An advisor’s marketing materials can get out of control, according to Richard Heft, co-executive director of Ext. Marketing Inc. in Toronto.

This can happen, for instance, when a team requests a brochure or a presentation on a particular topic from the marketing department, unaware that they already have these materials.

By “auditing” your materials and taking stock of what you already have, you can minimize these requests and decide which materials are strongest. If you produce your own, you will also decrease the associated time and costs.

Here are the four steps to auditing your marketing materials:

1. Create a directory of your marketing materials
Gather your brochures and newsletters and have your computer nearby for any digital promotional items. List every piece on an Excel spreadsheet, which has the following categories:

  • the material’s title;
  • a brief statement explaining the material’s subject;
  • the intended audience;
  • the last time it was updated; and
  • a form number.

Note that the form number is related to items produced by your firm and is only applicable if the firm’s marketing department has shared this information with you.

2. Review each item
Having everything in one place will allow you to make decisions about which material is useful and which is not. “You probably want to use the stuff that is strongest,” says Heft, “or builds the best story for you or that you’re most used to using.”

Also, check to see if any materials look dated.

For instance, if you have a brochure that is text-heavy and lacks visuals, you can probably exclude that from your marketing efforts. Such materials were popular five to 10 years ago, says Heft, but consumers now prefer digesting their information through more visual vehicles, such as those that use infographics.

For advisors who blog or produce newsletters, this process can help inspire ideas for future content.

3. Ask for your team’s input
You’re not the only one using these materials. Your team members may have certain materials they prefer to use and they should have their say in what stays.

If a team member wants to keep a particular item, ask this person how it helps him or her conduct business.

For example, you want to eliminate a budgeting pamphlet you never use from your stock. However, your assistant tells you he passes that on to your baby boomer clients with adult children to keep you top of mind. This has resulted in some of those children making appointments with you.

4. Track how materials are used
You should undergo this auditing process once a year, according to Heft. To make this process easier, make notes of which pieces you are using throughout the year.

One way to track the usage of print materials is by keeping a set in your office and seeing how many you have left at the end of the month. So, if you have 100 pamphlets on tax-free savings accounts on a shelf and you find only two were taken during that month, you know that piece doesn’t seem to appeal to your team or clients.

The process is even easier if you use digital marketing. In that case, your email-marketing program will most likely include analytics, which will identify how often clients are accessing your e-newsletters or other digital materials.