It’s a new year, and if you’re like most independent financial advisors, you know you need to “do something” with your marketing. Maybe your website looks like it’s from 2015, your LinkedIn profile hasn’t been touched since you set it up, or maybe you’ve been so focused on serving clients that marketing keeps getting pushed to the bottom of the list.

Sound familiar?

Luckily, you don’t need a massive budget or a full-time marketing department to make real progress. What you need is clarity on what actually works and the discipline to do a few things really well, instead of trying to do everything at once.

Let’s break down the basics that will move the needle for your practice in 2026.

Start with Your Digital Presence

When someone hears your name, whether it’s a referral from a current client or a casual mention at a networking event, the first thing they’re going to do is look you up online, and they’re going to land in one of two places: your website or your LinkedIn profile.

If either of those makes a bad first impression, you’ve lost them before you ever had a chance.

Your Website: Make Sure It Tells Your Story

Your website doesn’t need to be fancy, but it does need to be modern, accurate, and authentic.

Here’s what matters:

Update your website every 3-5 years. Technology and design trends change. If your site looks outdated, people assume your approach to financial planning is outdated too.

Write a personalized bio in the first person. Nobody wants to read a stiff, third-person resume. “John Smith is a financial advisor with 20 years of experience…” feels robotic. Instead, write like you’re talking to someone: “I’m John, and I’ve been helping families in [your town] plan for retirement since 2005.”

Show who you are and what makes you different. Don’t just list your services, take the time to explain your approach. Who do your work best with? What problems do you solve? Why should someone choose you over the advisor down the street?

Add local flavor. Include pictures of you and your team, photos from community events, or local landmarks. The more you can connect yourself to your community, the more relatable you become. People hire advisors they feel like they know.

Want to take it to the next level? Add clear calls to action (schedule a meeting, download a guide, sign up for your newsletter). Introducing fresh content regularly, even a simple blog post once a quarter, keeps your site from feeling stale. If you really want to be found online, invest in some basic SEO (search engine optimization) so prospects searching for “financial advisor in [your city]” can actually find you.

What to avoid: Cookie-cutter content that sounds like every other advisor. Phrases like “comprehensive financial planning” and “personalized service” don’t mean anything anymore because everyone uses them. Be specific. Be yourself.

Your LinkedIn Profile: It’s Not Optional Anymore

LinkedIn isn’t just for job seekers. It’s where professionals go to check you out before deciding whether to reach out.

Here’s the bare minimum:

Keep your profile up to date. Current headshot. Current firm. Clear bio that explains what you do and who you serve.

Post at least once or twice a month. You don’t need to be a LinkedIn influencer posting daily thought leadership, but you do need to show you’re active and engaged. Share an article, comment on a market update, or post about a local charity you’re supporting. Just stay visible.

What to avoid: Automated, generic posts that scream “I’m using a content service.” Those bland motivational quotes and recycled financial tips don’t differentiate you, and they don’t drive engagement. If you’re going to post, make it personal.

Connect with Your Clients (Don’t Underestimate the Power of a Newsletter)

Most advisors overlook the need to stay top of mind with your existing clients. It is one of the most underrated marketing strategies out there.

Think about it: you’ve got clients you only talk to once or twice a year during review meetings. What are they doing the other 10 months? Are they thinking about you? Are they telling their friends about you? Probably not, because you’re not giving them a reason to.

Enter: the monthly newsletter.

A simple, well-done newsletter does a few things:

• It keeps you visible with clients you don’t talk to regularly
• It showcases your personality and expertise
• It gives you a reason to stay in touch with prospects who aren’t ready to commit yet
• It cuts down on unnecessary phone calls (when you proactively answer common questions)

You don’t need to write War and Peace. A few quick updates like a market commentary, a tax planning tip, a reminder about year-end deadlines, or a note about what’s happening in your community goes a long way.

Newsletters aren’t just for clients, it can be helpful for prospecting too. Which brings us to…

Build a Prospect List (And Actually Nurture It)

Most advisors think about marketing as “how do I get new clients right now?” But some of the best client relationships start years before someone actually becomes a client.

Here’s a simple habit that will pay off overtime: add five names to your prospect list every month.

That’s it. Five people. People you meet at networking events. Friends of current clients. Business owners in your community. Professionals who fit your ideal client profile, but aren’t ready to work with you yet.

By the end of the year, you’ll have 60 prospects, and if you’re nurturing that list properly by sending them your newsletter, offering a free beneficiary review, and checking in periodically, you’ll be the first person they think of when they’re finally ready for an advisor.

What does “nurturing” actually look like?

• Include them on your monthly newsletter distribution list
• Send a quick email when you see something relevant to their situation like a major market move or new legislation that impacts investors.
• Offer a no-pressure resource (like a retirement checklist or Social Security planning guide)
• Check in once or twice a year just to say hello

You’re not selling. You’re staying visible and helpful. When the timing is right, they’ll reach out.

Do a Few Things Really Well (Instead of a Lot of Things Mediocre)

Here’s where many advisors go wrong: they try to do everything.

Website. LinkedIn. Facebook. Instagram. YouTube. Blogging. Video. Podcasts. Email campaigns. Paid ads.

And they end up doing all of it poorly because they’re stretched too thin.

Here’s a better approach: pick 2-3 things and do them really well.

Maybe that’s:

• A great website + LinkedIn + a monthly newsletter
• LinkedIn + video content + targeted Google ads
• Local networking + a strong referral system + content marketing

The specific mix doesn’t matter as much as the consistency and quality. One well-written blog post per quarter is better than 12 mediocre AI-generated posts. One thoughtful LinkedIn update per week is better than seven automated motivational quotes.

Video and digital ads can absolutely work, but only if you approach them strategically and are prepared to invest in them. Running Facebook ads without a clear target audience or a compelling offer is just throwing money away.

Focus. Execute. Adjust. Repeat.

Understand the Niche You’re Trying to Serve (Or You’ll Just Be Noise)

Here’s a hard truth: if you’re marketing to everyone, you’re marketing to no one.

The digital space is crowded. Every advisor says they do “comprehensive financial planning” and “help families achieve their goals.” That doesn’t differentiate you.

But when you narrow your focus, when you understand exactly who you serve and what problems you solve for them, your marketing gets exponentially more effective.

Maybe you specialize in:

• Pre-retirees in the healthcare industry
• Small business owners preparing for an exit
• Young families navigating dual incomes and childcare costs
• Widows managing inherited wealth

When you know your niche, you can create content that speaks directly to their pain points. You can use language they relate to. You can show up where they’re already looking for help.

And when someone in that niche hears about you, they don’t just think “oh, another financial advisor.” They think, “this person gets my situation.”

That’s the difference between generic marketing and marketing that actually works.

Start Somewhere. Start Small. Just Start.

Marketing doesn’t have to be overwhelming. You don’t need a perfect plan.

You just need to start.

Pick one thing from this list. Try updating your LinkedIn profile this week, or committing to a quarterly newsletter starting in Q1. We suggest starting by identifying your niche and rewriting your website bio to reflect it.

Do that one thing well. Then add the next thing.

Marketing is a marathon, not a sprint. The advisors who win aren’t the ones with the flashiest campaigns, they’re the ones who show up consistently, authentically, and strategically over time.

Tracking # 845559