Marketing feels complicated when you focus on the tools instead of the purpose.

You’re not alone if you feel frustrated or overwhelmed by how often marketing seems to change. New technology appears. Algorithms shift. Tactics fall in and out of favor. It can start to feel like you’re always behind or doing the wrong thing.

When that happens, I find it helps to zoom out.

In the independent financial advisory space, marketing has always been about two things: relationships and education. That hasn’t changed, even as the tools have.

Every effective marketing tactic, whether it’s social media, a podcast, networking, or a referral campaign, is simply a way to build trust or help someone understand how to solve a problem they care about. The format may change, but the purpose does not.

If you use relationships and education as your true north, decisions get easier. You can ask simple questions: Does this help me build real connections? Does this help my audience better understand their situation and options? If the answer is yes, you’re probably on the right track.

You don’t need to chase every new trend or platform. You just need to show up consistently in ways that deepen relationships and educate the people you want to serve.

The takeaway: Marketing will keep changing, but the foundation won’t. Anchor your strategy in relationships and education, and you’ll always know what to do next.