Updated from November 2022.

Relying on marketing channels you don't control can be risky. Over the years, I’ve witnessed numerous sudden changes by tech companies that have quickly and negatively impacted financial advisors’ marketing strategies.

For example, I’ve seen Google’s search algorithms shift, causing an immediate drop in the flow of online leads. Companies that once successfully reached their followers through Facebook posts are now forced to pay for ads to maintain any level of engagement. Social media platforms can also undergo drastic changes, as seen with Twitter’s transition to X, or even disappear entirely, like Google+.

Most recently, LinkedIn has cracked down on certain software used by advisors for automated campaigns, essentially shutting down methods that had been effective for years.

My recommendation when using online channels is to capture the names, email addresses, physical addresses, and mobile numbers of the audience you reach through these platforms and add them to your marketing database. This ensures you can still connect with your audience even if your primary methods are suddenly cut off.

Be sure to follow local and national laws pertaining to email and SMS marketing.