Marketing in the financial advisory world often conjures images of flashy advertisements and cold calls. But Samantha Russell, Chief Evangelist at FMG Suite, argues that the true power of strategic marketing for financial advisors lies not in selling but in serving. For financial advisors, the goal isn’t just to promote services—it’s to build trust, provide value, and create lasting relationships.

Strategic marketing begins with a value-first approach. Instead of leading with what you do, focus on how you can help. Advisors who share educational content, such as blog posts, newsletters, and videos, position themselves as trusted resources. For example, an advisor might create a video series explaining retirement planning basics or write a blog about managing taxes in retirement. These resources answer questions and provide actionable insights, making prospects more likely to trust the advisor’s expertise.

Consistency is key. A well-maintained marketing schedule ensures your audience sees you as reliable and knowledgeable. Whether it’s a weekly blog post, monthly webinar, or regular social media updates, consistent efforts show you’re invested in helping your clients succeed. Over time, this approach builds a steady stream of qualified leads who already view you as a valuable partner.

Ultimately, strategic marketing isn’t about selling—it’s about building. By giving before you ask, you foster trust and make prospects more inclined to engage with your services. As Samantha says, “Give, give, give, then ask.”

These insights are inspired by the latest episode of The Connected Advisor podcast featuring Samantha Russell, Chief Evangelist at FMG Suite. Dive deeper into how strategic marketing can transform your practice. Listen to the full episode here and explore articles in this series.