Marketing publications are most effective when used as part of a year-round strategy. Here are some ideas on how you can use a newsletter to create a complete annual marketing plan:
January
Send out your Business Matters publication. This issue focuses on the need for effective business planning for the year ahead.
February
Now is a good time to write or update your firm marketing plan for the year ahead. Sample plans and templates are available in our Firm Marketing Resource Centre.
March
Review and tidy up your client and prospect databases and begin to arrange pre-year end meetings with your top clients.
April
Send out your Business Matters or Personal Financial Strategies as part of your pre-year end marketing action.
May
Send out a copy of Year End Strategies to your business and individual clients. Conduct marketing review sessions with your team members to reinforce the marketing culture of your firm in preparation for end of year client meetings.
June
Conduct and follow-up lead generation and marketing before the tax season begins. This could include a spruce-up of your office to lift the image of your firm. Perform an image review audit using our sample image checklist.
July
Update clients with strategies for the new financial year. Business Matters and Personal Financial Strategies are released this month.
August
As clients are meeting with your firm, coach team members to introduce clients to the other range of services that are provided by your firm that may benefit them. Get team members to read 103 Questions to Ask Your Accountant to prepare them for the full range of questions that may be presented by clients.
September
Clients are a little more settled now that June 30 is over and Spring has arrived. Now is the ideal time to review business systems and improvements with clients. The Profit Improver is released this month and may be a tool that helps your firm introduce some new ideas to your clients.
October
Distribute Personal Financial Strategies or Business Matters for your business and individual clients.
November
Send out a copy of 103 Questions to Ask Your Accountant with a firm survey. Surveys are a great tool to finetune your marketing strategies.
December
Develop your marketing skills and take the time to conduct some bi-annual housekeeping, including updating your firm databases. Some great database management tips are available at our Firm Marketing Resource Centre.
