If you’re like most financial advisors, you probably don’t have a digital marketing plan in place and haven’t created a dedicated marketing calendar for your firm. But these two elements are a critical part of any effective marketing strategy. Without them, it’s pretty difficult to compete with today’s top advisors.
But we’re here to help with all that. Download and take a look at our sample digital marketing plan for financial advisors below. This is a PDF we create for all of our Total Marketing Package clients. It highlights all the marketing strategies and tools we’re actively using to help them grow their business.
Note: Page 5 is where you’ll find a sample marketing content calendar. Feel free to use these topics yourself or customize them to fit your target audience.
Consistency is key! Make sure your audience knows what you do and how you can help. The key to success is delivering valuable content on a regular basis and ensuring maximum exposure. To achieve this, use multiple channels such as your website, email, and social media.
Creating an effective marketing strategy starts with a calendar. Plan a schedule for each content piece you want to create and deploy and stay organized. Here are 10 winning content strategies to consider adding to your marketing calendar.
Your network wants to understand why you do what you do. Tell your story and showcase personal photos, milestones, or events. I recommend starting your personal posts with “Why I Became a Financial Advisor.” Here’s a great example.
Begin inviting folks to register for your events at least two months in advance. If you have more than a few events, send an event calendar at the beginning of the year. Be sure to send photos and thank you messages after client events.
If your target demographic is concerned about Social Security, create a comprehensive Social Security guide that will help them decide when and how to start claiming benefits. Aim to give away 90% of what you know for free and be available for follow up questions. Here’s an example focused on pre-retirees.
If you work with a specific industry or employer, create content that is uniquely valuable to your niche. One example is “Your 2023 Nike Benefits Guide,” which can be readily shared between coworkers. For a specific industry, brainstorm the biggest challenges your prospects are facing and create helpful resources like “How Dentists Can Catch Up for Retirement in a Hurry.”
Case studies highlight the types of clients you’ve helped, the challenges they faced, and the solutions you created. They help prospects understand the type of client that you serve and how you interact with them. Case studies are powerful because they serve the same social proof as a testimonial, without violating the FINRA testimonial rule because we don’t mention specific investments or products. Check out this Case Study report.
Be sure to include a few promotional campaigns with a sense of urgency. Try “Make an appointment now to schedule your 2023 financial review.” Make it easy for prospects to take the next step by scheduling a call online or asking questions by email. Here’s one advisor using an online appointment scheduler.
Creating videos is an easy way to get twice as many views as a text blog post. Videos don’t need to be fancy or expensive; just prioritize a well-lit room and clear audio. Here’s a great video explaining one advisor’s services and fees, “What Are You Receiving for the Fees You Pay?” and another one discussing the “Top 5 Biggest Financial Mistakes Corporate Executives Make.”
Brexit? The election? Be sure to save a space in your calendar for timely topics, including market volatility. It’s critical to proactively communicate in good times and bad, so have a post ready for when the market goes down in 2023 to reassure clients and urge prospects to make a move.
Each year, run a client satisfaction survey to make sure you spot any service issues and to ask for referrals. The process helps clients feel more valued and involved. The feedback helps you understand why clients choose to work with you instead of another advisor, which helps your marketing efforts in the future.
Save a space in your calendar to share what you’re most passionate about. Clients are dying to know what you do outside the office. Have you completed a cycling race? Donated your time towards your favorite philanthropy? Accompanied your kids to their sports championship? The holidays are the perfect time to thank your clients for a great year and share stories and photos of your family. Here’s a sweet example from the Thanksgiving holiday.
Building out fully customized marketing calendars for financial advisors is what we do best. If you feel like you don’t have the time or expertise to do it yourself, we’d love to help.
Our Total Marketing Package includes everything you need to build a strong marketing foundation for your firm, including creating your content calendar and digital marketing plan. The best part is, we’ve designed this package to take marketing off your plate for good!
After we build your marketing calendar and digital marketing plan, we get busy creating all the content for it. We then add all that content to your website each month and push it out to your network via email and social media. It’s truly done for you!
If you’re ready to take marketing off your plate for good, schedule a free strategy session with our team now! During this call, we’ll talk more about your goals, potential topics for your marketing calendar, and strategies you can use to grow your business today.
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Jacob brings energy and enthusiasm to the team, embracing the variety that each day offers and finding joy in seeing the satisfaction of clients when new business comes their way. His passion for marketing is evident as he creates and runs successful campaigns for financial advisors.
Born and raised in Stratford, Ontario—the hometown of Justin Bieber—Jacob holds a Bachelor of Business Administration with a specialization in finance from Brock University. Outside of work, he’s an avid reader with a particular interest in history and business biographies. He also enjoys staying active by playing sports like basketball, badminton, and pickleball. When he’s not working or staying fit, Jacob loves diving into new marketing strategies to further help advisors grow their businesses.
Lisa Gaines spends her work days uploading blog posts to our clients’ websites and LinkedIn profiles, drafting emails, and making adjustments to content as advisors request. Lisa has learned a lot as a long-time member of the Indigo family and has enjoyed seeing the processes evolve to become more streamlined and efficient over time. And she loves working with the amazing Indigo team!
Lisa is a proud alum of Texas A&M University, where she received a Bachelor of Business Administration in Finance. As a military child, Lisa feels as though she grew up everywhere; however, she claims central Texas as home where most of her family is originally from. She currently lives in Fort Hood, Texas, with her husband, Korey (an active-duty Army officer), and two kids, Madelyne and Jameson. As a military family, Lisa moves quite a bit—often to areas where the job market is small. She loves that Indigo provides her with a steady job she can take with her wherever she goes. When she’s not working, Lisa enjoys dabbling in interior design, binging a good Netflix series, and spending time with friends and family.
Read more about why Lisa loves working with Indigo.
Leading the Indigo team with heart, Hugo Fernandez is passionate about helping our financial advisors attract a flood of their A+ clients with sustainable marketing campaigns. He enjoys running companies that are wildly successful and wearing a black t-shirt every day of his life. When his two favorite things come together, you have an average day at Indigo.
Hugo Fernandez is also CEO of Indigo’s partner company, Just Digital, and author of The Client Acquisition Blueprint. He has personally helped hundreds of entrepreneurs grow their business through his proven blueprint for creating an EPIC marketing strategy and online presence.
Kelli McLeod plays an integral role at Indigo while overseeing the Account Services Team, providing customer service, getting financial advisors onboarded and in serving as their primary point of contact during that process. Her team looks to her for her leadership and decision-making abilities For Kelli, the most rewarding part of this role is working with clients one-on-one to ensure they’re happy and that their needs are met.
Kelli has a bachelor’s degree in communications and public relations from Pacific Lutheran University. More recently, she’s done extensive work in the corporate housing and property management industries.
Kelli currently lives in Colorado Springs, Colorado, with her husband, Ian, who is an officer in the U.S. Army, and their two sons, Zachary and Cameron. When she’s not working, you can find her running or hiking, attending group fitness classes, and cooking. Kelli’s also an avid book club enthusiast, so be sure to reach out to her if you’re looking for a new read.
Sara Dressler manages all systems and operating processes while overseeing several departments. Sara is responsible for supervising many activities within Indigo and identifying areas of improvement to better meet company goals. She functions as the bridge connecting management to every department.
Sara has a bachelor’s degree in business administration and a minor in communications from Pacific Lutheran University. She leverages this degree, along with her years of experience as a virtual assistant, to keep our company running like a well-oiled machine. Sara is happiest when spending time with her family. Her three young boys and life as a military spouse keep her busy, but she wouldn’t trade it for the world. She lives an active lifestyle and loves working out, getting outside, and watching sports with her family (whether it’s on TV, at her kids’ games, or in the backyard).
Elizabeth Reider is a woman of many talents. She spent 10 years as a Chief Marketing Officer for a top-level independent financial advisor, and since her entry into financial services, she has networked and become friends with many advisors. Elizabeth admires their empathy, knowledge, and passion for their work, and has seen how independent advisors are more than professionals providing investment and planning advice; they are trusted confidants, life coaches, and guides. Over time, they become a part of their clients’ extended family—and she loves coming alongside that. (Check out this video to hear directly from Elizabeth about why she loves working with financial advisors.)
As Director of Marketing, Elizabeth helps get the word out about how partnering with Indigo can take an advisor’s marketing to the next level and beyond to grow their business and increase their productivity.
Elizabeth earned her bachelor’s degree in management information systems from the University of South Florida Muma College of Business. She also holds a life, health, and variable annuity license, which gives her a special understanding of the many products and services advisors offer. Originally from Clearwater, FL, Elizabeth loves to travel and has visited 12 countries, including extended visits to eSwatini, Africa, to visit family and assist with humanitarian relief programs. She has seen firsthand how independent financial advisors are providing advice to their clients that outpours into the lives of their own families, staff, community, and sometimes across the globe. When she’s not working, Elizabeth enjoys attending orchestral and theater productions with her husband, David, and taking their son, Julian, to art museums, as well as family evenings in the backyard playing baseball with her son and shih-tzu poodle, Wrigley. She is also an active participant in overseas humanitarian work—using her skills to make a difference in the lives of others.
