There’s always something new to try when marketing your practice, so it’s tempting to chase after the latest trends and platforms.
But before diving headfirst into the next big thing, I recommend pausing and asking yourself two key questions:
1️⃣ Is this where my ideal clients are?
2️⃣ Can I consistently create content here?
Without a clear strategy, you risk walking into a brand disaster. Here’s why:
The Pitfalls of Trend-Chasing
Jumping on every new trend or platform can scatter your efforts and dilute your brand message.
Big time.
Why? Instead of building a cohesive and recognizable presence, you end up with fragmented content.
That’s not exactly the recipe for a robust client base.
Inconsistent branding and messaging can confuse potential clients, leading to a lack of trust and credibility.
This ultimately harms your client acquisition and retention. People are more likely to hire financial advisors whose personal brands they trust and perceive as reliable.
Bottom line: Ensure that any platform or strategy you adopt enhances your brand rather than diluting it.
Wasted Time and Effort
Time and effort spent chasing trends can divert resources away from the proven strategies that actually work.
If you split your time between creating content for LinkedIn, Twitter, and Instagram…
That’s less time you can spend on the channel that actively delivers leads to your inbox.
Remember, it’s not about being everywhere — it’s about being where your audience is actively looking for your solution.
The result? A lot of busywork with little to show for it in terms of meaningful engagement or ROI.
The Power of Consistent Reiteration
Step 1: Talk to Your Audience
Here’s what I want you to do to find out what’s happening already in your market:
- Find out where your ideal clients spend their time online
Are they on LinkedIn, Twitter, attending real live conferences, or specialized forums for the problem you solve?
- Have conversations with your ideal clients
Ask them what their top problems are.
There are many ways you can go about this. The easiest way is to interview your current clients, send out a survey and have regular social media conversations with people who are your ideal prospect. - Identify the top 5 advisors who are already selling to your niche
Put together a spreadsheet and identify/track who’s advertising, what they’re selling, and how they’re selling it. Test, see what you can improve upon, what call-to-action is being used, down sells, or upsells they offer.
Step 2: Create Your Marketing Plan
Pressure test your niche. One simple way to do this is to create free content (posts, blogs) and guides to share, while tracking engagement to understand what they’re looking for.
Create a content plan that allows you to consistently deliver the advice your audience is seeking.
Consistency in posting not only keeps your brand top of mind but also crucially builds a sense of reliability and trust.
Step 3: Actually Show Up (Don’t Just Post and Ghost)
More than just posting content, social media about having actual conversations with your audience.
Don’t forget to respond to comments, participate in discussions, and show genuine interest in your audience’s needs and questions.
This builds deeper connections – like rolling a snowball, it takes time but pays off once it gets rolling.
Regularly review your performance metrics to understand what’s working and what isn’t. Be prepared to adjust your strategy based on these insights to continuously improve your engagement and reach.
📺 Chasing trends may seem like a quick way to gain visibility, but without a clear strategy, it can lead to brand disaster.
Watch me break down how to avoid accidentally building a negative brand perception.👇🏼
In the meantime, I’ve developed an online course to help you discover your most impactful messaging. You can join the course here.
