ADVISOR MARKETING

Susan Theder

How to keep your momentum when you’ d rather be on the beach.

VERYONE WORKS AT A DIFFERENT PACE DURING THE SUMmer. People are on vacation, clients are traveling. Some companies pause to do their own internal planning. As all this goes on, it can be tough for you to keep your marketing efforts consistent.

But staying visible and engaged with prospects doesn’ t have to be time-consuming. The key is to use simple strategies that create connections and open new doors— and without overwhelming your calendar. Here are three smart ways to keep your momentum going this summer.

1. Use Your Personality To Engage

Your audience responds more to personal content than anything else. Financial education has its place, but if you want to boost your visibility and reach new people, you should show more of your human side, especially in the summer when clients expect you to have a little fun outside of work!

Here’ s how you can relate better on social media:

• You can post content celebrating graduations, vacations, birthdays, work anniversaries, or team milestones. This isn’ t just feel-good content— it generates real results.

• You can post employee appreciation content. This consistently outperforms financial education content. These moments create familiarity and trust, which helps prospects feel connected before they ever schedule a meeting.

• Even simple behind-the-scenes posts— featuring your pets, family moments or day-to-day office culture— can double your engagement and help you grow your audience. Such posts show your human side and make your brands more approachable.

If you’ re hosting any event or outing this summer, share it on social media. Or share things about your kids and family. Consistent, personal content builds visibility with the people who already follow you and attracts new clients organically.

2. Event Marketing Brings Clients Together

Events give you a chance to create in-person moments that deepen relationships, and summer is the perfect time to keep things relaxed but meaningful. One idea to consider: a“ Focus on What Matters” client event.

Host it somewhere with a beautiful backdrop— a park, garden or scenic venue— and hire a professional photographer to offer complimentary family portraits. It’ s something almost every family appreciates but rarely makes time for.

The concept plays off the word“ focus”— both in terms of photography and financial planning— and gives you a natural way to talk about legacy planning with families so they can talk about what matters most: their loved ones. It’ s also a smart way for you to connect with clients’ extended family members who may be visiting for the summer, while at the same time positioning yourself as the expert who helps families prepare for the future.

3. Don’ t Ignore Referral Partners This Summer

While you’ re strengthening relationships with clients, don’ t forget about your referral network. Other professionals who act as centers of influence— people like CPAs, real estate agents, and attorneys— often have their own seasonal rhythms, and summer is a great time to check in and reconnect.

Start by making sure you’ re connected on LinkedIn with all of these important professionals. If not, now’ s the time to send a quick connection request. You can even shoot them a casual note suggesting lunch or coffee sometime soon, since summer tends to open up calendars a bit, and a low-pressure touchpoint can go a long way.

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18 | FINANCIAL ADVISOR MAGAZINE | JULY / AUGUST 2025 WWW. FA-MAG. COM