In the competitive world of financial services, small firms often face a tough challenge: how to market themselves effectively without significant budgets or extensive in-house teams found at larger competitors. That’s where AI tools – such as ChatGPT or Claude.ai can assist —if you know how to use them right. But can AI build a marketing plan?
Below I outline how businesses can leverage AI resources to create a strong marketing plan, and when it’s sensible to bring a marketing consultant to maximise effectiveness.
Use AI tools to kick start strategy
AI can help generate a basic strategic outline quickly. Using prompts such as:
- “Give me a marketing strategy for a small financial adviser firm targeting millennials.”
- “What are effective digital channels for promoting wealth management services?”
- “Create a sample content calendar for a mortgage broker using Instagram and LinkedIn.”
This is a fantastic way to brainstorm positioning, content ideas, messaging themes, and outreach strategies without starting from a blank sheet of paper.
Carefully using prompts can tailor strategies to your businesses niche (e.g. retirement planning, B2B fintech, HNW Wealth Management) or apply appropriate regulatory constraints.
Creating marketing assets
AI can help to generate:
- Social media posts tailored to different platforms
- Email campaign drafts
- Blog post outlines
- Taglines or call-to-actions (CTAs)
- Client personas
- Even basic websites
You can also ask it to repurpose existing content, for example “Turn this LinkedIn article into a script for a short video.”
However, you should always have a human review the outputs for regulatory compliance—ensuring the content is clear, fair, and not misleading and has the appropriate regulatory straplines.
When a consultant can help
While AI can be great for ideation and drafting, it has limits—especially in the nuanced world of financial marketing. Here’s when you should bring in an expert:
- Strategy refinement
AI can brainstorm ideas, but it can’t prioritise based on your business goals, brand positioning, or market research. A marketing strategist can add value here. - Regulatory oversight
As you know, Financial services marketing is tightly regulated. A consultant understands the regulatory requirements and ensures any content is compliant with FCA, PRA, or other relevant authorities regulations. - Tone, voice, and brand fit
AI tools write generically. A content marketing specialist can adjust the tone and messaging to reflect your CEO or firm’s tone of voice, personality and values. - Execution & measurement
AI tools can review and analyse data, but currently it cannot manage campaigns, track KPIs, or adjust based on performance. This requires human insight and active management.
Combining AI + human expertise
Think of AI as your assistant, not your strategist. It can:
- Accelerate brainstorming
- Help you stay consistent with content
- Save time on drafting and repurposing
A consultant, on the other hand, can:
- Build a strategic plan tailored to your goals
- Ensure compliance and professional polish
- Manage and measure the results
AI + Human = your competitive edge
So can AI build a marketing strategy and plan? For small financial firms, AI tools provide a cost-effective way to start marketing smarter.
But when it comes to strategy, regulation, and measurable results, you still need the human touch.
If you’re wanting to grow your business and are reviewing your marketing plans, looking to blend AI tools with expert advice, please do get in touch.
