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You've heard about niching down, but what about going even deeper with company-specific marketing? Stephen Beach and Faustin Weber explain how financial advisory firms can use account-based marketing (ABM) to attract clients from specific companies without alienating their broader client base. This episode shares real client examples and tactical strategies that have generated discovery calls and referrals. They cover: Why company-specific marketing can sometimes work better than broad digital campaigns for RIAs How to create microsites and landing pages for specific personas or companies Real examples: targeting law firm partners and tech company employees Building the infrastructure first (before you start outbound) LinkedIn strategies, referral tactics, and using Slack channels to your advantage Why this is a long-term play, not a quick-win strategy When paid ads actually make sense for financial advisors ⏱️ Timestamps: (0:00) Welcome & shout out to Michael Kitces (3:29) What is account-based marketing for fiduciary financial advisors? (5:22) Example: Targeting law firm partners without alienating other clients (8:12) The importance of client interviews for messaging (9:33) Creating a microsite as your marketing foundation (12:48) Supporting collateral: PDFs and sales enablement (18:20) LinkedIn outreach strategies that don't feel salesy (20:00) Why this is a long-term play, not instant leads (24:30) Going deeper: company-specific marketing tactics (27:00) Real example: Leveraging 20+ clients at one tech company (30:30) How to rank on Google for company-specific benefits searches (33:00) The holy grail: Getting referred in company Slack channels (36:50) Using webinars and video for company-specific marketing (39:00) When paid ads actually work for financial advisors (40:36) Capitalizing on company catalysts (tender offers, IPOs) (43:30) Final thoughts and action steps Whether you're a mid-sized RIA looking to expand strategically or you already have several clients at one company, this episode offers a proven framework for scaling through account-based marketing without the generic spray-and-pray approach. Craft Impact is a growth marketing agency that helps financial advisory firms reach their AUM goals through strategic marketing. Subscribe to ⁠⁠⁠⁠⁠⁠⁠⁠⁠Craft on Tap on YouTube ⁠⁠⁠⁠⁠⁠⁠⁠⁠and learn more about our growth marketing services at ⁠⁠⁠⁠⁠⁠⁠⁠⁠craftimpact.com⁠.

Is your firm's Google profile helping or ruining your first impression? Stephen Beach and Faustin Weber give real examples of why & how Google Reviews remain a make-or-break marketing asset for financial advisory firms. Plus, they share practical ways to build yours up without running into compliance issues. We cover: Why Google is still the gateway for prospects checking out your firm (even in the age of AI) How star ratings influence both Google Search and LLMs like ChatGPT Compliance-friendly approaches to soliciting reviews from your clients Simple systems to bake review requests into your existing client meetings What to do if you have negative reviews dragging down your profile ⏱️ Timestamps: (0:00) Welcome & why Google Reviews matter (2:15) How prospects use Google to validate referrals (3:45) The impact of reviews on search rankings and AI results (5:30) Real examples: negative reviews and first impressions (8:00) How ChatGPT and other LLMs use Google Review data (12:00) Compliance-friendly strategies to request reviews (16:00) Building review requests into your client service process (19:30) Multi-email follow-up campaigns that work (22:00) Repurposing Google Reviews on your website (25:00) Managing multiple office locations and Google Profiles (28:00) Optimizing your Google Business Profile beyond reviews Whether you're starting from zero reviews or trying to offset a few old blemishes on your profile, this episode gives you a practical playbook for turning Google Reviews into a marketing asset that works for your firm. Craft Impact is a growth marketing agency that helps financial advisors reach their AUM goals through strategic marketing. Subscribe to ⁠⁠⁠⁠⁠⁠⁠⁠Craft on Tap on YouTube ⁠⁠⁠⁠⁠⁠⁠⁠and learn more about our growth marketing services at ⁠⁠⁠⁠⁠⁠⁠⁠craftimpact.com

Is your LinkedIn strategy falling behind the platform's latest changes? In this latest Craft on Tap Podcast episode, Stephen Beach and Faustin Weber discuss what's working (and what's not) on LinkedIn heading into 2026, including practical tips that independent financial advisors can implement right away. We cover: Why LinkedIn reduced organic reach and what you can do about itThe commenting strategy that beats posting (yes, really)How to use the "Waffle House/Walmart" approach to grow your followingProfile optimization fundamentals that most advisors missThe marketing waiting room vs. sales waiting room framework for contentCurrent LinkedIn algorithm insights from November 2025Best practices for posting frequency, timing, and formatHow to determine if LinkedIn should even be a priority channel for your target audience⏱️ Timestamps: (03:25) Why LinkedIn is still the best platform for certain audiences (08:05) Using Spark Toro to identify where your audience actually lives online (12:00) Profile optimization fundamentals (follow first, headline, banner) (17:15) The "15-minute Friday" strategy for growing your network (26:40) The power of commenting over posting (27:45) The "Waffle House/Walmart" commenting strategy explained (37:05) What to post on personal vs company accounts (39:10) Marketing waiting room vs sales waiting room content (46:40) Post timing, frequency, and format best practices (50:40) Latest algorithm updates from November 2025 Whether you're a social media rookie or looking to up your LinkedIn strategy game for 2026, this episode offers actionable social media marketing and branding tips for building your professional brand and attracting the right prospects (dad jokes included). Craft Impact is a growth marketing agency that helps 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

Showing up in AI search results is all the rage in the financial advisory community.  But does it even matter??? 👉The reality is more nuanced than the hype suggests. CEO Stephen Beach and Marketing Strategist Faustin Weber cut through the chatter around AI optimization to share what IS working for financial advisory firms, based on real experiences with clients. We cover: Why educational blog content rarely drives traffic from ChatGPT (and what this means for your content strategy) The difference between "grounding" and "non-grounding” in AI responses Bottom-of-funnel optimization: where the real opportunity lies for RIAs How to analyze ChatGPT's comparison matrices to improve your firm's positioning The critical role of online reputation and reviews in AI search results Why citations across multiple platforms are more valuable to AI search than website traffic ⏱️ Timestamps: (0:00) Welcome & AI search landscape update (2:03) Understanding grounding vs. non-grounding in LLM responses (6:42) Why AI search isn't driving the website traffic you'd expect (11:25) Bottom-of-funnel searches: the real AI optimization opportunity (16:18) The importance of pricing transparency in AI comparison charts (16:30) Online reputation as the foundation of AI search success (21:20) Building citations and authority across the web (24:29) Reality check: AI search in context of how affluent clients actually find advisors (26:03) What content marketing should really accomplish in 2026 Have questions? Let us know! Craft Impact is a growth marketing agency that helps 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

Thinking about launching your own RIA, joining a new firm, or recruiting transitioning advisors? Stephen Beach and Faustin Weber share the behind-the-scenes story of how Craft Impact got into the RIA space and why marketing communications are critical during advisor transitions. We cover: How Craft Impact discovered the advisor transition opportunity through Stephen's brother-in-law Boston Cardinal The marketing and communications challenges advisors face during business moves Why firms with strong marketing presence have a competitive advantage in talent acquisition The launch kit framework that takes marketing off advisors' plates during transitions Best practices for transition communications that maximize asset retention ⏱️ Timestamps: (0:00) Welcome & introduction to advisor launch kits (2:25) The Craft Impact origin story - from nomadic freelancers to RIA specialists (4:45) How Boston Cardinal brought us into the advisor transition space (8:30) Why marketing communications matter during advisor moves (12:15) The talent acquisition advantage of strong marketing presence (15:45) Components of an effective advisor launch kit (21:30) Transition communication strategies that work (25:10) How marketing influences asset retention during moves (28:40) Framework for supporting advisor transitions Whether you're an advisor considering a move or a firm looking to attract transitioning talent, this episode reveals how strategic marketing communications can be the difference between a smooth transition and a bumpy one. 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 As mentioned in the podcast, check out the Vantage Impact Checklists.

Thinking about building your marketing team in-house instead of hiring an agency? Stephen Beach and Faustin Weber share the honest truth about agency vs. in-house vs. hybrid marketing approaches for financial advisory firms…even when it means selling against themselves. We cover: Why you should consider building in-house first (yes, we're serious) The level of brand intimacy "only" an in-house person can provide The hidden costs and management challenges of hiring marketing talentWhy an agency CAN be the right callWhen the hybrid model works (and when it creates chaos) How to set clear roles and avoid the "who's driving the bus" problem ⏱️ Timestamps: (0:00) Welcome & our agency bias confession (1:45) Why you should consider building in-house first (5:35) The power of brand intimacy with in-house marketing (13:45) The cons of in-house: management, training, and the unicorn problem (18:00) Agency pros: strategy, expertise, and data across multiple clients (22:10) Agency cons: cost and speed limitations (26:25) The hybrid model: when it works and when it fails (30:15) Final thoughts and unicorn hat offer Whether you're weighing your first marketing hire or considering a change in approach, this episode provides an unbiased look at what each model offers for growing RIA 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

Do webinars still work in 2025? Yes, for the right audience.  And especially as a way to mass-market & engage your current clients. Using real data from a $3B AUM firm, Stephen & Faustin talk about the pros and cons of webinars as a tool for advisory firms, and share 11 tips to boost client engagement. We cover: • Why the 80/20 approach (marketing to clients vs. strangers) makes webinars more valuable  • How Burney Company increased webinar registrations from 60 to 150+ per session  • The 11 tactics that drive consistent attendance and engagement  ⏱️ Timestamps: (0:00) Welcome & why webinars aren't dead  (4:05) Burney Company case study introduction - $3B firm (6:15) The validation process - interviewing clients first  (9:23) Crisis communication advantage - tariff response example  (14:20) The data - 250% increase in registrations  (17:50) 11 tactical tips for webinar success  (18:05) Tip 1: Commit to regular cadence  (19:00) Tip 2: Same time, same day consistency  (22:00) Tips 3-4: Multiple presenters and mixing team members  (23:30) Tip 5: Interactive Q&A formats using Slido  (26:10) Tip 6: Top-of-mind topics aligned with client service calendar  (29:25) Tip 7: Multi-channel promotion strategy  (32:20) Tip 8: Professional landing pages that convert  (33:45) Tip 9: Recorded follow-up with key takeaways  (37:00) Tips 10-11: Feedback loops and marketing champions  (39:12) Bonus experiments - niche webinars and exclusivity tactics This episode provides a proven framework for turning webinars into a cornerstone of your client engagement strategy. 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 #FinancialAdvisors #ClientEngagement #Webinars #RIAMarketing

Lead magnets have been the poster child of inbound marketing for over a decade, but are they still effective for financial advisory firms? Stephen and Faustin discuss the evolution of lead magnets, from HubSpot's original flywheel approach to today's more complex, pinball-machine buyer journey. History lesson: How and why lead magnets became a key component of inbound marketing, particularly with the HubSpot community. The current state in 2025: It's not as simple as it used to be, with Google AI overviews keeping searchers on Google and people far more hesitant to share their contact information. Three critical stages: Matching your lead magnet to where prospects are in their journey (browsing vs. researching vs. advisor shopping). What works now: Specific examples from retirement checklists to equity compensation calculators. The biggest mistake: Generic newsletter signup popups that hurt more than help. Landing page essentials: Why 3D mockups and one-minute videos can boost conversions for your lead magnets. Promotion strategy: The "jab, jab, jab, hook" methodology for building an audience before asking. TL;DR: Don't expect lead magnet downloads to become discovery calls overnight. The real value is building your nurture list for long-term relationship development. ⏱️ Timestamps: (0:00) History of lead magnets and HubSpot's influence (3:55) The "Delight" phase and the full HubSpot Flywheel explained (6:30) Why the linear funnel is dead - the pinball machine effect (11:00) Current lead magnet trends from B2B SaaS companies (17:00) Three buyer journey stages and content alignment (29:45) What NOT to do - newsletter popup rant (34:05) Setting realistic expectations for lead magnet conversion and follow-up (40:50) Lead magnet examples that convert (47:50) The importance of interactive and specific lead magnet formats (49:25) Landing page optimization tips (54:30) Promotion strategies across channels Lead magnets can still be a powerful tool for RIAs, but for success, you'll need audience alignment, precise timing, and realistic expectations. We help financial advisors reach their AUM goals through marketing that works. Subscribe to Craft on Tap on YouTube and learn more about what we do at craftimpact.com.

One of the most polarizing questions in financial advisor marketing: Should you display your fees online? Stephen Beach and Faustin Weber break down Marcus Sheridan's "Big Five" content marketing principles and create their own five-level framework specifically for advisory firms. Despite 44% of affluent investors wanting pricing information, many RIA firms choose not to provide it. There are certainly pros & cons. Here's how to think through this decision strategically. We cover: Why this Reddit debate sparked intense reactions from both campsMarcus Sheridan's "Big Five" content marketing topics that build trustThe Ensemble Practice study showing what affluent investors wantOur five-level pricing transparency framework for advisory firmsReal client examples: Instrumental Wealth's exit planning, BKFI's tiered approach, Root Financial's FAQ strategyHow to balance transparency with your sales processThe mental hurdles advisors face around pricing vulnerabilityWhy level zero (contact us for pricing) leaves opportunity on the table⏱️ Timestamps: (0:00) Intro & context for the pricing question (4:46) Marcus Sheridan's influence and the "Big Five" content pillars (7:25) Why pricing is the fifth pillar of content marketing  (12:08) Advantages vs. disadvantages of pricing transparency (14:55) Our five-level framework for advisory firm pricing (21:00) Firm example: Instrumental Wealth flat-fee range(25:24) Firm example: BKFI's tiered pricing(32:55) Client example: Root Financial's FAQ integration (39:26) Level 3 and 4: Industry education and pricing calculators (46:56) The future of pricing transparency and AI searchWhether you're firmly in the "never show pricing" camp or ready to embrace full transparency, this episode gives you a framework to make the right decision for your firm and target market. 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

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 firmsThe deep audit and discovery process behind an effective strategyThree detailed case studies: niching down to nurses, launching a tax practice, and exit planning for business ownersHow to set meaningful KPIs beyond vanity metricsThe 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

What drives affluent investors to choose one financial advisor over another? In this episode of The Craft On Tap Podcast, Stephen Beach and Faustin Weber talk through 2025 industry research published by The Ensemble Practice and re-shared on the Nerd’s Eye View by CEO Philip Palaveev. Important links: Ensemble Practice: How Investors Choose 2025: Understanding how Consumers Select a Financial AdvisorHow People Choose an Advisor…And Who’s Looking for a New OneIt’s packed full of good data, but we focus in on a few of the questions in particular: Which investors are actively shopping for new advisorsWhat investors say they “start with” when looking for a new advisorWhat investors are looking for on your firm websiteThe service investors value the most in an advisory firmGo check out the full survey on the Ensemble Practice website. Some great stuff here! Timestamps: (0:00) Introduction: Growth marketing and investor survey data (3:10) Who's actively shopping for advisors (4:06) Firm size and client retention (6:54) How investors begin their advisor search process (9:12) Affluent investor referral patterns vs general population (13:20) The importance of CPA and professional referral partnerships (16:40) What information investors want on advisor websites (17:55) The pricing transparency debate and client considerations (22:20) Firm history and team bios important for affluent investors (25:35) Investment philosophy and financial planning approach (27:45) Services investors value most: comprehensive planning focus (32:02) Marketing strategy takeaways for RIA 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

Should financial advisors focus on personal branding or firm branding?  The answer depends on your firm's size, goals, and growth stage. In this episode of the Craft On Tap Podcast, Stephen Beach and Faustin Weber discuss this common marketing dilemma. They cover: Which accounts get better engagement, personal vs companyWhat smaller advisors should focus onHow to blend firm & personal brandingSpecific “what to post” ideas for LinkedIn company vs personal accounts Timestamps: (0:00) Introduction: The LinkedIn posting dilemma  (2:14) What gets the most engagement? (8:40) - Smaller advisors should focus on personal brand (10:35) Survey data on the importance of personal branding (13:00) Scaling practices need to weave in building the firm's brand (18:25) Real client case study: Personal Substack creating leads for firm (24:00) How to integrate personal & firm branding on a practical level (28:40) Scaling strategy for larger firms  (34:43) SEO considerations for personal branding & bio pages 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

Should you panic about AI search optimization? Are your prospects really finding financial advisors through ChatGPT? Stephen Beach and Faustin Weber discuss the rapidly evolving world of AI search and its implications for financial advisory firms. We cover: Why Google's AI overview "alligator effect" is crushing traditional website traffic. The 6-step GEO (Generative Engine Optimization) framework that works. Why Reddit gets cited 25% of the time in ChatGPT responses. ⏱️ Timestamps: (0:00) Welcome & the AI search overview (2:10) The "alligator effect" destroying traditional search traffic (4:45) Real client data: AI search leads are increasing (but should you panic?) (8:15) The two types of people using AI search and why it matters (11:45) Why only 1% of people click AI search citations (15:20) The 6-step framework for showing up in AI search results (23:00) E-E-A-T methodology: Experience, Expertise, Authority, Trust (31:00) Why content distribution across multiple channels is critical (37:10) Reddit and YouTube: The secret weapons for AI citations (41:50) Practical steps you can take today (without abandoning what works) Before you restructure your entire marketing strategy around AI search, listen to this reality check on what's working for financial advisory firms right now. #FinancialAdvisors #AISearch #SEO #ChatGPT #RIAMarketing #GEO

Find out more about what we do: https://www.craftimpact.com/ Stephen Beach and Faustin Weber discuss a real listener question: "We have a wealth management firm that services individuals and families. We need a marketing plan to scale from $85 million AUM to $150 million AUM in five years." In this episode: How to segment your existing client base to identify your ideal nicheThe spectrum of positioning strategies (from adding a niche page to going all-in)Why you need to research where your target audience lives onlineGrowth hacking strategies to break into new communities and audiencesHow to provide value to influencers and community moderators to gain accessReal examples of what works (and what doesn't) when targeting specific niches⏱️ Timestamps: (0:00) Welcome & The $75M to $150M Challenge (1:41) Step One: Segment Your Current Client Base by Personas (4:09) Marketing to Your Clients Before Marketing to Strangers (4:41) Choosing Your Primary Avatar and Testing Multiple Niches (10:15) The Positioning Spectrum: From Niche Pages to Full Commitment (15:12) Social Media Strategy Without Alienating Current Clients (17:10) Finding Your Audience: Where Do They Actually Consume Content? (19:40) Using AI Tools to Research Community Questions and Challenges (21:00) Thinking From the Buyer's Perspective: Standing Out from Competition (23:00) Growth Hacking Your Way to Awareness (25:45) Real Case Study: The Dentist Niche That Struggled (29:00) COI Marketing Beyond Traditional Referral Partners (30:00) How to Approach Influencers and Community Leaders (31:35) Conclusion: The Path to $150M AUM We've worked with RIAs at every stage of growth. This episode provides a systematic approach to scaling your practice through strategic positioning and smart growth tactics.

Stephen Beach and Faustin Weber answer the question"How can you write compelling copy about complex financial topics when you're not financial experts yourselves?" And how do you capture my firm’s brand voice in terms of style and tone? In this episode, we break down: The interview-based copywriting approach that extracts your expertise efficiently Why hiring good writers who can write simply and persuasively is step one How messaging guides and brand workshops capture your firm's unique voice The role of AI tools like Claude and ChatGPT in our copywriting process Brand voice worksheets that help position your firm on the spectrum from serious to playful Real examples of how we've gotten better at financial copywriting over 5+ years ⏱️ Timestamps: (0:00) Welcome & The Copywriting Challenge for Non-Experts (1:49) Step One: Hiring Good Writers Who Can Write Simply & Persuasively (6:11) The Interview-Based Copywriting Process (7:20) How AI Tools Enhance Our Copywriting Workflow (10:01) The Comprehensive Messaging Guide Development (11:34) Brand Voice Worksheets: From Traditional to Progressive (13:23) Determining Your Firm's Tone: Serious vs. Playful (14:20) When We Need Extra Subject Matter Expertise (15:07) Conclusion We've been refining this approach since 2012, working with financial advisors to create copy that's both technically accurate and compelling. Subscribe to Craft on Tap on YouTube and learn more about our services at craftimpact.com