Welcome to Episode 1 of The Phil² Sessions - the marketing and lead generation podcast for financial planners, IFAs and financial advice professionals.
Hosted by Phil Bray of The Yardstick Agency and Phil Calvert of LifeTalk, this new podcast takes a relaxed, conversational and practical look at what's happening in adviser marketing right now - what's working, what's changing and what advisers should be paying attention to.
In this first episode, the two Phils discuss a range of marketing ideas, trends and opportunities currently shaping the financial advice profession.
The conversation begins with examples of adviser marketing that are working in the real world, including why some advisers are choosing to create and run their own networking groups rather than simply attending traditional networking events. The discussion explores how community-building can help advisers become more visible, more connected and more memorable within their local markets.
The Phils also examine the growing popularity of podcast guest appearances as a marketing strategy. Drawing on examples from both inside and outside the profession, they discuss how advisers can borrow other people's audiences, build authority and generate new opportunities through strategic podcast appearances.
AI and search are also high on the agenda. The episode explores the impact of Google's AI Overviews, whether AI is replacing traditional search, and what advisers can do today to improve their visibility in both search engines and AI-powered platforms.
The discussion then turns to lead generation, prompted by news that wealth management firm AFH has acquired lead generation business Lead Tech. This sparks a broader conversation about buying leads versus building your own marketing assets, and the importance of owning your audience rather than relying entirely on third-party platforms.
A major feature of The Phil² Sessions is the Adviser Marketing Clinic, where real adviser marketing questions are discussed live. In this episode, the topics include:
• Why some adviser websites attract visitors but generate very few enquiries
• The role of social proof, testimonials and video content on adviser websites
• How advisers can use quizzes, scorecards and assessment tools to improve engagement
• Whether speaking at schools and sixth forms can lead to new business opportunities
• The value of VouchedFor reviews and how they may influence both consumers and AI search results
• Why PR remains one of the most underused marketing tools available to financial advisers
Throughout the episode, Phil and Phil share practical tips, observations and real-world examples gathered from decades of experience working with advisers and advice firms.
There are no scripts, no corporate spin and no hard sell - just honest conversations about marketing, lead generation and business development for financial advisers.
Resources mentioned during the episode:
Daniel Priestley on building an audience through podcast guest appearances:
https://youtu.be/15sgq7fVUbE?si=Wz2I71aoDr1mVYqH
Neil Patel on AI Overviews and search:
https://youtu.be/7WrRTq2hkKk?si=iHKJdqo-tvTL2LAf
Find out more about The Yardstick Agency:
https://theyardstickagency.co.uk
Join the LifeTalk community - the world's longest running adviser community:
https://www.facebook.com/groups/AdviserLifeTalk
If you're a financial adviser, planner or advice professional looking for practical marketing ideas, fresh thinking and real-world discussion, subscribe now and join us for future episodes of The Phil² Sessions.
Click for show notes.
