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If your marketing feels scattered, it’s not because you’re doing too little — it’s because you’re missing answers to two key questions: Who? And how?
Marketing often feels overwhelming — posting on social media, running ads, attending networking events — all in the hopes of gaining traction. But despite the effort, you might feel frustrated with inconsistent results, unsure of what’s actually working. The issue isn’t a lack of action but a lack of strategic clarity.
To get the most out of your marketing, step back and define your audience and strategy. Without these answers, marketing will continue to feel random and ineffective — like throwing darts in the dark, hoping something will stick.
Many financial advisors find themselves in this position. They invest time and money into marketing but struggle to see consistent results, leading to frustration and burnout. The problem isn’t marketing itself — it’s the lack of a structured approach. Answering two fundamental questions brings focus and effectiveness to your efforts.
To create a marketing strategy that works, define two things:
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Who: Who am I trying to reach?
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How: How will I reach, engage, and guide them to schedule an appointment?
Defining Your ‘Who’
Your “who” is the specific group of people you want to serve. Many advisors keep their target market too broad, hoping to attract everyone. But trying to appeal to everyone means resonating with no one.
The more defined you are in your “who,” the easier it is to craft a message that speaks directly to them and develop a strategy that attracts them. For example, “retirees moving to senior living communities” is a better-defined “who” than just “retirees.”
When defining your “who,” consider:
- What are their biggest financial concerns?
- What life stage are they in?
- What challenges do they face that you can solve?
- What common traits do they share?
A clear “who” sharpens your marketing message, strengthens your positioning, and helps you stand out.
Mapping out your ’how’
Your “how” is your strategy — the activities and channels you use to attract, engage, and nurture your audience. It’s about guiding them through a journey that leads to meaningful action, such as scheduling an appointment.
To define your “how,” answer:
- How will I get in front of my audience? (Networking, social media, referrals, content marketing, paid ads, etc.)
- How will I engage them? (Blog posts, social media discussions, videos, etc.)
- How will I get them into my database? (Lead magnets, webinars, events, etc.)
- How will I move them toward an appointment? (Drip email series, direct outreach, etc.)
The key is consistency. Instead of trying to be everywhere at once, focus on high-impact strategies that align with where your audience spends time. For example, if you work with tech professionals, digital content might be more effective, whereas if you work with local business owners, in-person networking and business peer groups could be more effective.
Once you define your “who” and “how,” your marketing becomes intentional rather than chaotic.
A clearer, more effective marketing plan
When you define your “who” and “how,” marketing stops feeling random and starts feeling strategic. Instead of trying to be everywhere, you’ll focus on what actually works — showing up in the right places with the right message for the right people.
With a clear marketing strategy, you can expect:
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More engagement: Your audience will recognize that you understand their needs.
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More meaningful connections: Instead of chasing leads, you’ll attract the right clients who see you as their go-to expert.
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More appointments: Your messaging and strategy will naturally guide people to take the next step.
If your marketing feels scattered, take a step back. Answer these two questions first, and watch how everything else falls into place.
Kristen Luke is the president of Kaleido Creative Studio, a marketing consulting firm that helps financial advisors define their “who” and “how” through their OnNiche® program. With nearly 20 years of experience, she has consulted with hundreds of financial advisory firms and shared her expertise through industry conferences and publications nationwide. Luke is also the author of Uncomparable: The Financial Advisor’s Guide to Standing Out Through Niche Marketing. Eligible advisors can request a free copy at onniche.com/book-request.
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Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.
