Because the way advisors attract clients has changed, growth now depends on how you show up online and how you handle interest once it comes in. Cold calls and hotel seminars used to fill the calendar. Now prospects research you before they ever speak to you.
Normally, that research includes your website, your content and your social presence. If those pieces are active but disconnected from your intake process, you create extra work for your team.
Here are four marketing trends shaping advisory firms this year and what they mean in practical terms.
Educational Content Still Drives Attention
That’s why content marketing continues to matter. Prospects want education before they want a pitch.
Because people search for questions like how to prepare for retirement or how to plan for small business taxes, advisors who publish clear answers position themselves as a resource. Blogs, videos and webinars give prospects a reason to engage.
By the way, updating older content with current statistics or clearer headlines improves search visibility and keeps it relevant. Even small revisions can improve rankings and bring in new traffic.
Normally, the firms that see results treat content as a steady practice. They answer common client questions, explain confusing topics and publish consistently.
Social Media Builds Credibility Faster Than Referrals Alone
Of course, social media is no longer optional. More than 60% of adults under age 35 look for investment information on social media. And of the rising Gen Z, 23% of adults say they wouldn’t even consider a financial professional who didn’t have a social media presence.
Young investors largely decide who to trust online by looking for people who explain things clearly.
Besides sharing market updates, advisors who post educational insights and practical tips give prospects a sense of how they think. That familiarity lowers the barrier to reaching out.
Normally, firms that post consistently and respond to comments or messages see stronger engagement and more inbound inquiries.
Visual Content Captures Attention
Let me guess, you have strong insights but they live in long paragraphs. Online, that format gets skipped.
Because people scroll quickly, short videos, charts and slides hold attention longer than blocks of text.
Naturally, a client testimonial video creates more impact than a written quote. A simple chart explaining performance over time often communicates more clearly than a detailed narrative.
By using visual elements, advisors increase the chances that someone pauses, reads and takes the next step.
Personalization and AI Are Moving From Optional to Expected
That’s why AI continues to dominate marketing conversations. Prospects expect messages that reflect their specific situation.
Because personalization now goes beyond inserting a first name into an email, firms are segmenting audiences more precisely. They create targeted messages for business owners, early career professionals or retirees.
One recent report found that advisors using generative AI for personalization saw five times more leads and double the conversion rates. There’s a reason 88% of advisors plan to use AI to help their personalization efforts.
Normally, automation supports this shift by organizing data, segmenting contacts and triggering timely follow-ups. It allows advisors to respond quickly without manually drafting every message.
Besides improving outreach, connected systems reduce duplicate data entry and limit errors when information moves from lead capture to client onboarding.
Because AI is shaping both marketing and operations, it helps to understand where it truly adds value and where it introduces risk.
Download How to Dip Your Firm’s Toes into AI: Practical Insights for Advisors Who Are Ready to Scale to get a grounded look at the real risks and rewards of AI, cut through the hype and identify practical next steps for your firm.
