← Back to Blog

Financial Advisor Marketing Plan: The 90-Day Framework for RIAs

Published September 23, 2026 by Patrick Di Cesare, BFL Advisor Marketing.

Most advisory firms do a little bit of everything without a system behind it. This 90-day marketing plan builds the foundation, pipeline, and follow-up in order.

If you're looking for a financial advisor marketing plan, you probably already know there are about a thousand things you could be doing.

SEO. LinkedIn. Email. Referrals. Seminars. Paid ads. YouTube. Podcasts. Direct outreach.

The problem I see with a lot of advisory firms is that they're doing a little bit of everything without a clear system behind it.

They post on LinkedIn when someone has time. They send a newsletter occasionally. They get some referrals. Maybe they tried Facebook ads six months ago.

Meanwhile, nobody can really explain where the next five clients are supposed to come from.

That's what this 90-day financial advisor marketing plan is meant to address.

Over the next three months, you're going to build the basic pieces of a marketing system:

  • Days 1–30:Positioning, website and lead capture
  • Days 31–60:Content, LinkedIn and prospecting
  • Days 61–90:Email, follow-up and appointments

You can add more channels later. For now, the goal is to get the core system working.

What Should a Financial Advisor Marketing Plan Include?

At a minimum, you should know:

  • Who you want to work with
  • What problems they're trying to solve
  • Why they should pay attention to your firm
  • How you're going to reach them
  • What you want them to do after they find you
  • How you're going to follow up
  • How you'll know if any of this is actually producing clients

That sounds basic, but a surprising number of firms can't answer all seven.

They may have a marketing budget. They may have someone posting on social media. They may even be generating leads. But there's no clear path from stranger to prospect to client.

So that's where I would start.

Days 1–30: Get the Foundation Right

Pick a specific type of client

The first question I'd ask is simple: who do you want more of?

Try to go further than "high-net-worth families" or "people approaching retirement."

Think about the clients you enjoy working with, the ones who generate enough revenue to make the relationship worthwhile, and the ones you understand well.

That could be:

  • Executives at a specific company
  • Tech employees with large amounts of equity compensation
  • Physicians
  • Business owners
  • Women entrepreneurs
  • People retiring within the next five years

The more specific you get, the easier the rest of your marketing becomes.

You know what to write about. You know who to reach out to. You know what lead magnet to create. You know what language to use on your website.

And when the right prospect lands on your page, they have a much better chance of realizing, "This person works with people like me."

Research from Kitces has also found that advisors with a niche tend to report better lead volume, better prospect fit and greater satisfaction with their marketing.

Figure out what those people actually care about

Once you know who you're targeting, write down the biggest problems they're dealing with.

If you work with corporate executives, you might end up with a list like:

  • Too much company stock
  • RSUs
  • Stock options
  • Deferred compensation
  • Taxes
  • Retirement timing
  • Pension decisions
  • Medicare
  • Estate planning

If you focus on people nearing retirement, the list might include:

  • Running out of money
  • Paying too much in taxes
  • Social Security
  • Medicare
  • Roth conversions
  • Market losses around retirement
  • Withdrawal strategy
  • Knowing when they can actually retire

These topics should show up everywhere in your marketing.

They should be on your website. They should be in your LinkedIn content. They should be in your emails. They should probably be part of your sales conversations too.

Fix the first screen of your website

Pull up your website and look at the first thing someone sees.

Can a prospect immediately tell:

  • Who you help?
  • What you help them with?
  • What they should do next?

A lot of advisor websites say some version of:

"Helping you pursue financial confidence through every stage of life."

That could describe almost any financial advisor in America.

Something like this gives the visitor a lot more information:

"Retirement and tax planning for Apple executives with $2 million or more."

You don't have to make your positioning quite that narrow, but your prospect shouldn't need to read six pages to figure out if your firm is relevant to them. If your site has traffic but nobody is reaching out, read why your financial advisor website isn't booking calls .

Give people a reason to stay connected

Some visitors will be ready to schedule a meeting. Most probably won't.

Give them another option. For example:

  • 7 Tax Mistakes Executives Should Avoid Before Retirement
  • The 5-Year Retirement Checklist
  • The Apple Employee Guide to RSUs, Company Stock and Retirement

The topic should come directly from the problems your target market already cares about.

Then collect their email address when they download it. Now you have a way to continue the conversation.

What you should have by day 30

At the end of the first month, I'd want these pieces in place:

  • A clear ideal client
  • A list of their biggest problems
  • Clear website positioning
  • One primary call to action
  • One lead magnet
  • Email capture

You're ready to start getting more people into the system.

Days 31–60: Build Your Content and LinkedIn Pipeline

Month two is where you start creating more activity.

This is also where a lot of advisor marketing falls apart.

Someone starts posting on LinkedIn. They get a few likes. Nothing happens for a couple of weeks. Then everyone decides LinkedIn doesn't work.

Kitces reported in 2026 that a large percentage of advisors using social media hadn't generated a client from it over the previous year.

I'm not surprised. Posting alone leaves a lot up to chance.

I prefer combining content with targeted distribution and outreach.

Start with 3 to 5 content topics

Go back to that list of client problems. Pick a handful you want to become known for talking about.

If you work with tech executives, your topics might be:

  • RSUs
  • Concentrated stock
  • Taxes
  • Retirement
  • Stock options

Now you have plenty to write about.

You could take concentrated company stock and create posts like:

  • What happens if your company stock drops 40% two years before retirement?
  • How much company stock is too much?
  • Would you buy this much of your employer's stock today?
  • What are the tax consequences of selling?
  • How should company stock factor into a retirement plan?

One problem can create dozens of posts. You don't need a completely new subject every time.

Write about real problems

The financial industry produces an unbelievable amount of generic content. You've seen it.

"5 Tips for Retirement Planning." "What Is Diversification?" "3 Reasons to Review Your Financial Plan."

Nobody wakes up worried about diversification.

They worry because 45% of their net worth is in their employer's stock and retirement is three years away.

That's the topic.

Use the language people actually use when they describe their problems. You can explain the technical pieces after you get their attention.

Post consistently

You don't need to post every day.

For most advisors, two or three good posts per week is enough to build some consistency. The harder part is sticking with it.

People may read your content for months before they ever contact you.

They may see five posts and say nothing. Then one day they have a problem.

If they've been seeing your name regularly and your content has been relevant to their situation, there's a good chance they think of you.

That's what you're trying to build.

Add targeted LinkedIn outreach

This is one of the biggest reasons I like LinkedIn for niche-focused advisors.

You can go find the people you want to work with.

Say you work with executives at AbbVie. You can identify AbbVie executives on LinkedIn, connect with them and gradually build an audience full of people who match your target market.

You can do the same thing with Apple employees. Or physicians. Or business owners. Or executives in a particular industry.

I wouldn't connect with someone and immediately ask them to schedule a meeting. That gets old fast.

Start conversations. Comment on what they're doing. Send something relevant. Follow up later.

And actually follow up.

We've seen people respond after the fourth or fifth message. People are busy. A lack of response after one message doesn't tell you much.

For the full step-by-step system, read our complete guide to LinkedIn marketing for financial advisors .

Let your content do some of the selling

This is where the strategy starts working together.

You connect with someone. They visit your profile. They see several posts talking about problems they have.

A week later they see another post. Then you message them again.

Maybe they visit your website. Maybe they download your guide.

Now they've had six or seven different interactions with you before they ever schedule a call.

That's a much better setup than sending a completely cold pitch and hoping someone happens to be looking for an advisor that day.

What you should have by day 60

At this point, I'd want:

  • 3 to 5 core content topics
  • A consistent posting schedule
  • A clearly defined prospect list
  • A connection strategy
  • A follow-up sequence
  • A way to move people from LinkedIn to your website or email list

Now you're starting to build an actual pipeline.

Days 61–90: Build Your Follow-Up System

This part gets overlooked constantly.

An advisor generates a lead. The person doesn't schedule. The lead gets marked as bad.

That's a mistake.

Someone may be interested and still be six months away from doing anything. You need a way to stay in front of them.

Build a simple email sequence

When someone downloads your lead magnet, start an automated sequence. It doesn't need to be complicated. Here's an example:

  • Email 1:Send them what they requested.
  • Email 2:Explain one of the biggest mistakes related to the topic.
  • Email 3:Share a story or example.
  • Email 4:Address a common misconception.
  • Email 5:Explain how you would think through the problem.
  • Email 6:Answer a common question.
  • Email 7:Give them an opportunity to talk.

Then keep emailing them after the sequence ends.

Send regular emails

I'm a big fan of email because you're able to keep communicating with someone after they leave LinkedIn or your website.

You don't need to make every email a sales pitch.

Write about things your prospects care about. Answer questions. Share examples. Talk about mistakes. Give your opinion on things happening in your industry.

Then occasionally give people a way to raise their hand if they need help.

A person might stay on your list for eight months before they schedule. That's fine.

Most firms get this wrong, which is why I wrote about email marketing for financial advisors .

Give people easy ways to respond

Your only call to action doesn't have to be: schedule a meeting.

You can say:

"If you're dealing with this right now, reply and tell me what's going on."

Or:

"If you want the checklist, send me a message."

Or:

"If you're within five years of retirement and aren't sure how these pieces fit together, you can schedule a call here."

Sometimes a reply turns into a conversation, and the conversation turns into the meeting.

Track the numbers that matter

Once you've had this running for a while, look at the whole funnel. Track:

  • People contacted
  • Connections accepted
  • Replies
  • Website visits
  • Leads
  • Calls booked
  • Qualified calls
  • Clients
  • Revenue

I still pay attention to impressions and engagement, but they're secondary.

A post getting 50,000 views and generating nothing isn't automatically better than a post getting 3,000 views and leading to two conversations with $3 million prospects.

Follow the numbers all the way to revenue.

The 90-Day Financial Advisor Marketing Plan

Here's what the full plan looks like:

  • Days 1–30:Niche, positioning, website, lead magnet. You're building the foundation.
  • Days 31–60:Content and LinkedIn outreach. You're building the pipeline.
  • Days 61–90:Email and follow-up. You're building nurture and appointments.

You can add paid ads, SEO, webinars, video, seminars and other channels later.

I'd rather have one functioning system before adding five more things for your team to manage.

Should Financial Advisors Use Paid Ads?

Paid ads can work. I just wouldn't make them the first thing I test.

If you don't know which messaging resonates with your ideal clients, you're paying to find out.

If your website doesn't convert, you're paying to send people to a page that doesn't work.

If you don't have follow-up built, you're paying for leads and letting most of them disappear.

Use your organic marketing to learn first.

Pay attention to the posts people respond to. See which problems get people talking. See what lead magnets people actually download. See which emails get replies.

Once you have some evidence that a message works, putting money behind it becomes a much more reasonable conversation.

What Is the Best Marketing Strategy for Financial Advisors?

There isn't one channel I would recommend for every advisor.

Your target market matters. So does your budget, team and personality.

A retirement-focused advisor may do well with Facebook.

An advisor working with executives could have a much easier time finding prospects on LinkedIn.

An advisor with a strong local reputation may generate a lot of business from referrals, seminars and centers of influence.

SEO can work extremely well when people are already searching for the exact problem you solve.

I like combining a few channels that support each other. For example:

  • Someone finds one of your articles through Google.
  • They visit your LinkedIn profile.
  • They read a few posts.
  • They download your retirement guide.
  • They receive your emails for three months.
  • Then they schedule a call.

Good marketing often works like that. There may be several interactions before the person becomes a lead.

How Much Should a Financial Advisor Spend on Marketing?

Start with the economics of the client you're trying to acquire.

Suppose your average new client produces $15,000 per year in revenue.

If a client stays with you for years, you can afford to spend meaningful money to acquire one.

But include your time in that calculation too.

Kitces research has found that advisor time can represent a large portion of client acquisition costs. That matters because a marketing strategy that costs $500 per month but requires the founder to spend 15 hours a week executing it is not really a $500 marketing strategy.

Your time has a cost.

How Do You Know If Your Marketing Is Working?

Look at where prospects are dropping off.

If people see your content but never visit your website, your content or call to action may need work.

If people visit the website but don't become leads, take a closer look at your positioning, offer and lead magnet.

If people become leads but don't book calls, your follow-up may be weak.

If you're getting lots of meetings with people who don't fit your firm, revisit your targeting.

If qualified prospects are taking meetings but rarely becoming clients, look at your sales process and service offering.

The numbers can usually show you where the problem is.

Financial Advisor Marketing Plan FAQ

What should be included in a financial advisor marketing plan?

Your marketing plan should define your ideal client, positioning, marketing channels, content strategy, lead-generation process, follow-up system, budget and key metrics.

You should also have a clear process for moving someone from their first interaction with your firm to a conversation with an advisor.

How do financial advisors get clients?

Advisors get clients through referrals, search engines, social media, LinkedIn outreach, email marketing, networking, centers of influence, seminars, paid advertising and other channels.

The right mix depends on the type of client you serve.

Does LinkedIn work for financial advisors?

Yes, particularly if your target clients are easy to identify on the platform.

I like LinkedIn most when advisors combine content with targeted outreach. Your content gives prospects a reason to pay attention to you, while outreach helps you get that content in front of the right people.

How often should financial advisors post on LinkedIn?

For most firms, two to three posts per week is enough to build consistency.

Quality and relevance matter much more than posting seven days per week. Pick a schedule your team can maintain.

How long does financial advisor marketing take to work?

Some campaigns can generate leads quickly. SEO and content tend to take longer. Referrals may come unpredictably.

Outbound campaigns can generate conversations relatively quickly, but prospects may still need time before they become clients.

I'd use the first 90 days to build your system and collect enough information to see what deserves more investment.

Should financial advisors use SEO?

Yes, particularly if your ideal clients search for specific problems you solve.

Pages focused on searches like:

  • Financial advisor for Apple employees
  • Retirement planning for executives
  • Financial advisor for business owners
  • Tax planning before retirement
  • Financial advisor marketing plan

can attract people who are already looking for help.

That type of traffic can be valuable because the search itself gives you information about what the person wants.

What marketing rules apply to financial advisors?

Your compliance requirements depend on your registration and firm structure.

SEC-registered investment advisers need to account for the SEC Marketing Rule, including requirements related to testimonials, endorsements, performance advertising and recordkeeping.

Broker-dealer representatives may also have FINRA communication and supervision requirements.

Build compliance review into your marketing workflow from the beginning.

Putting Your Financial Advisor Marketing Plan Into Action

You don't need to build everything at once.

Start with the first 30 days.

Get specific about who you want to serve. Fix your website. Create something worth downloading.

Then spend the next 30 days getting in front of those people through content and outreach.

Use the final 30 days to build follow-up so interested prospects don't disappear after one interaction.

At that point, you should have a much clearer picture of what's working.

Then you can add more traffic. More content. More outreach. SEO. Paid ads. Video. Whatever makes sense based on the results you're seeing.

The firms I see struggle with marketing usually have plenty of activity.

What they're missing is a repeatable process for turning that activity into qualified conversations.

Build that process first.

Want Us to Build It for You?

You can build this entire financial advisor marketing plan internally.

Someone on your team will need to handle the strategy, content, LinkedIn outreach, lead magnets, emails, follow-up and ongoing testing.

That's also exactly the type of work we do for established financial advisory firms.

We help advisors create the positioning, content and outreach system designed to put them in front of the people they actually want to work with. You can see how we do it on our services page .

If you want to talk about what that could look like for your firm, schedule a call here.

Read the full article at https://www.bfladvisormarketing.com/blog/financial-advisor-marketing-plan-90-day-framework.