Day-to-day life is busy, so the peace and quiet of Christmas (once you’ve consumed your body weight in food and the family have headed home) is the perfect time to work on your business. Top of that list should be marketing. 

    So here are 10 jobs you could consider tackling over Christmas which will improve your marketing in 2021 and beyond.  

    1. Ask your clients for online reviews

    There’s never been a better time to ask your clients for reviews; they’ve got time on their hands over Christmas, are spending more time online and you’ve been there for them during the highs and lows of 2020.

    We recommend using Google and VouchedFor to collect your online reviews. Our free online review template will help you manage the process and includes templated wording to make your life easier. Click here to download it.

    If you only complete one of these 10 jobs, make it this one.

    Collecting reviews differentiates your business from others (our research shows only 6 per cent of the New Model Adviser Top 100 have over 20 Google reviews) and impresses potential clients.

    2. Review how your website is performing

    Your website is your shop window. It’s where potential clients start to get to know you and where they make judgements about whether you’re the right financial planner for them.

    The Christmas break is the perfect time to take a deep dive into your Google Analytics data, to understand what’s working and where the site can be improved.

    The ideal place to start is the ‘Behavior’ section, which shows how visitors interact with each individual page.

    From there, you can make a list of changes to improve each page’s performance and move these forward in January when you’re back in the office.

    3. Review your newsletter data

    Your newsletter is a key touchpoint with clients, prospects and professional connections. The Christmas break is ideal for understanding how people interact with it and considering ways it can be improved.

    We recommend analysing:

    • The subject lines, to understand patterns and which get the best open rates
    • The topics your audience are most interested in (write more of these and less of the others)
    • The day and time you send the newsletter, to understand how this can be optimised
    4. Get a head start on your content for 2021

    Content is king. But it takes inspiration and perspiration to produce.

    So, if you’re in the mood to create during the Christmas break, and you have some spare time, take advantage of it.

    Completing our the third job on our list will show you which topics are popular. Once you’ve done that, why not get ahead of yourself and stockpile some blogs?

    5. Buy and read these three books

    I intend to catch up on some reading this Christmas. Top of my list will be to re-read these three books:

    • Show Your Work by Austin Kleon
    • Oversubscribed by Daniel Priestley
    • Never Split The Difference by Chris Voss

    Each is a treasure trove of new ideas, many of which we’ve adopted as we’ve built The Yardstick Agency. We’ve recommended each to countless financial planners and the feedback has been fantastic on all three.  

    6. Make a decision about LinkedIn; engage with it, or ditch it

    I love LinkedIn; it’s tremendously useful for our business development, offers 24/7 networking I can dip in and out of, and doesn’t have the toxicity of Facebook or Twitter.

    However, I know that many other financial planners don’t feel the same.

    So, it’s decision time. This Christmas make a decision; engage with LinkedIn properly or close your profile and ditch it. Life’s too short to be on a platform that annoys you.

    7. Rebuild your LinkedIn profile

    If you do decide to engage with LinkedIn, start by rebuilding your profile.

    It’s your shop window on there so you should invest time and effort making it look as attractive as possible. In fact, if you intend to fully engage with LinkedIn, it’s a vital first step.

    We recently wrote a step-by-step guide to creating the perfect LinkedIn profile. You can read it, as well as download a free checklist, by clicking here.

    8. Review your enquiry data from 2020

    Now’s the perfect time to review your enquiry data from the past 12 months.

    If you collect comprehensive data there’s so much to learn, including:

    • The best sources of new enquiries based on both quality and quantity; you can then double down on what’s working and change what’s not
    • Conversion rates at different stages of your sales process; once you know that information you can focus on improving things where they drop
    • The return you’re making on your marketing investment
    9. Improve your enquiry recording processes

    We know many firms don’t record new enquiry data as comprehensively as they should. We also know some firms don’t record information about any of the enquiries they receive.

    That means they can’t complete job number eight, make evidence-led decisions about their marketing, calculate return on investment or understand whether they’re on track to hit their business goals.

    Now’s the ideal time to start 2021 as you mean to go on by reviewing your processes and ensure you’re collecting comprehensive data for every new enquiry you receive.

    You can understand more about the nine data points you should collect here.

    10. Start thinking about who you might ask to appear on client videos

    Client videos are the ‘gold standard’ of social proof. And as we wrote about last month, showing prospective clients the value of financial planning beats telling them about it.

    A successful client video project starts by asking the right clients to take part. Ideally, they should:

    • Represent the type of client you want to work with in future
    • Have gone through a major life event in the recent past (two to three years) which they navigated successfully with your help. Retirement is the perfect example, however, divorce, bereavement, unemployment, business sale, and so on all work equally well
    • Be prepared to appear and have the video publicised

    A quiet time such as Christmas offers the perfect opportunity to start thinking about who you might ask and how you will approach them.

    Choose carefully!

    You can’t enjoy your family, mince pies plus endless reruns of 1970s sitcoms and work your way through every one of these jobs. So, choose wisely by selecting those which will have the greatest impact on your business.

    Then, set some time aside, get your head down and plough on. Your business in 2021 will thank you for it!

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