Why You Need to Change Your Financial Advisor Marketing Plans for 2025

In today’s fast-paced business environment, technology and consumer preferences are rapidly evolving. As soon as you master one marketing best practice, a new one emerges, making it difficult to stay ahead of the curve. If you don’t update your campaigns fast enough, you may find that your current tactics stop yielding the same results.

Staying on top of marketing trends can be challenging even for dedicated marketing professionals. As a financial advisor, the struggle is greater, considering that you also have client meetings, regulatory compliance, and financial planning on your plate. So, how can you make sure you’re investing your time and resources in the right marketing initiatives? 

In this article, we’ll explore five key trends shaping the modern marketing landscape. After that, we’ll outline seven steps to refresh your financial advisor marketing plans to boost their success.

5 Financial Advisor Marketing Trends for 2025

So far, these are the top trends influencing the marketing landscape in 2025:

• AI and automation – AI and automation have been rising in popularity for several years, and in 2025, nearly every industry has felt their impact. When it comes to marketing, these tools have powerful applications, including client segmentation, social media scheduling, and email personalization.
• Loss of consumer trust – AI and automation offer many time-saving advantages, but their widespread use has also introduced a new wave of skepticism. From deep fakes and AI-generated content to spammy automated outreach, many customers are more skeptical of advertisers than ever before. What’s more, 70% of people say they “don’t trust” a lot of social media content, including posts from reputable companies.
• Authenticity on social media – As AI and algorithms shape our digital experience, there’s a growing premium on human connection. Today’s consumers want to interact with real people behind the businesses they engage with online, especially in the financial services sector.
• Authority-building content – Following authenticity, authority is the next crucial trust-building factor in 2025. Your marketing materials should establish your credibility and showcase your industry expertise.
• Prioritizing the client experience – Keeping clients at your firm long-term can help you maximize your marketing return on investment (ROI) and increase your chances of referrals. The key to client retention is ensuring an outstanding experience, from their initial interaction through the onboarding process and beyond. While a poor client experience causes up to 89% of consumers to switch to competitors, a positive one can:
  
• Justify more profitable pricing – Over 40% of consumers are willing to pay more for a friendly, welcoming experience, and 64% rate customer experience as more important than price.
• Ramp up your referrals – After a satisfying customer experience, 72% of consumers will discuss it with six or more people. Thus, the effort you invest in improving your customer experience can pay dividends in the form of more referrals.
• Boost your revenue – Companies that enhance their client experience see revenue increases of 10% to 15%, on average.

Read More: How to Attract and Retain Clients as a Financial Advisor

7 Steps to Enhance Your Financial Advisor Marketing Strategy in 2025

With this year’s trends top of mind, let’s dive into seven steps to update your marketing approach in 2025.

#1 Showcase Your Personality on Social Media

Social media is no longer just for family photos and cute cat videos – it has become a powerful business tool for building trust with potential prospects. Nearly 70% of Americans use social media, and the average user clocks in 2 hours and 21 minutes per day across 6.8 different platforms. That’s a whopping 14% of their waking hours! 

With such an attentive audience, social media platforms offer you a reliable way to connect with prospective clients at scale. However, your strategy must align with modern users’ evolving needs and preferences to facilitate meaningful connections.

Rather than sharing overly promotional posts or stock image-heavy content, try out these tactics instead:

• Be a real person – As a financial advisor, you may be tempted to hide behind your firm’s name or logo. However, showing up online as yourself is much more powerful. People are more likely to trust and engage with a real person online, as opposed to a faceless organization.
• Showcase your personality – You can humanize your online presence even more by allowing your unique personality to shine through. Give your audience a glimpse into your daily life as a financial advisor, share fun photos from industry events, and offer your unique insights about timely market conditions and other financial topics.
• Be personable, but keep it professional – While it’s important to connect with your audience on a personal level, you should still maintain some professional boundaries. Save polarizing political views or personal family albums for your private accounts, and focus on content that will be most relevant to your professional audience instead.

Read More: Your 2025 Financial Advisor Marketing Plan: 10 Steps to Success

#2 Monitor Your Micro-Conversions

While conversions are the ultimate goal of any marketing campaign, modern consumers are taking more time to evaluate service providers, including financial advisors. It may take several weeks or even months before a lead is ready to commit to your firm.

Marketers often say it takes eight touchpoints to spur a sale. However, recent research suggests that it can take anywhere from 20 to 50 touchpoints to secure a conversion from a cold prospect. Some examples of these touchpoints include:

• Researching financial advisors on Google and stumbling upon your website
• Reading your blog article
• Viewing your social media post
• Watching your YouTube video, reel, or Instagram story
• Chatting with you in the comment section
• Subscribing to your email newsletter
• Attending a free webinar or online workshop
• Seeing your paid advertisement on Facebook

By monitoring these touchpoints, you can build trust with prospects and increase the chances that they choose you over your competition. Social media platforms simplify this process with their powerful data collection and analytics tools, which allow you to track interactions, engagement, and the paths prospects take before converting. You can use these analytics to refine your touchpoints over time.

Read More: 2025 Guide to Financial Advisor Marketing

#3 Swap Out Pushy Sales Pitches For Sincere Conversations

The power of social media lies in its ability to connect people from around the world. Thus, your social media strategy should focus on connection over self-promotion. One of the best ways to connect with your audience is by initiating conversations that encourage engagement and build rapport.

For example, you can ask your audience to share their most pressing financial questions in the comments section and engage in a back-and-forth dialogue with them. Not only will these interactions enhance your engagement, but they can also facilitate stronger connections with existing and potential clients.

Next, consider hosting live discussions with other industry professionals, such as fellow financial advisors, tax experts, attorneys, and insurance specialists. These public conversations can offer valuable insights for your colleagues and clients alike, as well as cross-promote you and your co-hosts’ profiles to your distinct audiences.

#4 Create and Repurpose Educational Content

Before you can chat with prospects online, you need to give them something to talk about. Start by considering what questions your clients ask you most frequently. Answering these questions online – whether that’s in the form of a short-form video, webinar, blog post, or newsletter – can attract prospects’ attention and showcase your industry expertise.

Once you create a new piece of content, find creative ways to repurpose it. For example, an hour-long debt management webinar can be clipped into several 30-second snippets and shared across YouTube, LinkedIn, Instagram, and TikTok. Meanwhile, a blog article on preparing for retirement can be transformed into an easy-to-follow infographic.

Repurposing content can save you time and expand your reach online, increasing the chances that qualified leads will stumble upon your social media profiles.

Read More: Financial Advisor Marketing: Mastering Short Form Content in 2025

#5 Use AI and Automation to Amplify Your Authenticity

As mentioned earlier, AI and automation have contributed to consumers’ dwindling trust online. However, that doesn’t mean you should avoid using these tools altogether. You simply need to leverage them in ways that amplify your authenticity, rather than replacing human connection.

For example, you may want to:

• Automate your social media scheduling – Tools like Hootsuite, Later, and Buffer allow you to schedule social media posts in advance across multiple platforms. This makes it easy to batch-create marketing content and spread it out throughout the month.
• Automate follow-up emails – As the saying goes, “the money is in the follow-up.” If you want to convert more leads into clients, you need to reach out to them periodically to ensure you stay top of mind. Manually following up with leads can be challenging and time-consuming. However, automated email software can help you streamline your follow-up process while personalizing each message with relevant data from your CRM.
• Use AI to score and segment your leads – AI-powered tools can analyze and categorize your leads based on their online behavior, engagement, and demographic data. This makes it much easier to prioritize high-potential prospects and tailor your outreach efforts to specific segments, whether you’re targeting high-net-worth individuals, young professionals, or pre-retirees.

As you can see, these applications of AI and automation enhance your client interactions, rather than replacing them. They also save you time, enabling you to focus on other areas of your business, from updating clients’ financial plans to sharing personalized post-meeting summaries.

Read More: Leveraging AI for Financial Advisors

#6 Elevate Your Client Experience

Your client experience can make or break your retention rates and referrals. Thus, you want to invest just as much time and energy into satisfying your current clients as you do pursuing new prospects.

Here are a few strategies to enhance your client experience:

• Stay in touch – Ninety percent of clients say their advisor’s communication frequency impacts their loyalty and referrals. It has also been linked to clients having greater confidence in their financial plans. The majority of high-net-worth clients want to hear from their financial advisors at least once a month. To satisfy this expectation, find ways to engage with your clients on a regular basis. For example, you can share performance updates, explain market fluctuations, or conduct friendly check-in calls.
• Offer compelling services – Most clients’ financial needs will evolve over the course of their lives. For example, a newlywed couple that enlists your support in saving for a down payment may require healthcare planning advice once they start a family. By offering a broad range of services, you can satisfy more of your clients’ needs in-house, enhance their satisfaction, and keep them at your firm for years to come.
• Leverage a TAMP – Optimizing your marketing, checking in with clients, and expanding your service offerings may sound overwhelming – and without the right tools, it certainly can be. Fortunately, a full-service Turnkey Asset Management Platform (TAMP), like Alden COVE, can streamline your asset management, regulatory compliance, and administration, giving you more time to devote to your marketing efforts and financial planning services.

Read More: What is a TAMP and Should You Use One?

#7 Streamline Compliance With Strategic Solutions and Partnerships

So far, the steps we’ve discussed apply to most industries. However, financial advisors must also factor in the unique complexities of regulatory compliance.

Everything you share online must comply with the regulations set by the Financial Industry Regulatory Authority (FINRA) and the Securities and Exchange Commission (SEC). If you’re at a wirehouse, additional firm-specific regulations may also apply.

To streamline your compliance, consider using tools like Hearsay or Smarsh, which offer built-in compliance workflows and video archiving features. Additionally, you can enlist the support of the compliance specialists at Alden Investment Group. As an experienced Registered Investment Advisor (RIA) and broker-dealer, we’ll ensure that your marketing campaigns comply with the latest industry standards.

Read More: 10 Must-Have Tools for Financial Advisors in 2024

Optimize Your 2025 Marketing Plans with Alden Investment Group

As consumer sentiments and best practices evolve, you must regularly assess your marketing strategies to avoid falling behind. Implementing the steps outlined above can help you modernize your approach and boost your chances of success.

Looking for more hands-on support? Alden Investment Group has you covered. By joining our RIA, you can receive personalized assistance with your marketing strategy, regulatory compliance, TAMP integration, succession planning, and so much more.

Contact our team today to learn more about the benefits of joining Alden Investment Group!

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