Most financial advisors I work with feel under constant pressure: too many plates spinning, not enough time to spin them.
They don’t have hours to spare at every charity lunch or weekend golf event, but they also know that two-thirds of new clients come from referrals. They fear that if they pull back their networking, referrals will dry up.
But here’s some truth that should relieve some pressure—and reframe your thinking: you absolutely do not have to chase endless in-person events to drive consistent referrals.
The latest Kitces marketing report shows that the highest-growth advisors actually rely less on traditional networking than before. And the reason is simple: they’re doing more of it online.
Digital networking is one of the most powerful tools for modern advisors—but tactics alone won’t get you there. What drives referrals is how well your presence resonates.
Just because you resonate in person doesn’t mean you resonate online. You need signal-rich messaging that creates instant relevance and emotional stickiness. You need the kind of positioning that makes people think of you before they even realize they need to.
That’s what I help advisors build. But elite strategy still needs amplification. To turn resonance into results, you have to pair it with tactical execution–something we’ll explore in this article.
Done right, digital networking won’t just expand your reach or connect you with new prospects–it wil drive more referrals from your existing COIs and clients.
Referral marketing isn’t a guaranteed outcome–it’s a probability game. You can’t predict or control whether a COI, client, or connection will be in a position to make an advisor referral.
But you can improve your likelihood of being the chosen advisor when the time is right—and that comes down to three primary factors:
Digital networking offers an unprecedented opportunity to optimize each of these three factors. Your clients and COI likely spend a lot of time online each day; posting regularly across LinkedIn and other key channels means you are likely to show up in their feed.
And if you ensure they see the right kind of content, that translates into a steady stream of high-quality referrals.
As I’ve shared before, digital networking offers several clear benefits over traditional in-person events:
However, actually generating referrals from the network you build online requires intentional efforts to optimize the factors outlined above—and my experience suggests that involves three basic steps:
Let me be brutally clear: people don’t refer services–they refer stories.
If your digital presence is a service menu, you’re forgettable. What drives referrals is how you make people feel. It’s that gut-level impression–the one they trust without needing to analyze–that sticks.It’s what makes them think of you first when the right situation arises.
In my work, I help advisors identify what makes them emotionally magnetic–and then build narrative positioning that amplifies it because you need to start with a signal that is strong enough to resonate before you’re even in the room.
Once you have that, it’s time to build a strong digital presence and build a process that scales.
When you showcase your services, don’t just say what you do. Show why it matters and why you. Hit your best stuff over and over instead of trying to demonstrate your breadth.
I like to say, “Stop trying to sell your album and sell your hit song, which happens to be included on this album.” People come for the hits, not the “deep tracks.”
Create simple, shareable collateral that explains exactly who your ideal clients are and what problems you solve. Think one-page client profiles, brief case studies, or even video testimonials that can be easily forwarded. It should be easy for any new connection to view your profile, recent posts, or website and explore the full range of services you offer without having too much information forced on them too fast.
The best content funnels don’t just guide people through a process; they draw people into your world.
Too many advisors focus on “nurture sequences” that feel lifeless. Templates. Scripts. Soulless AI copy. And then they wonder why nothing converts to an appointment.
A truly effective content funnel reflects you. Your thinking. Your way of seeing the world. That’s what creates emotional stickiness. It’s what your COIs and prospects are scanning for, consciously or not.
In a service business, you are the product. If your content isn’t “you,” then it’s everyone who does what you do. Read that again.
Digital networking allows you to connect with new COIs, but developing those relationships requires a more targeted approach to content production. You need to move new connections through a series of stages—we call it a marketing funnel—that gradually build trust and create a sense of connection:
Lead with value.
Speak like a human.
Build momentum via increasing the number of touchpoints.
And remember: tactics don't work if your strategy is off. A funnel isn’t a fix for a message that doesn’t land. It’s a megaphone for what’s already resonating.
Referrals happen when the emotional brain says “yes” and the logical brain finds no resistance.
That means friction kills referrals–especially online. If people aren’t sure how to refer you, or they worry it will be awkward, they just won’t do it.
Make the path frictionless. Be precise. Remove uncertainty.
Do. Not. Make. Them. Think!
Thinking is the enemy of referrals! He or she who requires the least thinking is the easiest to refer! DEAD SIMPLE!
Your contact links, instructions, and calendar tools should feel like an extension of you, not a faceless intake form. Even your referral prompts should carry your tone and your energy.
Make the thinking and awkwardness go away:
You don’t need to beg, just keep signaling that you’re open. And, most importantly, make it easy!
The rise of digital networks has changed how referrals work; even if you aren’t using LinkedIn to connect with COIs, you can be certain your competitors are. That’s why I believe advisors should quickly adopt digital networks and collaborate with real experts to ensure they do it right.
Most worry about reach when they should be worrying about resonance first. Your message has to matter. It can’t just be visible. It needs to land.
It’s not just about “posting regularly” or “being active online.” It’s about being clear, consistent, and emotionally magnetic. That starts with strategy, not tools.
Once your message is clear, you still have to execute–and keep executing. But that’s where most advisors fall short.
Too often, “digital marketing” becomes a parade of hollow updates:
“We’re so excited to announce…”
“We’re so humbled to receive…”
“We’re honored to be included…”
None of that builds connection in isolation. In fact, it often turns people off. It feels corporate, sanified, forgettable.
And while it’s easy to say “just be authentic,” most people don’t know how to do that online. Not in a way that is consistent. Not in a way that builds trust. Not in a way that feels like you.
That’s where my work begins. I help advisors find the signal in their story. The emotional magnetism that can’t be copied.
But once we’ve clarified that voice, you still need to show up with it–again and again–like it’s the first time every time. That’s where it gets hard. Because you’re not a full-time marketer. You’re a full-time advisor.
ProperExpression is one of the industry’s leading marketing agencies. They’ve helped some of the biggest and best advisory firms and RIAs build growth engines and turn digital channels into their most powerful source of new clients.
Want to learn how they could help you generate more referrals—and find your fastest path to sustainable growth in just 30 minutes?