Marketing plans

Marketing for financial advisors, planners and accountants can be a little more challenging than marketing for other industries……. 



because the financial services and advice industry is heavily regulated in Australia; and the “service offering” can be perceived as complex or intimidating by potential clients. However, effective marketing can help build trust, attract new clients, and increase revenue. What you need to do is perfect your offering, select the right sales channels, have clear marketing goals and consistent branding and more.


Here are 10 Marketing Strategies and Tactics for your Financial Advisory, Planning and Accounting Firm, that work:


1. Establish your unique brand identity

Develop a clear brand identity that conveys your values and differentiates your financial advisory, planning or accounting firm from your competitors. Also have a defined USP (unique selling proposition). This can help you build trust with potential clients.

TIP: Ensure you are consistent with your branding, both visually and the tone of voice you use in all communication. By having accessible brand guidelines that lay out your logo application, fonts, colours and preferred imagery are a must.




2. Website

Your website is the hub of all your online marketing activities. So, your website needs to be mobile responsive, easy to navigate, on brand, enticing to your desired audience, technically proficient and SEO optimised.

Want to see an example of a website we have designed and built for our financial advisory client? Click here.

PWS website


3. Content marketing

Generating useful content online helps you get found, establish credibility, demonstrates your USP and builds trust with prospects, as well as helping to foster loyal clients. This can include publishing articles, newsletters, white papers. It helps if everyone within the firm writes to share the load and establish entire team credibility with potential clients. Provide content that adds value, simplifies financial concepts and terms, hints, tips and that establish you/your team as a thought leader in the industry.

Provide content that adds value and simplifies difficult financial concepts


4. Leverage social media

Use social media to build your brand and engage with potential clients. Platforms like LinkedIn can be particularly effective for financial services professionals. But don’t discount other platforms like Instagram, Facebook and videos on YouTube or Vimeo.

if you haven’t started using social media for your accounting, financial advisory or planning firm and it seems overwhelming, you can choose one platform to start with, you’ll use social media to generate new leads, engage current customers, and become more discoverable online.

If you’re overwhelmed with business social media marketing, read our article to help here

TIP: All social media should (where possible) direct traffic back to your website. Remember your website is part of your marketing assets, whereas social media platforms are “rented space”, you don’t own the space and so you play by their rules. And utilise your staff to help source content, with a clear approval system for all communications and posts in place.


5. Email marketing

Email marketing, when used well can help you nurture relationships with clients and potential clients.

Whether you establish a newsletter, provide quarterly reports with updates or useful tips. Make sure your email marketing content is useful, easy to read and most importantly, that you have the recipient’s consent. Don’t waste your recipients time with non-valuable content and be clear on what they should expect on your frequency i.e., only four times a year, no surprises.




6. Host events

Hosting events, online and in person, such as webinars or seminars, can be a great way to build your reputation and connect with potential clients.

Webinars or seminars can be a great way to showcase your firm’s expertise 

TIP: If you’re doing a webinar, remember to record it (ask attendees permission) and use the webinar to upload to your video host and then link on your website. You can also slice and dice the recording to create shorter versions and snippets for future social media posts.

7. Listing and review sites

Claiming your listings on, for example, Google My Business, and other industry specific listing sites can help you manage your reputation and get discovered by more customers.

TIP: If your client agrees, use their review as a testimonial on social media, this is a great way to share your expertise and client endorsement. You could even ask your client if they would agree to provide their testimonial via video. Also add reviews and testimonials (video and written) to your website.


8. Use case studies and client testimonials

Case studies and ask for client testimonials. These both help demonstrate the value of your services and build trust with potential clients.

Share content that adds value and simplifies difficult financial concepts


9. Collaborations

Collaborate with trusted and respected partners who add value to your clients i.e., estate planning lawyers, family lawyers, accountants, buyers’ agents, mortgage brokers, life/career/divorce coaches, human resources and recruitment specialists, to name a few.




10. Speaking, external events and engaging in thought leadership

By becoming a thought leader in your industry, you can build trust and credibility with potential clients. This can include speaking at industry events, publishing articles and white papers, and engaging with other professionals in your field. The same goes for seeking out speaking engagements, podcast interviews and providing an opinion/quote for journalists that are viewed or listened to by your target audience.


In summary, no matter how good your service is, people won’t know about your business unless you market it. Marketing is an essential part of establishing your brand as well as raising awareness.

Financial Advisory, Planning and Accounting Firms can no longer solely rely on “word of mouth” and on personal connections. They must also find a way to translate that trust through digital messaging. The new “word of mouth” now happens online. By using the right digital marketing tactics, you can strengthen existing relationships with current clients, while also building awareness with new connections and prospects.

We hope these tips are helpful! Let us know if you have any questions by emailing us 


Are you considering engaging marketing specialists for your firm?

It’s important for firms who are providing financial advice and services to engage marketing professionals who have extensive experience, understanding and marketing knowledge of the financial services industry.  

At Spindrift Marketing we have helped many financial advisory, planning and accounting firms with their branding, marketing and business development. Our experienced team of marketing, creative and branding specialists have financial services marketing experience and have helped many of our financial advisory clients to build effective marketing strategies that help build trust, attract new clients, and increase revenue.


Why not find out how we could help your business, with exceptional marketing advice, services and expertise?   
Book your complementary, no-obligation 15-minute Discovery Call with our Director, Kim MacDonald by CLICKING HERE




About the Author:

About Kim MacDonald

Kim MacDonald is the Founder and Director of Spindrift Marketing. Kim is a Marketing, Brand Management and Business Development Specialist who understands the importance of strong alignment between marketing strategy and business priorities. She has over 30 years of marketing experience across the entire marketing lifecycle, in a range of top tier multinational organisations, in industries including Professional Services, Airlines, Financial Services, High Tech, Legal Firms, and MedTech in both Australia and the UK. Kim founded Spindrift Marketing almost six years ago, with the goal of providing small businesses throughout Australia with access to affordable marketing services and solutions that make a difference.

Connect with Kim on LinkedIn

Speaker – If you are looking for an experienced marketing and knowledgeable business builder to speak at your next event, workshop or podcast, consider Kim. Kim has extensive speaking experience in Australia and the UK and can speak about any topic related to business, entrepreneurship, digital marketing, business leadership, personal branding, social media, women in business, how to start a new business and all manner of business highs, lows and life juggles.

Want to find out more about Kim’s topics, approach and availability for your next event? Contact the Spindrift Marketing team at



At Spindrift Marketing we specialise in helping small business realise their full potential. Our team of experienced Sydney-based marketing, creative and website consultants know the marketing lifecycle back-to-front; channels, tools and tactics…we can do it all. But first we work hard to understand your business goals. Then deliver the right marketing for your business, on your terms.


Spindrift Marketing – Providing Marketing Advice, Expertise & Services that Make a Difference



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