Menu Close

15 steps for a successful financial advisor marketing strategy

Would you like to build one of the market’s best financial advisor marketing strategies?

Here are 15 steps that financial advisors must know to build a wildly successful business.

The basics:

  • Find a niche market.
  • Provide massive value.
  • Establish yourself as an authority figure.
  • Build a loyal following.
  • Grow vertically.

These 15 steps are the same model I followed back in 1997 when I needed to take my speaking and coaching business to the next level.

Did it work for me? Yes, it did.

Using that model, I was able to take my coaching business from a place of obscurity to a level where I started working with the most significant associations that led me to more and more successful advisors.

Over the years, I have been able to work the model into an exact science. The result is an easy-to-follow 15-step formula that I later used to record even bigger wins in the years to follow.

This 15-step financial advisor marketing strategy has created the opportunity for me to speak at Advocis, IFB, and Pro Seminars in Canada and FPA, GAMA, MDRT, NAIFA, NAILBA, and WIFS in the United States. I’m also a two times TEDx speaker.

Would you like to build a thriving financial advisor business — even in these uncertain times?

Follow the 15-step formula that the best financial advisor strategies are based on, and the odds of winning big will be tilted in your favor

Now, I know you’d be thinking…

  • What’s this 15-step formula all about?
  • What are the steps?
  • Are they easy to follow?
  • Will this financial advisor marketing strategy work for me?

You need answers to all the questions running through your mind, and, in this article, I will try to do just that: provide answers.


All the best financial advisor marketing strategies follow these 15 steps

1- Segment your clients

The first step of your financial advisor marketing strategy is to ask yourself:

What careers, businesses or professions are your clients in? What are their interests?

No matter which business your clients are on, they have some things in common:

  • They are all human beings
  • They all understand that they need to work with someone from the outside

So you can start to do this with an Excel file. First, write down a list of your clients and categorize them by profession, interests, or business.


2- Identify a niche market

Why would you want to have a niche market?

When you have a niche market, you put yourself in a differential position. After navigating in a niche for a while, you will be able to speak the language of that particular association, market, or group. You are going to be a part of it.

When I segmented my clients, I found that 70% of them were financial advisors.

And just like that, I identified a niche market: financial advisors.


3- Ask questions to your best clients

Once I’ve found my niche, I asked my best clients some questions that could be relevant for my new customers in their niche:

  • What do they like best about working with me?
  • Did they receive something they did not expect? What was it?
  • What are the three most significant improvements you want to make in your business/life?
  • How about the three most significant roadblocks you want to eliminate in your business/life?


4- Research for articles and online information

The next step is to start researching how to make businesses and lives in your niche better. How to solve their problems.

In my time, I had to do this research offline in magazines and journals, so take advantage of Google and digital tools!


5- Write articles

After a while, you will see that many clients ask for similar things. So you’re going to research that. And more research. And a bit more.

Once you’ve done this research, you will know what’s going on in this particular area.

But take into account that you can’t do this overnight. If you want instant gratification, this is not the way. If you want control, approval, recognition, and safety right away, then you are wasting your time. All of these will come from wisdom, listening, and understanding. So you’ve got to be prepared to commit to that niche you chose and go deep. And wait.

Once you’ve done your research, you send links to the client about the information you found on that subject. You didn’t write an article yet, but you got the inspiration while doing the research.


6- Deliver articles to your clients

Once you are sure that you have valuable information based on your research, you start writing. And send these articles to your clients.

Try starting with a frequency of 1 article every 7-10 days. And repeat this 3-4 times. 


7- Expand your contact network within the niche

So after I sent valuable articles to my clients, the question I asked them was:

Who else do you know that will appreciate this information?

They gave me some names, and I made a list.


8- Deliver your niche-specific articles

Then I sent my valuable and highly-researched articles to the names in this list. So your emails may start with something like:

“I thought you’d appreciate this article….”


I delivered articles to potential customers every 7-10 days.

You don’t want to overwhelm your new audience with daily emails. Just give it time.


9- Start a social media campaign

Your articles shouldn’t just sit in your email sent messages folder.

Now that you have valuable content to share with the world, you should do it!

Use the content you already created to deliver articles in Linkedin, Facebook, Twitter, or any social media that people in your niche are in.

That way, you will create a wider audience and get to know potential customers (and they will get to know you too!).


If you are unsure how to start on social media marketing, you can check our article on “Best Free Marketing Tools for Financial Advisors.”


10- Schedule an interview

After you deliver four articles to your “potential customers list,” it’s time to take action.

So what I did was ring up and ask them to have a conversation. And then implement steps 11 and 12:


11- Introduce yourself


12- Ask for a virtual meeting and introduce how your service may improve their businesses


What do you think the chances of getting an appointment were?

Extremely high.

Because the investment was made.

It was extremely high because I referred to the prospects, made the investment, sent thought-leading content, and made contact after some time.


And you know why this financial advisor marketing strategy works?

Because I am asking them what they need, I am doing the research. And because I don’t have a robot doing the research, I don’t deliver the same as everyone else.

If you put your heart and soul, and passion into your research and writing, it’s going to have your vibration. And it’s going to have your voice, too, because you did the research. So you are going to own it.

Get over fear.



If you are a beginner in this niche, then steps 13, 14, and 15 will not come right away. Instead, they will come after you complete and consolidate steps 1-12.

Once you’ve mastered these steps (I would say after one year) you should:

13- Attend virtual conferences

14- Deliver articles to Program chair

15- Ask to speak


But most important:


Do the research. Do it with your heart. Deliver with heart. That is what people are looking for. The heart.


 The following image summarizes the 15-step formula that the best financial advisor marketing strategies use:

15 steps for successful a financial advisor marketing strategy
15 steps for a successful financial advisor marketing strategy



Want more information on best financial advisor marketing strategies? Check our video!


So next is my video to build the best financial advisor marketing strategies. 

In this video, I reveal everything there is to know about the 15-step formula and how it can transform your business as it did mine.

The transferable 15-step for the best financial advisor marketing strategies approach that I shared in the video above is what I’ve personally used for decades to build international coaching and speaking business focusing on financial services professionals.

Watching the video and following the same steps that I outlined, you will get better results when trying to market your financial advisor business virtually.

As you can imagine, the content of the video is worth its weight in gold.

You’d be doing yourself a great disservice if you skip it.

My candid advice?

Don’t skip it.






If you want to start working with me directly so I can coach you through your challenges and obstacles, the first step is to sign up for a FREE consultation & values assessment, which includes:

  1. 45-minute call with Laura Reilly to help you uncover your strengths and weaknesses in business.
  2. Complete Values & Behaviors Assessment that will help you understand WHY you do what you do. (90% of success is in the why, not the how or what.)
  3. 60-minute video call with me (Simon Reilly) where I’ll help you take what you learned in steps 1 & 2, and implement it in your financial advisory business.


Click Here to Request a Consultation With Us