Marketing as a financial advisor can be challenging. It takes time, energy, and a clear direction. Without a solid marketing strategy, though, you’re missing out on a powerful lead-generation and brand-building opportunity.
Below, we explore foundational marketing strategies for financial advisors.
1. Start With a Traffic-Driving Website
Your website is often the first point of contact with a potential client. Cision reports that 76% of consumers check a business’s online presence before reaching out. That means your website must do more than just function—it needs to impress.
Follow the 5-Second Rule
Just over half of website visitors spend less than 15 seconds on a page before leaving. To keep visitors around, your homepage needs to provide enough information to help visitors self-qualify as quickly as possible. One of the best ways to ensure this is to test your website for the 5-second rule.
Over 50% of visitors leave a website within 15 seconds. The 5-second rule is a quick way to test how effective your site’s homepage is. Here’s how you can perform it:
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Visit your homepage.
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Give yourself 5 seconds.
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Can you answer these questions?
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Who benefits from your service?
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What makes your firm unique?
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What’s the next step for a visitor?
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If not, consider making changes.
Let’s Plan! Website Example
Their homepage uses an attention-grabbing image, a clear CTA (“Learn More”), and clean navigation. It’s a strong example.
Simplify Navigation
Your homepage should provide easy access to key content. Use a clean navigation bar, relevant images, and direct calls to action.
Add a Fees Page
Omitting pricing can suggest high cost. A fees page sets expectations and saves time—for you and your visitors. Adjust your fee model to match your target audience: AUM for retirees or subscriptions for millennials, for example.
Use CTAs Effectively
Many advisors only place CTAs on contact pages. Instead, include CTAs across your site:
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About page
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Blog posts
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High-performing pages
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Testimonials
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Homepage
You can even use sticky CTAs that follow the visitor.
FMG helps you build attractive, lead-optimized websites with built-in SEO tools. Learn how our platform can work for you.
2. Invest in Content Marketing
Content is the fuel for your marketing strategy. Whether you use blogs, videos, or infographics, quality content establishes you as a thought leader and trusted source.
Share Timely Content
Responding to current events builds trust and shows expertise. FMG’s mobile app allows you to share updates quickly using your phone.
Start a Blog
Blogging helps with SEO and keeps your website active in the eyes of Google. It also supports your social media and email strategies.
Match Content to Your Audience
Content should reflect your ideal client and goals. In addition to blogs, consider:
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eBooks
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Whitepapers
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Podcasts
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Videos
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Quizzes
Repurpose large pieces of content across different channels to get more value from your efforts.
3. Engage Your Audience on Social Media
Social media is a huge opportunity—more than 3.96 billion people use it globally. For financial advisors, it’s a long-term investment that pays off over time.
Post Regularly and Strategically
Create a schedule, and focus on high-quality content tailored to your audience. Use varied formats like:
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Video
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Audio
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Graphics
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Text-based updates
Show Your Personality
Financial topics can be serious, but social media is where people relax. Share your personality. It can boost engagement and trust.
Encourage Referrals
Social content often reaches your clients’ networks. Referrals may already recognize your brand, making conversion easier.
Simplify Financial Services
Many people don’t understand what advisors offer. Social content can demystify your services and emphasize their value.
Always aim for authentic engagement. Whether on LinkedIn, Facebook, or Twitter, real connection outperforms sales-driven messaging.
4. Increase Client Satisfaction with Email Marketing
Email marketing gives you direct access to your audience and builds trust over time. It’s cost-effective, too—Litmus reports that email returns $42 for every $1 spent.
Craft Better Subject Lines
Convince and Convert found that 35% of readers open emails based on the subject line alone. Great subject lines:
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Ask engaging questions
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Highlight checklists
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Offer guides (“How to…”)
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Mention media types ([Video])
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Use emojis sparingly and appropriately
Be Consistent
A YCharts survey showed that 77% of clients want more communication. 87% prefer email. Regular newsletters or updates help meet that demand.
Whether you’re a solo advisor or a larger firm, email remains one of your most effective communication tools.
5. Help Prospects Find You With Search Engine Optimization
SEO helps clients find you. It affects how your site ranks on Google and how visible you are online. Since SEO algorithms change frequently, staying updated is key.
Use the Right Keywords
Keywords like “marketing for financial advisors” and “local SEO” can improve ranking. Use them in:
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Blog titles
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Meta descriptions
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Image alt tags
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Video titles
Improve On-Page SEO
Make sure to:
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Choose client-focused keywords
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Optimize title tags and meta descriptions
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Hire SEO professionals if needed
Focus on Local SEO
Searches like “financial advisor near me” show local intent. Include your city or region in your content and metadata to boost visibility.
Track With Analytics
Google Analytics and Search Console show which pages perform best. Use the data to focus on what works and improve what doesn’t.
FMG’s platform includes SEO tools to support your visibility and growth.
6. Build Your Brand
Your brand is more than just colors and logos. It’s the emotion and message you convey through your content, website, emails, and social media.
Consistency Matters
Consistent branding across all platforms can boost revenue by up to 23%. Blogging can generate 67% more leads. Clients appreciate helpful service and original content.
Let Your Brand Filter Clients
Your services aren’t for everyone. Strong branding helps the right clients self-qualify, saving time for everyone. It also makes your firm stand out in a competitive market.
Whether you’re serving retirees or young professionals, align your brand messaging to meet their expectations and needs.
Let Our Content Help Fuel Your Marketing!
FMG makes it easy to provide authentic, timely email and social posts, market commentaries, videos, blogs, and more. Free to use as-is or edit to your liking.
