{"id":40806,"date":"2022-02-22T07:00:55","date_gmt":"2022-02-22T15:00:55","guid":{"rendered":"https:\/\/insights.fmgsuite.com\/?p=40806"},"modified":"2026-04-08T20:48:02","modified_gmt":"2026-04-09T03:48:02","slug":"complete-guide-to-creating-a-marketing-calendar-for-advisors","status":"publish","type":"post","link":"https:\/\/7e78e84f-a80e-4b05-ba90-7dd3f9d29edc.express.conves.io\/complete-guide-to-creating-a-marketing-calendar-for-advisors\/","title":{"rendered":"Complete Guide to Creating an Advisor Marketing Calendar"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">You don\u2019t have to wait for the beginning of the year, or even the month, to start creating an advisor marketing calendar. Any time is a great time to get your marketing efforts organized.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But financial advisors are not usually also professional marketing experts, so marketing is not always second nature. As a result, the marketing calendars advisors build can often miss important features.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A financial advisor marketing calendar does more than simply plan out the year&#8217;s events. Successful advisors take the time to build a marketing calendar that focuses on the bigger picture.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And when it comes to designing your day-to-day, there are several things you can do to quickly and easily create a schedule to meet your goals.\u00a0<\/span><\/p>\n<p><iframe title=\"DAILY DIGITAL MARKETING SCHEDULE for Financial Advisors | What to Share Weekly (Email, Social Media)\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/VzvmRTcqSyg?feature=oembed&#038;width=840&#038;height=1000&#038;discover=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h2>9 Steps to Creating an Advisor Marketing Calendar<\/h2>\n<p>Here are the 9 steps you need to create a financial advisor marketing calendar:<\/p>\n<h3><b>1. Write Down Your Biggest Goals<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Sure, financial advisor marketing plans should contain daily objectives. But, there is something that happens when you take the time to write down long-term goals.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They no longer float around as mere thoughts. It\u2019s as if the act of writing goals makes them real.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Including larger goals on your calendar makes sure they are no longer wishes; they become mile markers, allowing you and your team to maintain focus. Make sure to include long-term objectives for your business, team, and clients.\u00a0<\/span><\/p>\n<h3><b>2. Build Your Advisor Marketing Calendar Around the Company\u2019s Purpose<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">A financial advisor marketing calendar is built around the team\u2019s rally cry and keeps everyone believing in the team\u2019s purpose. And when the team is motivated, they are quick to take action.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But the first step is to find out what the team\u2019s rally cry is. What is the reason the company exists in the first place? Beyond products and services, what is the company\u2019s purpose for being? What would clients lose if the business ceased to exist tomorrow? Simon Sinek would ask, \u201cWhat\u2019s your <\/span><i><span style=\"font-weight: 400;\">why<\/span><\/i><span style=\"font-weight: 400;\">?\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Next, what strategies can be done to enhance your firm\u2019s purpose? If the purpose is to give clients a stellar life after retirement, how can this be achieved?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Then, build your schedule around these strategies. If your objective is to connect with your clients more, then schedule more opportunities for one on one calls. If your \u201cwhy\u201d is to provide security and comfort to retirees, then include more educational communications to enable peace of mind. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Any financial advisor marketing plan focused on purpose is a win-win for everyone.<\/span><\/p>\n<h3><b>3. Always Include Variety<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">There is no such thing as a silver-bullet strategy where doing just one type of activity will always grow your business (i.e., only sending emails to communicate with clients or only doing public seminars for an event strategy).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To better illustrate this, think about how an advisor might describe to a client the benefits of a diversified portfolio to reduce risk. The same is equally true for marketing.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The most successful advisors use different communication channels and mix up the types of events they do. A multi-channel presence can improve the effectiveness of your marketing overall and ensure your message is heard.<\/span><\/p>\n<h3><b>4. Spread Out Your Events<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Imagine having four <a href=\"https:\/\/fmgsuite.setupwp.io\/insights\/memorable-client-event\/\" target=\"_blank\" rel=\"noopener\">events<\/a> scheduled for this week, two charity events set for the weekend, another educational event next Thursday, and another Friday morning, all while planning to create, design, and send your seasonal newsletters and weekly commentaries.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Oh, and don\u2019t forget, many advisors are business owners and still need to run their business\u2019s day-to-day operations.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No doubt the team is going to be overwhelmed.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But spaced out throughout the year, this same workload becomes far more manageable. The best advisors can proactively balance their marketing so they do not push their team to extremes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The best financial advisor marketing plan provides dispersed and continuous activities so clients always have their advisors on top of their minds when the opportunity for a referral becomes available.\u00a0<\/span><\/p>\n<h3><b>5. Provide Opportunities for Feedback<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">A common misconception is more activity is better \u2013 more emails and drip campaigns, more seminars, more wine tastings. This is simply not always the case. <\/span><i><span style=\"font-weight: 400;\">Quality<\/span><\/i><span style=\"font-weight: 400;\"> marketing is far superior to <\/span><i><span style=\"font-weight: 400;\">quantity<\/span><\/i><span style=\"font-weight: 400;\"> marketing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One way to determine what strategies are the most relevant for your clients is to incorporate client feedback into your marketing schedule.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Annual client surveys, client advisory board meetings, event feedback forms, and face-to-face conversations are among the many powerful tools advisors use to gather feedback for their clients\u2019 events and communication preferences.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The most successful advisors do not assume they know what is best for their clients. Instead, they take the time to ask.<\/span><\/p>\n<h3><b>6. Focus Your Advisor Calendar on Niche Markets<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">It seems like every advisor under the sun is doing a public awareness strategy. But how can advisors break away and stand out from this sea of advertising?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you have organized your marketing events on a calendar, analyze your endeavors to see if your actions are focused on a specific niche market and adjust where it\u2019s necessary.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Rather than aiming to be the advisor for all retirees and pre-retirees, aim to be the best advisor in your area.<\/span><\/p>\n<h3><b>7. Identify Trends to Maintain Success<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Sometimes marketing works out brilliantly. The financial advisor gets a lot of referrals, happy clients, new leads, and plenty of public awareness. And sometimes, the advisor learns a new way <\/span><i><span style=\"font-weight: 400;\">not<\/span><\/i><span style=\"font-weight: 400;\"> to do an event.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Although every activity should be tracked in minute detail, a marketing calendar should provide the financial advisor with a bigger picture.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By examining a large number of events and communications at once, you can identify <\/span><i><span style=\"font-weight: 400;\">trends<\/span><\/i><span style=\"font-weight: 400;\">. What types of events are successful? What types of communications have the most resonance? Then you can laser-focus on the details of each and start making adjustments.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As you create your calendar, do more of what works and less of what doesn\u2019t.\u00a0<\/span><\/p>\n<h3><b>8. Share Your Advisor Schedule to Improve Accountability<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Financial advisors are dreamers. They want the world for their clients, employees, and businesses. Sometimes, it can feel like there are more dreams than actions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Where should advisors start? How does this event get planned? How much work needs to be done by the advisor, and how much can be done by someone else?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketing can become chaotic quickly.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Accountability is one of the best ways to measure the success of a financial advisor&#8217;s marketing plan. A marketing calendar, when shared with the team, can help ensure that progress never stops. Everyone holds each other accountable. Plus, it\u2019s harder to abandon a great marketing campaign when other team members are in the loop.<\/span><\/p>\n<h3><b>9. Give Yourself An Adequate Budget<\/b><\/h3>\n<p><i><span style=\"font-weight: 400;\">\u201cIf a business owner says she can\u2019t afford to market her business, she truly can\u2019t afford to be in business.\u201d \u2013 Sherr DeMao<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">One advisor that I work with told me about a great way to do more with clients without paying more out of his pocket. He loved the idea of doing frequent social, intimate, and educational events, but at some point, he had to draw the line because it became cost-prohibitive.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What this advisor found was that completing a marketing calendar with an estimated event budget allowed wholesalers to pick which events they wanted to support.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A marketing budget is entirely dependent on what your goals are, but here is a quick suggestion:<\/span><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-40807\" src=\"https:\/\/insights.fmgsuite.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-22-at-12.46.13-PM-300x210.png\" alt=\"financial advisor marketing calendar image\" width=\"500\" height=\"351\" srcset=\"https:\/\/7e78e84f-a80e-4b05-ba90-7dd3f9d29edc.express.conves.io\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-22-at-12.46.13-PM-300x210.png 300w, https:\/\/7e78e84f-a80e-4b05-ba90-7dd3f9d29edc.express.conves.io\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-22-at-12.46.13-PM-768x539.png 768w, https:\/\/7e78e84f-a80e-4b05-ba90-7dd3f9d29edc.express.conves.io\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-22-at-12.46.13-PM.png 850w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/p>\n<p><span style=\"font-weight: 400;\"><br \/>\nOften, the actual budget does not align with the overall marketing objective in the chart above. In my experience, many advisors are spending less than 3% of their production level on their marketing budget and still expect their business to skyrocket in growth. Perhaps they feel they can simply <\/span><i style=\"font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;\">will<\/i><span style=\"font-weight: 400;\"> the growth into reality, but these advisors are not spending the appropriate time, energy, or resources to get there. While nothing is impossible, this expectation is unrealistic.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Performing an Advisor Marketing Calendar Checkup<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve created the perfect financial advisor marketing plan, it is important to perform the occasional checkup.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some might argue to do monthly marketing pushes and never plan out a calendar beyond that. Some might argue for creating an annual calendar and only revising it once every year.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Both can work, but neither works 100% of the time for everyone.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s the best practice: Start with an annual calendar that lays out a plan for some long-term goals. Then, set up some times throughout the year for regular checkups. How long the meetings should be depends on how frequently throughout the year checkups are done. The more times an advisor meets with the team to review their marketing, the shorter the checkup meetings can be.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For most advisors, I would suggest a quarterly marketing calendar checkup. Here are some tips to make the most out of your marketing calendar checkups:<\/span><\/p>\n<h4><b>Once per quarter, schedule a marketing meeting with your team.<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Cover topics like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><em>Why<\/em>\u00a0the team exists. What\u2019s the team\u2019s rally cry?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What are the goals (both short-term and long-term)?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Is the business still on track to completing those goals?<\/span><\/li>\n<\/ul>\n<h4><b>Review all of the communications, client strategies, and public strategies from the past few months that have worked and try to understand why they worked.<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Ask questions like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Why did this email get a higher open rate?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What made our clients enjoy this event over this other one?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Why did clients invite more guests to this event?<\/span><\/li>\n<\/ul>\n<h4><b>Additionally, review everything that did not work and try to understand why it didn\u2019t work out.<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Ask questions like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Were the client events on the wrong day?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Was there enough notice given before the event?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Was there something happening elsewhere in the community?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What feedback have we received from our clients that we should incorporate?<\/span><\/li>\n<\/ul>\n<h4><b>Once the team understands what worked and what didn\u2019t over the last few months, take a look at what\u2019s coming up.<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Ask questions like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Do any changes need to be made?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Should any events be adjusted, removed, or replaced?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Are there any trending ideas or topics that need to be added?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Is there any new technology available that makes our day easier without compromising our quality and reputation?<\/span><\/li>\n<\/ul>\n<h4><b>When the team is happy with the adjustments, take a few moments and make the necessary revisions to the marketing calendar.<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Some suggested actions would include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pull any necessary checklists from the <\/span><a href=\"https:\/\/insights.fmgsuite.com\/fmg-content\/\"><span style=\"font-weight: 400;\">FMG downloadables library<\/span><\/a><span style=\"font-weight: 400;\"> for new events.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Schedule any new communications.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Book the next round of event venues that have not been reserved already.<\/span><\/li>\n<\/ul>\n<hr \/>\n<h2 style=\"text-align: center;\"><span style=\"color: #2d69ff;\">Let Us Do It For You<\/span><\/h2>\n<div class=\"elementor-element elementor-element-12c991c animated-slow elementor-widget elementor-widget-text-editor animated fadeIn\" data-id=\"12c991c\" data-element_type=\"widget\" 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data-element_type=\"widget\" data-settings=\"{}\" data-widget_type=\"text-editor.default\">\n<div class=\"elementor-widget-container\">\n<div class=\"elementor-element elementor-element-810c0f1 animated-slow elementor-widget elementor-widget-text-editor animated fadeIn\" data-id=\"810c0f1\" data-element_type=\"widget\" data-settings=\"{}\" data-widget_type=\"text-editor.default\">\n<div class=\"elementor-widget-container\">\n<div class=\"elementor-element elementor-element-1f1f232 animated-slow elementor-widget elementor-widget-text-editor animated fadeIn\" data-id=\"1f1f232\" data-element_type=\"widget\" data-settings=\"{}\" data-widget_type=\"text-editor.default\">\n<div class=\"elementor-widget-container\">If marketing feels like a lot of work, let us help. With Do It For Me, you\u2019ll work with a dedicated marketing specialist who will execute timely emails, social posts, and blogs written by our marketing experts.<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p class=\"hero\" style=\"text-align: center;\"><span style=\"color: #2d69ff;\"><a class=\"btn\" style=\"color: #2d69ff;\" href=\"https:\/\/fmgsuite.setupwp.io\/features\/marketing-assist\/\" target=\"_blank\" rel=\"noopener noreferrer\">Find Out More Here<\/a><\/span><\/p>\n<hr \/>\n<p class=\"hero\" style=\"text-align: center;\">\n","protected":false},"excerpt":{"rendered":"<p>You don\u2019t have to wait for the beginning of the year, or even the month, to start creating an advisor [&hellip;]<\/p>\n","protected":false},"author":39,"featured_media":52720,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[1],"tags":[83],"class_list":["post-40806","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","tag-marketing-campaign"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.9 (Yoast SEO v26.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Complete Guide to Creating an Advisor Marketing Calendar | FMG<\/title>\n<meta name=\"description\" content=\"Here is a 9 step guide to creating a financial advisor marketing calendar to help keep your marketing plans on time.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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