Advisor Marketing Rule #1: You’ve Gotta Have a Plan (That You’ll Actually Use)
June 20, 2025
This is the first (and arguably most important) rule in our Advisor Marketing Rules series, a set of foundational principles we’ve developed over two decades of helping advisors market smarter, not harder.
That’s right, we’re kicking things off where it all begins: Your marketing plan.
You wouldn’t tell a client to invest without a strategy. But when it comes to marketing, even the most thoughtful advisors sometimes find themselves winging it—testing random tactics, second-guessing every decision, and wondering why nothing’s really working.
If that’s you, please know: you’re not doing anything wrong. You just don’t have a plan. (Yet.)
Why You Need a Real Plan (Not Just a Bunch of Ideas)
When your marketing is rooted in strategy, it creates clarity, consistency, and—most importantly—leverage. It allows you to:
- Focus your energy. Do more of what works, and ditch what doesn’t.
- Stay visible. Show up consistently without reinventing the wheel every week.
- Align your team. Get everyone on the same page from the start (no more “what’s up with that blog we just posted?”).
- Track what matters. Know what success looks like and how to measure it.
Without taking the time to formulate and document a plan, you don’t have a strategy—you have scattered activity. And activity without strategy? That’s just very expensive guessing.
What Goes in a Great Advisor Marketing Plan?
Here’s the thing: you’ve probably made a marketing plan before. Maybe even a few.
But if those plans didn’t translate into consistent, effective action, it’s not because you lacked effort—it’s because the plan didn’t bridge the gap between what you thought you should be doing and what actually works for you. (Your strengths. Your goals. Your audience. Your capacity.)
Most templates and “best practices” focus on high-level thinking—ideal clients, value props, KPIs—but then leave you hanging when it’s time to make that strategy work in real life. Your calendar gets messy, your content gets inconsistent, and your energy fizzles.
The five questions below are designed to build that bridge. They’re meant to ground your strategy in the reality of how you work and help you create a plan that actually lives and breathes alongside your business.
Because the truth is: a good marketing plan is never “done.” It’s a living document. Things change—your audience, your team, the algorithm, your goals. And your plan should evolve right along with them.
Let’s make a plan that can. Start by thinking through these questions:
1. What Do You Want to Be Known For?
Not just “we do financial planning”—but your specific lens. Your point of view. Maybe it’s helping women navigate transitions, or designing values-based retirement plans, or making complex money moments feel a little less overwhelming. This becomes the backbone of your content and marketing strategy.
2. Who Are You Talking To?
Think beyond demographics. What life stage are they in? What questions keep them up at night? What are they hoping to feel when working with you? Your marketing works best when it speaks directly to the clients you’re best suited to serve—and shows that you get them.
3. What Do You Want to Say?
This is your core message. Not a tagline, but the consistent through-line in your content. It should reflect what matters to you and resonate with what matters to them. (We’ll expand on this idea in the next post: Content First, Channels Second.)
4. How Will You Share It?
This is your content and distribution strategy. Where does your ideal client hang out online? What formats fit your strengths (writing, video, speaking)? Which channels are realistic and effective (website, email, LinkedIn)? Start with one or two (consistency over complexity, always).
5. How Will You Know It’s Working?
Define success in a way that feels right for your firm. Maybe it’s more intro calls, or deeper engagement from clients, or simply less time wondering what to post. Choose 3–5 metrics you’ll track monthly, and let the data guide your refinements.
Coming Up Next: Content First, Channels Second
Too many advisors obsess over where to post before getting clear on what to say. Next up, we’ll show you how a content-first mindset can simplify your strategy and make your marketing resonate more deeply (and work a lot better).
Wish someone would just do this for you?
If you’re ready for expert help and a clear, customized strategy you don’t have to figure out alone, our Advisor Strategy Sprint was made for you.
