From NAPFA Mag: Build Your List, Engage Your List: Advisors' #1 Marketing Priority in 2025
Originally published in NAPFA Magazine’s May 2025 edition.
Click here to read the full article.
If you want to invest in the most reliable marketing channel—the most proven and stable tool on your belt—go with your subscriber list.
With so many marketing channels available today, why focus on subscriber list, that seemingly outdated, old-as-the-internet tool? What about your podcast? YouTube? LinkedIn?
Why Should Your List Be Your Top Priority?
There are several reasons your list should be a top priority, but the core of the issue is that the internet is becoming more and more unpredictable.
On social media, you have to fight algorithms for attention. If you don’t post enough or engage with others enough, you’re out. Or what if your preferred platform changes the rules (again) and leaves you playing catch-up?
On Google, you have to fight against updates for relevance. Every time Google launches a core update (which happens several times each year), independent blogs like yours seem to take the brunt of the hit. Truly, most independent blogs have yet to recover from what Google euphemistically calls the “Helpful Content Update” from September 2023. Then, March 2024 brought a core update that sent blogs spiraling even further.
On Wordpress (upon which nearly half of the internet is built), you have to fight against the whims and egos of founders to keep your site alive. In September 2024, the founder of Wordpress lashed out against WPEngine, the largest Wordpress host, and basically banned any site that uses it.
