Marketing Techniques for Financial Advisors to Try

A well-designed marketing strategy can help financial advisors attract new clients and grow their practices. A varied approach includes social media marketing, content creation and email campaigns that speak to the needs and concerns of your ideal client base. Exploring different marketing techniques for financial advisors can help you reach a broader audience while building your digital footprint.

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Digital Marketing Techniques

Digital marketing has become an increasingly effective way to attract new clients, according to Ficomm’s 2024 Consumer Insights Study. The report found that 45% of people in search of financial advice hired based on digital marketing. More importantly, 64% of the effective marketing techniques researched for the study were digital. Meanwhile, just 29% of financial advice buyers say they chose their advisor based on a referral. ¹  

Leveraging various digital marketing techniques can help financial advisors reach and engage with their target audience more efficiently. Here are three general techniques to consider:

SEO

Search engine optimization (SEO) is a fundamental digital marketing technique for financial advisors. SEO refers to a set of tactics and strategies that are designed to help boost your website’s visibility in search engine rankings. 

By optimizing their website with relevant keywords like “financial planning” and “investment advice,” advisors can increase their visibility on search engines. High-quality content that addresses clients’ needs and incorporates these keywords naturally will help improve search engine rankings, making it easier for potential clients to find their services.

Once a prospect lands on your website, you have an opportunity to add them to your email marketing list. You can use a basic sign-up form to collect emails, but prospects may be more inclined to share their information in exchange for a high-value lead magnet. For example, if you’re hoping to gain more high-net-worth clients, you might offer a comprehensive wealth planning checklist or case study highlighting results you’ve helped another affluent client achieve.

Pay-Per-Click (PPC) Advertising

Pay-per-click (PPC) advertising can get your brand image into the online spaces where your prospective clients are most likely to spend time. For example, you may build digital ad campaigns for search engines, social media platforms or websites. 

Financial advisors can use platforms like Google Ads to create targeted advertisements that appear when potential clients search for related services. By bidding on specific keywords, advisors can get their ads shown to a relevant audience and drive immediate traffic to their website. This method provides a measurable return on investment, allowing advisors to adjust their strategies based on performance data.

LinkedIn ads can also be useful for lead generation if your ideal clients are active on the platform. For example, if you’re actively marketing your services to physicians who need financial advice, LinkedIn ads could help you capture their attention.

Social Media

Social media marketing offers a dynamic way to engage with potential clients. Platforms like LinkedIn, Facebook, Threads and Reddit allow financial advisors to share insights, updates and client testimonials. A 2025 Gallup poll found that 20% of Americans turn to social media for financial advice, though 41% still prefer to get help from a human advisor. ²

How can you leverage social media for lead generation? Regularly posting valuable content helps build a strong online presence and fosters trust with followers. Additionally, social media ads can be tailored to specific demographics, ensuring that target audiences can see an advisor’s message. In the Ficomm study, 10% of respondents say they found their advisor through social media content, while 9% did so by clicking a social media ad.

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Content Marketing Techniques

Content marketing offers financial advisors a strategic way to attract and retain clients by creating valuable, relevant content. It helps establish authority, build trust and engage with potential clients on a deeper level.

There are many ways to incorporate content marketing into your overall marketing strategy. Here are seven common approaches:

• Blog posts: Writing informative blog posts is a cornerstone of content marketing. Financial advisors can share insights on various financial topics, such as retirement planning, investment strategies or tax-saving tips.
• Educational webinars: Webinars and seminars can cover complex financial subjects in a more digestible format, allowing participants to interact and ask questions in real-time. In the Ficomm study, 13% of respondents found their advisor after attending a free seminar.
• White papers and e-books: Creating detailed white papers and e-books on specific financial topics can attract clients looking for in-depth information. These long-form content pieces allow you to delve deeper into subjects, providing comprehensive insights that can help potential clients understand complex issues better.
• Case studies: Sharing case studies of successful client stories can illustrate the tangible benefits of your services. These narratives provide real-world examples of how your advice and strategies have helped others achieve their financial goals, which can resonate with prospective clients.
• Videos: Videos can simplify complex information, making it more accessible and engaging. Whether it’s a quick tip, a detailed explanation or an interview with an expert, videos can dramatically enhance your content marketing efforts.
• Podcasts: Podcasts allow you to share your expertise, interview industry leaders and discuss financial topics in a more conversational and engaging format. They can be easily accessed by listeners on the go, expanding your reach. If you don’t want to start a podcast of your own, you may be able to collaborate with another podcaster to make a guest appearance on their show. 
• Infographics: Infographics simplify complex information and make it more appealing and easier to understand. They can be shared across various platforms, increasing your content’s visibility and engagement.

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Email Marketing Techniques

Email marketing is an important component of a financial advisor’s overall marketing strategy, offering a direct and personalized way to communicate with clients and prospects. It complements content marketing efforts by providing a channel to distribute valuable information and nurture relationships over time.

Advisors who don’t have the time or knowledge to build an effective email marketing campaign can outsource these efforts with services like SmartAsset AMP. Advisors can use this holistic marketing service for client lead generation and automated marketing.

Here are four email marketing techniques to keep in mind:

1. Newsletters

Email newsletters allow financial advisors to maintain regular contact with clients and prospects. By sharing relevant market insights, financial tips and company news, advisors can demonstrate their expertise and keep their audience informed. Personalized content that addresses the specific needs and interests of recipients can enhance engagement and build trust.

Again, you can build your email list by offering a valuable lead magnet, such as a downloadable checklist or guide, an interactive calculator or an invitation to an online seminar. In the Ficomm study, 9% of clients found their advisor after downloading a report from their website. 

2. Drip Campaigns

Drip campaigns can also help advisors nurture leads by sending a series of emails based on a prospective client’s needs and interests. For financial advisors, this might include educational content tailored to different stages of the financial planning process, or reminders about upcoming events. Drip campaigns help maintain consistent communication, guiding prospects through their decision-making journey. Advisors can use SmartAsset AMP to build and manage automated email drip campaigns, as well as automatically send text messages to prospective clients.

3. Client Segmentation

Segmenting your email list allows you to send more relevant messages to different groups within your audience. Financial advisors can categorize clients based on criteria such as age, investment goals or engagement level. Tailored emails that speak directly to the specific needs of each segment can improve open rates and foster stronger client relationships.

You may be able to easily segment prospects and clients through your email marketing platform using tags. If your email marketing system integrates with your customer relationship management (CRM) platform, you can transfer that information to better track leads and engagement.

4. Automated Follow-Ups

Automated follow-up emails can allow you to maintain timely communication without the need for manual intervention. Financial advisors can use this technique to send reminders about scheduled meetings, follow up on inquiries or provide additional resources after a consultation.

Your email marketing platform or CRM may include tools that allow you to easily draft, schedule and send follow-up messages to prospects and clients. If you’re using any type of AI tool to write client emails, keep in mind that a human review is still necessary to ensure that they correctly convey your brand messaging and tone and comply with all SEC marketing rules.

Local Marketing Techniques

Local marketing can also play a role in a financial advisor’s overall marketing strategy. This approach focuses on building a presence within the local community and creating personal connections that can lead to long-term client relationships. By targeting a specific geographic area, financial advisors can more effectively reach potential clients who are likely to need their services.

Attending and hosting local networking events is a powerful way for financial advisors to connect with potential clients and other professionals. These events provide opportunities to share expertise, offer financial planning insights, and build a reputation as a knowledgeable and approachable advisor. By engaging in local business groups or chambers of commerce, advisors can enhance their visibility and credibility within the community.

Active participation in community activities and sponsorships can also boost a financial advisor’s local presence. Supporting local charities, sponsoring events, volunteering or working as a pro bono advisor can demonstrate a commitment to the community, which can resonate with potential clients.

You may also invest in direct mail marketing campaigns to supplement your email marketing efforts. Sending snail mail may seem outdated, but depending on your client base, it may prove more effective than emails, social media or other digital marketing techniques. 

Bottom Line

Successful advisors understand the importance of a well-rounded marketing approach that includes digital and offline strategies. Email marketing, social media and digital lead generation tools are some of the methods you might use to carve out a distinct space for yourself and attract the clients that you’re best equipped to serve.  

Growth Tips for Financial Advisor

• Adding high-net-worth individuals to your client list can help you scale your firm’s assets under management and supercharge growth. Here are eight strategies for attracting high-net-worth clients.
• If you don’t have the time or skills to market your business and generate new leads, consider outsourcing these duties. SmartAsset AMP (Advisor Marketing Platform) is a holistic marketing service financial advisors can use for client lead generation and automated marketing. Sign up for a free demo to explore how SmartAsset AMP can help you expand your practice’s marketing operation. Get started today.

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