How to Market Your Financial Planning Business: Using The DOL Rule

Learn how to market your financial planning business using the DOL rule with help from Summit Brokerage

How to Market Your Financial Planning BusinessAs an independent financial advisor, you are likely well versed on the Department of Labor’s fiduciary ruling, and may be wondering how to market your financial planning business accordingly. To begin, now is the time to look at the fiduciary rule as a great opportunity to solidify your brand as a client-focused advisor – one who can successfully navigate his or her client’s financials and investments during any economic climate. One way to position yourself as the advisor client’s can trust is by taking advantage of digital media and marketing. Let’s take a closer look at how to improve client relations through technology that is readily available:


1. Create or Update Your Website – Every independent financial advisor should have a clean website that is informative and easy to navigate for client’s of any age. And, if a potential client has come across your website because of a blog post or landing page you created that has to do with the fiduciary rule, there should be a clear area for the prospect to learn more information.

Be sure you have updated your website recently with concise information on how your company plans to fulfill changes necessary with the DOL’s fiduciary rule. Consider posting more information on the rule in blog posts, and on your “Services” and “About.” These pages offer you several opportunities to educate your current clients, and any new clients who are visiting your website for the first time. Just be sure any information regarding the fiduciary rule is consistent and cohesive in all areas on the website you add it to.


2. Create Relevant Content via a Blog Post – Creating intriguing content regularly can be time consuming, but it is necessary to stay connected with clients. With the fiduciary rule, you have an opportunity to create specific blog posts about the ruling and any pertinent information clients need to know. And, because it is a hot topic, you can take the blog post further by embedding it into an email newsletter for your current clients. This will not only inform them about the ruling but can serve as a reminder that you are available to share more information with them, and for you to reiterate your services.

You may even want to consider creating a multi-part blog post over a two or three-week period that touches on various aspects of the ruling, for example, what it means for retirement, family portfolios, your clients, etc. This creates informative, helpful information for clients and gets people returning to your blog for information.


3. Be Strategic with SEO – No matter what type of content you are creating for your website, be sure to practice standard SEO rules such as having your keyword in your URL, blog title, header tags, etc. In addition, consider creating a long SEO using “DOL fiduciary rule” combined with your specific area or a niche market you cater to; this is more likely to bring in results than simply using “DOL fiduciary rule” as your main keyword. Take this one step further by creating a simple landing page with optimized keywords for your practice/market area. Here you can answer questions commonly asked regarding the ruling, or highlight key points clients should know. Then, end with a call to action.


4. Don’t Discount Email Marketing – As an independent financial advisor, you know it is impossible to meet with every client you have every month or so, or to fill him or her in with every piece of news regarding finance and investments. Thankfully, email marketing works wonders to connect you with clients regularly, giving them the short pieces of information they are seeking, and reminding them of your services and desire to help them.
To learn more tips on how to market your financial planning business using the Department of Labor’s fiduciary rule, visit Summit Brokerage Services has been voted the #1 boutique independent broker dealer in the country. Let us show you why! To experience the Summit difference, learn more about our network of independent financial advisors, and begin creating your financial planning documents, visit or call us at (800) 354-5528.


To experience how Summit is working with its Advisors to grow their business, visit


About Summit Brokerage Services, Inc.

Summit Brokerage Services is part of Cetera Financial Group. Summit Brokerage provides a broad range of securities brokerage and investment services to primarily individual investors. Summit Brokerage also sells insurance products, predominantly fixed and variable annuities and life insurance through its subsidiary, SBS Insurance Agency of Florida. Summit Brokerage also provides asset management services through its investment advisor, Summit Financial Group, Inc.


About Cetera Financial Group

Cetera Financial Group® (“Cetera”) is a leading network of independent retail broker-dealers empowering the delivery of objective financial planning advice to individuals, families and company retirement plans across the country through trusted financial advisors and financial institutions.  Cetera is the second-largest independent financial advisor network in the nation by number of advisors, as well as a leading provider of retail services to the investment programs of banks and credit unions.

Through its multiple distinct firms, Cetera offers independent and institutions-based advisors the benefits of a large, established broker-dealer and registered investment adviser, while serving advisors and institutions in a way that is customized to their needs and aspirations.  Independent financial advisor support resources offered through Cetera include award-winning wealth management and financial planning and advisory platforms, comprehensive broker-dealer and registered investment adviser services, practice management support and innovative technology.  For more information, visit

*”Cetera Financial Group” refers to the network of retail independent broker-dealers encompassing, among others, Cetera Advisors, Cetera Advisor Networks, Cetera Financial Institutions, Cetera Financial Specialists, First Allied Securities, Girard Securities, The Legend Group and Summit Brokerage Services.

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