Welcome back! If you missed Part 1, we covered the foundational work you need to do in your first 30 days — defining your ideal client, auditing your digital footprint, nailing your differentiator, picking your channels, and setting simple KPIs. Go give it a read before you dive in here.
Now that your foundation is set, it’s time to actually show up. This is where a lot of advisors stall out, so let’s talk about how to build the habit without burning out.
Days 31-60: Start Creating and Showing Up
Here’s the honest truth: the hardest part of marketing isn’t strategy. It’s consistency. Anyone can publish one great LinkedIn post or send one polished newsletter. The magic happens when you do it over and over again, even when you’re busy, even when you’re not sure anyone’s reading, even when Q4 is chaos and your pipeline is full.
Days 31-60 are all about building that muscle.
Publish your first pieces of content. Based on the 1-2 channels you picked in Part 1, it’s time to start creating. If you chose LinkedIn and email, write your first few posts and your first newsletter. Don’t overthink it. Done is better than perfect, especially at this stage. Your goal right now is to start, not to go viral.
Not sure what to write about? Start with what you know. Answer the questions your clients ask you most often. Share your take on a recent market event. Tell a story about why you became a financial advisor. You already have more to say than you think.
Establish a realistic publishing cadence. Key word: realistic. I’d rather see you commit to one LinkedIn post per week and one newsletter per month and actually do it than promise yourself you’ll post five times a week and flame out by week three.
Think about what fits into your actual schedule — not your ideal schedule. Block time on your calendar for content creation the same way you’d block time for a client meeting. If it’s not on the calendar, it won’t happen. (Sound familiar? We talk about this a lot.)
Optimize your LinkedIn profile. Your content is only as effective as the profile it lives on. If someone reads a post you wrote and clicks through to your profile, what do they find? A half-filled-out bio from 2019 and a stock photo header? Now’s the time to fix that.
At minimum, make sure your headline communicates who you help and how, your About section tells your story in your own words (not corporate-speak), and your featured section highlights something useful — a lead magnet, a recent article, a link to schedule a call. Your profile should do some of the selling for you.
Start building your email list. Even if you’re starting from zero, now is the time to prioritize list growth. Your email list is the one marketing asset you actually own — LinkedIn can change its algorithm tomorrow, but your subscribers are yours.
A few easy ways to start building: add a simple opt-in form to your website, offer a free resource in exchange for an email address (a checklist, a guide, a short video series), and mention your newsletter in your LinkedIn posts and bio. You don’t need thousands of subscribers to start seeing results. You need the right subscribers.
Engage with your network consistently. Posting content is only half of the equation. The other half is showing up in other people’s conversations. Comment thoughtfully on posts from your ideal clients, from centers of influence, from other advisors you respect. Congratulate connections on milestones. Reply to every comment on your own posts.
This sounds small, but it compounds quickly. LinkedIn’s algorithm rewards engagement, and more importantly, real relationships are built in the comments section, not just in your feed.
That’s your Days 31-60 punch list. You’ve got your foundation, you’re showing up, and you’re building the habit. Next up is the part where it all starts to click — Days 61-90, where we refine what’s working and build systems so your marketing doesn’t fall apart the moment life gets busy. See you then.