Digital Marketing Strategies
Industry Insights
At Simplicity Lone Beacon, we've spent our careers helping big national brands develop digital marketing strategies to activate campaigns locally. Today, we're creating independent financial advisor digital marketing strategies to capitalize on the tremendous opportunity that exists online, putting your message in the hands of the people you want, delivered in the way only you can, and give you the resources to close those leads.
Financial Advisor Digital Marketing Articles
The Importance of a Touchpoint Calendar
https://www.youtube.com/watch?v=NO44Glg5tPM Consistency is key, but so is balance. One of the simplest ways advisors can improve the client experience is by creating a touchpoint calendar. Marcus Roth explains why mapping out when prospects and clients hear from you—whether it’s an email, an SMS, or a phone call—can make all the [...]
Put Yourself In Your Target Audience’s Shoes
https://www.youtube.com/watch?v=KGFTn-4OYzI The best way to strengthen your marketing is by stepping into your prospect’s shoes. Marcus Roth’s top piece of advice for advisors is to see every step of the journey through the eyes of pre-retirees and retirees. It’s not only about understanding their financial goals, but also about noticing [...]
Simpler Email Content Generates Better Results
https://www.youtube.com/watch?v=o1GZ9O-ykzU Advisors often make the mistake of writing emails they’d enjoy reading themselves, which tends to be dense, detailed and filled with technical analysis. But prospects aren’t looking for a dissertation; they’re looking for simple, digestible content that shows you know what you’re doing without overwhelming them. Here’s the kicker: [...]
Evergreen Content: The Cornerstone of a Proactive, Resilient Content Strategy
By Graeme Mills, Team Lead - Copywriter for Simplicity Lone Beacon. In today’s digital-first world, the content your advisory firm puts out is your brand. Whether it’s a blog post, email campaign, ad, video or one-pager, every piece of content is a chance to build trust, demonstrate value and create [...]
How Content Generates Digital “Micro Buy-Ins”
By Graeme Mills, Content Manager for Simplicity Lone Beacon. When it comes to choosing a financial advisor, trust isn’t built overnight. It’s built gradually over time, through repeated interactions. You’re not selling a candy bar; you’re being asked to safeguard someone’s life savings. That’s why the advisory sales cycle is [...]
Understand That You’re On Your Prospects’ Timeline
https://www.youtube.com/watch?v=0_LdwZptKak You can’t rush results—and you can’t control when a prospect is ready to move forward. This clip focuses on the importance of understanding that you’re always on your prospect’s timeline, not yours. By learning what matters most to them, how they make decisions, and where they are in their [...]
How To Optimize Financial Advisor Websites For AI Search Overviews
By: Kirby G Mack (Vice President of Digital Media at Simplicity Lone Beacon) As of 2025, AI tools like ChatGPT are increasingly used for general searches, and the trend is accelerating rapidly. AI-powered results are now default on most mobile searches in the U.S., meaning AI-generated answers are the first [...]
Wealth Transfer is Your Opportunity for Multigenerational Client Retention
https://www.youtube.com/watch?v=va_l8Cq5F-k The Great Wealth Transfer isn’t on the horizon—it’s already happening. Trillions of dollars held by the Baby Boomer generation are beginning to pass into the hands of their heirs. And here’s the hard truth: if you’re not building relationships with your clients’ children today, you may not have a [...]
Increase Wallet Share & Be the One-Stop-Shop Advisory Firm
https://www.youtube.com/watch?v=Lx-xBZUKMA0 Clients sometimes worry that working with one advisor for everything means putting all their eggs in one basket. But with a Simplicity advisor, that couldn’t be further from the truth. In reality, a one-stop-shop approach gives clients access to a wide array of strategies, tools, and solutions—from income planning [...]
Referrals Are the Long-Term Value of Your Clients’ First Impressions
https://www.youtube.com/watch?v=mYHPVTuH0Is First impressions don’t just open doors, they plant seeds. And in the financial advisory world, the real harvest often comes years later. A kind word, a thoughtful question, or a confident strategy shared in that very first meeting can be the moment someone decides: “This is the person I’ll [...]
How to Navigate Meta’s New Special Ad Category as a Financial Advisor
By Zoe Menendez, Senior Digital Media Manager for Simplicity Lone Beacon. Digital lead generation has been largely misunderstood by much of the financial community and it’s costed us. We at Simplicity Lone Beacon have been innovators in this space and have demystified digital marketing, and have been able to [...]
Data Shows Financial Advisors Should Capitalize on the Great Wealth Transfer
https://www.youtube.com/watch?v=dScoYpb2AOo Over $100 trillion is set to change hands in the coming years. That’s not just numbers on a balance sheet—it’s family stories, dreams, and decades of hard work being passed down. Inheritance isn’t just a financial event. It’s emotional, it’s complicated. And it’s already on your clients’ minds. [...]
Using Data to Create More Meaningful Connections with Clients & Prospects
https://www.youtube.com/watch?v=QafyZ8ohMlE When you hear 'data,' you probably picture spreadsheets, algorithms, and cold, clinical numbers. But in the world of financial advising and sales, data isn’t sterile—it’s deeply human. Used the right way, it becomes a powerful tool to personalize every conversation, every email, every touchpoint with your prospects and clients. [...]
Survey Says… Your Target Audience Cares About Wealth Transfer
https://www.youtube.com/watch?v=gvXfiTlNNcQ A massive transfer of wealth is already underway—whether your prospects and clients are planning to leave a legacy or preparing to receive one. More and more Americans are thinking beyond their own retirement and asking bigger questions: What will happen to my wealth when I'm gone? Or, what should [...]
Show Your Prospects and Clients the Value of a Full-Service Financial Advisory
https://youtu.be/nO5IRLK6AO0 Marcus Roth and John Capuano explore how survey respondents perceive the role of a full-service advisory firm, and the results may surprise you. Many pre-retirees and retirees still don’t fully recognize the value of having a single, comprehensive financial team guiding their retirement strategy. And among ultra-high-net-worth individuals, belief [...]
Address Your Prospects’ and Clients’ Pessimism In The Economy
https://youtu.be/tsuSZTew9X0 Marcus Roth, and John Capuano share sentiments of pessimism from respondents to the 2025 Retirement Survey about the U.S. economy over the next five years. For advisors, this level of uncertainty among retirees and pre-retirees signals an opportunity to directly acknowledge these concerns. It’s not just about offering a [...]
Why & How Financial Advisors Should Share Timely Content with Their Audiences
By Graeme Mills, Content Manager for Simplicity Lone Beacon. As a financial advisor, your role extends far beyond building portfolios or managing risk, it’s about building trust. And in a world where financial headlines change by the hour and economic shifts seem more dramatic than ever, timely communication with your [...]
Why Attending to All Stages of Your Lead Funnel Helps Your Business
By Zoe Menendez, Senior Digital Media Manager for Simplicity Lone Beacon. When it comes to digital marketing, lead generation is the name of the game. Platforms like Meta and LinkedIn make it easier than ever for financial advisors to generate quality leads that then eventually become clients. However, when your [...]
Five Critical Components for Success in Large Company Projects
By Mia Wood, Senior Client Relationship Manager at Simplicity Lone Beacon Summary: Success in large company projects depends on five key components: proactivity, communication, team comradery, leveraging strengths, and revisiting the end goal. Proactive teams anticipate challenges, conduct risk assessments, and adapt quickly to minimize disruptions. Clear communication ensures [...]
Your Prospects and Clients Are On Their Phones… It’s Time to Adapt
https://youtu.be/RTCeYIT0kPo In Simplicity Lone Beacon's latest OneCast, Partners Greg Dinetz and John Capuano talk about how much media consumption for the retirement aged demographic has changed in the last 10 years. Whether you like it or not, your audience is on their phones A LOT, and if you don't adapt [...]
The Power of Referrals in 2025
https://youtu.be/sbwUohU9l3g In Simplicity Lone Beacon's recent OneCast, Co-Founder John Capuano met with VP of Sales and Marketing, Mike Shaffman to talk about 5 important concepts for advisors to be attuned to in 2025... One of the biggest: How referrals work in the digital age. Listen to this key insight and [...]
SEO is Dead. Here’s What You Can Do.
By: Kirby G Mack (Vice President of Digital Media at Simplicity Lone Beacon) SEO is dead. This is something proclaimed every year. And depending on which side of the SEO operations you land on, you either scoff at it or cheer it. SEO, Search Engine Optimization, is evolving rapidly with [...]
Apple’s iOS 18.2 Update Changes the Game for Financial Advisor Newsletters – Here’s What You Need to Know
Written by Marcus Roth, Senior Director of Email Marketing, Automation, and Content at Simplicity Lone Beacon. If your advisory sends regular newsletters to clients and prospects, like we do at Simplicity Lone Beacon for our clients, then Apple’s recent iOS 18.2 update will change how your emails are received—whether [...]
Instagram for Financial Advisors
By Zoe Menendez, Senior Digital Media Manager When you think about what social media platforms your advisory is using, what comes to mind? For most, it’s likely just Facebook and LinkedIn but this limited strategy could mean you’re missing out on valuable impressions and potential clients. In this article, we’re [...]
