Written By: Jackson Bolstad
When it comes to marketing your practice, how you position your brand and services can have a major impact on the success of your marketing efforts. As a financial professional, capitalizing on seasonal marketing opportunities and events can help you stand out in distinct ways that drive attention to your practice throughout the year.
Many businesses use seasonal marketing to help shift consumer behavior positively in their favor. For example, the retail industry often leverages holidays and major events, like Valentine’s Day, the Super Bowl, Fourth of July, and Black Friday, to promote their products and influence consumer’s purchasing habits. Similarly, financial professionals can apply many of these same seasonal marketing tactics to help boost their brand awareness and relatability among their target audience, and in turn generate more revenue for their practice.
If you think your practice could benefit from seasonal marketing, here are 6 steps you can take today to start developing powerful and timely campaigns for your practice:
1. Find The Right Seasonal Opportunities
When it comes to seasonal marketing, it’s important to find timely, relevant opportunities or events that will resonate with your audience and support your overall marketing initiatives.
Beyond your regular holidays and events, here are some opportunities/events every financial professional should have on their radar:
- February | America Saves Week
- March | National Consumer Protection Week
- April | National Financial Literacy Month
- May 2, 2021 | National Life Insurance Day
- May 29, 2021 | National 529 College Savings Plan Day
- June | National Annuity Awareness Month
- June 28, 2021 | National Insurance Awareness Day
- August 14, 2021 | National Financial Awareness Day
- September 10, 2021 |National 401(k) Day
- September | National College Savings Month
- October | National Financial Planning Month
- October 6, 2021 | World Financial Planning Day
- October | World Investor Week
- October 17 – 23, 2021 | National Retirement Security Week
- November | National Long Term Care Awareness Month
- December | Identity Theft and Protection Awareness Month
2. Evaluate Trends in Clients Service
Every business has sales cycles, and your practice is no different. Be sure to evaluate business trends and track your clients’ financial cycles. This can give you a better understanding of when to market certain products or services to attract new clients. For instance, with April and September being two of the largest CD renewal months of the year, you have an opportunity to attract new clients by promoting the competitive, tax-deferred nature of a Multi-Year Guaranteed Annuity.
3. Research Your Competitors
What are your competitors and other financial organizations doing to promote their products and services during specific seasons and holidays? Take some time to browse your competitors’ social media and scan their websites for seasonal marketing initiatives, as well as any purpose-driven campaigns. This can help you formulate ideas on how to incorporate similar seasonal initiatives into your marketing strategy.
4. Create Seasonal Materials
Start creating and/or gathering articles, photos, videos, advertisements, infographics, etc. for any upcoming seasonal marketing initiatives. Be sure to evaluate your goals for each initiative to determine what content and marketing materials you need. For some seasonal initiatives, you may discover that all you need is a few well-timed social media posts, while others may require the use of larger marketing campaigns to resonate with your audience. For tips on building your social media presence, be sure to check out our Marketing and Social Media University Course.
5. Plan in the Off-Season
When it comes to seasonal marketing, it’s never too early to start planning. It’s important to give you and your team sufficient time to develop and distribute your content to your audience. Consider creating a content calendar to help your team stay focused and ensure you’re preparing for seasonal marketing opportunities and events well in advance. You should also think about how you might use seasonal marketing opportunities to make a bigger impact at events in your community, like trade shows, chamber of commerce meetings, downtown festivals, and more. Or, consider hosting a virtual event for your clients around a seasonal marketing opportunity. Learn more about how WealthVest’s can help support your virtual client events at www.wealthvest.com/clientconnect.
6. Continue Regular Marketing Efforts
While seasonal marketing initiatives can help you stand out, they shouldn’t take away from your regular marketing efforts. Consistency and creativity are equally important to the success of your marketing efforts. A consistent marketing plan that regularly incorporates creative and timely campaigns can help keep your target audience interested and engaged throughout the year.
Whether it’s through social media, traditional marketing, or event-driven initiatives, seasonal marketing opportunities are a great way to connect with your audience in highly relevant and impactful ways throughout the year. These targeted campaigns can help ensure your supporting your client’s financial health and retirement goals, as they navigate life’s ups and downs. So, if you’re looking to build your practice and attract new clients this year, don’t forget to include seasonal marketing in your plans!
Related: Developing a Social Media Strategy for Your Advisory