{"id":39727,"date":"2022-02-02T07:00:42","date_gmt":"2022-02-02T15:00:42","guid":{"rendered":"https:\/\/insights.fmgsuite.com\/?p=39727"},"modified":"2026-04-08T21:38:25","modified_gmt":"2026-04-09T04:38:25","slug":"marketing-wheel-marketing-plan","status":"publish","type":"post","link":"https:\/\/7e78e84f-a80e-4b05-ba90-7dd3f9d29edc.express.conves.io\/marketing-wheel-marketing-plan\/","title":{"rendered":"Using a Marketing Wheel to Create a Marketing Plan"},"content":{"rendered":"

Marketing is all about storytelling, and digital marketing is all about digital storytelling.<\/span><\/p>\n

Building marketing campaigns<\/span><\/a>, executing marketing tactics, and creating an overall plan contribute to creating a story. The best stories (just like the best marketing plans) are well-thought-out and focus on achieving a single goal.<\/span><\/p>\n

But that begs the question, how do financial advisors tell better stories through their marketing in the first place? On top of that, digital marketing gets spun up as being more complicated than it is. How does digital marketing fit into this picture?<\/span><\/p>\n

Defining the Marketing Wheel<\/h3>\n

Like getting a flat tire in your car, sometimes you need a new wheel. To answer these questions, let\u2019s define the marketing process using the following graphic:<\/span><\/p>\n

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All marketing in history has followed this wheel in some capacity.<\/span><\/p>\n

Think of the above as a single marketing push or a sprint. It\u2019s a focused effort to achieve a single goal. A full marketing plan would have many of these sprints built in, but your focus at any given time should only be on no more than three sprints. This is to keep the workload manageable and the goals in sight. <\/span>\u00a0<\/span><\/i><\/p>\n

(Added note: a successful marketing plan is not merely one agile marketing push after another. Use the Marketing Wheel as a tactic to execute pieces of your marketing calendar rather than a replacement for one.)<\/span><\/i><\/p>\n

When planning the strategy, start at 6: The Goal. Any time you plan a trip abroad, it helps first to know where you\u2019re going. Once you know what goal you\u2019re trying to achieve, reverse engineer how you need to get there. Ask yourself how you get from 6 to 5, from 5 to 4, 4 to 3, and so on until you get to 1, the content you need to send out to get started on this sprint. This gives you the best path.<\/span><\/p>\n

When executing the strategy, though, you go in order.\u00a0 Start with the content and work your way to accomplish your goal. Now that you understand the basics let’s add some context to each step and give some ideas as to what pieces would be used throughout the process.<\/span><\/p>\n

Below you’ll see the 6 parts of the marketing wheel you can use to create a marketing plan.<\/p>\n

The 6 Parts of the Marketing Wheel<\/span><\/h2>\n

1. Content<\/span><\/h3>\n

Content marketing costs 62% less than traditional marketing and generates about three times as many leads. Advisors who create original content leverage one of the most cost-effective strategies to increase client retention and generate new business.<\/span><\/p>\n

Ask yourself: What kind of content needs to get sent to accomplish my goal?<\/span><\/p>\n