Prospecting in 2026: go multi‑channel
Advisors are blending in‑person and social channels: LinkedIn for executives, local events for retirees, Instagram Reels for younger families — the playbook is segment‑first and multi‑channel. (youtube.com)
Broadridge’s 2024 survey of 400+ North American advisors identified “time and expertise” as the top marketing challenges, and industry guidance shows advisors are concentrating the largest share of marketing dollars on LinkedIn and Facebook. (broadridge.com) LIMRA maintains an active retirement-research program specifically focused on pre‑retiree and retiree behaviors and product needs, signaling a steady data pipeline advisors can use to design in‑person outreach. (limra.com) Capital Group’s PracticeLab recommends structured seminar programs and published playbooks for converting attendees, and its advisor benchmarking notes referrals remain the dominant channel for new-business generation in many firms. (capitalgroup.com) Pew’s 2025 social‑media research and CDC analysis of parent usage both show Instagram and YouTube are among the most‑used platforms for U.S. parents and adults 18–39, supporting short‑video formats for family‑focused messaging. (pewresearch.org) LinkedIn continues to push SMB tools and Sales Navigator features aimed at small‑business owners, while chamber of commerce data shows local business networks remain trusted sources of referrals and event-based lead flow. (uschamber.com) Industry analyses and advisor benchmarks place high value on referral systems—Capital Group’s 2023 benchmark reports 87% of new business comes from referrals, and referral‑marketing studies show referred leads convert materially better (conversion and LTV lifts of roughly 30%+ in aggregate), supporting documented referral plans and CRM processes for higher close rates. (capitalgroup.com)
