Categories
Asset Managers Featured Financial Advisors

Overcoming Obstacles When Managing Marketing and Delegating

You’re short staffed, buried in work and you know you should delegate to get out from underneath it and get caught up on your marketing tasks, but you’re not. Why aren’t you delegating? Even seasoned marketing managers fall victim to the “I can do everything myself” or “I can do it better myself” mentality.

Let’s discuss ways to overcome some of the obstacles we feel when managing marketing and delegating – as well as opportunities to potentially outsource delegation to an outside marketing firm.

Some managers fear delegation because it hasn’t worked out well for them in the past. In my 25+ years of managing marketing teams, I have found that it comes down to delegating to the right people.

There are four different personality traits that I found are critical when you’re choosing who you’re delegating to. 

Strong Sense of Responsibility

First is a strong sense of responsibility and a commitment to the company. You want somebody who is dedicated and interested in their career growth, as well as the mission of the company and feels excited about it. That energy then translates into wanting to accept the additional responsibility of delegation.

Intuitive Communication Skills

Next is intuitive communication skills. I always think of this as understanding the communication needs of the target audience, which in this case is myself, or you, if you’re the manager. You want to make sure that the person you’re delegating to understands what you need to know and when you need to know it. They need to give you updates that make you feel comfortable, without feeling like you have to pry for information, or that you aren’t getting what you need.

Strong Project Management Skills

The next is really strong project management skills. It’s important for whoever you’re delegating to, to understand the overall project and how to move it along. I like to know that the person understands “Plan A,” but that they also have a “Plan B” and even a “Plan C” at times, in their back pocket. They can then keep the project going and moving along if they encounter any obstacles.

Confident Individuals

Next are individuals who are confident in themselves. You want to make sure that you have a team or a person you’re delegating to that is solutions oriented. They need to be trying to solve a problem that comes up versus coming to you as a safety net when things get hard.  They figure out how to address red flags and put projects back on track. This is somebody who feels comfortable and confident in challenging situations, but also makes solutions a reality.

Self Reflection

Let’s move on to our next topic – which can be harder because it requires self-reflection. Oftentimes managers want to take credit for everything the team does, and they feel like in order to do that, they have to do all of the work. They take more of an “I” approach to managing marketing than a “WE” approach.

What I found in my career is that a “WE” approach is much more effective in motivating a team, as well as lightening your own workload, so you can dedicate your time to the tasks and projects that require your attention. If you think about how to motivate your team and elevate each member to work to their maximum potential, there’s much more that a marketing team can accomplish, than if everyone is working on their own.

Delegation to an Outside Firm

When it comes to delegation, marketing managers don’t often think about using an outside marketing resource. Consider projects you just aren’t getting to, or projects that you need help with to push them across the finish line. These are great areas where an outside marketing resource can help. 

An outside marketing firm can also help fill in areas that aren’t your strong suit.

If you’re not an organized person, try to find a marketing firm that is. If you’re looking for a little bit more creativity, then make it criteria to select a firm. Once you have that alignment, you can start out with a small project to make sure you’re developing trust, and then you can move on to delegating out bigger projects.

If you’re finding yourself underwater and need help managing your marketing load, we at Marketing Intent would be happy to explore delegation to us, with you.

Let’s have a conversation.

Categories
Asset Managers Financial Advisors

Your Success is Our Success

What does client success look like for us here at Marketing Intent?

Our philosophy is “Your Success Is Our Success.”

We start off by setting expectations and then delivering on those expectations, which in turn results in a meaningful experience for the client and building trust. We can then develop long-term relationships.

We Make Sure You Reach Your Goals

We make sure that our clients’ success is aligned with their goals, and we make sure they’re reaching those goals. A big part of that is communication and planning. While communication in or work lives is common, we have a keen focus on ensuring high-quality communication and strategy planning.

Communication = Success

We lay out when we are going to communicate, our plan for a client’s projects and the deliverables – and then we make sure we meet those deliverables. We also strive to go above and beyond those deliverables. If we can add value to a project or take it a step further to help clients reach their goals, we will.

But first and foremost, we make sure we provide the deliverables promised. We communicate and keep the client apprised of everything going on. There’s never a question in their mind of where their projects are.

What Can You Do?

Here are a few things that a client can do, either working with us or other marketing firms, to be successful on their end.

Don’t stop being curious. We’re in an ever-evolving industry and since the pandemic it’s even evolved quicker, so stay on top of what is going on and what is available out there. Doing research on how to solve some problems or get around roadblocks is going to help people advance and be leaders in the industry.

If you would like help with your marketing and you want us to help guide you along the way to reaching your goals, we’d be happy to help. Reach out to us today and let’s have a conversation.

Categories
Asset Managers Financial Advisors

Creating Content to Stay Ahead of the Curve

Are you overwhelmed with creating content for your firm? Does it seem like there’s never-ending demand for additional content from your marketing team?

In this article, we’ll discuss creating a content machine so you can stay ahead of the content curve.

Consider Your Target Audience

The number one rule for creating content is to consider your target audience. Make sure the content you’re developing is already in demand, even before you create it. The best way to do this is to think about what types of conversations you have with your clients. What questions do they ask?

If you are an asset manager, tap into your sales team to understand what objections they’re hearing and what types of information might be unclear to financial advisors and investors. Use those topics in your content.

Determine What Type of Content to Create

The format you choose for your content can be just as important as the content itself. If you have a complicated topic that’s just too hard to explain on paper, use video. If a topic is too long for a video, split it out into multiple flyers or even an email campaign. Regardless of the type of content you use, make sure it’s skimmable and that you’re supporting your topic with high-quality graphics.

The Machine Part of the Equation

Now comes the best part…the machine. When creating content, whether it’s a video, a report, or an email, always think about how you can parse that out into smaller pieces.

For example, a video can be split up into smaller videos to use on social media or within emails. You can take a flyer and divide it into social media graphics, or an email campaign.

Once you have that solid piece of content developed, consider ways to parse it out and use it more broadly so you get maximum mileage out of it.

We Help Clients with Content Daily

We’ve talked about creating a content machine based on:

  • Understanding what your target clients want to hear about
  • The formats they’re most receptive to
  • Parsing out your content to make it go further

At Marketing Intent, we help our clients with content daily.

If you need help, reach out to us, and we’d be happy to help you make you content go further.

Categories
Asset Managers

Marketing Teams Aren’t Immune to Inflation

Inflation – it’s all across our economy and affecting almost every part of our lives, including our marketing teams. If you’ve been searching for marketing candidates, you’ve probably noticed a demand for increased salaries, but you may not be getting qualified candidates applying for your positions or the hiring process is draining your team resources.

Let’s talk about how an outside marketing firm can help take work off your shoulders by tackling shorter and longer-range marketing projects.

The Sprint Project

The “sprint” marketing project is a short project where you might already have content developed and you just need it developed into an email, flier or a social media campaign. That’s where an outside marketing firm can step in quickly, especially one who knows your industry. They will help you push the project to the finish line.

The Half Marathon Project

Next, let’s talk about the “half marathon.” This is a project you may already have started and know it’s going to take some time to complete. You may need help with strategy, planning, writing or designing some deliverables. Again, an outside marketing firm can step in, accelerate the project and see it through to completion.

The Marathon Project

Then there’s the “marathon.” These projects can last multiple months. We often see these projects as the ones that firms have started, but don’t have the time to dedicate to them. An outside marketing firm can help you with planning, making sure everything stays on track over the months, as well as creating the deliverables. Examples of marathon projects are fund launches, series of videos, and automating email marketing.

Reallocating FTE Dollars to Outside Resources

Regardless of how in-depth your marketing project is, from that short sprint to a long marathon, taking the dollars you have earmarked for full-time employees (FTE) when you just can’t fill those roles, and dedicating them to an outside marketing resource can go a long way in helping you reach your marketing goals.

Contact Us to Fill in the Gaps

If you need help, as you’re looking to fill marketing roles and just aren’t finding the right candidates, reach out to us and we’d be happy to fill the gaps.