coming. (FYI: we have a free facebook group you can join where we’ll alert you to any big tech issues coming down the pike. Click here for access).
Remember, the secret sauce to successful marketing is adaptability. A little review and tweak now can set your firm up to smash your goals in the second half of 2023.
However, you’re feeling a bit lost, don’t stress. My team and I are here to help. We’re all about helping you craft and execute killer marketing strategies that deliver real results. Click here to schedule a virtual cup of coffee with me and let me know what kind of guidance or support you might need.