COVID-19 Pandemic: Digital Marketing Do’s and Don’ts for Financial Advisers

As financial advisers you understand the importance of connecting with your clients. You know happy clients are clients that feel like they’ve been heard and their goals are understood. You also know that during a pandemic—like the one we find ourselves in—this is more important than ever. Connecting is easy to do when you’re meeting with them face-to-face, but how do you translate this process from in-person to online? We’ve created this list of digital marketing do’s and don’ts to help you do just that.


Regularly Meet with Clients

In times of crisis and economic uncertainty, it’s important to regularly connect with clients. Let them know what you’re doing and how you can help them.

Address the Problems Your Clients and Prospects Face

Make sure you’re addressing the problems your target audience is facing. If your clients are retired, then the CARES Act school loan relief will likely not be of interest to them. However, RMD relief would be.

Keep Advice Short and Easy to Understand

Everywhere you look, there is more information and updates on COVID-19. Avoid overwhelming your audience by keeping your messages short and staying away from industry jargon.

Address the Economy and What to Expect

Provide helpful insight by summarizing market commentaries or providing your own. Remind clients how you have prepared their accounts for fluctuations and help set their expectations.

Provide Resources Online

As you create resources to help guide your clients through this crisis, make sure you keep them in a central location on your website. Information posted on your website can be searched unlike information in a social media post.


Don’t Forfeit Accuracy for Timeliness

With new updates coming out frequently on the pandemic situation, it can be easy to get caught in the “I need to be first” mentality. But providing inaccurate information will have a much bigger and longer impact than being the first to provide information.

Don’t Spread Fear or Negativity

Whether they believe the current social distancing regulations are needed or not, Americans share one thing in common—anxiety over the situation and economic repercussions. It’s important now to highlight the positives in the situation and point how the opportunities that exist.

Don’t Stop Prospecting

Don’t be afraid to tell your clients to share your resources with people they know who may need it. Now more than ever people need the guidance of a financial adviser.

Don’t Leave Them Guessing

Tell your clients and prospects how they can reach you, what your process is and what you’re doing for clients during the COVID-19 pandemic and its subsequent economic volatility.

Don’t Miss Out

It may seem counterintuitive, but now is one of the best times to invest in marketing and advertising. People are online more than ever before, which helps your ad dollars go further.

Upcoming Events and Resources

Join Kalli Fedusenko of The Kalli Collective, and the Digital Marketing Coach in the FPA Coaches Corner, for an insightful and interactive Coaches Corner Spotlight session on May 7, 4 p.m., EST. Register today.