Marketing in the Age of Algorithm Chaos

Reddit’s latest earnings call served as a stark reminder of a hard truth: if you rely on platforms you don’t control, you’re at their mercy. The company blamed Google’s algorithm tweaks for a traffic drop that hurt revenue and user numbers—an ironic twist, given that Google had previously boosted Reddit’s visibility by prioritizing user-generated content (what the search engine giant called “Hidden Gems”). One algorithm shift, and suddenly the rules changed.

For financial advisors, the lesson is clear: an omnichannel marketing strategy isn’t just a best practice—it’s a necessity. Too many advisory firms lean heavily on “leased” marketing assets, like social media, SEO rankings, and COI (Centers of Influence) relationships. But when you rely on platforms you don’t own, you’re subject to their unpredictability. A Google update can bury your firm’s website overnight. A social media platform can change its algorithm, making it harder (and more expensive) to reach your audience. A PPC keyword that worked last month can suddenly cost 10x more because a major wirehouse decided to max-bid on it.

Now, contrast that with what you own: your website, your original content, your email list, your client experience, and your referral process. These are the assets that work for you regardless of algorithm changes or advertising costs. A strong website with engaging, evergreen content helps prospective clients find you and understand your value. A well-nurtured email list ensures direct communication with your audience—no middleman required. A refined client experience and structured referral process keep your pipeline healthy, regardless of market fluctuations.

That’s not to say SEO, paid ads, and social media don’t have a place in your strategy. They do. But they should be supporting players, not the entire game plan. The key is diversification—understanding that marketing is a long-term investment, not just a series of quick wins. Testing and attribution models allow you to track where prospects first engage with your firm, how they move through your funnel, and what ultimately converts them into clients. Just like in financial planning, data-driven decisions lead to better outcomes.

Marketing has an “I’m here for a good time, not a long time” effect—trends shift, algorithms change, and what worked last quarter may not work tomorrow. The firms that thrive aren’t the ones chasing every SEO hack or social media trend; they’re the ones that have built a resilient, omnichannel strategy that can weather the inevitable fluctuations.

Because at the end of the day, financial advisors preach diversification for a reason. Your marketing strategy should follow the same rule: don’t put all your eggs in someone else’s basket.

Featured links:

A Cognitive-Behavioral Therapist Explains the Timeless Benefits of Socratic Habits by Donald Robertson

Money decisions are rarely just about numbers—they’re shaped by emotions, assumptions, and the stories we tell ourselves. Helping clients see beyond their immediate fears or biases can lead to better financial choices. Cognitive-behavioral psychotherapist Donald Robertson explores this idea, showing how the ancient philosopher’s techniques can help challenge rigid thinking, separate perception from reality, and bring a little more wisdom to the decision-making process.

Automation Strategies, Costs, And ROI: How I Leveraged Zapier to Streamline Lead Management by Matthew Benson, CFP

Efficiency and personalization aren’t mutually exclusive. With the right automation tools, firms can streamline lead generation, follow-ups, appointment scheduling, and even meeting prep—freeing up time to focus on deeper client relationships. From AI-powered note-taking to automated email sequences, integrating these systems can enhance both client experience and marketing strategy while delivering measurable results. (Disclosure: Sonmore Financial is a client relationship and we edited this content)

4 Workflows for a More Efficient Financial Planning Process

Efficiency isn’t just about automation—it’s also about having structured, repeatable workflows that keep financial planning organized and effective. From client acquisition to onboarding, fact-finding, and plan delivery, a well-defined process ensures smoother operations and a more engaging client experience. Here are four essential workflows that help financial advisors simplify planning, reduce bottlenecks, and tailor their approach to meet client needs.

6 Types of Niches for Financial Advisors to Differentiate Themselves by Stephen Wershing

Every advisory firm claims to offer great service, but clients don’t choose advisors based on “better”—they choose based on who truly understands them. That’s why differentiation isn’t just about expertise; it’s about carving out a niche that resonates. While many firms focus on retirees in transition or offer seamless virtual experiences, the fastest-growing niches go deeper. Think Elder Millennial DINKs (dual income, no kids), multigenerational households navigating estate planning, or business owners preparing for exit. The firms that thrive aren’t just good at what they do—they’re unmistakably the right fit for the clients they serve.

Fear-driven spending is on the rise, with many Americans making impulsive purchases to cope with economic uncertainty—but could “doom spending” be putting their financial health at risk?
Curious how the world’s $105 trillion economy is distributed? This 2023 visualization breaks it down, ranking the largest economies, the fastest growers, and the biggest contractions.
Expanding your network beyond traditional CPAs and attorneys can open new doors. Here’s how to identify and connect with unexpected Centers of Influence who can help grow your business. An oldie but a goodie still relevant 10 years later.
Talk to 10 different wealth industry professionals about when you become super-rich—an ultra-high-net-worth individual (UHNW), in industry parlance—and you’ll get 10 different answers. Some say $10 million, others $30 million, and for the most exclusive circles, the threshold can be as high as $100 million. But one thing is clear: the bar for what it means to be ultra-wealthy is rising, and fast.
FPA is celebrating 25 years! Join fellow financial planning professionals in Las Vegas, November 3-5, 2025, for FPA Annual Conference 2025—three days of connection, learning, and growth. Registration is now open.

Ready to level up your marketing game? Steal proven tactics from the best in the business—no fluff, just actionable strategies you can implement right now to grow your online presence. Here are a few we turn to time and again:
- Turn your data into compelling content that sets you apart. Discover insights, tell better stories, and engage your audience with information only you can provide.
- Seamless integrations for smarter advising—connect your CRM, portfolio management, and marketing tools to deliver a more personalized, efficient client experience.
- Guest blogging for industry publications can help boost credibility, improve SEO, and attract clients by sharing insights on trusted platforms.

What does a Rich Life mean? For some, it’s dream travel; for others, it’s everyday freedom. Once money isn’t the main factor, the real work begins—designing a life around what truly matters. This framework offers practical steps to help clients do just that.

From a senior financial advisor at a midsize RIA. Shared in a client letter about the market:

Tariffs, immigration, and cuts to the Federal workforce…are fraught politically, of course, but, Dr. David Kelly, Chief Global Strategist at J.P. Morgan Asset Management, does a great job of getting to the economic and financial impacts from a more dispassionate perspective — which is what we want, as investors.”

Read more about The Growth Drag from Policy Uncertainty.

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