This post was authored by Adem Tumerkan, Dunham's Content Writer. If you have questions concerning today's topic, please call us at (858) 964 - 0500. Hold us to higher standards.

Key Takeaways

• Educate, don’t sell – Trust comes from teaching, not pitching.
• Content is your calling card – Blogs, posts, and videos answer client questions before the first meeting.
• SEO drives discovery – Show up on Google with fresh, credible, client-focused insights.
• Social presence matters – Consistent, authentic, and unique posts beat generic updates.
• Human connection wins – Digital tools (like using AI) amplify reach, but people still choose people.

I’ve written to you before about client retention strategies, outsourcing trends, must-read books, and other ways to grow a practice.

But financial advisor marketing today is a very different animal from just a few years ago.

See, evidence from the American College of Financial Services shows that clients don’t want to be pitched. They want to be educated. They want to trust the person handling their money and guiding them through markets and life decisions¹.

Makes sense, right?

But here’s the issue. . .

Even if you’re a top advisor and worthy of that trust, if you’re not showing up where clients spend their time - online, on social media, and in search - you don’t exist.

• What good is running a great practice if no one can find you?

So how can financial advisors stand out over the rest of 2025 and beyond? Well, the answer isn’t shouting louder. It’s marketing smarter.

Here’s what that means.

Why Old-School Advisor Marketing Doesn’t Work Anymore

The truth is blunt but needs to be said: hard-selling tactics tend to erode trust.

• Think about it. Would you want your doctor to sell you some treatment in a hotel ballroom? Or a lawyer cold-calling you while at dinner? If anything, it does more harm than good.

Financial advice is no different. Advisors who rely on high-pressure events, bought email lists, or product-first conversations can signal desperation.

Now, that doesn’t mean clients don’t want to be approached. They do. But the way you approach them has changed.

And the most successful advisors now act as guides, not salespeople. They educate, explain, and build credibility before they ever pitch.

Content Marketing for Financial Advisors: Educate, Don’t Sell

Content is your new calling card. And if you’re not actively doing this, you’re missing out.

That’s because your clients (and prospects) Google everything. They research long before they pick up the phone. And if they don’t find you when they search, they’ll find someone else.

• Or worse, if they find you and your material looks “meh” they’ll quickly close out of your page.

That’s where advisor content marketing comes in.

Consistent blog posts, LinkedIn articles, short videos, or even quick infographics - they’re all modern tools to plant seeds.

And here’s the important part - your content shouldn’t scream “buy this fund!” It should answer the questions your ideal clients already have. Such as:

• “How do I generate reliable income in retirement?”
• “How can I take advantage of market fear?”
• “What should I know about the new 401(k) rules in 2025?”
• “How can I plan for long-term care costs without draining my portfolio?”

Every answer you publish online builds trust before a client even meets you.

The point is, you’re educating them, not selling them. And that’s how modern advisors win.

Google’s SEO Playbook in 2025: What Advisors Should Do

“Okay, I see the importance of showing up on Google. But how?”

That’s where SEO comes.

SEO stands for Search Engine Optimization. It’s the process of making sure your content shows up when someone types a question into Google.

• Think of it this way. If a prospect types “best retirement income strategies” or “401(k) changes 2025” - will they find your content, or will they find someone else’s?

That’s all SEO really is - making sure you’re the answer.

And in 2025, Google’s SEO algorithm (how it decides who shows up where) is more focused than ever on rewarding trust, expertise, and relevance. Advisors who ignore this risk writing into a void.

Here are the essentials:

• EEAT Is King (Experience, Expertise, Authority, Trust)²: Google looks for signs that real people with real expertise wrote the content. For advisors, this means publishing under your own name, adding your credentials, and linking back to trusted sources.
  
  
• Search Intent > Keywords: Remember, it’s not about stuffing “financial advisor” 15 times into a blog. It’s about answering the exact questions people are searching for - like: “best retirement income strategies,” “401(k) changes 2025,” “when to claim Social Security.”
  
  
• Helpful Content Update: Google prioritizes content written for people, not for search engines. Practical guides, FAQs, and clear explanations consistently beat jargon-heavy white papers or keyword-stuffed posts. Tools like AI can assist, but without a human expert’s perspective and credibility, content is unlikely to perform (or will look too generic).
  
  
• Keep It Fresh: Outdated content sinks fast. If you wrote about retirement RMD rules in 2022, update it for 2025. Google rewards these facelifts.
• Optimize for Snippets: Clear subheaders like “What is a Dollar Reset?” or “How to Plan for Long-Term Care Costs” are more likely to be pulled into Google’s featured snippets. Short, direct answers win here.
  
  
• Mobile First: Over 50% of advisor-related searches happen on mobile³. If your website doesn’t load fast and clean on a phone, you’re losing potential leads before they even read.

In other words, SEO today isn’t about tricking Google. It’s about proving you’re a real, trustworthy voice - and showing up with the answers people actually need.

Note that at Dunham, SEO isn’t some side thing we focus on - it’s bread and butter. We rank #1 for highly competitive keywords. Let’s talk about how we can help your practice do the same.

Social Media Tips for Financial Advisors

Social media is no longer optional. It’s a must.

And while LinkedIn is still the advisor’s home turf, the game is changing.

The best advisors aren’t spamming generic market updates. They’re sharing authentic perspective - quick stories, simple charts, personal lessons.

Here’s what works:

• Post short, useful insights 2–3 times per week.
• Use visuals (charts, slides, short videos) - they get more eyeballs.
• Comment thoughtfully on other people’s posts in your niche.

It’s not about vanity metrics. You don’t need 100,000 followers. You need the right people to see you as a steady voice.

And don’t ignore niche platforms. More advisors are finding traction in private Facebook groups, podcasts, and even TikTok-style short videos for younger prospects.

Building a Client-Centric Digital Brand

Your brand is no longer your logo or business card. It’s your digital footprint.

When a prospect searches your name, what do they see? A stale LinkedIn profile? A website that looks like it was built in 2005?

That’s the equivalent of showing up to a client meeting in a wrinkled suit.

Building a client-centric digital brand means every online touchpoint answers one question: “Why should I trust you with my money?”

• Website: Clean, modern, mobile-friendly. With plain-English explanations of who you help and how.
  
  
• Social Profiles: Updated, consistent, and active.
  
  
• Content: Proof that you know your stuff - and care enough to share it.

Remember - you’re not marketing to everyone. The richest brands are the most specific. It’s better to be the go-to advisor for retiring small business owners than the generic “wealth manager for all.”

The Human Edge in a Digital World

Here’s the irony.

In a world of AI tools, digital ads, and social algorithms — your biggest edge is still being human.

The top advisors in 2025 are blending digital reach with personal touch. They educate at scale, but connect one-on-one. They publish insights and understand SEO, but also pick up the phone.

Because marketing for financial advisors today isn’t about shouting louder. It’s about being seen, being useful, and being trusted before the first meeting even happens.

If you want to grow:

• Stop selling and start teaching.
• Stop pushing and start guiding.
• Use digital tools to amplify your voice — but let your human perspective stick.

At the end of the day, markets move fast and technology changes.

But the timeless truth holds - people don’t buy products. They buy narratives and people.

FAQs: Financial Advisor Marketing in 2025

Why doesn’t old-school advisor marketing work?
High-pressure tactics erode trust. Clients expect education, not sales pitches.

How does content marketing help advisors?
Blogs, videos, and posts that answer real client questions build credibility before the first meeting.

Why is SEO important for advisors?
SEO makes sure prospects find you — not someone else — when they Google retirement strategies, 401(k) changes, or financial planning tips.

What are the top SEO tips for 2025?
Show expertise (EEAT), write for search intent, keep content fresh, use clear headers, and optimize for mobile.

How should advisors use social media?
Post useful insights, share authentic stories, use visuals, and engage consistently — quality beats volume.

Why does digital branding matter?
Your online presence is today’s first impression. A clean website, updated profiles, and helpful content signal trust.

What’s the human edge in digital marketing?
Technology scales your reach, but people still choose people. Advisors win by blending digital tools with personal connection.

Sources:

1. What Do Clients Want from Financial Advisors? | The American College of Financial Services
2. Google EEAT Update 2025 Explained | Master SEO with Trust, Expertise & Authority! - Apzom
3. 40+ Financial Services Marketing Statistics You Need to Know in 2025

Disclosures:

This communication is general in nature and provided for educational and informational purposes only. It should not be considered or relied upon as legal, tax or investment advice or an investment recommendation, or as a substitute for legal or tax counsel. Any investment products or services named herein are for illustrative purposes only, and should not be considered an offer to buy or sell, or an investment recommendation for, any specific security, strategy or investment product or service. Always consult a qualified professional or your own independent financial professional for personalized advice or investment recommendations tailored to your specific goals, individual situation, and risk tolerance.

Information contained in the materials included is believed to be from reliable sources, but no representations or guarantees are made as to the accuracy or completeness of information.

Dunham & Associates Investment Counsel, Inc. is a Registered Investment Adviser and Broker/Dealer. Member FINRA / SIPC. Advisory services and securities offered through Dunham & Associates Investment Counsel, Inc. Trust services offered through Dunham Trust Company, an affiliated Nevada Trust Company.