We made it! If you’ve been following along, you’ve spent the last 60 days building your foundation and showing up consistently. In Part 1, we covered defining your ideal client, locking in your differentiator, picking your channels, and setting simple KPIs. In Part 2, we tackled showing up consistently, optimizing your LinkedIn profile, and starting to build your email list. That’s no small thing.
Now comes the part that separates the advisors who see real results from the ones who stay stuck in the “I’ve been trying to get consistent with marketing” loop forever. Days 61-90 are all about refining what’s working and building systems so your marketing doesn’t fall apart the moment life gets busy. Let’s get into it.
Days 61-90: Refine and Systematize
Review your KPIs — what moved? What didn’t?
Pull up the 3-4 metrics you set in Part 1 and take an honest look. You’re not grading yourself here, you’re gathering data. Did your LinkedIn following grow? Are people opening your newsletter? Is your website traffic trending up?
If something moved, great — dig into why. What content performed best? What topics got the most engagement? What did people respond to or reply to directly? Those are your signals.
If something didn’t move, that’s useful information too. Maybe the channel you picked isn’t where your ideal clients actually spend time. Maybe your publishing cadence slipped. Maybe your content is too generic and needs a sharper point of view. Now is the time to get honest about what’s working and adjust accordingly — not six months from now.
Double down on what’s getting traction.
This one sounds obvious, but it’s surprisingly hard to do. When you find a content format or topic that resonates, the temptation is to move on and try something new. Resist that urge. If your “lessons from 20 years of working with federal employees” post got three times your usual engagement, write another one. If your newsletter open rate spikes every time you include a personal story, include more personal stories.
Marketing, at its core, is a feedback loop. Pay attention to what the data is telling you and lean into it.
Build a simple content calendar for the next quarter.
You’ve made it 90 days. Don’t let all that momentum fizzle because you run out of ideas or lose your rhythm. Spend an hour mapping out your content themes for the next three months. It doesn’t have to be complicated — a simple spreadsheet or even a notes app works fine. The goal is to walk into each week knowing what you’re publishing, not staring at a blank screen wondering what to say.
If you want a shortcut here, this is exactly what we build for advisors in a VIP Day. More on that in a second.
Create templates and workflows so content doesn’t fall off when life gets busy.
Here’s the reality: there will be weeks where a big client situation comes up, tax season hits hard, or you just don’t have the bandwidth to think about marketing. The advisors who stay consistent through those seasons are the ones who have systems in place.
That might look like a simple content template you fill in each week, a standing 30-minute block on your calendar for LinkedIn, a notes folder on your phone where you capture content ideas as they come to you, or a checklist your team follows to get content out the door without it all landing on your plate. The specifics matter less than the fact that the system exists.
Identify where you need support.
After 90 days, you have real information about what marketing looks like for your firm. You know what’s working, what’s not, what you enjoy doing, and what you absolutely dread. Use that clarity to figure out where you need help.
Maybe you love the strategy side but hate writing. Maybe you’re great at showing up on LinkedIn but can never seem to get a newsletter out the door. Maybe you’ve realized you need someone to hold you accountable and keep the whole thing moving forward. That’s not a failure — that’s self-awareness, and it’s the first step toward building a marketing engine that actually runs without you having to white-knuckle it every week.
Your 90-Day Head Start
If you’ve read all three parts of this series and you’re thinking, “I know what I need to do, I just need someone to help me build the roadmap” — that’s exactly what a VIP Day with Perfectly Planned Content is designed for.
In a single focused session, we’ll nail down your messaging, map out your marketing funnel, and build a content calendar you can actually execute. You walk away with a customized version of everything we covered in this series — done, documented, and ready to go.
Interested? You can learn more and book your VIP Day here.