Is Your Marketing Helping Your Financial Planning Clients or Hyping You?

financial planning marketing

Increase your financial planning clientele with smart marketing techniques

Want to plan your marketing accordingly in order to attract clients to your financial planning business? If so, it may be time to start thinking like a client. Many businesses are not attracting the right clientele or are hurting themselves in the eyes of their current clientele because of ineffective marketing.

Ask yourself a few questions to gauge whether or not your marketing strategy and implementation is effective: When a client comes to your website or blog, is the content all about you and your achievements, or do you speak to the client and how you can serve him or her? Also, if a client were interested in some services currently listed on your site but were to learn during a conversation you no longer offer those services (but your website had in fact not been updated), what impression would this leave?

Building your brand occurs throughout a well-thought out marketing plan that includes your brand’s overall strategy, identity, logo, design, message, etc. Independent financial advisors need marketing that displays their experience and knowledge while also speaking to the client’s needs and solving his or her pain points. Keep these 3 tips in mind when building a marketing plan that will help you rather than hype you:

1. Build Your Brand

The first impression a client has of your business is important. While it may seem trivial, a strong brand has taken the time to get the brand’s look down to the science. This means all marketing material, website and print materials are uniform in style, font, imagery, color and message. Disjointed brands often put out material that looks like it is coming from numerous organizations that are not connected. This can lead to clients not fully understanding your message and not recognizing your brand.

2. Tell a Story

Are you telling your current story? If a client is investing his or her time interacting with your website, will he or she learn at your initial appointment that your site isn’t updated regularly and the information was inaccurate? If so, this could hurt your brand.

3. Stay Current

While updating your site regularly may seem tedious, it is necessary for independent financial advisors who want to continually connect to the right audience. Spend a few minutes browsing your current site in “client” mode – delete any out of date information, and look at the language in your content. Are you speaking to the client’s needs or boasting about your accomplishments on multiple pages? Save that for your “About” page and focus on the client in all other areas.

Educate yourself on a regular basis about smart marketing. One resource you may want to review is the book Youtility by Jay Baer. Baer’s unique approach to social media marketing focuses on being useful to your audience rather than amazing. With competition increasing on a daily basis, his examples and strategies can help independent broker dealers stand apart.


There are many other ways to perfect the marketing strategy of your brand. Learn more at 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.


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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