Most advisors know they should track their key marketing activities—it’s no secret. And while activity tracking is basic in theory, implementation takes an incredible amount of self-discipline. It’s the ultimate form of internal accountability. It’s also the only way for you to tangibly identify what marketing activities are driving real results.
While we have an activity tracker we use with coaching clients, we’ve learned over the years that the medium doesn’t matter as much as the process. You can track your activities in an Excel file, Google sheet, Word document, fillable PDF, whiteboard, yellow notepad, iPhone app, time-blocking in your calendar… it doesn’t matter! The key is to make sure you’re setting activity targets, tracking the right activities, and reflecting on your progress. The following are some tips for creating your own activity tracker.
Step 1: Identify the activities you plan to track.
Don’t track every activity possible. Do your best to drill down on five to 10 core activities. Also, try and avoid activities you would do anyways (e.g., review meetings with clients). Instead, think of items like requesting introductions, sourcing names, asking to discuss business or showcasing your practice to a COI.
Step 2: Assign a point value to each activity.
It’s really important that the point value you assign to each activity corresponds to the impact it will have on your business. For example, hosting an intimate social event with clients and prospects should be worth considerably more points than calling a client on their birthday. You’ll need to use your best judgement here and be honest with yourself.
Step 3: Commit to a point target for the week.
Review the activities you plan to track and set a point target. This goal should seem tough, but attainable. You will continue to refine this goal from week to week. If you find you’re always hitting your goal, it’s too low and vice versa.
Step 4: Determine a reward if you reach your goal.
Incentives are important! Determine a small reward for yourself if you achieve your weekly point target. This doesn’t have to be anything extravagant. For example, you might reward yourself by taking your spouse out to your favorite restaurant.
Step 5: Reflect on your activity and make adjustments.
At the end of the week, spend a few minutes reflecting on your activity. This is an opportunity to determine the activities that are actually driving results and you should continue to prioritize. Also, highlight the activities that were out of the comfort zone. You should be doing something every week that makes you feel uncomfortable. If you notice yourself avoiding certain activities, it’s time to make adjustments.
@StephenBoswell is President of The Oechsli Institute and author of Best Practices of Elite Advisors. @KevinANichols is the Chief Operating Officer for The Oechsli Institute and author of The Indispensable LinkedIn Sales Guide for Financial Advisors.