What to do when a guru says to...

Most financial advisers I speak to, aren’t short on marketing ideas. They want to write a weekly blog, hold seminars and webinars, run Facebook ads, build professional networks, start online and in person interest groups, build a YouTube channel, get in the press, win awards and be all over social media.

And in addition to the pressure they put on themselves to have a crack at it all, they’re faced with consultants, experts, and gurus telling them they “have to” use some specific tactic.

  • You have to be doing video

  • You have to be on Facebook

  • You have to put keywords in your LinkedIn profile

  • You have to build a referral network

  • You have to write a weekly blog

  • You have to SEO the heck out of your website

  • You have to join your local BNI (I’d rather poke my eyes out with a swizzle stick)

  • You have to create a lead magnet

  • You have to have pop-ups on your website

  • You have to build a big email list

  • You have to do a "why" video (looking off camera with mysterious background music)

  • You have to have a fancy website

  • You have to … blah, blah, blah

Truth is, you don’t.

You don’t have to do any of it – or even some of it.


Three questions to ask

Before you start blindly following the latest "must do" marketing tactic, first think deeply and consider:

  • How does this make my team and I feel?

  • How does this make my potential clients feel?

  • Will this get the business results I’m looking for?

Find the point where those three overlap, and devise a strategy and use tactics that align with those values and desired outcomes.

If you hate the thought of doing video, don’t do video just because everyone's talking about video. Write a blog, start a podcast, handwrite a letter or pick up the phone.

If the advisers on your team dread sending cold emails to potential new referral partners, find another way to approach them. Send a physical book they might enjoy or a tool you think their clients would find helpful.

There's no one size fits all in marketing (just like financial advice)

It’s okay to use marketing tactics that might not be “digital”, “innovative”, or “optimised” to the hilt — the kind that the gurus have long forgotten. Find what works for you, your team, your clients and your business. Learn from the gurus, for sure. But don’t forget to ask yourself, “is this right for me?”

It’s okay to admit it isn’t and to make your own path.