The $0 Adviser Marketing Strategy


If you’re like many advisers, after you shell out for the essentials of running a business, your marketing budget may look a little slim. Well, good news! If you play your cards right, it’s possible to have a great marketing strategy … for free!

Here are four cost-free marketing ideas for those of us who don’t have an in-house marketing team and can’t afford the luxury of outsourcing our marketing efforts.

Email Signature

During a normal workday, people send and receive more than 100 emails, on average. That’s a lot of emails. Leverage this technology by updating your email signature. Instead of handing out business cards left and right, let your email signature do the work for you. These days, everyone has a computer, tablet or smart phone within reach. Definitely include your contact information, social media handles and website (if you have one). Dig a bit deeper and include something really interesting about yourself or your firm. Need some inspiration? Check out the Top 10 Best Email Signatures.


I’ve written quite a bit about why financial advisers should blog. Essentially, there are two huge reasons:

  1. Blogging creates fresh, new content that is great for boosting your search engine ranking, and
  2. Sharing your knowledge and expertise online in the form of a blog provides a platform for you to become a thought leader and expert in the industry.

While we usually encourage advisers to blog in order to improve their website, I think it’s equally important for those who don’t have a website. Blogging will allow advisers with no web presence to validate their firm and their existence.

This is kind of a prerequisite to becoming a financial adviser, but it’s worth mentioning again. I think many advisers will argue that this isn’t necessarily a free technique, and I’ll agree, in many cases it’s not. But, it’s possible to network for free. Look around; there are many free networking events that may not be called “networking events.” For instance, consider volunteering. Find out what charities and/or non-profit organizations are holding fundraising events within the coming months and figure out a way to get involved.

Figure out which organizations your ideal clients participate in and begin by simple making a few phone calls. You will be building great relationships and meeting prospects and leads in no time.

… And Then Get on Social Networks
Social media is essential to an adviser’s marketing strategy whether or not you’re on a budget. It’s clear that your target market is on social media and you should be, too. How do advisers succeed on social media? With an organized strategy and by being consistent. We post plenty of suggestions about how advisers can take advantage of social media on our Advisor Websites blog.

If you have to limit your time to one social platform, go for LinkedIn. Check out our free guide: The Financial Advisors Guide to LinkedIn.

If you have a small marketing budget, we suggest putting it toward an awesome website. For a minimal monthly fee, it’s possible to manage all of the ideas mentioned here through your website. A great web presence provides the most bang-for-your-buck, especially if you’re on a budget.

Maggie Crowley
Maggie Crowley
Marketing Coordinator
Advisor Websites
Vancouver, British Columbia

2 thoughts on “The $0 Adviser Marketing Strategy

  1. Pingback: The BIG ticks: Best articles for financial advisers this week – The Financial Adviser Coach

  2. And then there are possible opportunities at a Rotary, Kiwanis or Civic Club. Maybe checking out the Chamber of Commerce about other business organizations you can join. Here you can not only meet other business leaders but introduce and gently promote your services (without sounding or being salesmanly).

    What about libraries? Many libraries here in NYC have guest speakers on their fields of expertise. Speakers will host a one hour symposium on topics like starting your own business, How to make a PowerPoint, How to use LinkedIn, how to buy a house, etc). Financial advisors can share new 2014 tax law changes or setting up a retirement account in very basic terms. The more of these you do the more you will be recognized as a thought leader.

    Newspapers? Why not approach your local paper and see if you can do a weekly op-Ed page on finance. Another avenue to demonstrate your financial savvy credibility………… for FREE…………. and slowly market your business.

    My .02 cents of added ideas………….

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