Podcast Summary: Advisor Marketing Made Simple

Episode: Advice Line: Building A Marketing Funnel For Your Niche Practice (with Scott Campbell of Align Wealth)
Hosts: Taylor Schulte & Kendra Wright
Date: August 20, 2025

Overview

In this episode, Kendra and Taylor sit down with Scott Campbell, co-founder of Align Wealth, a financial planning firm serving Canadian chiropractors. Scott’s biggest challenge: turning their “best kept secret” status into consistent, scalable growth. The hosts conduct a live, in-depth strategy session, pinpointing how to create a focused marketing funnel, sharpen messaging, and choose platforms aligned with Scott’s unique niche and strengths.

Key Discussion Points & Insights

1. Understanding the Niche and Ideal Client

• Scott's Firm and Goal:

  • Align Wealth focuses exclusively on Canadian chiropractors.
  • Goal: Triple revenue in five years by building a lead-generating marketing funnel.
    [00:32] Scott: "I feel like we are currently the best kept secret in the Canadian chiropractic space... Our biggest challenge... is creating a funnel to get more qualified and ideal prospects on our calendar."

• Ideal Client Profile:

  • Age 30s-40s, growing or thriving practice, busy personal/family life, overwhelmed and feeling financially disorganized.
  • Pain points: High overhead, underpaying themselves, cash flow optimization, aggressive debt payoff, practice expansion, building a lifestyle business. [05:05] Scott: “Most common, it's like, I just feel completely disorganized. I feel like I'm earning well, working hard, but I'm just spinning my wheels..."

• Unique Chiropractor Money Challenges:

  • Overhead vs. personal pay, lumpy cash flow, aggressive reinvestment, student/practice debt, desire for flexible work/life. [06:39] Scott: "100%," in response to chiropractors wanting to buy back time and work fewer hours while maintaining good income.

2. Current Marketing Activities & Assessment

• Marketing Efforts So Far:

  • Instagram short-form video (two years, low engagement, not Scott’s passion).
  • Personalized "gift boxes" (acrylic board, financial planning book, and a note) to select chiropractors, $200/box. Some positive replies, but many "ghosts" with no response. [10:42] Scott: “We're sending out roughly about 12 per quarter... we've had some positive reactions, but we've also had some surprising like kind of ghost, like no response at all..."

• Planned/Considered Activities:

  • Launching a podcast ("The Cairo Money Show") soon, co-hosted with colleague Chris. [16:15] “The goal is … having it being a piece of the overall funnel, like building awareness and trust and credibility."
  • No automated email funnel or consistent follow-up after lead magnet opt-ins.

• Budget and Growth Timeline:

  • $1,000–$1,500 per month marketing budget, ready to accelerate growth now that the team has expanded. [12:12] Scott: "Anywhere from a thousand to $1,500 per month on marketing."

3. Evaluating the Referral Engine

• Growing via referrals, but completely organic (“we don’t ask for them”).

• Taylor encourages designing an actual referral process/system—referrals do work extremely well if systematized, especially in a tight niche. [13:42] Taylor: "Just simply asking for referrals...is not a system...we actually do need to build a very thoughtful funnel and process for referral marketing to actually work."

  • “It can be done without feeling slimy or salesy...Dan Allison is a great resource for this.”
    [15:00] Taylor

• Warning: Building a robust referral engine takes focus—don’t try to layer too many new strategies at once.

4. Platform and Funnel Strategy: Podcast, Video, and Lead Magnets

The Podcast Plan

• Excitement about the podcast as a trust/brand builder, specifically for chiropractors. [16:15] Scott: "If someone visits our website and our primary call to action is to book a call, they're just not ready to do that yet."
• Cautions from Taylor:
  • Podcasts, especially “hyper niched” ones, have very slow organic audience growth.
  • Conferences and being a guest on other relevant shows are the best top-of-funnel drivers for such podcasts. [26:36] Taylor: "...your podcast is so hyper niched. You don't have chiropractors going to Apple podcasts and like chiropractor personal finance..."
  • Scott is realistic: "Even if it takes three years..."—but both hosts stress the importance of clear expectations.

Short-Form Video (Instagram)

• Scott chose Instagram because chiropractors hang out there, but dislikes the process.
• Taylor notes:
  • Need more niche-specific visuals and hooks (i.e., be crystal-clear it’s “for chiropractors”). [31:00] Taylor: “If I’m a chiropractor that meets all the criteria you just told us about, like, this does not speak to me at all.”
  • Consistency is key—posting every day is needed to build momentum.
  • If outsourcing, consider agencies that script, edit, and manage short-form content end-to-end.

Funnel Architecture Recommendations

• Kendra’s "backwards" approach:

  • Use the podcast as “middle of funnel.”
  • Focus on building an email list as the main call to action from public talks, guest appearances, and the website.
  • Short-form video can supplement, but only if it’s authentically sustainable (and highly targeted).
    [23:01] Kendra: “I would, you know, try to convert a fraction of that audience to email...visibility that you're going to need...with a podcast is getting onto other shows that align with your ICP.”

• Scorecard/Assessment as Lead Magnet:

  • Replace low-value PDF ("The Millionaire Chiropractor Next Door"—graded 5/10 by Scott) with highly personalized diagnostic/scorecard. [34:33] Taylor: “I think scorecards and quizzes are fantastic when done the right way. People love to answer questions and get something in response...”
  • Use as primary call-to-action on website and supplement with an automated nurture sequence (emails, newsletter) to educate and build trust.

Website & Messaging

• Website lacks immediate chiropractor targeting and focus.
• Compare with other niche sites (e.g., Integrated Wealth for optometrists) for clarity in headline and messaging. [34:33] Taylor: “When I first went to your website, I didn’t see anything about chiropractors. Nothing screamed chiropractors to me at all...”
• Copy, headlines, and resources should speak clearly—no generic financial info.

5. Content Specificity and Overall Advice

• Sharpen all content—videos, articles, podcast episodes—so it speaks directly to the “painful, urgent problems” of chiropractors, not generic themes. [39:31] Kendra: “The way I like to think about it is like...if one of your favorite clients read it, would they say, yes, this is me?”
• Example compelling topics for chiropractors:
  • “#1 Tax Mistake Chiropractors Make When Paying Themselves”
  • “Why Your Clinic Can’t Be Your Only Retirement Plan”
  • “How Much Clinic Profit is Safe to Take Home?”

Notable Quotes & Memorable Moments

• On the importance of specificity:
  [06:46] Kendra: “This is going to be the foundation that we build everything off of and we have to be wildly clear about who we want to attract and the painful urgent problems that are expensive and they want to pay for.”

• On referral marketing reluctance:
  [14:36] Scott: “It kind of feels a bit strange or odd to kind of like, ask. Make that ask...like, it's, you know, we're already asking a lot of our clients to like, then ask again for like more business.”

• On podcast audience-building reality check:
  [39:47] Taylor: “You're never going to have the audience that I have on my retirement podcast...set realistic expectations. If you have an audience of 2,000 amazing chiropractors that fit your target demographic...that's awesome.”

• On Instagram content issues:
  [31:00] Taylor: “When I look at the thumbnails for your short form video...Nothing here indicates that you help chiropractors.”

• On choosing a sustainable approach:
  [43:34] Kendra: “Your views are gonna go down, but your conversion will go up. So it's gonna feel a little bit different, like, oh, I might not be getting as many views...But it's a huge disconnect I see so many advisors struggle with.”

Timestamps for Key Segments

• Scott’s Big Question & Ideal Client Deep Dive: 00:32 – 05:42
• Unique Chiropractor Challenges: 05:42 – 07:36
• Current Marketing Activities & Personalized Outreach: 08:48 – 12:16
• Referrals & Marketing Systems: 12:19 – 15:00
• Podcast Launch Plan Discussion: 16:15 – 18:01
• Lead Magnet & Website Critique: 18:01 – 19:34
• Smart Funnel Strategy Debate & Content Repurposing: 19:34 – 26:26
• Short Form Video: Execution & Outsourcing: 26:26 – 33:42
• The Scorecard as a Conversion Tool: 33:42 – 36:57
• Content & Website Targeting Tips: 36:57 – 39:31
• Setting Realistic Expectations: 39:31 – 43:09
• Final Takeaways & Scott’s Action Plan: 43:09 – End

Actionable Takeaways

1. Sharpen Content & Messaging: All marketing—site, video, podcast—should scream “for chiropractors,” focus on their specific pain points, and use their language.

2. Pick One Major Funnel to Own:

   • If podcast: Make it middle of funnel, grow by getting on other shows and live stages.
   • Use a compelling lead magnet (preferably a scorecard/quiz with immediate value) as your main website call-to-action.

3. Automate & Nurture: Build a follow-up email sequence for lead magnet opt-ins (not just immediate guides), providing regular drip value.

4. Referral System Opportunity: Don’t ignore referrals; consider a systematized, authentic approach to boost predictability.

5. Iterate, Don’t Overextend: Avoid launching multiple funnels simultaneously; build one system deeply then layer on additional channels.

For financial advisors struggling to market their niche practice, this episode offers a candid, high-level and tactical view of how to build a sustainable, authentic, and effective funnel—starting with ruthless specificity.