What does "marketing strategy" really mean for financial advisors?

Stephen Beach and Faustin Weber discuss arguably the most overused buzzwords in marketing by walking through three real client scenarios.

Strategy isn't just the tactics or goals. It’s the custom plan that connects your business objectives to specific marketing actions.

We cover:

• Why templated "Package A, B, C" approaches don't work for advisory firms
• The deep audit and discovery process behind an effective strategy
• Three detailed case studies: niching down to nurses, launching a tax practice, and exit planning for business owners
• How to set meaningful KPIs beyond vanity metrics
• The attribution challenge in modern marketing (hint: it's all connected)
• Why strategy requires ongoing iteration and measurement

⏱️ Timestamps:

(0:00) What marketing strategy actually means vs. common misconceptions

(7:30) Why custom strategies beat templated packages every time

(10:00) Case study 1: The 50M firm targeting nurses - audience research deep dive

(17:00) Audit, discovery, and messaging strategy fundamentals

(26:50) Case study 2: Billion-dollar firm launching tax practice - brand integration

(31:35) Case study 3: 300M firm focusing on business owner exit planning

(34:40) The importance of measuring what works and eliminating what doesn't

(36:25) Attribution challenges

(42:00) Strategy fundamentals: business goals, ideal client personas, and execution

Whether you're evaluating marketing partners or building internal strategy, this episode reveals how strategic thinking drives real results for advisory firms.

We help financial advisors reach their AUM goals through strategic marketing. Subscribe to ⁠⁠Craft on Tap on YouTube ⁠⁠and learn more about our services at ⁠⁠craftimpact.com