In Part 1 of the Estate Planning Marketing Must-Do's, we explained the first three rules of estate planning marketing: 1) Know what you want, 2) Know your market, and 3) Act strategically.
Today, we'll dive into rules four, five and six of the top ten successful marketing fundamentals.
The Top Ten Estate Planning Marketing Must-Do’s: Part 2
4. Define Your Brand
Your brand is really the foundation of your marketing plan. It encompasses your principles, your mission, and your unique value proposition. Note: your brand is NOT your logo or your color palette – those are merely ways in which you communicate your brand message. So before you run off to hire a designer, or hit that website where they create a logo in 15 minutes, spend some time thinking about how you want people to think about you. When our designers consult with clients about branding, these are things they discuss. It’s the designer’s job to listen and put their skills and talents to work creating visual cues that communicate your brand in the marketplace.
The fourth rule of estate planning marketing is that your brand is your foundation.
5. Be a Personal Marketer
No matter how sophisticated your marketing plan, how famous your marketing agency, or how polished your marketing materials – nothing, and I mean NOTHING, can replace your personal touch. If you sit in your office and hope the phone rings, it probably won’t. If there is one thing that your marketing cannot succeed without, it is YOU. Some people are naturals at personal marketing, you know who you are. You don’t need my advice, because you just naturally know what to do. For others, personal marketing is an acquired skill. In a short article like this, the best single piece of advice I can give is to commit to making five personal phone calls every week, and to have at least three personal conversations – voice mail does not count. Call allied professionals, talk about ways you could work together. Reach out to influencers in your area. Call your top clients. But pick up the phone and start talking.
The fifth rule of estate planning marketing is to be your own advocate.
6. Get a Great, Responsive Website
A great website is no longer an option. People of all ages have become accustomed to finding and qualifying (or disqualifying) services on the internet. Your website is not only your first impression, if you don’t do this right, it will be your last. And because so many of your prospective clients and referral sources will be searching for you from a mobile device, your website needs to be responsive. Responsive websites are designed to reformat themselves (mathematically) to deliver the best experience on every device, regardless of screen size. You need this. You just do. No arguments.
The sixth rule of estate planning marketing is to get a great, responsive website.
Once you've established the first six rules of estate planning marketing, you'll be ready to finish out the series with rules seven through ten in The Top Ten Estate Planning Marketing Must-Do’s: Part 3.
You can review the first three rules of estate planning marketing in The Top Ten Estate Planning Marketing Must-Do’s: Part 1.