Attract & Retain Clients: Marketing Strategies for Advisers

Written by Fraser Stewart
Reading time 3 minutes
Attract & Retain Clients: Marketing Strategies for Advisers image

The financial services landscape is undergoing a digital revolution, and financial advisers need to adapt their marketing strategies to thrive in this new environment. Today's clients are digitally savvy and expect a personalised and engaging experience throughout their financial journey.

This article explores several effective marketing strategies that modern advisers can implement to attract, engage, and retain clients in the digital age.

Embrace Content Marketing

Content marketing involves creating and sharing valuable, relevant, and consistent content to attract and retain a clearly defined audience. Advisers can leverage technology to create engaging content in a variety of formats, personalise it to their target audience, and promote it effectively online.

Create valuable and informative content

Utilise technology to create engaging and diverse content formats such as infographics, interactive calculators, webinars, and podcasts. These formats cater to different learning styles and preferences, increasing content consumption and brand awareness.

Personalise content

Employ marketing automation tools to personalise content and email communication based on individual client demographics and interests. This fosters stronger connections and demonstrates a genuine understanding of their unique needs.

Promote content effectively

Utilise social media platforms and paid advertising to strategically reach your target audience with relevant content. Track and analyse results to optimise your content strategy and maximise impact.

Leverage the Power of Social Media

Social media platforms offer a powerful way to connect with potential clients, build brand awareness, and establish yourself as a thought leader. By choosing the right platforms, sharing valuable content, and actively engaging with your audience, IFAs can leverage social media to build trust and attract new clients.

Choose the right platforms

Identify platforms where your target audience is most active, such as LinkedIn, Twitter, or Facebook.

Be consistent and engaging

Regularly share valuable content, participate in relevant conversations, and respond to comments and questions promptly. Use tools like social media scheduling platforms to maintain consistency and efficiency.

Showcase your expertise

Share industry news, thought leadership content, and client testimonials to establish your credibility. Utilise video content platforms like YouTube to showcase your expertise and personality in a way that text alone cannot.

Build a Strong Online Presence

Having a strong online presence is essential for modern financial advisers. This includes a  well-designed website, effective search engine optimisation (SEO) strategies, and active management of online listings and reviews. Technology can streamline website management, improve your search rankings, and help you monitor and address client feedback online.

Optimise your website

Ensure your website is mobile-friendly, user-friendly, and informative. Integrate scheduling tools and online forms to allow potential clients to easily book consultations and connect with you.

Leverage search engine optimisation (SEO) and content marketing tools

Utilise keyword research tools and SEO best practices to improve your website's ranking in search results. Content management systems (CMS) can simplify content creation and website management, freeing up valuable time.

Embrace online reputation management 

Utilise online review platforms like Google My Business, VouchedFor and Unbiased to showcase positive client reviews and proactively address any negative feedback.

Implement a Client Retention Strategy

Client retention is a crucial aspect of successful marketing for IFAs. Focus on building long-term relationships by providing exceptional customer service, demonstrating personalised attention, and leveraging technology for proactive communication, secure document sharing, and ongoing financial education.

Focus on building long-term relationships

Go beyond attracting new clients and prioritise building trust and loyalty with existing ones.

Provide excellent customer service

Offer personalised advice, proactive communication, and readily available support to address client concerns and questions promptly.

Offer ongoing educational resources

Provide access to educational webinars, e-books, and other resources to empower clients and keep them informed about evolving financial landscapes.

Utilise technology for ongoing engagement

Utilise online client portals for secure document sharing, performance monitoring, and communication. Delight clients with efficient and engaging technology solutions designed for IFAs.

Network and Build Relationships

Building relationships remains at the heart of effective marketing for advisers. Networking at both online and in-person industry events, collaborating with complementary businesses, and participating in your local community allow you to make valuable connections, increase your visibility, and establish yourself as a trusted adviser.

Participate in industry events and conferences

Attend both online and offline events to connect with potential clients and other professionals in the financial services industry.

Collaborate with complementary businesses

Partner with other professionals like lawyers, accountants, or estate agents to cross-refer clients and expand your reach.

Become active in your community

Volunteer your expertise and participate in local events online and offline to build your reputation and establish yourself as a trusted adviser in your community.


By embracing these effective marketing strategies that leverage technology and foster client retention, modern IFAs can successfully navigate the evolving digital landscape and build a thriving practice. Remember, consistency, authenticity, and providing value are key to attracting and retaining clients in today's competitive environment. As the digital world continues to evolve, staying informed about emerging trends and adapting your approach will be crucial for long-term success.

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