Financial Planning Business Marketing Tips: Stop Marketing You Cannot Track

Financial Planning Buisness Marketing TipsLearn how trackable marketing techniques can help grow your financial planning business.

In your financial planning business, do you feel like you have blanketed the marketplace with your services and skills and yet are making no progress in terms of news clients and prospects? If so, you aren’t alone. In fact, a recent Fidelity RIA Benchmarking Study analyzed the area of growth, which was a hot topic with financial advisors. Eighty-seven % of those interviewed considered growth, specifically organic growth, as a top priority. However, only 5% of financial broker firms surveyed felt they were gaining momentum in this area. Because of this, 75 % planned to rework their marketing and business development strategies.

When it comes to marketing and reaching potential and current clients, it is imperative to pay close attention to marketing that is trackable. This includes things such as email marketing, and running ads on social media. And even though there are a variety of marketing channels in today’s high-tech world, email marketing is still considered one of the tops ways to communicate with others. Why? Because email marketing is not as invasive as a direct phone call, plus it can be customized, and saved for later viewing. It is also cost effective marketing for financial advisors and has the ability to show you useful and eye-opening data.

Whether you hope to share an email campaign with current clients, or send strategic prospect-geared, lead nurturing emails to someone who fills out a form on your website, the analytics available in today’s email marketing programs is incredible. Want to know how many people are opening your correspondence, have trashed it or marked it as spam? Curious to know if anyone clicked on related links, forwarded it to someone, or removed themselves from your list? It’s all available with email marketing programs, which are accessible through sites such as MailChimp, Constant Contact, ActiveCampaign, GetResponse and more.


Now that you know more about the benefits of email marketing, let’s take a closer look at the three types of email campaigns you could send to current clients or prospects:

1. Lead-Nurturing Emails

Think about this –let’s say you have a financial advisor-related whitepaper or free ebook available on your website for download. A prospect fills in his or her information, which is sent to you, and they are sent the free item that contains information on a specific subject they have interest in. When this happens, you should have a prepared lead-nurturing email campaign ready to go as a follow-up. In this email campaign, you can provide additional information in the subject that matters to them, and you can work towards earning their trust and potentially gaining a new client.

Consider different factsheets, small ebooks or whitepapers you can add to your website that speak to different finance topics, and spend time creating lead nurturing email campaigns to follow up with those interested.

2. Broadcast Emails

Think of broadcast emails as more of a general newsletter that can be relatable in some way to both current clients and prospects. The information in these emails is typically simplified and on subjects that matter to a large number of people such as saving for retirement tips, the basics of investing, etc.

Direct Response Emails

These emails are created for a specific individual you are working with as an independent financial broker. You should have some information available on the person and know what areas they are specifically seeking information on, which will help you create a more direct message.

As a financial advisor, email marketing should be one leg of your overall marketing strategy. It is an affordable option that allows for tracked data, which can help you tweak your approach on a continuous basis. To learn about other marketing and growth strategies for independent financial brokers, explore our site, Summit Brokerage Services has been voted the #1 boutique independent broker dealer in the country. We invite you to see why Summit is one of the top independent broker dealers in the country. To experience the Summit difference and learn more about independent financial advisor network, visit  or call us at (800) 354-5528.


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, and Summit Brokerage Services.


All information herein has been prepared solely for informational purposes, and it is not an offer to buy or sell, or a solicitation of an offer to buy or sell any security or instrument or to participate in any particular trading strategy.


Content created by Summit Brokerage Services, Inc.

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