Top 5 Advisor Marketing Themes for 2024

Tune in on the key marketing themes that will set your firm apart from the competition in 2024.
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In this webinar, Chief Marketing & Experience Officer, Susan Theder and President of Peabody Wealth Advisors, Michael Murray shared their top five marketing themes for the new year with tips for implementing them.

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Here is your summary to skip ahead or scan through below.

  1. The Words You Use Matter [6:06]
  2. Capturing Money in Motion [21:09]
  3. Let Marketing Drive Up Your Business’s Value [29:11]
  4. AI is Magical, But It’s Not a Magic Wand [36:37]
  5. The Threat of “Time Poverty” [45:33]
  6. Have a Foundational Content Calendar to Stay on Schedule [51:55]
The Words You Use Matter [6:06]

The Words You Use Matter [6:06]

  • Over 60% of investors believe that most financial advisors make the same promises, making it hard to tell the difference between them.
  • Focus on the topics that clients care about…talk about what is on their mind before they seek answers elsewhere.
  • There is a huge gap between client expectations and services rendered.
  • Clients are drawn to how you make them feel. (Clients are 50% more likely to hire an advisor for emotional reasons than financial ones. And advisors that are emotionally intelligent receive 2 times more referrals.)
  • It’s important that you connect your services to your clients’ larger meaning or purpose.


Capturing Money in Motion [21:09]

Capturing Money in Motion [21:09]

  • Nearly 45 million US households will transfer $68 trillion between generations in the next 20 years.
  • This is a huge opportunity to capture “The Great Wealth Transfer,” which requires a strong digital brand.
  • Create a website that wows: 98% of consumers say a website is important when choosing an advisor.
  • Build a strong presence on social media: 36% of consumers work with an advisor they follow on social media.
  • Share educational content: 63% of consumers believe informative and educational content make an advisor stand out.
  • Consider COIs in your strategy, specifically attorneys: When leading up to “money in motion,” there are often attorneys involved.


Let Marketing Drive Up Your Business’s Value [29:11]

Let Marketing Drive Up Your Business’s Value [29:11]

  • Marketing is a key driver of the value of your business. (This includes your brand reputation, client base characteristics, growth prospects, client retention rates, and systemized processes)
  • Referrals are a leading source of growth.
  • Top performing firms with marketing plans grew new client assets nearly 2 times that of their peers.


AI is Magical, But It’s Not a Magic Wand [36:37]

AI is Magical, But It’s Not a Magic Wand [36:37]

  • Artificial intelligence is changing many aspects of our lives and the world around us.
  • While it’s incredibly helpful and great for idea generation, it’s important that you’re taking what is written and “making it your own.”
  • Three AI platforms are ChatGPT 4.0, Bard and Claude 2


The Threat of “Time Poverty” [45:33]

The Threat of “Time Poverty” [45:33]

  • Owning your own business is an excellent goal, but it’s important that you’re not spending all of your time working. As one advisor said, “I want to own the business, not have the business owning me!”
  • To save time and boost efficiency, consider using third-party marketing firms and external consultants.
  • Be purposeful in how you spend your time. (Advisors who outsource their marketing, typically free up 30% of their time and 95% of advisors said they have a better work-life balance)


Have a Foundational Content Calendar to Stay on Schedule [51:55]

Have a Foundational Content Calendar to Stay on Schedule [51:55]

  • Have a goal in mind for how much you want to communicate each month.
  • Blogging: Write 2-3 a month (1 financial planning, 1 timely, 1 human interest).
  • Email marketing: Write 2-4 emails a month (1 timely, 1-2 planning related/general, 1 newsletter).
  • Social media: Try to do 6-12 social posts per month (2-4 financial planning, 2-4 shared media articles, 2-4 non-financial).
  • Surprise and Delight WOWs: Do 1-2 a quarter (This should be random acts of kindness. Sending birthdays and anniversaries are great, but these go beyond that!)


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