Taylor Schulte, CFP®, is the founder of Define Financial and host of the Experiments in Advisor Marketing Podcast. In the past few years, Taylor’s firm has grown by leaps and bounds. He attributes this success to a handful of concepts he and his team have started implementing in their practice:

  1. Zeroing in on a clear niche to make marketing and operations more efficient.
  2. Creating a strategy for their content creation.
  3. Building a plan to provide a clear process for leads to take the next step to become clients.

Taylor’s passion for marketing his firm might be intimidating for some financial planners. It’s widely recognized that many planners aren’t excited about marketing or creating content - and hey, it’s not for everyone! But Taylor’s #1 piece of advice is to stop looking at these tasks as “marketing” to-do’s. 

Instead, he suggests you focus on your marketing as a process. Just like when you build out a step-by-step process in financial planning, you can build a step-by-step process for your marketing that brings leads in and moves them toward becoming a client.

If marketing interests you, that’s great! You can allow a small amount of time each month or week to research marketing strategies, or learn more about optimizing your blog, podcast, or website. 

If marketing doesn’t interest you, that’s okay, too. Taylor recommends that you focus on the message instead of the strategy, because your voice matters and will resonate with your ideal audience. Taylor also says that, if you really hate content creation, you can always look to hire a team of contractors to help you.

This episode is perfect for financial planners who are working on improving their marketing strategy for their practice. Whether you love marketing, or you think it’s totally intimidating, Taylor has some fantastic tips for you!


What You’ll Learn:

  • How focusing your niche can make your practice more efficient
  • Ways to ramp up your marketing as a firm
  • The importance of content marketing
  • How to leverage your traffic and audience to grow your client list
  • The importance of providing clear processes for prospects who are ready to take the next step
  • Why simplified marketing strategies are often better than over-complicated, flashy strategies
  • How to create user-friendly content
  • Why Google loves quality over quantity


Experiments in Advisor Marketing