Call Joe in Florida
A few days ago I got a call from an advisor that didn't get even one response to the invitations he mailed out for his educational workshop. They were sent to 300 clients and 200 more prospects, friends, and acquaintances on his mailing list, just like he did a year ago, and not one person responded.
As we discussed his situation, he explained that he had offered educational workshops several times during the past year and had some success. However, they weren't working at all now, so he was concerned his educational workshop marketing was no longer effective and wanted to completely change his course of action. He also thought he'd stop sending out his monthly newsletters and try setting up a new website to attract prospects instead.
Note: Even though this advisor wasn’t getting the response he ultimately wanted from his educational workshops, the number and size of his sales has increased significantly over the past year.
As we talked further, I learned he had completely changed his workshop invitation. He no longer called any of his best clients and friends to personally invite them to his workshops. He wasn't doing anything to get referrals. He was doing nothing to become better known as the expert in his niche marketplace. Plus, he had stopped doing many of the things that worked when he first entered this business five years ago... like being a guest speaker for associations.
With that being said, during tough economic times, it's hard to evaluate the effectiveness of your marketing efforts.
"50% of our marketing works. We just don't know which 50%"
When the economy is strong and business is good, it's much easier to see the cause-and-effect relationship of marketing. You mail invitations for your educational workshop and the phone rings. You send a newsletter and guess what, the phone rings! You're interviewed on the radio and everyone you meet for a week says they heard you and thought you were great.
That's how cause-and-effect works during good times, but you can't expect that during challenging times. Today, you may send an invitation that was a proven winner in the past and not get a single call. However, does that mean the invitation is no longer effective? Don't jump to the conclusion that the answer is yes and you need to develop a new invitation or even stop doing educational workshops altogether.
Times like these test our marketing faith.
When you don't get amazing results, it takes faith to hang in there and continue doing what you know is best for growing your business and helping more people. Believe me, it tests all of us. I, myself, have days when I wonder.
The good news, for me, is that because of the amount of marketing I'm involved in, I can see what's happening in a variety of areas. For example, I can get a call from an advisor who just did a mailer that failed miserably and moments later receive a call from an advisor who had their best response ever from a mailing.
That's a luxury most of you don't have. Therefore, when you think you've done everything right, but still don't get any response, it's only natural to assume your marketing just doesn't work.
So, when do you know if your marketing is working?
Some of you won't like the answer to this question... You will know if it worked after all the marketing activity is over. The length of time it may take to get feedback varies, and these days it can be a long time.
For example, if you did a marketing effort today, many people may not react because of the torrential rains that hit the east coast, the increased threat of terrorism, or just the troubled economy! All of these factors could influence potential clients and cause them to hold back on immediately reacting to your message. However, it doesn't mean your message didn't work! It may have worked very well, but factors out of your direct control are limiting the response.
"People buy when they are ready to buy, not when you are ready to sell."
Remember, this doesn't mean the marketing effort failed. Your perfect clients may have seen your message and been moved by it. When the time is right for them, they will respond. The frustrating part of this is their timing, which may not be in sync with your timing. That is why you must constantly stay in front of your neighbors, friends, family, clients and prospects with a monthly newsletter, articles in the local newspaper, on social media, etc.
One of the best ways to get more measurable data is through direct-response marketing. This involves creating an offer or some other reason for people to bring themselves to your attention. Direct-response marketing usually involves a coupon, time-sensitive offer, or offering a free booklet or report. You entice your perfect prospects to call you to take advantage of your offer, and then you can track your results.
My final thought on this subject is that most people pull the plug on effective marketing campaigns because they didn't see results quickly enough. When I first started our company in 2000, I was convinced that, after one week of appearing in the top ten in search engines, we would have a line of people wanting our services. Well, that didn't happen. As a matter of fact, I was in the top ten of search engines almost 40 out of 52 weeks. It wasn't until a year later that I started receiving a lot of orders. It would have been very easy to stop after one week, one month, or even six months.
Thankfully, good things come from consistent, ongoing, never-wavering marketing!
Postema Marketing Group is a full-service Independent Marketing Organization (IMO) dedicated to providing world-class products and services to our clients. We have partnered with some of the strongest names in the insurance industry and proudly serve independent agents from coast to coast.
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