Lessons from 2025 to Power Your 2026 Marketing Plan

Marketing strategies evolve every year, shaped by what worked...and what didn’t. Reflecting on 2025 reveals clear lessons that can sharpen your approach in 2026.

This year taught us that success comes from being personal, consistent and relationship-driven. Let’s explore key insights to help you build stronger connections with clients and stand out in a crowded market.

One trend we noticed in 2025: senior advisors weren’t always building marketing strategies for themselves. They were creating them for their teams and younger associates. Why? Because marketing today isn’t just about personal branding; it’s about succession planning and team visibility.

Senior advisors understand that clients value continuity and trust, so showcasing the whole team strengthens relationships and positions the firm for long-term growth.

This shift reinforces why personal, team-focused marketing matters and why strategies like custom content and consistent branding are essential for building trust across generations.

Custom Content is Still King

One of the strongest trends continuing into 2025 was the power of custom content.

Financial advisors and other professionals who created content that reflected their unique voice, and expertise saw better engagement and stronger client relationships.

Industry news has its place, but it rarely builds lasting connections. Custom content does.

Why custom content matters:

• Highlights your unique value and expertise

• Helps your audience understand what sets you apart

• Builds trust by showing your personality and approach

• Encourages clients and prospects to engage with your brand

  
  

Examples of custom content:

• Sharing stories about how you helped a client solve a specific problem or answering frequent questions your clients ask. Clients want to know what other clients are doing, it builds trust and relatability.

• Taking important industry or marketing news and creating posts or newsletters in your own words, explaining what it means for your audience. This positions you as a thought leader who simplifies complexity.

• Sharing what’s going on in the office: featuring team members, explaining their roles, and highlighting company updates milestones that reinforce your brand personality.

  
  

By making your content personal and relevant, you invite your audience to connect with you on a deeper level, often leading to more inquiries, referrals, and long-term loyalty.

Every Touchpoint Reflects Your Brand

Every interaction your clients and prospects have with your business shapes their perception of you. This includes obvious things like your website and emails, but also smaller details like your e-signature or the way you answer the phone.

Ask Yourself

• Do all your touchpoints reflect your brand’s personality and values?

• Do they inspire confidence and encourage action?

• Are they consistent in style, tone and message?

  
  

If the answer is no, it’s time to review and refresh. Even slight changes can make a big difference. For example, updating your email signature to include a professional photo, a clear call to action, or links to your latest content can increase engagement.

Key touchpoints to review:

• Email signatures

• Stationery

• Presentation folder & brochure

• Electronic brochures, PPTs

• Website and landing pages

• Social media profiles

• Client onboarding materials

• Follow-up emails and thank you notes

  
  

Having a plan for these touchpoints ensures you present a unified, professional image that builds trust and encourages clients to take the next step.

Nurture Your Connections Thoughtfully

Building relationships doesn’t stop after the first sale or meeting. Showing appreciation and staying in touch can turn satisfied clients into loyal advocates who recommend your services to others.

Simple, thoughtful gestures go a long way:

• Sending holiday, birthday, celebration or thank-you cards

• Offering small promotional items that clients will find useful

• Sharing occasional personalized updates or check-ins

• Hosting client appreciation events or webinars

  
  

Nurturing your connections builds goodwill and encourages referrals, which are often the most effective way to grow your business.

Ideas to add to your marketing toolbox:

• A calendar reminder system for sending cards or gifts

• A client referral program that rewards introductions

• Personalized video messages for special occasions

• Regular newsletters with helpful tips and updates

  
  

Nurturing your connections builds goodwill and encourages referrals, which are often the most effective way to grow your business.

Planning for 2026 Success

Reflecting on 2025 shows that success comes from being authentic, consistent and caring in your marketing efforts. As you plan for 2026, focus on:

• Creating content that truly represents your expertise and personality

• Reviewing every client touchpoint to ensure it supports your brand

• Building genuine relationships through thoughtful communication

  
  

You already have your professional abilities and your team. These strategies help you leverage those strengths to stand out and build lasting connections that support your business growth.

Happy Planning!

Looking for 2026 Marketing Plan Support?

Get in touch with our team.