Advisor Marketing Made Simple
Episode: Advice Line: Why Focusing On ONE Marketing Channel Converts Better (Mohammad Uz-Zaman)
Release Date: July 30, 2025
Hosts: Taylor Schulte and Kendra Wright
Introduction to the Guest: Mohamed from ADL Estate Planning
In this episode, hosts Kendra Wright and Taylor Schulte welcome Mohamed Uz-Zaman, the founder of ADL Estate Planning based in the UK. With nine years of experience and a current revenue of nearly £250,000, Mohamed aims to scale his business to £3 million within the next five years.
Identifying the Core Challenge
Mohamed kicks off the conversation with a pivotal question: “How many touch points do we need to have to really convert cold leads coming at the top end or even generating actually cold leads into qualified leads who make an appointment into our diary?” (00:34) This sets the stage for a deep dive into optimizing marketing strategies to enhance lead conversion.
Understanding the Ideal Client
Kendra probes into Mohamed's target audience, emphasizing the importance of clarity in client profiling. Mohamed describes his ideal high-end clients as individuals earning over £150,000 annually, possessing assets exceeding £2.5 million, and owning multiple properties (typically five or more). These clients seek expert advice on inheritance tax, income tax, and wealth management.
Mohamed: “The best one, I would say so far, which has been the most profitable would be the ones with five plus properties.” (02:31)
Current Marketing Activities
Mohamed outlines his current marketing endeavors:
- Pay-Per-Click (PPC) Ads: Allocating around £1,200/month on Facebook and Instagram to promote a 40-page guide titled "Investing Wisely".
- Podcasting: Hosting the Way of Wealth Podcast, currently boasting eight episodes and steadily gaining traction.
- Short-form Content: Producing 3-5 shorts weekly across Instagram, TikTok, and recently LinkedIn.
- Live Marketing Sessions: Participating in 4-5 speaking conventions annually, addressing audiences ranging from 30 to 150 attendees.
Mohamed: “They come to a landing page on our site where they download a guide called Investing Wisely.” (04:14)
Analyzing Marketing Effectiveness
Delving into the efficacy of his PPC campaigns, Mohamed reveals a conversion rate of approximately 1%, translating to about 35 leads per week from Facebook alone, with only one leading to a paying client. This low conversion rate prompted Mohamed to reassess his marketing focus.
Mohamed: “So they would either become paid clients on the legal side or paid clients on the wealth management side.” (07:24)
Challenges in Targeting and Conversion
Taylor and Kendra highlight the complexity of Mohamed's dual-focus business model, combining both legal services and wealth management. They caution against spreading efforts across too many channels and client segments, advocating for a more narrowed and focused marketing approach.
Taylor: “The more focused you can get, the easier all of this is gonna become.” (10:03)
Strategic Recommendations
The hosts propose a strategic pivot towards concentrating on a single, effective marketing channel. They suggest:
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Narrowing the Target Audience: Reducing the broad market of 300,000 high-income individuals in the UK to a more focused segment of 50,000 who genuinely require and value comprehensive legal and wealth management services.
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Focusing on Podcasting: Building a robust podcast funnel by enhancing the Way of Wealth Podcast, ensuring content precisely caters to the niche audience. Strategies include guest appearances on other relevant podcasts to borrow their audiences and leveraging SEO to increase visibility.
Taylor: “The most effective and efficient way to grow your podcast is to go on other podcasts.” (25:05)
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Reducing Diversified Marketing Efforts: Scaling back on less effective channels like TikTok and short-form videos, which do not align with the preferences of high-net-worth individuals seeking complex financial solutions.
Implementation and Commitment
Taylor emphasizes the necessity of commitment and patience, advising Mohamed to dedicate two to three years to implement and refine the focused marketing funnel.
Taylor: “If you get really focused here on your ideal client and the service model for them and the marketing strategy, I would commit to it for two to three years.” (33:40)
Conclusions and Action Plan
Kendra and Taylor conclude with a clear action plan for Mohamed:
- Refine the Ideal Client Profile: Further narrow down the target audience to those most likely to convert.
- Enhance Podcast Strategy: Align podcast content with the refined audience and actively seek guest spots on other relevant podcasts.
- Streamline Marketing Channels: Focus resources on the most effective channels that reach the ideal client, reducing efforts on less impactful platforms.
- Long-term Commitment: Adopt a patient approach, allowing the focused strategy to mature and yield results over time.
Kendra: “Your podcast will have to speak very specifically to that narrow audience.” (35:22)
Taylor: “We can't just throw spaghetti at the wall and do a bunch of things and hope it works.” (34:34)
Final Thoughts
Mohamed expresses appreciation for the insightful guidance, acknowledging the importance of intentional focus and long-term commitment to his marketing strategy.
Mohamed: “Thank you very much, Taylor. Thank you very much, Kendra. Your insights have been really, really helpful.” (35:16)
Action Items for Listeners
For financial advisors grappling with similar challenges, take away these key strategies:
- Narrow Your Focus: Clearly define and concentrate on your ideal client to streamline marketing efforts.
- Leverage a Single Marketing Channel: Whether it’s podcasting, writing, or another medium, excel in one area to build a strong, dedicated audience.
- Commit for the Long Haul: Recognize that effective marketing strategies take time to yield results and remain patient and persistent.
Recommended Listening
For further insights on ensuring your content attracts the right clients, listen to our episode with John Gigliello titled “Why Great Content Still Isn't Bringing in the Right Clients.”
Resources and Links:
To access the resources mentioned in this episode or to join as a guest on future Advice Line episodes, visit the show notes linked below.
This episode provides a comprehensive exploration of strategic focus in financial advisor marketing, emphasizing the importance of targeting the right audience and committing to a singular, effective marketing channel for optimal conversion rates.