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Financial advisors can get swept up in the whirlwind of big marketing initiatives. But routine, everyday tactics are vital. Here are nine routines to embrace.
Recently, I had a conversation with an advisor who told me his 2024 goal was to “get back to good marketing habits.” The previous year had been a whirlwind of activity for the company, marked by milestones like purchasing and renovating a building, relocating the office, and undergoing a name change and complete rebranding. With all these major initiatives, some of their routine marketing activities, such as podcasts and newsletters, had been neglected.
The advisor’s phrase, “get back to good marketing habits,” perfectly encapsulates the essence of effective marketing. While there are times for significant developments like brand creation, website development, or the launch of a new campaign, the crux of marketing lies in the routine.
Why is this routine so vital in marketing? It essentially comes down to the trust-based nature of the industry. When you have a routine, you accomplish the following:
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Awareness: Regularly publishing blog posts, videos, podcasts, and newsletters helps reinforce your brand message. Maintaining a regular presence both online and offline ensures that you stay top of mind with your target audience.
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Relationships: Being a constant presence at networking events or online forums, engaging with centers of influence (COIs), actively nurturing client relationships, and participating in community activities are all crucial for developing and nurturing relationships that lead to referrals.
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Trust: Consistent communication and engagement will build trust with clients, prospects, COIs, and the wider community.
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Authority: Demonstrating your expertise regularly through articles, speaking engagements, or social media establishes you as a thought leader in your niche or local community.
If you are also thinking about good marketing habits this year, here are some to integrate into your daily, weekly, and monthly routines:
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Create content: Publish regular blog posts or videos on topics that resonate with your niche or target audience. Establish a routine, whether it’s several times a week, weekly, or biweekly.
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Engage on social media: Participate daily or several times a week on platforms like LinkedIn, Twitter, and Facebook. This can include sharing your content, curating content from others, or engaging in conversations.
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Send email newsletters: Periodically send out a newsletter with niche-relevant content, company news, and personal notes or commentary.
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Network: Consistently attend conferences, seminars, and local business events, and participate in community events or sponsorship opportunities.
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Encourage client referrals: Regularly encourage clients to refer friends, family, or colleagues through your communications and at client events.
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Host workshops and seminars: Establish a consistent schedule for hosting workshops throughout the year.
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Follow up consistently: Regularly check in with clients or prospects via phone calls, emails, or, in some cases, text messages to remind them of your presence.
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Maintain your website: Keep the website updated with fresh content and optimize it for search engines.
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Publish podcasts: Release new episodes on a consistent schedule. Weekly is great, but even twice a month or monthly works. The key is consistency and letting people know when to expect new content.
Final thoughts
While the excitement of big marketing projects is undeniable, the real strength lies in the less glamorous yet consistent and habitual marketing efforts. These practices form the foundation of long-term awareness and credibility. Focusing on these fundamental marketing habits can greatly enhance your success this year.
Kristen Luke is the author of Amazon best-selling book Uncomparable: The Financial Advisor’s Guide to Standing Out Through Niche Marketing. Eligible advisors can request a free copy at OnNiche.com/book.
She is also the president of Kaleido Creative Studio, a marketing consulting firm that specializes in helping Registered Investment Advisors develop niche-based marketing strategies through their OnNiche™ program. Connect with Kristen on LinkedIn.
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Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.