The challenges of a New Year

I have been reading the excellent article by Martin Bamford about the expected blue water between financial salespeople and true advisers which are thought provoking. In addition, Phil Calvert documents the power that the internet can hold in the successful marketing your business. Again excellent work.

Both of these issues do focus the mind on how you create a better business for yourself by December 2007. I have been focussed on this subject and have undertaken a presentation on the subject at a recent Institute of Financial Planning meeting in Guildford, Surrey.

Many of us in the IFA community will confirm that 2006 was a good year, and other than unforeseen interest rate changes, 2007 looks like another good year for advice and service.

But what can be done to help your commercial marketing strategy forward? Here are some ideas for consideration:

• Update your website regularly with updates and articles:

The search engines enjoy content on your site and this is an excellent way of keeping them updated as well as your clients. And link to quality articles to increase content.

• Keep your marketing message consistent at all times:

Use a logo and marketing campaign which is consistent to ensure that a client/introducer/professional contact has a coherent message from your company.

• Use your marketing time well:

As a business person you will know when your peak flows of business are. Don't try and entertain additional marketing activities at those points because they will cause you a distraction. However, if you know the peaks, you will also know the troughs!. Use this time well to make the peaks even bigger.

• Plan one additional marketing activity a month:

You will know the type of business you are trying to attract. Set yourself a target on one additional marketing activity per month, possibly using some of the thoughts above, to enhance the offering that you and your business makes. Tell your team what you are trying to achieve to help them help you. Communication is key here.

These are some thoughts to ensure that when you look back at 2007 it will be even better than you could have anticipated. Trust me, the process works!.

Keith Churchouse is managing director of Churchouse Financial Planning, and owner of advicemadesimple.com.

The views expressed are those of the author and not those of the company he represents.