5 weird financial advisor marketing strategies for 2022

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Around this time is when people start to think about next year so I’m sending you 5 financial advisor marketing strategies for 2022. These are a little bit unusual so I hope they don’t freak you out too much!

For those of you who are new to my blog/podcast, my name is Sara. I am a CFA® charterholder and I used to be a financial advisor. I have a weekly newsletter in which I talk about financial advisor lead generation topics which is best described as “fun and irreverent.” So please subscribe!

Sara Grillo, CFA is a highly fun and slightly crazy marketing consultant based in NYC.
I am an irreverent and fun marketing consultant for financial advisors.

#1 Get a basic crisis marketing plan together

As of the time of the writing of this blog, the Fed has announced its intention to taper in 2022. This may potentially cause some market volatility.

Be prepared with a crisis marketing strategy. You may even want to prepare some materials in advance because as you know clients get very emotional in market turbulence and time may be constricted.

I wrote this blog about crisis marketing for COVID but the fundamentals apply to any market crisis.

#2 Get better headlines

With anything you are writing online, the headline is the whole thing. Nobody is going to read it if the headline is boring. That’s why they put sprinkles on cupcakes.

By headline, I mean:

  • A blog title
  • If on Youtube, the title/thumbnail
  • If on LinkedIn, the first line of the post
  • If on a newsletter, the subject line

I don’t care if you have to spend 50% of your time on this. The headline is what makes them click. And for that reason it is the most important part of any financial advisor marketing strategies you may be using. Make it a point in 2022 to get 30% higher click through rate on everything you write online.

Here’s a tip.

Include at least one crazy word in the headline. I’m not saying make weird headlines like, “Here’s why you should sell 100% of your portfolio and go buy xyz.” I mean, use one unusual word to liven it up.

Look at these two examples.


Charitable gifting strategies for end of year

Charitable gifting strategies that make you look as generous as Bill Gates

Emotion brought forth: envy.


How to retire in 2022

How to retire without the Gobbledygook they all try to sell you

See what I mean? It’s like adding a dash of curry to the soup.

#3 Make a decision about Google Search and your website

I say all of this at the risk of sounding like one of those people who are out there pushing financial advisor marketing strategies sounding like, “Hey everyone, Google is the next hot way for advisors to get high net worth clients, go spend $20k and get a new website and let’s optimize it so you can be #1 on page one and get all the rich people.”

Not saying that. Google search is for everyone. Not everyone is a writer or has the willingness to be able to handle cold, hard leads coming in from the internet (some of these prospects can be highly distrustful and tough with a capital T).

But I have it work well for some financial advisors. And I myself have done well on Google. It’s nice. It’s almost as if Google is a referral source.

What I do think, however, is that you should make a decision about whether or not you want to be in this game at all. And if you don’t, spend the money to pay the hosting and management fee for your website every month, and leave it as is.

To be successful on Google, you have to be able to produce high quality content on a consistent basis that people will read, share, and backlink to.  You have to know how to optimize the content on your site so that Google knows what you’re about and believes you are real.

If you are not a writer (or not down with paying someone at least $300 a blog to do it for you and even then I’m not sure that’s the highest quality writing), then it might not be that easy. You may have to pay for ads, and given these are financial keywords you’re trying to rank for, they don’t go for cheap.  

If you commit, go all in. Make a content schedule, follow it, and get somebody smart to advise you about what keywords to use. But don’t just stay in the middle with this where is the place I see alot of you, writing blogs that get 20 views a year which isn’t really helping anybody.

#4 Think about testimonials

The SEC marketing rule may be coming into effect and with it comes new standards for the use of testimonials. You may want to start think about how you go about collecting them and how you will present them.

All of this however is subject to the rule becoming in effect which is specific to whatever your compliance says. Because of course before moving forward with any such communications, you should always consult with your compliance or legal officer for approval.

See my interview with Richard Chen about the 2022 SEC testimonial rule.

#5 Get a crypto blog up

I’ll be real…crypto isn’t my favorite topic. But even if you aren’t advising on it, you need to know about it, and you need to have an opinion.

The more I see crypto being discussed by financial advisors, the more scared I become about the lack of caution with which the subject is handled. This is why the industry gets a bad reputation and furthermore it really bugs me to think about the people who will lose money due to reckless investing as the urging of financial advisor influencers who speak carelessly on this topic. In some cases, it is ridiculous.

You may need to learn some new vocab, but I urge you to get some talking points or even a blog discussing crypto from a position of advocacy. It could just be the most basic thing such as talking about the risks.

Don’t get me wrong; I’m not saying you should advise clients on how to invest in crypto or become a crypto financial advisor. Not at all. I’m encourage you to move forward as an advocate and empower those you influence through education.

#5.5 (Bonus) Use social media weirdly

I’ve had the most enjoyable year on social media in 2021. I did things really differently from before.

In the past, I used to look at social media as a bullhorn, as a way for me to broadcast my ideas and show off my talent, in a sense.

But the more I got into it, I started trying some weird things that started working out much better. And it was the strategy of using social media more like a chat room or a dinner party, a forum for discussion. I found the algorithms seemed to really like my content the more long comments people gave on my posting. This is because it draws people in and gets them active on the platform which in my case LinkedIn loved.

Here are some examples:

  • I asked people their opinions using various survey such as one about if the market is rigged
  • I asked financial advisors how much in AUM was needed to strike out as your own RIA
  • I asked financial advisors to tell me their funniest client story

All of these things people loved.

My message here is to build a community that talks. You’ll learn, your followers will learn, and it’ll be productive for your visibility as well.

Sara’s upshot on financial advisor marketing strategies

What’d ya think? Was this helpful?

If yes…

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This is a book about financial advisor LinkedIn messages which contains scripts you can use to get new prospects.

You could also consider my financial advisor social media membership which teaches financial advisors how to get new clients and leads from LinkedIn.

The Sara Grillo membership is a social media program for financial advisors - but only the cool ones.

Thanks for reading. I hope you’ll at least join my weekly newsletter about financial advisor lead generation.

See you in the next one!

-Sara G

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