Guest blog provided by Susan B. Weiner, CFA
Are you about to embark on a new marketing campaign that will cost you a lot in money or time? Take a step back! It’s time to assess what’s already working for you.
There are marketing firms that will help you conduct an assessment. But you can get a quick sense by analyzing your most recent new client wins. After all, as Shakespeare said, “What’s past is prologue.” In this case, it means you can learn from your history.
Create a table of new clients
To illustrate what I mean, I created a table analyzing some of the new writing clients that I picked up last year. I looked at the following criteria:
Here’s a screenshot of my table:
What worked for me
So what was most important for me in gaining new clients? On the basis of this table, plus some notes that I haven’t shared, I decided on the following:
What about YOU?
Have you tried analyzing your recent new clients to identify trends? What has helped or hurt your new business development?
Susan Weiner, CFA, is the author of Financial Blogging: How to Write Powerful Posts That Attract Clients, which is tailored to financial planners, wealth managers, investment managers, and the marketing and communications staff that supports them. Read her blog or follow her on Twitter, Google+ or the Investment Writing Facebook page.