The best marketing plans don’t just look good on paper. They actually get done.

Last week, I kicked off this series on choosing the right marketing activities for your firm. Over the next few weeks, I’ll walk you through six key considerations to help you evaluate what works best for you: Client Journey Stage, Operational Efficiency, Time Frame, Quality vs. Quantity, Marketing Preferences, and Budget.

This week, let’s focus on the second factor, Operational Efficiency.

Every marketing channel requires a different level of effort. Some scale easily, while others depend on personal involvement. Evaluating how scalable, delegatable, or advisor-driven each one is helps you choose activities that fit your firm’s capacity and resources.

Scalable Activities

These reach many prospects without requiring additional advisor time. Once they’re set up, they continue to work with minimal ongoing effort.
Examples: SEO, advisor directories, paid search.

Delegatable Activities

These can be managed by support staff or outsourced partners with the right systems in place.
Examples: Newsletters, social media management, client events.

Direct-Involvement Channels

These require advisor participation and usually have the greatest impact, but they don’t easily scale.
Examples: Speaking engagements, podcasts, relationship-driven referrals.

Each type of activity has its place. The key is finding a balance between efficiency and impact that matches your team’s time and capacity.

The takeaway: A good marketing plan works not just on paper but also in practice because your team can actually keep it going.

Need help building your marketing plan? Learn more about our annual marketing plan service.