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Getting To The Core Of Your Marketing Plan

With so many means to market your firm, it is easy to get off track by wanting to do it all.  Developing a marketing plan, reviewing it, and making changes are vital to the success of your firm.

Advisors have more marketing strategies to use and take advantage of than ever before, but lack of time and knowledge to hone in on every opportunity.  Hiring a marketing consultant, a marketing manager or outsourcing marketing will have a fundamental impact on the bottom line of your firm.

Always start with the end in mind by defining what you want to accomplish.  This declaration can be applied to almost everything you do in life and is most definitely applicable to your marketing plan.    Once you have determined your desired outcome, focus on the core of your marketing plan and what tactics you will use to reach your goals.

Today’s elite advisors know that introductions, strategic networking, referrals, and intimate client events typically produce the best results in bringing new business to a firm.  These marketing tactics should be at the core of your plan.   Structuring your marketing plan around these tactics and developing strategies to reach your goals will provide you with a solid foundation.    Decide how you will carry out each of the above core marketing tactics and include a process to define strategies for each.

  • Introductions– Ask your clients for introductions to their friends that can benefit from your services. If you haven’t started using social media in your firm, this is a great starting point.  Use LinkedIn and other social media channels to see who your existing clients know and who you would like to meet.
  • Strategic Networking– Develop a networking plan by writing a process that you will follow.  Research potential alliances to ensure that you are networking with the appropriate partners and continue to review and broaden your opportunities.
  • Referrals– Have a formal referral plan in place and focus on providing first class service to your clients that establishes trust and loyalty. By doing so, your clients will refer you to their family, friends and co-workers automatically.
  • Intimate Client Events– Plan several events throughout the year and encourage your clients to invite friends.  Keep the event fun and personal.

Build your marketing plan around your core elements.  From there, you can branch out into other marketing avenues to test the water or begin a pilot program.   Trial and error will allow you to perfect your plan, therefore it is imperative that you implement changes as often as needed.    Evaluate your existing plan and track the results to be certain that your focus is placed in the core marketing areas that will generate the best results.

Optimize your efforts within each avenue and lead your firm down the path of obtaining your goals.

Ironstone can assist you in developing core marketing tactics for your firm and the strategies to carry out and seize each opportunity.  We will collaborate with you to gain a comprehensive understanding of your goals and review or design a marketing plan that is tailored to your firm.

Contact Ironstone for more information and additional strategies that will assist you in starting and improving your Marketing Plan.  We want to hear from you!   Share your best marketing ideas with us!

Follow us as we explore each of Ironstone’s Fundamental 4™!
• Strategic Planning
• Business Development
• Operational Effectiveness
• The Human Element

You won’t want to miss our next in the series: Operational Effectiveness-Staff Meetings

• Email us at info@ironstonehq.com
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Learn The Fundamentals Needed For Your Marketing Plan

Learn The Fundamentals Needed For Your Marketing Plan

Developing and executing your marketing plan are a part of Ironstone’s Fundamental 4™ in Business Development.  The goal within Business Development is to create a clear strategy, a simple plan, and to carry out systematic execution that drives business building results. This includes creating networks, niche targets and uniqueness within the industry.  It is not enough to create the company’s core values, vision, mission, and common message as a team, but to have these elements become “living” themes within a practice.  Incorporating these key elements into the marketing materials, the client experience, and team communication is essential.

What are the first steps you need to take in creating a customized marketing plan for your firm?  In order to choose the best tactics and strategies, you need to be clear about your goals.

  • Expand your market
  • Bring in more clients
  • Client retention
  • Generate more prospects
  • Tap into a new niche market

Once you define your goals, you will have a solid foundation to plan your marketing efforts.  Knowing exactly who you plan to market your services to is a starting point for any marketing plan.  Ironstone  can help you zero in on your ideal client, where to find them, and assist you in defining their needs.

Building a winning marketing plan involves asking the right questions and starting with the end in mind.  Many firms make the mistake of starting with the budget rather than what they want to accomplish.  Start with your goals, then your strategies followed by the tactics you will use.

Keep in mind that too many goals will decrease your focus.  Choose three to five goals that you want to accomplish and rank them by priority.

Implementing Your Strategies

Now that you have set your goals (what you plan to achieve) you will want to identify the means of how you will achieve them.  Some broad strategies to consider:

  • Brand Awareness
  • Increasing Lead Generation
  • Enhancing Client Experience
  • Thought Leadership

Strategies should match up to your specific goals.  If the goal of your firm is retention, your strategy should be to enhance the client experience.  Alternatively, if the focus is brand awareness, you may entertain the possibility of re-branding.

Finally plan your tactics.  A tactic explains exactly how you will carry out each strategy.  Some tactics that you may want to consider adding to your marketing plan:

  • Blogging
  • Email Campaigns
  • Webinars
  • Social Networks
  • Seminars
  • Direct Mail

Ironstone will help you build a successful marketing plan, identify gaps in your marketing plan, collaborate with you, and execute a solution to help you get the results you are looking for.  We will work with you on creating detailed goals that go deeper than the surface.

Contact us for assistance in starting and improving your marketing plan.

We want to hear from you!  What are your best marketing ideas and what areas of assistance you need in developing a marketing plan to take your firm to the next level!  Share them here along with a link to your website!  We always love hearing from you!

Follow us as we explore each of Ironstone’s Fundamental 4™!

  • Strategic Planning
  • Business Development
  • Operational Effectiveness
  • The Human Element

You won’t want to miss our next in the series:  Operational Effectiveness-Client Segmentation