Introduction: From the Experts
This blog is inspired by Kalli's recent panel session, "Marketing by Experts," at Bob Veres' Insider's Forum. Kalli shared the stage with industry peers to discuss how financial advisors can stay ahead in an evolving marketing landscape. Here, we highlight her key insights on how to move beyond outdated tactics and create a data-driven, relationship-focused marketing strategy.
Once upon a time, advisors stood out by cold calling, then through seminars, and later by hosting events. Today, the game has changed entirely. COVID-19 was the turning point—remote meetings have redefined how prospects look for advisors, making it possible to work with anyone, anywhere. Kalli explained how this shift complicates client referrals: now, potential clients can compare countless advisors online. You’re no longer competing just with the advisor next door; you’re up against a whole digital ocean of them.
To succeed in this vast landscape, it’s not just about being visible—it’s about establishing social proof. You need to present yourself as the advisor prospects want to call, not just the one they’ve been referred to.
In her talk, Kalli laid out a foundational principle for marketing success: your strategy needs to rest on three pillars. Let’s break them down.
Audience Awareness
"Who is your audience?" You need to define this clearly. Whether you’re trying to replace clients who've left or aiming for growth, knowing who you’re talking to is key. Your prospects have different behaviors and needs—understand where they spend time online and meet them there.
Goal Clarity
Kalli emphasized the importance of setting clear goals for your marketing. Are you looking to replace lost clients or grow exponentially? Your goals should shape every marketing decision you make.
The Journey Matters
"What steps must your prospects take to reach that goal?" Marketing isn’t just about running ads; it’s about guiding clients along their journey. Understand what each small step looks like—from seeing a post to clicking a link, to eventually scheduling a call.
Kalli shared an all-too-common mistake among advisors: clicking the "Boost" button on Facebook and hoping for results. While it’s tempting—it's right there after all—boosting posts without a clear strategy often leads to wasted budgets and underwhelming engagement.
Instead, Kalli recommends setting up an ad account on Facebook or LinkedIn to target audiences more precisely. By choosing the right ad filters and objectives, you can ensure your content is shown to those who are actually interested in your services. Here’s proof: Kalli mentioned a client who spent $200 to boost a video, but got minimal results. With a more targeted $50 ad from Kalli, the video reached 20,000 people. That’s the power of intention in advertising.
Kalli explained that conversions are not just a click—they’re steps in a journey. She uses the example of a LinkedIn post: a conversion might start with someone seeing your post, then clicking on the "read more" button, and finally visiting your website. These small wins are critical; they indicate that prospects are getting closer to becoming clients.
The focus should be on conversions that matter, not vanity metrics like reach or impressions. What matters is engaging the right audience and nurturing them through a series of small, actionable steps.
When it comes to advertising, Kalli recommends putting more emphasis on precision rather than broad reach. Boosting a post is easy, but it’s not enough. By creating well-crafted ad sets—each with specific goals—you can target different stages of your audience's journey. For instance, one ad might be about awareness (getting in front of new people), while another might focus on lead generation (targeting those who’ve already shown interest).
The key takeaway here is clear: if you want results, avoid shortcuts like Boost. Instead, invest time in creating tailored ads and testing different audience segments.
Kalli touched on an important trend: the rising power of video content. Platforms like LinkedIn and Facebook reward video with better reach. If you’re hesitant because you think you need a fancy studio, think again—most of Kalli's clients simply use their phones to create authentic, relatable content. The goal is not to be perfect but to be real. People want to see the advisor behind the strategy.
Content marketing is a major part of Kalli Collective’s strategy. Kalli advises that advisors should aim for a 70/30 balance—70% of content should be educational, showcasing expertise, while 30% should be personal. Personal posts always perform best in terms of engagement, as clients want to see the human side of their advisor.
Additionally, consistency is crucial. Kalli often sees firms post a flurry of content and then disappear for weeks. This inconsistency can damage engagement. Instead, she suggests starting small—maybe just one post a week—and growing from there.
While many advisors dream of going viral with organic content, Kalli emphasized that advertising is guaranteed visibility. Whether it’s Google ads or social posts, advertising should be a cornerstone of your marketing strategy if you want consistent growth.
Kalli’s overall message is one of strategy. It’s easy to get lost in the tactical side of marketing—clicking Boost, posting sporadically, or trying to write everything yourself. But without a clear, data-driven strategy, these efforts often fall flat.
A successful advisor marketing approach doesn’t come from doing more of what everyone else is doing. It comes from taking the time to understand your audience, set your goals, and map out each step of your prospect's journey. It comes from being intentional. At Kalli Collective, we’re all about giving your brand a voice—and making sure that voice is heard by the right people.
We’d love to help you map out your marketing journey—from audience targeting to ad creation and content strategy. And if you're looking for hands-on guidance without the overwhelm, check out our new Consult and Coordinate service. We provide tailored strategy sessions and coordination support so you can focus on what you do best: being an advisor.
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