Marketing Your Financial Practice During COVID-19

You’ve seen the world change rapidly in the last month, and you’ve been forced to change the way you run your practice without much warning. You and your staff are probably working from home, and you’re conducting business via the phone and web platforms with different sales processes and communication styles.

And you may be looking at the next 90 days on your marketing calendar thinking the entire plan is scrapped. Before you crumple it up, throw it in the trash, and “hope” for a couple referrals to come your way, we challenge you to think differently.

Don’t let this situation define the success of your practice. YOU get to determine your success right now. Use the opportunity to define your practice as the solution when hard times hit. In order to do that, you must continue to market your practice.

Your marketing plan will be anything but “normal.” But it’s important to still create experiences that will help your clients and prospects engage with you on a “human” level in our new virtual?

First, it’s necessary to connect with all your clients in some capacity. This could be individual calls or video chats for your top clients and then a group virtual town hall to address common questions they may be asking.

Client connection doesn’t have to stop at answering questions and addressing their concerns. Still have fun and plan those client appreciation events you were looking forward to, but just host them virtually. This is how you create lengths between you and your competition. Is the practice down the street hosting a virtual cooking class or wine tasting during these times? Probably not, but you just opened the door for raving fans and referrals.

Next, you’re most likely sitting on a database of warm and cold leads from past referrals, workshops, radio shows, etc. You’ve already spent the money to connect with them, so how are you maximizing this time to reengage with them? Be the brand that stands out when your competitors are also competing for their attention.

Lastly, it’s time to generate new leads. Yes, this means you must SPEND money. We know you may be managing your expenses differently these days, but you don’t want to be “waiting it out” and in a few weeks your calendar is empty. PLAN NOW!

Consumers are curious and spending more time online these days, so this is the perfect opportunity to create your digital brand experience and engage with new consumers. Advertise digital courses/webinars on Facebook, increase traffic to your website where you provide valuable content in exchange for more information, and create an easy way for consumers to book a phone call or video appointment.

And now is not the time to ignore adding media to your marketing efforts. Right now, air times are opening up with other industries pulling back on advertising spend. So, work with a professional media buyer and media creative team to find the best spots where viewers and listeners are still engaged.

The fact is the COVID-19 pandemic has changed the landscape in which we operate, advertise, and serve one another. We’ve been thrust into a virtual era that we knew was coming but didn’t expect this soon. The financial practices that embrace these changes and use this time as a platform to create new experiences and connections will thrive. It’s up to you to take the reins.

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