The financial industry is more competitive than ever. With thousands of advisors offering similar services, the big question is: How do you stand out?
The truth is, clients aren’t just looking for another financial advisor—they’re looking for the right financial advisor. The one who understands their unique challenges and can provide real solutions. Here are 4 proven strategies.
Most financial advisors think they communicate well with their clients. But here’s the reality—clients want more communication, not less. In fact, research shows that the number one reason clients leave their advisor is a lack of proactive communication.
I’ve seen advisors dramatically increase client retention and referrals just by improving how often and how effectively they communicate. And it doesn’t have to be complicated.
In today’s competitive financial industry, being a great advisor isn’t enough. Clients don’t just choose an advisory firm—they choose YOU. That’s why having a strong personal brand is essential for building trust, attracting clients, and growing your business.
Most financial advisors rely on referrals for growth, but hoping for referrals isn’t a strategy. The most successful advisors have a proactive referral process that generates a steady stream of ideal clients.
I’ve seen advisors double their business in just a few years by creating a structured approach to referrals. It’s not about asking clients, “Do you know anyone who needs a financial advisor?”—that rarely works. Instead, it’s about positioning yourself as a resource people naturally want to introduce to others.
Part 5: Content Marketing
Bringing it all together! Every day we are seeing more financial advisors venturing into content marketing. Why? Well, it’s a complete, albeit slightly complex, proven way to generate new, qualified prospects. So, let’s go over the basics of what you need to know and how to get started.
Learn how to use content marketing to attract your best clients:
1. What is Content Marketing?
Content marketing is a strategic marketing and business process focused on creating and distributing valuable, relevant, and consistent content. Its purpose is to attract and retain a clearly defined audience and ultimately drive profitable customer action. It is a way to use content like blogs, articles, whitepapers, guides, videos, podcasts, webinars, infographics, ebooks, and social content to relay valuable ideas and create relationships – rather than explicitly selling a product or service.
2. What are Common Objectives of Content Marketing?
Content marketing uses a marketing funnel method for moving your prospects through six stages of engagement. You begin by gaining awareness, increasing exposure, driving people to your website, building your list, building your pipeline of qualified prospects and ultimately, generating new revenue.
3. Getting Started with Content Marketing
Here are some of the basics for getting started with content marketing.
Specifically Define Your Target Audience: What are their needs, wants, challenges, problems, questions, and interests? Where are they on social media (Facebook, LinkedIn, etc) and what may be interesting to them?
Generate Interesting Content Ideas: Using keyword research tools like SEMRush’s Keyword Magic Tool, Google Keyword Planner or Ahrefs Keywords Explorer (there are many more as well), determine the longtail keywords that your target audience could be using in their online searches. Longtail keywords are very specific and usually drive highly targeted visitors that are likely to be interested in your content. Then, write or record content and design offers using these longtail keywords.
Promotion and Action: Where will your content appear and how will people be able to take action? Will you use paid advertising on social media or search engines, or will you try to engage organic traffic to your content? Do you have an email list to share your content? And, finally, what call to action will you have to lead them further into your funnel? A report, whitepaper, checklist, etc?
Content Workflow: How will you manage the content you are planning on, what has been written or recorded, and how can you keep track of everything? We use a Content Workflow & Calendar in Smartsheet. You can create your own. It could look something like this:
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