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Example of an Effective Financial Advisor Marketing Plan



Financial advisors creating a marketing plan.

Whether you have a new advisory firm or an established one, you need a marketing plan. Proper marketing can help you attract your ideal clients, establish your brand’s credibility and reputation and increase conversions. But what should you include? Having a financial advisor marketing plan example to follow can help you craft a tailored strategy for your business.

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What Is a Financial Advisor Marketing Plan?

Your marketing plan is a detailed framework for how you plan to promote and scale your advisory business. Financial advisor marketing plans are usually written with both broad and specific goals in mind.

For example, your big goal may be to scale your firm to $1 million a year in revenue. That’s supported by several smaller goals, such as:

  • Generating five new leads per week
  • Attracting 5,000 visitors to your advisor website per month
  • Increasing engagement on social media by 10% each month

Writing out a marketing plan allows you to define, and then refine, what you want to achieve in your business. Once you have some clear goals in sight you can break each one down into specific actionable steps to market your firm.

Why Financial Advisors Need a Marketing Plan

Writing a marketing plan isn’t a requirement to be an advisor, but there are some excellent reasons to invest some time in creating one.

When you have a clear marketing plan, it becomes easier to:

  • Direct your energy toward actions that are designed to produce results and eliminate time- and money-wasters
  • Clarify your brand messaging and what it is you do as an advisor, as well as who you serve
  • Target your efforts toward those channels where your ideal clients spend the most time
  • Evaluate the competition to see what they’re doing right (or wrong) to attract clients
  • Track key metrics to identify the actions that are working and ones that are falling short of your expectations

While trial-and-error methods can yield some valuable lessons, a proper marketing plan can help you avoid potentially costly mistakes as you work on scaling your business.

What to Include in a Financial Advisor Marketing Plan

Financial advisor marketing plan example.

Every advisor’s marketing plan is different. At a minimum, a financial advisor marketing plan should include these sections:

  • Executive summary
  • Target market
  • Value proposition
  • Competitors and pricing
  • Offers
  • Marketing goals
  • Marketing strategy and tactics
  • Marketing materials
  • Conversion, referrals and retention.
  • Marketing budget and financial projections

Let’s take a closer look at how each one works:

Executive Summary

Your executive summary should offer an overview of the main points covered in the rest of your marketing plan. For example, you’d include your marketing goals here along with your projected results.

If you’ve created any visual elements, such as charts, graphs or tables, you could include those here as well. Though it’s the first thing anyone reading your plan will see, it typically makes sense to write this section last after you’ve filled in the rest of your plan.

Target Market

Your target market represents who you hope to connect with through your marketing efforts. For instance, you may choose to segment potential clients based on age, geography, net worth or another characteristic.

Your marketing plan should include a detailed description of each segment and how you selected them. You can also create a buyer persona that represents each segment, which you can use as a guide when detailing your marketing strategies and tactics.

Value Proposition

Who are you and what makes your company different? Those are the questions you should aim to answer in this section of your marketing plan.

If you’re not able to clearly define what makes your firm valuable to your ideal client, you’re going to have a much harder time convincing them to choose your services over a competitor’s. It’s worth investing some time in drilling down on what makes your business unique.

Completing a market analysis can help you do that.

Competitors and Pricing

The financial services landscape is vast, and your marketing plan should consider what your competitors bring to the table. Ask yourself who your top three to five competitors are, then look at their value proposition.

How does it compare with yours? How are they conveying it through their branding and marketing materials? What’s their position in the overall market and how are they perceived?

Once you’ve answered those questions go back to your marketing plan and consider how you want potential clients to view your business. Thinking about what problems they have and how you’re uniquely equipped to solve them can help shape your marketing approach.

While you’re checking out the competition, remember to consider pricing as well. How do you price your services relative to your competitors? And how does your pricing model benefit your clients? The goal here is to pinpoint exactly what it is that makes you different.


Prospective clients are looking for solutions and your marketing plan should convey what you have to offer. That includes the types of services you provide as well as any products you offer.

Again, it’s helpful to pick out what’s unique about your business. For example, do you offer interactive tools to help clients manage their accounts? Exclusive discounts for bundling services? Incentives for referrals?

Those are all things a prospective client might like to know but they won’t be aware of them if you’re not highlighting those benefits in your marketing.

Marketing Goals

Your marketing plan should define what your goals are. And there’s a simple rule of thumb for setting goals as a financial advisor: Make them SMART.

  • Specific
  • Measurable
  • Achievable
  • Relevant
  • Time-bound

Setting a goal of generating $1 million in revenue in a year meets the criteria because it’s specific, you can measure your progress, it’s relevant to your business growth and you’re giving yourself a deadline. The achievable element comes in when you develop tactics for implementing your marketing strategies.

Marketing Strategy and Tactics

Your marketing strategy is the larger umbrella that encompasses how you plan to promote your business, while your tactics are the action steps you’ll take to do that. These steps may include:

  • Building out website and blog content
  • Growing your social media following
  • Launching a direct mail marketing campaign
  • Marketing to your email list
  • Offering yourself as an expert source for news articles or podcasts relevant to your niche
  • Taking on speaking engagements
  • Attending conventions, trade shows, conferences and other networking events
  • Hosting an online seminar
  • Marketing locally through community events or print advertising

In addition to outlining your strategies and tactics, you can also detail how much attention each one will get.

For example, you might set a goal of being a guest on one podcast per month or attending two financial advisor conferences per year. Or if you’re focused on digital marketing, you may set a baseline target for the number of original blog posts or articles you plan to publish each month or how frequently you plan to send out emails to your list.

Marketing Materials

Your marketing materials represent the tangible and intangible things you’ll use to promote your advisory business. These can include:

  • Business cards
  • Brochures or flyers
  • Print newsletters (if you’re engaging in direct mail marketing)
  • Email newsletters
  • A website or blog
  • Written social media content
  • Video content
  • Whitepapers or case studies

If you’re testing any outside-the-box strategies with marketing materials, you could mention them here. For example, say you’re doing some A/B testing with business cards. You have one that’s a traditional business card and a second one that includes a QR code that takes you to your firm’s website when scanned.

Including that in your marketing plan could give you a useful metric to track to see which one ends up generating more leads. You can then use what you learn to adjust your plan going forward.

Conversion, Referrals and Retention

The bulk of your marketing plan may detail how you plan to attract prospects, but you also need to consider how you’re going to convert them and retain them once they become clients.

For example, if you have a website and are using email marketing, what incentive do you offer to get people to sign up for your list? While you’re not required to offer anything, having an attractive lead magnet, such as access to a free online wealth planning workshop or an e-book, can give prospects a compelling reason to hand over their email address.

If you hope to gain referrals, consider what reasons your clients would have to tell their friends, family members or coworkers about you. Aside from that, think about how you plan to ask for those referrals, whether that be on your website, through email marketing, direct mail marketing or social media.

You may decide to incentivize referrals by offering a discount on services. Or you may establish a loyalty program and hold client appreciation events as a reward for sticking with your services. All of that belongs in your marketing plan.

Marketing Budget and Financial Projections

Last but not least, your marketing plan should cover how much you plan to spend to promote your business, where that money is going and what you expect to get in return.

Creating a visual, such as a pie chart, can make it easier to see exactly where the money in your marketing budget goes. You can then compare the percentages you’re spending on email marketing, digital marketing, social media, etc. to the revenue each one generates for you.

If you notice that you’re spending a lot on a specific marketing channel but getting little back on your investment, you can adjust your budget accordingly to redirect those funds elsewhere. For example, you may find that you derive more value from investing in an online lead generation tool versus ads on local television.

Your marketing plan should also include some of the same information you’d put in your business plan. For example, you’d want to attach a balance sheet, cash flow statement and income statement and update them each time you update your marketing plan.

Bottom Line

Financial advisors reviewing a marketing plan.

Having a financial advisor marketing plan example to follow can make developing your own less overwhelming. As your business grows it’s a good idea to revisit your plan periodically to make sure the strategies you’re using are still working.

Tips for Growing Your Advisory Business

  • Implementing a marketing plan can be a time-consuming process and it’s something you might consider outsourcing to a professional marketing firm for financial advisors. If you decide to take that route, it’s helpful to consider the range of services offered and the fees you’ll pay to gain exposure for your business. If you’re looking for a faster route to connecting with clients, SmartAdvisor can help. SmartAdvisor brings leads to you and equips you with everything you need to follow up.
  • Developing a marketing plan yourself can save money if you’re not paying an agency’s fees. However, if you’re unsure of what to include or want a second set of eyes to look over your plan you may consider scheduling a one-time meeting with a marketing consultant.  

Photo credit: ©iStock/Dragos Condrea, ©Rebecca Lake, ©iStock/master1305

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12 Proven Methods to Make Money Blogging in 2024



Make money blogging


Make money bloggingThis is a contributed article.

The world of blogging continues to thrive in 2024, offering a compelling avenue for creative minds to share their knowledge, build an audience, and even turn their passion into profit. Whether you’re a seasoned blogger or just starting, there are numerous effective strategies to monetize your blog and achieve financial success. Here, we delve into 12 proven methods to make money blogging in 2024:

1. Embrace Niche Expertise:

Standing out in the vast blogosphere requires focus. Carving a niche allows you to cater to a specific audience with targeted content. This not only builds a loyal following but also positions you as an authority in your chosen field. Whether it’s gardening techniques, travel hacking tips, or the intricacies of cryptocurrency, delve deep into a subject you’re passionate and knowledgeable about. Targeted audiences are more receptive to monetization efforts, making them ideal for success.

2. Content is King (and Queen):

High-quality content remains the cornerstone of any successful blog. In 2024, readers crave informative, engaging, and well-written content that solves their problems, answers their questions, or entertains them. Invest time in crafting valuable blog posts, articles, or videos that resonate with your target audience.

  • Focus on evergreen content: Create content that remains relevant for a long time, attracting consistent traffic and boosting your earning potential.
  • Incorporate multimedia: Spice up your content with captivating images, infographics, or even videos to enhance reader engagement and improve SEO.
  • Maintain consistency: Develop a regular publishing schedule to build anticipation and keep your audience coming back for more.

3. The Power of SEO:

Search Engine Optimization (SEO) ensures your blog ranks high in search engine results for relevant keywords. This increases organic traffic, the lifeblood of any monetization strategy.

  • Keyword research: Use keyword research tools to identify terms your target audience searches for. Strategically incorporate these keywords into your content naturally.
  • Technical SEO: Optimize your blog’s loading speed, mobile responsiveness, and overall technical aspects to improve search engine ranking.
  • Backlink building: Encourage other websites to link back to your content, boosting your blog’s authority in the eyes of search engines.

4. Monetization Magic: Affiliate Marketing

Affiliate marketing allows you to earn commissions by promoting other companies’ products or services. When a reader clicks on your affiliate link and makes a purchase, you get a commission.

  • Choose relevant affiliates: Promote products or services that align with your niche and resonate with your audience.
  • Transparency is key: Disclose your affiliate relationships clearly to your readers and build trust.
  • Integrate strategically: Don’t just bombard readers with links. Weave affiliate promotions naturally into your content, highlighting the value proposition.

5. Display Advertising: A Classic Approach

Display advertising involves placing banner ads, text ads, or other visual elements on your blog. When a reader clicks on an ad, you earn revenue.

  • Choose reputable ad networks: Partner with established ad networks that offer competitive rates and relevant ads for your audience.
  • Strategic ad placement: Place ads thoughtfully, avoiding an overwhelming experience for readers.
  • Track your performance: Monitor ad clicks and conversions to measure the effectiveness of your ad placements and optimize for better results.

6. Offer Premium Content:

Providing exclusive, in-depth content behind a paywall can generate additional income. This could be premium blog posts, ebooks, online courses, or webinars.

  • Deliver exceptional value: Ensure your premium content offers significant value that justifies the price tag.
  • Multiple pricing options: Consider offering tiered subscription plans to cater to different audience needs and budgets.
  • Promote effectively: Highlight the benefits of your premium content and encourage readers to subscribe.

7. Coaching and Consulting:

Leverage your expertise by offering coaching or consulting services related to your niche. Readers who find your content valuable may be interested in personalized guidance.

  • Position yourself as an expert: Showcase your qualifications, experience, and client testimonials to build trust and establish your credibility.
  • Offer free consultations: Provide a limited free consultation to potential clients, allowing them to experience your expertise firsthand.
  • Develop clear packages: Outline different coaching or consulting packages with varying time commitments and pricing structures.

8. The Power of Community: Online Events and Webinars

Host online events or webinars related to your niche. These events offer valuable content while also providing an opportunity to promote other monetization avenues.

  • Interactive and engaging: Structure your online events to be interactive with polls, Q&A sessions, or live chats. Click here to learn more about image marketing with Q&A sessions and live chats.

9. Embrace the Power of Email Marketing:

Building an email list allows you to foster stronger relationships with your audience and promote your content and offerings directly.

  • Offer valuable incentives: Encourage readers to subscribe by offering exclusive content, discounts, or early access to new products.
  • Segmentation is key: Segment your email list based on reader interests to send targeted campaigns that resonate more effectively.
  • Regular communication: Maintain consistent communication with your subscribers through engaging newsletters or updates.

10. Sell Your Own Products:

Take your expertise to the next level by creating and selling your own products. This could be physical merchandise, digital downloads, or even printables related to your niche.

  • Identify audience needs: Develop products that address the specific needs and desires of your target audience.
  • High-quality offerings: Invest in creating high-quality products that offer exceptional value and user experience.
  • Utilize multiple platforms: Sell your products through your blog, online marketplaces, or even social media platforms.

11. Sponsorships and Brand Collaborations:

Partner with brands or businesses relevant to your niche for sponsored content or collaborations. This can be a lucrative way to leverage your audience and generate income.

  • Maintain editorial control: While working with sponsors, ensure you retain editorial control to maintain your blog’s authenticity and audience trust.
  • Disclosures are essential: Clearly disclose sponsored content to readers, upholding transparency and ethical practices.
  • Align with your niche: Partner with brands that complement your content and resonate with your audience.

12. Freelancing and Paid Writing Opportunities:

Your blog can serve as a springboard for freelance writing opportunities. Showcase your writing skills and expertise through your blog content, attracting potential clients.

  • Target relevant publications: Identify online publications, websites, or magazines related to your niche and pitch your writing services.
  • High-quality samples: Include high-quality blog posts from your site as writing samples when pitching to potential clients.
  • Develop strong writing skills: Continuously hone your writing skills and stay updated on current trends in your niche to deliver exceptional work.


Building a successful blog that generates income requires dedication, strategic planning, and high-quality content. In today’s digital age, there are numerous opportunities to make money online through blogging. By utilizing a combination of methods such as affiliate marketing, sponsored content, and selling digital products or services, you can leverage your blog’s potential and achieve financial success.

Remember, consistency in posting, engaging with your audience, and staying adaptable to trends are key to thriving in the ever-evolving blogosphere. Embrace new strategies, refine your approaches, and always keep your readers at the forefront of your content creation journey. With dedication and the right approach, your blog has the potential to become a valuable source of income and a platform for sharing your knowledge and passion with the world, making money online while doing what you love.

Image Credit: DepositPhotos

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?




Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach



Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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