Craft on Tap, Growth Marketing for RIAs

Craft Impact
  • 5.0 (16)
  • MARKETING
  • UPDATED WEEKLY

Welcome to Craft on Tap: Growth Marketing for RIAs by Craft Impact. We're the dedicated marketing partner serving as an outsourced CMO + digital marketing team for RIAs. This pod combines industry expertise with a refreshing approach (and the occasional dad joke). Our goal is to help you avoid random "acts of marketing." Expect real advice delivered with personality. Subscribe for untapped potential! #RIAMarketing #CraftImpact

  1. 5 marketing mistakes advisors make (and what to do instead) | Ep 29

    1D AGO

    5 marketing mistakes advisors make (and what to do instead) | Ep 29

    Most advisory firms are working harder on marketing than they need to. In this episode, Stephen Beach and Faustin Weber pull from years of onboarding RIAs across the country to share the five most common marketing mistakes they see, and what to do instead. They cover: Why your existing clients are your most underutilized marketing assetHow to get serious about who you're proactively marketing toWhy posting without a strategy will always fizzle outThe real cost of neglecting your website while chasing social channelsWhy burning money on paid ads before your foundation is solid is a trap⏱️ Timestamps: (0:00) Introduction: Growth marketing for RIAs. (1:03) Mistake #1: Ignoring your clients as part of your marketing efforts. (3:02) Story: How a shift to marketing to existing clients changed the firm's approach. (10:22) Mistake #2: Not getting serious about who you are proactively marketing to. (17:35) Mistake #3: Posting on social channels without an overarching strategy in place. (24:50) Mistake #4: Neglecting the website while going all-in on different channels. (32:51) Example: How prospects use specific service pages to validate a firm's expertise. (37:01) Mistake #5: Burning money on paid ads before the foundation is solid. (45:06) Final thoughts: Summary and request for podcast reviews. Whether you're in growth mode or just getting your marketing off the ground, this episode is a practical gut check for where your time and money should go under the marketing umbrella. #FinancialAdvisors #RIAMarketing #GrowthMarketing #CraftOnTap

    45 min
  2. What marketing metrics should advisors track in 2026? | Ep 28

    MAR 4

    What marketing metrics should advisors track in 2026? | Ep 28

    Are you drowning in data but starving for growth? In 2026, it’s easier than ever to get "great" marketing numbers that result in zero new clients. In this episode, Craft Impact’s CEO Stephen Beach and Marketing Strategist Faustin Weber walk through the six marketing metrics they're monitoring across their RIA clients that act as a guide rope to success. They cover: Why AUM growth is still the only North Star that matters… and why trying to draw a straight line from a single post to new clients will drive you crazyWhat makes a discovery call "qualified"...and why booking 30 calls that go nowhere is worse than booking five good onesHow to identify your firm's top referral evangelists and what to do with that information once you have itThe simplest way to measure brand awareness in a digital worldWhy "deep engagement signals" matter more than likes and viewsAI visibility and reputation: what to track, what to ignore, and why you shouldn't panic if you're not ranking in ChatGPT yet⏱️ Timestamps: (00:00) Welcome and episode overview (01:34) Metric 1: AUM growth as your North Star (04:00) Why marketing attribution is harder than ever in 2026 (06:45) Metric 2: Qualified discovery calls (08:58) The ad agency experiment that produced zero results (10:30) Metric 3: Referral sources and your top evangelists (16:34) Metric 4: Homepage visits and branded search queries (19:27) The simplest way to measure brand awareness digitally (20:48) Google Search Console is free, fast, and underused (24:26) Metric 5: Deep engagement signals (28:05) The 73 percent from Indonesia YouTube problem (33:13) Metric 6: AI visibility and reputation reviews (41:37) What to solve for instead of chasing LLM rankings AI Visibility Tool Referenced: https://geoptie.com/geo-rank-tracker #FinancialAdvisors #RIAMarketing #MarketingMetrics #GrowthMarketing #AUM #BrandAwareness #AISearch #DigitalMarketing #FinancialAdvisorMarketing

    43 min
  3. Instagram tips & tricks for financial advisors | Ep 27

    FEB 25

    Instagram tips & tricks for financial advisors | Ep 27

    Is Instagram worth your time as a financial advisor? Stephen Beach and Faustin Weber talk through Instagram: who should be on it, how to use it strategically, and why your KPIs probably need a reset. We cover: How to decide if Instagram is even the right channel for your firmWhy reels and collaborative posts are the fastest path to growing your audienceThe difference between reels, feed posts, and stories and what each one is actually forThe "pinball machine" approach to building relationships that convert over timeQuick tips on geotagging, adding audio to image posts, and optimizing your profile⏱️ Timestamps: (0:00) Welcome & is Instagram right for your firm? (1:06) 2026 demographic data: who's actually on Instagram (3:00) Solo advisors vs. larger firms: a different approach (5:13) Two reasons Instagram works: reel reach and collaborative posts (7:36) The "Walmart & Waffle House" growth strategy (10:35) Defining content: reels vs. feed posts vs. stories (12:41) Using stories to "pour fuel" on your reels (15:53) Advanced tips: adding audio to image posts and geotagging (18:20) Optimizing your Instagram profile like a mini website (25:25) Case study: from Instagram engagement to discovery calls (28:50) Relational vs. transactional: building a "pinball machine" (31:00) Why watch time and views beat "likes" (32:15) Closing thoughts This episode gives you a realistic framework for how financial advisors can use the platform to build awareness, grow a qualified audience, and stay top of mind until prospects are ready to act. Craft Impact is a growth marketing agency that helps financial advisors reach their AUM goals through strategic marketing. Subscribe to ⁠⁠⁠⁠⁠⁠⁠⁠⁠Craft on Tap on YouTube ⁠⁠⁠⁠⁠⁠⁠⁠⁠and learn more about our growth marketing services at craftimpact.com. #FinancialAdvisors #InstagramMarketing #RIAMarketing #SocialMediaStrategy

    33 min
  4. How to market your podcast (and turn one episode into weeks of content) | Ep 26

    FEB 17

    How to market your podcast (and turn one episode into weeks of content) | Ep 26

    Recording a podcast is the easy part. Getting people to listen or care? That's the hard part. Stephen Beach and Faustin Weber share actionable tips for marketing your financial advisor podcast, from equipment setup to distribution strategy across every channel. They cover: Essential tech setup (without breaking the bank or your brain) How to generate episode ideas that your ideal clients care about The production quality that matters (and what doesn't) Turning one 30-minute recording into 2-3 weeks of social content YouTube optimization strategies that drive subscribers Email and LinkedIn distribution tactics that work The "Walmart-Waffle House" strategy for explosive growth Getting featured on industry podcast lists ⏱️ Timestamps: (0:00) Welcome & why podcast marketing matters more than downloads (1:41) Setting goals for your podcast strategy (3:17) Why video podcasts beat audio-only in 2026 (5:36) Tech recommendations: cameras, mics, and software (7:42) Finding episode topics your clients want (10:56) Production tips for better engagement (15:16) Writing titles and descriptions for discovery (20:21) The cold open hook that keeps people watching (22:25) Website strategy for your podcast library (24:38) Email marketing and LinkedIn newsletters (27:30) Social distribution: maximizing every episode (36:51) The Walmart-Waffle House guest strategy (47:34) Getting on top podcast lists for your niche (50:41) Final quick-hit tactics across channels Whether you're launching your first podcast or looking to get more mileage from episodes you're already recording, this episode gives you the complete playbook for turning your podcast into a systematic content engine that fuels growth across every channel. Craft Impact is a growth marketing agency that helps financial advisors reach their AUM goals through strategic marketing. Subscribe to ⁠⁠⁠⁠⁠⁠⁠⁠⁠Craft on Tap on YouTube ⁠⁠⁠⁠⁠⁠⁠⁠⁠and learn more about our growth marketing services at ⁠⁠⁠⁠ craftimpact.com.

    57 min
  5. Should I target a specific company with my firm's marketing? | Ep 25

    FEB 5

    Should I target a specific company with my firm's marketing? | Ep 25

    You've heard about niching down, but what about going even deeper with company-specific marketing? Stephen Beach and Faustin Weber explain how financial advisory firms can use account-based marketing (ABM) to attract clients from specific companies without alienating their broader client base. This episode shares real client examples and tactical strategies that have generated discovery calls and referrals. They cover: Why company-specific marketing can sometimes work better than broad digital campaigns for RIAs How to create microsites and landing pages for specific personas or companies Real examples: targeting law firm partners and tech company employees Building the infrastructure first (before you start outbound) LinkedIn strategies, referral tactics, and using Slack channels to your advantage Why this is a long-term play, not a quick-win strategy When paid ads actually make sense for financial advisors ⏱️ Timestamps: (0:00) Welcome & shout out to Michael Kitces (3:29) What is account-based marketing for fiduciary financial advisors? (5:22) Example: Targeting law firm partners without alienating other clients (8:12) The importance of client interviews for messaging (9:33) Creating a microsite as your marketing foundation (12:48) Supporting collateral: PDFs and sales enablement (18:20) LinkedIn outreach strategies that don't feel salesy (20:00) Why this is a long-term play, not instant leads (24:30) Going deeper: company-specific marketing tactics (27:00) Real example: Leveraging 20+ clients at one tech company (30:30) How to rank on Google for company-specific benefits searches (33:00) The holy grail: Getting referred in company Slack channels (36:50) Using webinars and video for company-specific marketing (39:00) When paid ads actually work for financial advisors (40:36) Capitalizing on company catalysts (tender offers, IPOs) (43:30) Final thoughts and action steps Whether you're a mid-sized RIA looking to expand strategically or you already have several clients at one company, this episode offers a proven framework for scaling through account-based marketing without the generic spray-and-pray approach. Craft Impact is a growth marketing agency that helps financial advisory firms reach their AUM goals through strategic marketing. Subscribe to ⁠⁠⁠⁠⁠⁠⁠⁠⁠Craft on Tap on YouTube ⁠⁠⁠⁠⁠⁠⁠⁠⁠and learn more about our growth marketing services at ⁠⁠⁠⁠⁠⁠⁠⁠⁠craftimpact.com⁠.

    47 min
  6. Why Google Reviews still matter for your RIA (and how to get more) | Ep 24

    JAN 26

    Why Google Reviews still matter for your RIA (and how to get more) | Ep 24

    Is your firm's Google profile helping or ruining your first impression? Stephen Beach and Faustin Weber give real examples of why & how Google Reviews remain a make-or-break marketing asset for financial advisory firms. Plus, they share practical ways to build yours up without running into compliance issues. We cover: Why Google is still the gateway for prospects checking out your firm (even in the age of AI) How star ratings influence both Google Search and LLMs like ChatGPT Compliance-friendly approaches to soliciting reviews from your clients Simple systems to bake review requests into your existing client meetings What to do if you have negative reviews dragging down your profile ⏱️ Timestamps: (0:00) Welcome & why Google Reviews matter (2:15) How prospects use Google to validate referrals (3:45) The impact of reviews on search rankings and AI results (5:30) Real examples: negative reviews and first impressions (8:00) How ChatGPT and other LLMs use Google Review data (12:00) Compliance-friendly strategies to request reviews (16:00) Building review requests into your client service process (19:30) Multi-email follow-up campaigns that work (22:00) Repurposing Google Reviews on your website (25:00) Managing multiple office locations and Google Profiles (28:00) Optimizing your Google Business Profile beyond reviews Whether you're starting from zero reviews or trying to offset a few old blemishes on your profile, this episode gives you a practical playbook for turning Google Reviews into a marketing asset that works for your firm. Craft Impact is a growth marketing agency that helps financial advisors reach their AUM goals through strategic marketing. Subscribe to ⁠⁠⁠⁠⁠⁠⁠⁠Craft on Tap on YouTube ⁠⁠⁠⁠⁠⁠⁠⁠and learn more about our growth marketing services at ⁠⁠⁠⁠⁠⁠⁠⁠craftimpact.com

    33 min
  7. LinkedIn growth hacks for financial advisors (2026) | Ep 23

    12/17/2025

    LinkedIn growth hacks for financial advisors (2026) | Ep 23

    Is your LinkedIn strategy falling behind the platform's latest changes? In this latest Craft on Tap Podcast episode, Stephen Beach and Faustin Weber discuss what's working (and what's not) on LinkedIn heading into 2026, including practical tips that independent financial advisors can implement right away. We cover: Why LinkedIn reduced organic reach and what you can do about itThe commenting strategy that beats posting (yes, really)How to use the "Waffle House/Walmart" approach to grow your followingProfile optimization fundamentals that most advisors missThe marketing waiting room vs. sales waiting room framework for contentCurrent LinkedIn algorithm insights from November 2025Best practices for posting frequency, timing, and formatHow to determine if LinkedIn should even be a priority channel for your target audience⏱️ Timestamps: (03:25) Why LinkedIn is still the best platform for certain audiences (08:05) Using Spark Toro to identify where your audience actually lives online (12:00) Profile optimization fundamentals (follow first, headline, banner) (17:15) The "15-minute Friday" strategy for growing your network (26:40) The power of commenting over posting (27:45) The "Waffle House/Walmart" commenting strategy explained (37:05) What to post on personal vs company accounts (39:10) Marketing waiting room vs sales waiting room content (46:40) Post timing, frequency, and format best practices (50:40) Latest algorithm updates from November 2025 Whether you're a social media rookie or looking to up your LinkedIn strategy game for 2026, this episode offers actionable social media marketing and branding tips for building your professional brand and attracting the right prospects (dad jokes included). Craft Impact is a growth marketing agency that helps financial advisors reach their AUM goals through strategic marketing. Subscribe to ⁠⁠⁠⁠⁠⁠⁠Craft on Tap on YouTube ⁠⁠⁠⁠⁠⁠⁠and learn more about our services at ⁠⁠⁠⁠⁠⁠⁠craftimpact.com

    1 hr
  8. Is your RIA showing up on ChatGPT (and does it matter)? | Ep 22

    11/20/2025

    Is your RIA showing up on ChatGPT (and does it matter)? | Ep 22

    Showing up in AI search results is all the rage in the financial advisory community.  But does it even matter??? 👉The reality is more nuanced than the hype suggests. CEO Stephen Beach and Marketing Strategist Faustin Weber cut through the chatter around AI optimization to share what IS working for financial advisory firms, based on real experiences with clients. We cover: Why educational blog content rarely drives traffic from ChatGPT (and what this means for your content strategy) The difference between "grounding" and "non-grounding” in AI responses Bottom-of-funnel optimization: where the real opportunity lies for RIAs How to analyze ChatGPT's comparison matrices to improve your firm's positioning The critical role of online reputation and reviews in AI search results Why citations across multiple platforms are more valuable to AI search than website traffic ⏱️ Timestamps: (0:00) Welcome & AI search landscape update (2:03) Understanding grounding vs. non-grounding in LLM responses (6:42) Why AI search isn't driving the website traffic you'd expect (11:25) Bottom-of-funnel searches: the real AI optimization opportunity (16:18) The importance of pricing transparency in AI comparison charts (16:30) Online reputation as the foundation of AI search success (21:20) Building citations and authority across the web (24:29) Reality check: AI search in context of how affluent clients actually find advisors (26:03) What content marketing should really accomplish in 2026 Have questions? Let us know! Craft Impact is a growth marketing agency that helps financial advisors reach their AUM goals through strategic marketing. Subscribe to ⁠⁠⁠⁠⁠⁠Craft on Tap on YouTube ⁠⁠⁠⁠⁠⁠and learn more about our services at ⁠⁠⁠⁠⁠⁠craftimpact.com

    32 min
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5
out of 5
16 Ratings

About

Welcome to Craft on Tap: Growth Marketing for RIAs by Craft Impact. We're the dedicated marketing partner serving as an outsourced CMO + digital marketing team for RIAs. This pod combines industry expertise with a refreshing approach (and the occasional dad joke). Our goal is to help you avoid random "acts of marketing." Expect real advice delivered with personality. Subscribe for untapped potential! #RIAMarketing #CraftImpact

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