Market swings are an inevitable part of investing—and financial advisors know that both staying the course and avoiding panic-driven decisions are key. Volatility can actually present opportunities: to review financial plans, reassess risk tolerance, and make strategic adjustments.

The same principle applies to marketing during market fluctuations. Instead of pulling back, this is the time to lean in and demonstrate your value to clients and prospects. Here are four key marketing strategies to help you strengthen client relationships and position your practice for growth in uncertain times.

1. Prioritize Client Communication

When markets become volatile, clients need reassurance and guidance—whether they reach out to you or not. Proactive communication builds trust and reinforces your value. Here are a few ways to stay connected:

• Call or email your clients – Even a quick check-in can provide peace of mind.
• Send out timely market commentary. LPL’s client letters (or other firm-approved content) are great tools for keeping clients informed.
• Start or refresh your newsletter – A monthly or quarterly newsletter featuring personal insights, videos, or curated market updates can strengthen relationships.

2. Engage with Prospects Who May Be Reevaluating Their Plans

Market downturns often lead investors to question their financial plans—and sometimes their advisors. If a prospect hasn’t heard from their advisor, they may be open to a second opinion.

• Consider a targeted email or social media campaign that addresses common investor concerns, offers guidance, and positions you as a reliable resource.

3. Leverage Social Media to Connect with DIY Investors

Some do-it-yourself investors thrive in bull markets but struggle when volatility sets in. This is your chance to offer guidance when they may be reconsidering their approach.

Ways to engage:

• Post weekly market insights or financial planning tips tailored to investors looking for guidance.
• Share a blog post on “Top Considerations for Investors During Market Volatility.”
• Offer a free educational webinar or Q&A session to discuss investment strategies in uncertain markets.

4. Stay Visible & Keep Marketing Through the Cycle

When things get turbulent, some advisors go quiet. That’s a mistake. Staying present and continuing to market yourself builds credibility and ensures that you’re top of mind when investors need a trusted advisor.

Need Help Putting These Ideas into Action?

If any of these strategies resonate with you but feel overwhelming to execute, the Good Life Marketing team is here to help on an a la carte or subscription basis. We can assist with:

• Crafting and sending client emails
• Creating and scheduling social media content
• Writing and publishing blog posts
• Consider our NEW introductory marketing program focused on increasing your digital presence and client communication.

Let’s work together to ensure your messaging remains strong, relevant, and impactful

Bonus Tip: A Story on Messaging (from our partners at FMG)

A financial advisor once had a conversation with a client during a downturn. When the client asked how things were going, the advisor mentioned that they were receiving a lot of calls about the market. The client responded, “I’m sure a lot of people are concerned.”

The advisor’s reply? “It’s about half and half. Half of my clients are sending me money to buy stocks on sale, and the other half are thinking about burying their cash in the backyard.”

This response resonated with clients—it reassured nervous investors and even led some to invest more. While every client’s situation is unique, thoughtful messaging can help provide perspective and confidence in uncertain times.

Are you ready to explore the path to independence or transition to a more robust support model? Contact us at independence@goodlifeco.com to start the conversation.

Tracking #: 712975