Marketing for Financial Planners: Seizing Opportunities During Market Turbulence
How Financial Services Marketing Firms Are Helping Advisers Thrive in Uncertain Times
Date: 13 May 2025
Published by Aspina Marketing
As market volatility continues to affect investor confidence, a recent article from FT Adviser emphasises the need for financial advisers to focus on reassurance, long-term value, and strategic client communications.
At Aspina, we see this as a clear signal that marketing for financial planners remains a vital tool in strengthening client relationships during uncertain times.
Key Opportunities for Advisers to Stand Out
1. Client Reassurance Campaigns
Inbound marketing for financial advisor firms becomes crucial during market downturns. Use content marketing to reinforce your firm’s calm, long-term perspective:
- Targeted newsletters addressing specific market concerns
- Reassuring social media posts with calm, professional messaging
- Video explainers demonstrating long-term perspective
- Personalised email sequences based on client risk profiles
2. Thought Leadership with Timely Relevance
Publish insights that demonstrate your understanding of current economic events. Content focusing on issues like diversification, inflation, and market cycles builds credibility and trust.
Strategy includes:
- Weekly market commentary that positions advisers as thought leaders
- Data-driven content on diversification strategies
- Educational pieces on inflation-focused strategies
- Market cycle analysis that clients can understand
3. Educational Content That Builds Confidence
Market volatility prompts more clients to seek guidance. Our financial planner marketing approach includes educational content to demonstrate your value and keep clients engaged:
Client Education Framework:
- Interactive webinars addressing common concerns
- Downloadable guides on portfolio protection
- FAQ sections targeting specific market conditions
- Video series explaining complex concepts in simple terms
4. Segmented Marketing to Different Client Types
The article highlights how different types of clients react differently to turbulence. Now is the time to segment communications by client profile and tailor your message accordingly:
For Different Client Profiles:
- Retirees: Focus on income protection and stability
- Business Owners: Emphasise growth and tax efficiency
- Young Professionals: Highlight long-term wealth building
- Pre-retirees: Address pension planning and security
5. Professional Network Development
Partnership Marketing Opportunities:
- Co-branded content with accountancy firms
- Joint webinars with solicitors
- Cross-referral campaigns with complementary professionals
- Collaborative resources for mutual clients
6. E-mail Marketing Agency for Financial Services - Our Speciality
Effective email marketing campaigns are essential for maintaining client relationships during volatile periods. Focus on:
- Regular market updates with reassuring commentary
- Educational newsletters that add value
- Segmented campaigns based on client needs
- Personalised communications addressing individual concerns
