Why don’t you get a good response to your marketing activities?
You’ve invested time and money into a marketing campaign and you’ve received little or no responses, let alone new business.
Not getting the right message in front of the right audience at the right time, is usually the main reason.
Also, relying on one single activity to bring in new clients can be risky, particularly if the audience you are targeting may not have heard of you before. Marketing works best when you have a steady stream of activities happening throughout the year so that people can easily find you.
Getting a poor response from your marketing activities can also stem from one or more of the following assumptions:
Your Partners and staff are fully up to speed with the different services you offer and regularly discuss these with your clients, prospective clients or business introducers.
Find out how often they actually have conversations with clients and others about your services. If they say they are doing this regularly, do they make a note of conversations they’ve had and can they link this to additional fees? If they’re not having these conversations find out why and how this can be overcome.
We tried advertising, it didn’t work.
Step back from the adverts you have placed. Were you advertising in the right publication to get in front of your target audience? Was the design of advert and the message used appropriate to engage their interest? Were your contact details prominent on the advert?
All our clients know what we do – we send them newsletters and emails and use social media etc.
Do they actually read them? If you’re sending out emails, are you using email software such as MailChimp which lets you see who’s opened the newsletters and what articles they have clicked on? Are your clients actively engaging with you on social media? How often to do you remind them about specific services which they could benefit from? Don’t rely on telling your clients something once and assume they’ll remember what you’ve said, you have to keep reminding them.
We’re proactive at asking for referrals.
You may be personally very proactive, but is everyone else in the practice as good as you? Again, ask them how often they are doing this and ideally get people to track conversations they’ve had, so you can see where the enquiries and new sales are generated from.
We sent a mailing to target prospects but got nothing back.
What was the purpose of the mailing and the message you used? Did you offer something such as a free consultation or something that would appeal to them? Did you follow up with a phone call? Was the timing right? I.e. contacting them when they were in the process of their year-end with their current accountant, rather than after they had just completed the process and had time to reflect on it.
The bottom line is if you’re marketing isn’t working it’s usually because:
- You aren’t doing enough to remind people of who you are and what you do, and/or
- You need to do what you’re currently doing, only better.
Take a long hard look at what marketing activities you do – what changes can you make to give them more impact?
I’d be happy to discuss the effectiveness of your current marketing activities, simply email me at vicki@momentumforprofessionals.co.uk and we can arrange a convenient time for me to call you.
