Financial advisers today face a challenging landscape. Fierce competition, increasing client expectations and changing markets demand innovation.
To thrive, no longer is it enough to rely on a single approach. Success requires a full-spectrum plan that balances active, passive and client marketing strategies.
Following are proven, practical processes and strategies to help financial advisers rethink their marketing efforts for smart growth.
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The Kiplinger Building Wealth program handpicks financial advisers and business owners from around the world to share retirement, estate planning and tax strategies to preserve and grow your wealth. These experts, who never pay for inclusion on the site, include professional wealth managers, fiduciary financial planners, CPAs and lawyers. Most of them have certifications including CFP®, ChFC®, IAR, AIF®, CDFA® and more, and their stellar records can be checked through the SEC or FINRA.
Active marketing: Building momentum with direct engagement
Active marketing refers to direct efforts designed to generate fast results. It’s the driving force behind filling your pipeline and growing your visibility.
Here are some key approaches that can deliver results:
Educational workshops. Hosting seminars on retirement planning or tax strategies allows you to showcase your experience while engaging prospective clients.
One of our firms achieved an incredible 47-to-1 return on investment (ROI) by focusing on the long-term impacts of a single workshop — not just immediate appointments.
Media campaigns. Incorporate radio, TV or digital media to expand brand recognition. Clear calls to action, such as webinars or strategy sessions, transform visibility into tangible leads.
Books and publications. Publishing a book can establish you as an industry leader. One adviser leveraged books on specialty topics, such as Social Security, to help enhance credibility and support event marketing.
Client events and referral programs. Events strategically tied to referral incentives work wonders for attracting quality prospects. Incentivizing referrals with charity donations or gifts can create goodwill while encouraging participation.
Pro tip: Always track your ROI. Whether it’s a $6,000 seminar or a $50,000 TV campaign, knowing what works ensures resources are spent wisely.
Passive marketing: Nurturing relationships for the long haul
Passive marketing helps advisers cultivate trust over time. It keeps prospects and clients engaged, even when they’re not ready to commit. With automated tools and consistent outreach, passive strategies do the heavy lifting.
Here are ways to help ensure your passive marketing efforts count:
Email drip campaigns. Share value-driven updates through weekly emails, trending topics and newsletters. Automated messaging nurtures prospects so they think of your brand first when they’re ready.
Targeted content marketing. Create resources like blogs, whitepapers or podcasts to address common questions or concerns. YouTube videos are also a powerful way to humanize your brand.
Personalized gifting. Stand out by sending thoughtful, personalized gifts to key clients or prospects.
Dedicated follow-up teams. Invest in trained professionals to provide one-to-one outreach through follow-up calls or texts. This human touch fosters connection, even in an automated process.
An example in action: One firm combined drip emails with personal calls and attributed half its new client acquisitions to this nurturing approach. The secret? Consistency and patience. Building trust takes time, but it compounds.
Pro tip: Don’t fear “overcommunication.” Frequent, value-added outreach will reassure prospects, not overwhelm them.
Client marketing: Turning relationships into revenue
Client marketing, which can also be described as client care, focuses on delivering exceptional service to your current clients. Why? Satisfied clients are more likely to expand their portfolios with you and refer others.
Here are proven methods to enhance client retention and uncover new revenue opportunities from existing relationships:
Policy upgrades and rewrites. Many older annuities and policies may no longer serve clients’ best interests. Reach out proactively to discuss upgrades that improve outcomes, from higher monthly income to reduced fees.
- One firm identified $8 million in opportunities within weeks by dedicating a staff member to evaluate their back book. The strategy paid off significantly, both for the business and its clients.
Organized client reviews. Reviews no longer serve as simple check-ins. They should be purposeful, structured and revenue-generating opportunities. Prepare by assessing accounts and identifying specific strategies or improvements ahead of the meeting.
- One proactive firm saw an average of $112,000 in new revenue generated per review by building customized agendas for client meetings.
Exclusive client events. Host appreciation events or webinars that deliver value while deepening trust. You’ll strengthen relationships and foster opportunities for organic referrals.
Dedicated teams for care. Assign team members to focus exclusively on client retention strategies. From monitoring policies to making preemptive suggestions for portfolio rebalancing, dedicated attention makes all the difference.
Pro tip: Regularly communicate with clients. Check-ins with actionable, personalized solutions help ensure loyalty while increasing asset management under one roof.
Interested in more information for financial professionals? Sign up for Kiplinger’s new twice-monthly free newsletter, Adviser Angle.
Your road map to smart growth
Here’s how you can start applying these marketing strategies to transform your business:
Think holistically. Balance active, passive and client marketing to create a full-spectrum approach. No one strategy fits all scenarios.
Measure what matters. Analyze ROI for every campaign, from seminars to email sequences. Adjust your efforts based on the results.
Automate where possible. Tools like CRM platforms or email campaign software simplify routine tasks. This allows you to focus on higher-value actions.
Be proactive. Whether it’s policy upgrades or referral incentives, initiate conversations rather than waiting for clients to ask.
Host purposeful events. Educational workshops, client appreciation gatherings and seminars boost engagement and reinforce your status as a trusted resource.
The bottom line
Smart, intentional marketing doesn’t just acquire clients — it builds relationships, secures trust and fosters loyalty. By implementing even one or two of these strategies, you can dramatically amplify your growth and create lasting success.
It’s time to reimagine your marketing and retention game plan. It’s time to take that first step.
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