Hello to a New Year and a New You!

As everyone is settling back into the office after the holidays, this is a great time to take a fresh look at your plans and objectives for 2014. Reflect on your initiatives from 2013 and identify what was successful and where improvements could be made. When creating your plan for this year, consider the following:

Make Your Plan Sizeable and Scalable
It is important to make a plan that is achievable. There is always a multitude of projects that are urgent and at the top of the list. Evaluate each of them carefully and understand which ones are actually achievable. Someone once gave me great advice which is to always under promise and over deliver. If it is unrealistic due to approvals, budget, buy-in, etc. that a project will get accomplished add it to the wish list but don’t promise to deliver on it.

Add Process Documentation as a Part of the Plan
This is going to be another year of a lot of change as the market is starting to pick up again. As personnel change they take along their knowledge of the firm culture, systems, styles, etc. It is key to document and set expectations of processes in your department. For example event planning is an area where a specific process can be created and documented so that as new members join the team the process is not being re-created from scratch with every event. This frees up time to work on other initiatives and tackle some of those wish list items.

Measure, Report, and Share
Measuring and reporting are key to identify success and justify initiatives. When measuring success it is important to understand not only what should be reported but how it should be reported out. With so much content, it is hard even to break through internally. Make sure you are reporting on the things that matter the most. Opt to go with a quick synopsis that is easy to scan instead of that lengthy report, PowerPoint presentation or Excel spreadsheet. Many times reports are created and only shared with select recipients; plan a way to periodically share your teams’ successes firm wide.

Unfortunately and all too often, by the middle of the year the marketing plan that was created becomes more of a marketing wish list. That is why planning ahead and having specific goals for the year are key to your team and own personal success.

We would love to hear from you… what are your firms’ goals for the year, as well as your professional personal goals?

Developing Powerful Individual Marketing Plans

At last week’s LMA-MN luncheon we had the ability to attend Ross Fishman’s presentation Developing Powerful individual Marketing Plans. Fishman discussed marketing plans, budgeting, differentiation, and marketing best practices.
Here are the five key takeaways from the luncheon:

1. Lack of Focus
The number one mistake in coming up with a marketing plan is a lack of focus.
Focus

2. You CAN’T Do Everything
Marketers should help identify who the right people are to target by focusing on a narrow audience. It is also important to remember that you can do more with less if you try. Fishman suggests using more “creative tactics” to reach your audience as it is cheaper. By being bold the work is more memorable. We loved the example below…Advertisement
Which ad gets your attention for the divorce lawyer? I guess he does look hard
at work in the left and who doesn’t love reading lots of text… NOT.

3. Decide Who You Are Then OWN It
This was a great point that came from the presentation. You can never be everything to everyone, but you can find your niche. For example a firm could say they are the “finance expert” but what does that mean? If there is a specialty such as “aircraft finance,” own it and dominate that market.

4. Do One Thing Well
Fishman brought up a great point… What do you do if you only have enough money to do one thing well? He gave an example Don’t just check a box (we have a blog, check) but determine what is effective and needed to do the project well.

5. Re-Use Re-Make Repurpose
As resources continue to be stretched thin, don’t remake the wheel but rather repurpose it. Content marketing will continue to be a key asset in the future. Repurpose content to maximize your initial efforts.

Old Model: Speak, leave, pray.

NEW Model: Cut it up and spread it across the internet! Re-use the content you worked so hard to create by either using the entire thing or by segmenting it into sections:

  • Videotape: put the content on Vimeo, YouTube, and your website
  • Audiotape: edit the audio into podcasts
  • Transcribe: articles, blog posts, and tweets
  • Remember synergy created powerful SEO

For more information on the topic and to learn more about Fishman visit: http://www.fishmanmarketing.com/