Marketing for financial advisors: an effective strategy

The impact of marketing for financial advisors

Marketing for financial advisors within the industry is rapidly evolving. As a result, more and more consumers are turning to online resources for investment advice. Therefore, in light of these changes, financial firms need to adapt their approaches to reach their target audience more effectively. Moreover, the year 2023 is expected to bring a host of new trends and technologies that will shape the sector.


If you’re looking to enhance your knowledge of financial advisor marketing, you’ve come to the right place. As a marketing agency, we can offer practical advice and useful tips to novices and seasoned pros alike. In addition, our team consistently stays up-to-date with the latest trends and strategies in the industry.


What is financial advisor marketing?

Financial planner marketing is the process of connecting your firm with prospects. With that in mind, your products and services must match the needs of the consumer. By doing so, you can ensure that your offerings reach the right people.

Put simply; it involves understanding:

The needs of the consumer

Researching what services or products your audience wants

Correct product pricing

Expanding your reach to the correct people

Successful delivery of your offerings

Marketing for financial planners is crucial in forging strong relationships between firms and their clients. Furthermore, this trust factor is a footing for providing high-quality services or products to prospective and existing clients.


How to create a financial advisors marketing strategy

Develop your buyer personas for your financial firm.
Determine the digital tools required to achieve your goals.
Assess your current digital channels and assets.
Plan and review your owned media campaigns.
Ensure alignment of goals and digital tools.
Monitor and report on the outcomes.

Develop your buyer personas

To create a successful plan, it is essential to know your target audience. Creating detailed buyer personas is necessary to build an effective digital strategy. This should be the first step in your process.

Here are the key elements you need to track for your buyer personas:

  1. Demographic data: This includes basic demographic information like age, gender, occupation, income, and location.
  2. Behaviour: How your buyer persona interacts with your website, social media marketing, and other channels.
  3. Interests and hobbies: Knowing your buyer’s interests and hobbies helps create compelling content that resonates with them.
  4. Pain points: Knowing your buyer’s pain points can help you tailor your product or service to meet their needs.
  5. Goals and priorities: Knowing your buyer’s goals and priorities helps create a messaging approach. This approach will set your product or service as the ideal answer to their needs.
  6. Buying process: Understanding your buyer’s buying process helps you define their position in the sales funnel. As a result, this knowledge gives you a clear image of the type of content they seek. Furthermore, you also understand how to lead them through the buying journey.

Tracking these elements lets you get a complete picture of your buyer persona. This allows you to create more clear and effective strategies.

Identify target markets for financial advisors

As a financial planner, pinpointing your target market is crucial to your firm’s success. Begin by examining the demographics of your past and existing clients, such as age, income level, and financial goals. From there, consider your target market’s unique needs and concerns and how you can tailor your services to meet their needs.

For example, if you are targeting millennials, focus on digital contact and educational resources to help them plan for their future.

Assess your current digital channels and assets

Before you can decide which digital tools you need, you must assess the ones you already have. This includes your social media profiles, website, and any other digital assets you have created. Take stock of what you currently have and pinpoint areas for improvement.

Plan and review your owned media campaigns

Once you have pinpointed your digital assets, planning and evaluating your owned media campaigns is crucial.

As you plan your digital strategy, it is important to consider the following questions:

What are your business goals

Identifying the specific goals you want to achieve through your digital efforts is crucial. Do you want to increase sales, develop brand awareness, or improve consumer engagement? Clearly define your goals to ensure your strategy aligns with your overall business objectives.

Your target audience

Knowing your target audience is essential for creating effective digital campaigns. Identify who your customers are, their needs and desires, and where they spend their time online. This will help you create content that resonates with them and reaches them through the right channels.

Content you share

The type of content you create will depend on your business goals and target audience. Consider creating a mix of blog posts, social media content, videos, and infographics. Consistency is key, so make sure to establish a content calendar and stick to it.

Ensure alignment of goals and digital tools

As you plan your campaigns, ensure your goals align with the digital tools you are using. For example, if you want to increase traffic to your website, you might focus on SEO and content creation.

Monitor and report on the outcomes

After you have launched your campaign, it’s important to monitor and report on the results. This helps you determine what worked well and what needs improvement. Use analytics tools like Google Analytics to track your progress and make data-driven decisions.


Digital marketing for financial advisors

To make your campaigns more effective, target the platforms your clients use the most. Research the best methods and tools for each platform. The goal is to increase brand awareness, build client trust, and enhance lead generation.

Let’s look at some of the diverse mixes you can use in your digital marketing strategy.

Search Engine Optimisation (SEO)

SEO makes your website more visible and appears higher on search engines. For example, when you search for something on Google, you’ll see various different websites pop up. The websites at the top of the page usually have done a good job with their SEO.

To rank high in search results, you must:

Use the right keywords throughout your content

Ensure your website is user-friendly.

Create content that is both engaging and informative

By doing the above, you will increase your website visibility

Are you looking to improve your SEO game? Read our comprehensive guide to SEO, and get ready to drive more traffic to your website!

Content Marketing

Content is an effective strategy for financial planning firms. Creating useful and exciting content helps generate interest in your services or products. In fact, your content could be blog posts, videos, social media updates, or email marketing.

The goal is to provide people with something positive to read or watch. As a result, this will help them to form a favourable opinion of your firm and build trust.

Over time, your firm’s success in producing quality content will lead to recognition as an industry leader. As a result, people will recognise your firm as a leader in its field. Ultimately, the goal is to turn people who like the content into paying clients.

Are you looking to expand your knowledge of content creation? Check out our comprehensive content guide for everything you need to know.

Social media marketing for financial advisors

Use social media platforms such as Facebook, Instagram, Twitter, and LinkedIn to make a lasting impact on your target audience. You can connect with your followers, engage with them, and create a strong brand presence by utilising these networks. To do this effectively, you need to be strategic about what you post and how you interact with your audience

Financial advisor advertising ideas

One effective way to boost your online presence is through pay-per-click (PPC) advertising. Also, by opting for this method, you could place tailored links on search engines. This, in turn, would lead to more exposure among your desired demographic. As a result, website traffic could increase, leading to better brand awareness and, ultimately, higher earnings.

Website design

Having a good website is essential because it’s the first engagement people have when researching your brand online. Your website should look professional and be easy to use, leaving a positive first impression. Doing so will encourage people to spend more time on your website, learning about what you have to offer.

Ensuring that your website is easy to use is crucial. Not only should it be easy to navigate, but it should also load quickly. By making these refinements, visitors are more likely to stay on your website for longer periods of time. As a result, they may even purchase or take other desired calls to action.

To sum up, a good website design will ultimately increase your online presence and boost sales.

Cross-selling in email

Have you ever received an email from a company trying to sell you a product? Sometimes, firms sell more than one product and use cross-selling to achieve this. Cross-selling is simply when they attempt to sell you more than one service or product at a time.

For example, they might sell you retirement advice and help manage your other investments.

There are a few ways firms can do this in emails:

  1. Promote different services to clients who already have one service. So if you already receive retirement advice, they might also try to sell you investment management.
  2. Attempt to sell more than one retirement product.
  3. Teach you about different financial options as you get older. So, as you get closer to retirement, they might teach you about annuities.
  4. Finally, they might start teaching you about their wealth management products so that you’ll remember them when you’re ready to invest.

As a result, these strategies can help your firm boost revenue and help you make better financial decisions. Furthermore, it’s all done through email, a popular way for firms to communicate with their clients.


Key takeaways

Search Engine Optimisation

Content Marketing

Social Media

Paid Marketing

Website design

Cross-selling with email


Benefits of financial advisor marketing

Brand awareness

Having a strategy is crucial if any financial firm wants to attract new clients and achieve brand exposure. In addition, building brand awareness is essential in order to stand out in a crowded market and establish yourself as a trustworthy brand.

Generate leads

Marketing helps your lead generation by reaching out to prospective clients and conveying the value of your services and products. Also, With the right strategy, you can create awareness, build trust, and ultimately increase your client conversation rate.


Trust is crucial within the sector. When it comes to managing people’s money, they need to feel confident that their money is in good hands. One effective way to build this trust is through a well-crafted campaign.

This involves showcasing your knowledge and expertise and ensuring that your messaging is clear and concise. Doing so lets you demonstrate to likely clients that your solutions are reliable and trustworthy.

Stay top of mind

To stay at the forefront of your clients’ and prospects’ minds, it’s vital to invest in marketing efforts consistently. Doing so expands the likelihood that they’ll think of you when they have needs and decisions to make regarding their money. On the whole, regular touchpoints help you build trust and loyalty with your audience.

Increase referrals

To get more leads, look to your satisfied clients for referrals. In fact, your clients trust your brand and are likely to recommend you to others. Also, by engaging with clients through various channels, you can turn them into advocates for your brand. When clients are happy, they recommend you, which leads to more business.


Key takeaways

Improved brand awareness

Improve your lead generation

Build trust

Stay top of mind with prospects and clients

Generate more referrals


Marketing strategies for financial advisors

If you’re looking to achieve success, it’s essential to have a financial advisor marketing plan in place. This is especially true when it comes to your advisory firm. Having a clear plan can mean the difference between thriving and merely surviving.

By outlining your strategy, you’ll have a roadmap to follow. Whether you’re a startup, launching a new project, or simply looking to take your firm to the next level. This will help you stay focused, define your goals, and ensure that you’re moving in the right direction.

Here are some financial advisor marketing ideas and creative marketing ideas for financial advisors to expand to connect with potential clients.

Identify your competition

Comparing your own services to your competition is an essential step in identifying areas for improvement and enhancing your overall offerings. By analysing your competitors’ services, you can gain valuable insights into what you’re doing well and where you may fall short. As a result, this knowledge can help you refine your services to meet your consumer needs.

Create a compelling message

Having a clear message for your firm is essential to attract and keep clients. It should also contrast your services from the competition and motivate likely clients to choose your firm. Moreover, a powerful message can generate interest, boost involvement, and ultimately lead to sales.

Determine your platforms

When it comes to promoting your brand or product, choosing the right channels is vital. Firstly, different types of audiences use different channels. Therefore, to maximise your visibility and increase your chances of success, you must be where your target audience is.

There are several key factors to weigh when choosing the right channels for your firm. Firstly, it’s crucial to know who your target audience is and where they spend their time online.

For example, suppose your target audience is primarily made up of older people. In that case, they may not be as likely to use social media platforms like Instagram and Snapchat, unlike younger audiences. So, you need to be mindful of the platforms that they are actually using.

Set measurable goals

Measuring your plan’s success is crucial to ensure that you are on the right track and progressing towards your business goals. In light of this, measuring your performance will allow you to determine what’s working and what’s not. As a result, this allows you to adjust your strategies accordingly.


Content marketing strategies for financial advisors

Blog posts

Blog posts are articles that inform, educate, or make you think about a certain topic. Also, they help increase traffic to a website and show that the writer is knowledgeable in their field. Furthermore, they establish you as a thought leader.


Videos are engaging content that can demonstrate how products work or explain complex ideas. They also showcase the culture of a company in an interesting way.


Guides are long and detailed pieces of writing about a specific topic. In particular, they present specialised knowledge and can provide a deeper subject analysis.

Case studies

Lastly, case studies provide a detailed analysis of how a firm’s services or products solve a problem for a client. They demonstrate your credibility and expertise in your field and can even generate new leads.


How much do financial advisors spend on marketing?

To begin with, determining how much to spend depends on various factors. This could include the size of your firm, the goals you want to achieve, and your target audience. A good starting point is to set aside a percentage of your revenue for marketing – some recommend around 5-10%.

Keep in mind that it’s okay to start small and adjust as you learn what works best for your business. Also, don’t forget to track your results so you can make smart decisions about where to invest your marketing budget.


How Goldmine Media can help

Are you searching for a financial advisor marketing firm for your upcoming campaign? Goldmine Media is the perfect marketing firm for financial advisors. We have two decades of experience as a financial advisor marketing company agency. Because of this, we specialise in creating unique financial advisor marketing strategies.

Goldmine Media’s marketing plan for financial advisors has helped multiple firms reach their ideal clients. Our plans include online marketing for financial advisors, social media marketing for financial advisors and general marketing services for financial advisors.

Our financial advisor marketing services include:

Content marketing

Website design and development

Branding creation and nurturing

Download our brochure.

Goldmine Brochure

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