As we neared the end of 2011, most of the advisors I work with were not only running annual client reviews, but also reviewing their business structure, revenue stream and marketing plans for 2012. The best way to ensure you meet or even exceed your goals for 2012 is to begin the year with a solid marketing plan based on results gathered from 2011. In short: Run your business like a business.
Based on many of the conversations I've had recently, I have learned that a top advisor's greatest marketing resource is actually his existing client base. However, many advisors' year-end reviews have revealed that the bulk of their marketing money was spent on seminars for new clients instead of creating a system that allows their biggest fans to introduce them to their friends, family and colleagues.
So the question is how can you develop a plan to capitalize on your greatest resource (your clients) in 2012? It all starts with laying out the calendar to include monthly social events for your clients; yes, social events, not seminars—wine tastings, dessert tastings, cooking classes, gardening events. Create an atmosphere where your clients feel comfortable bringing along a friend or colleague. (By "comfortable," I mean there should be no fear of your client getting backed into a corner by a sales pitch.)
