Most financial advisors didn’t enter this industry to become marketers. You built your career on relationships, trust, and performance. But in today’s competitive and digital-first environment, growth looks different than it did even five years ago.
If you’re not visible online, you’re invisible to many prospective clients. And while that might sound overwhelming, marketing doesn’t have to be flashy, expensive, or complicated. It just needs to be strategic, consistent, and client-focused.
Here’s how to get started—or level up your approach—whether you’re launching a brand-new firm or looking to scale what you’ve already built.
Show Up Where People Are Looking
When someone hears your name or starts searching for a financial advisor, the first thing they’ll do is look you up online. What do they find?
- Do you have a website that clearly explains who you help and how?
- Is your LinkedIn up to date and active?
- Are you showing up in local search results?
You don’t need to be everywhere. But you do need a professional, consistent presence across the basics. Start with:
- A simple website that explains your services and who you serve
- A LinkedIn profile with a photo, summary, and your value proposition
- A Google Business listing to help with local search visibility
These steps build trust and credibility before you even say a word.
Educate, Don’t Sell
The best marketing for advisors isn’t about pitching—it’s about teaching.
Share what you know in ways your ideal clients can understand:
- What rising interest rates mean for retirement planning
- How to set financial goals as a small business owner
- What to expect when working with a fiduciary advisor
This content can take many forms: blog posts, short LinkedIn articles, FAQs on your website, or a monthly email newsletter. The key is to answer the questions people are already asking—and position yourself as a guide.
You don’t need a massive content calendar. Just start by writing or speaking to the concerns you already hear from people in your community or target audience.
Focus on One or Two Channels
You don’t need to master every platform or trend. You need to consistently show up where your prospective clients spend time—and where you feel comfortable.
For most advisors, that’s:
- LinkedIn, for professional visibility, thought leadership, and network referrals
- Email, for staying top of mind with leads, COIs, and early followers
A short weekly post or a monthly email update can go a long way toward building familiarity and trust. Think of marketing as a long-term relationship—not a transaction.
Make Google Work for You (SEO Basics)
Search engine optimization (SEO) helps you get found online. It doesn’t have to be technical.
Start by identifying a few specific phrases your ideal clients might use to search:
- “Financial advisor for engineers in Denver”
- “Retirement planning for small business owners”
- “Fiduciary investment advisor near me”
Make sure your website includes those phrases in headers, page titles, and service descriptions. Write in plain language—not industry jargon. Include your location and niche focus. This helps your site rank higher when someone in your target market starts looking.
Stay Consistent—Even If You Start Small
You don’t need to go viral or post daily. The goal is to build a simple, repeatable system you can stick to.
That might look like:
- One blog post per quarter
- One LinkedIn post per week
- One email newsletter per month
Marketing is a compounding effort. When done consistently, it builds trust—even while you’re focusing on client service or business operations.
Bonus Tip: What If You’re Starting from Zero Clients?
If you’re building a firm from scratch, it can feel like you have nothing to say. But your story, values, and point of view are powerful tools.
Here’s how to market effectively from day one:
- Document your journey. Share why you started your practice, who you want to serve, and what makes your approach different.
- Answer the questions clients will ask. Even if you don’t have a client base yet, you know the common questions: “What does a first meeting look like?” “How are you compensated?” “Do you offer tax planning?”
- Start with a niche. Whether you focus on teachers, tech professionals, dual-income families, or business owners, speaking to a clear audience builds faster trust—and better referrals.
You don’t need testimonials or a track record to start marketing. You just need clarity, consistency, and a willingness to help.
Final Thought: Marketing Is About Trust
Marketing isn’t a side project—it’s how clients find you, understand you, and choose to work with you.
Whether you’re managing $1 billion or just getting started, your online presence should reflect your knowledge and values. The tools are out there. The difference comes from showing up, sharing insight, and building relationships—even before the first client walks in the door.
This material is provided for informational and educational purposes only and does not constitute investment advice or a recommendation of any specific strategy.