Industry spotlight: Top marketing trends for financial planners

Industry spotlight: Top marketing trends for financial planners

As Australians become more concerned about financial security and protection of assets, the demand for financial advisors is surging. But as we all know, as demand increases so too does competition.

So it’s safe to say that financial planners can’t become complacent. Instead, they should use this as an opportunity to stay ahead of their game and differentiate in an increasingly competitive market.


5 marketing trends for financial planners:


Content marketing


It’s no secret we’re big fans of content marketing. What’s not to love about an opportunity to provide valuable and relevant content for your audience?

A solid content marketing strategy delivers valuable content to your audience at the right time, on the right channel, all the while ensuring a clear, consistent brand voice and messaging.

Want to get started with content marketing?

Check out how to create a kick-ass blog plan here.


Find your niche


Financial planning is a broad industry, so choosing a specialist area will provide a more focused level of service than those who try to be all things to all people.

From superannuation to estate planning to wealth building and to getting out of debt, financial planning in all its glory can be overwhelming for prospective clients.

By choosing a niche, you not only simplify your marketing message for clients but you also position yourself as an expert in that niche. And here’s a tip: don’t be afraid to claim your niche! You don’t need the whole pie, just a nice chunky slice.

Need to find your niche?

Check out how to differentiate yourself in a crowded market here.


Public speaking


Speaking at local events and seminars increases brand awareness, positions you as an expert in your niche area, establishes your personal brand and provides others with insights and knowledge. That’s some pretty powerful stuff, right?

Want to get started public speaking?

Connect with industry professionals, which have similar audiences (such as accountants and lawyers) that can result in joint events and valuable new leads. Start small and go from there.


Personalised marketing


Personalisation or customised marketing makes your customer feel valued and cherished. Exactly the right type of emotional response we want our marketing to evoke. So when done correctly, personalised marketing can be extremely powerful.

Want to start creating personalised marketing campaigns?

Start by segmenting your clients and prospective clients based on their similarities and delivering tailored content to them. To make things easier, use marketing automation to automate the process.


Keep it simple


It’s easy to get carried away with industry language and complex terminology. But remember: your audience aren’t financial planners, so simplify complex concepts and they’ll be more inclined to continue reading and listen to what you have to say!


Not in the financial planning industry? Keep an eye out for regular industry spotlights via our blog.


Need help with industry specific marketing?

Let’s talk.


See you next week,



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