Marketing guidelines 

We’re here to help you grow your business.   

Whether you’re just starting out or have some experience under your belt, this reference guide can help spark ideas and give you practical tips to create an effective marketing campaign.   

On this page, you’ll find tips tricks and guidelines to help you market your business and communicate effectively. 

  • Quick start
  • Make a plan
  • Create communications that work
  • Build a digital presence
  • Promote your business in your community 

Quick start   

There are a few things you can do right away to start building presence in your communities:    

Don’t forget to remain compliant while marketing your business! 

For information on your disclosure and privacy requirements, contact advisor compliance or, if you’re in Quebec, Quebec advisor compliance.  

Make a plan  

Every successful marketing campaign starts with a plan. Before you sign up for your social media accounts, build a website or place an ad, there are a few important things you’ll need to consider: 

Who you talking to?

Think about things like your audience’s life stage and preferred communication channel. If you’re talking to potential clients who are just starting out, social media may be the best way to reach them. If you’re trying to connect with an older demographic, maybe a print ad is the best way to go. In time, you might find you’re focusing on a specific group of people – which could save you time and money.  

How much do you want to spend?  

Explore the cost to have a website, print handouts, run seminars, place digital ads – knowing what these things cost may help you decide what to include in your plan.  

With your audience defined and your budget established, it’s time to create your marketing plan. 

  • Your plan will help you stay on track and measure success. Start with a month, then roll it out to a year to understand what you need to do, by when and how much it will cost.  
  • Start small, measure your effectiveness, reassess and adjust your plan as needed.  
  • For Canada Life Advisors: Talk to your field leader if you need some help organizing your ideas.  

Create communications that work

Whether it’s print or digital, a social media post, website or brochure, creating communications that work is important. Here are a few things to keep in mind.  

  • Most people skim read when looking at websites, brochures and social media posts. Use headings and subheadings to break your content into chunks and let people know what information is below.  
  • Create messages that get to the point quickly. Put the important ideas up front, then fill in the details.  
  • Use clear, plain language and avoid jargon or technical terms people may not understand.   
  • Link to content that’s relevant to a Canadian audience.  
  • The Canada Life brand tone is positive, approachable and direct. It’s friendly, down to earth, yet professional. Think of yourself as a guide, helping your clients along their journey.  
  • Focus on how your financial security planning can help clients achieve their potential. The Canada Life brand isn’t about fear or dreams. It’s about doing the little things, every day, that will help Canadians reach their potential.  
  • The most effective marketing connects with an emotional need or offers a solution to a problem.   
  • Introduce product information after you’re well into the planning process.  
  • If you’re creating print pieces, have them professionally printed.  
  • If you use content from publications, websites or social media, obtain permission from the author or publisher to use it and keep a copy of their approval.  
  • Provide sources for any statements, statistics or facts you use.  
  • Sharing clients’ comments is an effective way to showcase good feedback and build credibility. Make sure you have consent to use a testimonial and keep it on file.  
  • If you feel out of your comfort zone on a topic, your field leader can put you in touch with the right people.   

Your content doesn’t need to be approved by Field Marketing, but you must follow these compliant marketing guidelines to ensure you’re presenting yourself in a compliant way in all your communications. This is also where you’ll find all the legal disclaimers you’ll need to put on your materials. 

Build a digital presence   

Building a professional digital presence is essential for growing your business. Here are some tips for creating digital marketing tools.    

Start with your website  

Websites help you build a strong digital presence. The internet is always open and prospects are always looking. In fact, 93% of all purchase decisions start with an online search (Profitworks, 2019).   

Your website will:  

  • Establish a professional presence and build trust  
  • Find a higher number of potential customers, wherever they are 
  • Lower the cost of acquiring new clients  
  • Track your web activity to understand key metrics 
  • Tailor your content to resonate with your clients and prospects  

Digital Agent is a website builder that offers the tools and content you need to prospect in a digital world and build your book of business more efficiently and effectively than ever before.  

Learn more about Digital Agent and sign up today!  

Grow your business with social media 

Social media is your superpower 

Build your digital presence with LinkedIn and Facebook business pages. Set your profiles up as a business account; don’t use your personal profile for your business. Refer to our compliance guidelines for tips when setting up your profile.  

Facebook business  

Twitter help centre  

LinkedIn help  

Tips for writing your profile  

Your profile (sometimes called your about page or bio) is one of the most frequently viewed sections on your social media page or website. It’s a key part of your marketing, and you can use it in many ways.   

A compelling profile gives your audience a sense of who you are, what you do and establishes your expertise and credibility.   

Create both a short (1-2 sentences) and long (1-2 paragraph) version of your profile to use in your marketing. Here are some tips:   

  • Write in the first-person. Writing in your own voice is usually the most sincere and effective approach. For example: "I've worked as an insurance advisor for 15 years,” rather than “John has worked as an insurance advisor for 15 years.” There may be some scenarios where someone else writes your biography – if you’re speaking at a conference, for example. In such situations, third-person voice is appropriate.   
  • Don’t use we if you’re working as an individual.   
  • While sometimes it makes sense to highlight accomplishments in your profile, it’s not a resume. It should be short and compelling. Your profile’s purpose is to convince potential clients to want to work with you.   
  • Ask for feedback. Ask colleagues and your team to help identify your strengths. If you have client testimonials, what are the common themes?   
  • Write for your audience. Identify who you’re trying to reach and write in a way that’s understandable and meaningful to them. Don’t use financial jargon or industry-speak. A product list may not resonate well. Instead, think about what problems you can help solve.   
  • Write the way you speak. If you use words you never say, it won’t sound like you. If you’re having trouble, try recording your story first, then transcribe and edit it.   
  • Share your values and what’s important to you.   
  • Include unique but relevant personal facts. You want to sound relatable, yet professional.   
  • Your high-school fast-food job is probably not relevant, unless you have a story about something you learned that led you to where you are today. Same goes your education credentials – are they relevant?   
  • What’s important to you outside work? What do you enjoy doing when you’re not helping clients?   
  • Have it reviewed. It’s difficult to write about yourself – you’re literally too close to the topic! Have a colleague or friend review.   
  • Keep your profile updated as your business grows and if your focus changes.   

Questions to help you get started:   

  • What parts of being an insurance advisor do you enjoy most?   
  • How did you become an advisor? What path did you take? How did you get to where you are today?   
  • What motivates you?   
  • What are your top three strengths as an advisor?   
  • How do you enjoy spending time when you’re not working?   
  • What kind of clients do you work with?   
  • List three questions your clients or prospects might have and answer them.   

Build your bio 

A brief personal bio is a great addition to any social media platform. Here are some sample primary, secondary and closing statements you can use when building your bio.   

Primary statement   


  • Experienced and knowledgeable [enter your title, e.g. insurance advisor] ready to work with you to help meet your personal and your family’s financial security goals.   
  • Provides specialized insurance advice and planning services for [e.g. retirement planning, investment selection, education plans, estate planning and preservation].    
  • Experienced in providing wealth and estate planning strategies to help [enter client type, e.g. business owners, families] wanting to simplify their financial affairs and enhance their current lifestyle.   
  • Having been in the business since [year], I’m committed to my clients’ short and long-term goals. I help clients achieve their financial security goals by [e.g. helping maintain their financial well-being, creating a goals-based plan].    
  • I help my clients customize financial plans that include [e.g. retirement planning, estate planning, small business planning, their children’s education].   


Secondary statement   


  • I am the recipient of [e.g. name of award or achievement] adept in providing customized investment strategies to clients.   
  • As a dedicated member of my community, I show my support to [e.g. name of the foundation, society or local sports sponsorship].   
  • When I’m not working with my clients, I enjoy [e.g. list personal interest, hobby or volunteer organization].   
  • I have a degree in [enter your degree] from [Enter your post-secondary institution] and primarily focus on [e.g. annuities, life insurance, estate planning, trusts or any other training you have].   


Closing statement  


  • I’ll work with you on your financial plan to help you achieve your financial independence.   
  • Hope to have the privilege to work together to help achieve your financial goals.   
  • Look forward to working with you.   
  • Happy to help you towards financial independence.   


Use Hootsuite / Amplify to connect with followers on your profiles 

Reach your customers, gain valuable insights and grow your brand using our advisor scial media program.   With Hootsuite / Amplify, you can: 

  • Create and schedule posts 
  • Manage all of your channels in one place 
  • Plan upcoming campaigns 
  • Stay on top of incoming messages 
  • Analyze your results 
  • Stay on top of everything on the go with the mobile app 

Learn more about Hootsuite and sign up today! 

Level up your lead generation 

DOX has everything you need for digital advertising. You can download and personalize marketing materials with your contact information, headshot and logo, including brochures, postcards, product marketing content and more. These materials are a great way to start sharing your story and spark conversations with prospects.  

Benefits of using DOX: 

  • It’s free! 
  • You can share the materials on your website, social media, email them to your clients or send them to your printer 
  • All materials are pre-approved and compliant 
  • Image options are available for most materials, as well as colour options for self-branded advisors 

Learn more about DOX and sign up today! 

Get found on Google  

Google ads are an effective digital advertising option. There are different kinds of Google ads:  

Search campaign   

This is the most common type of Google ad. It allows you to place ads across Google’s network of search results. You can show ads to people actively searching online for financial planning services or products. These ads are text only.   

Display campaign   

This campaign helps you reach people with targeted display ads while they’re browsing websites, YouTube, checking Gmail accounts or using mobile devices and apps. These ads are visual and need to be designed.   

Video campaign   

These campaigns show ads in videos on YouTube and on websites and apps. Several formats are available. You’ll need to ensure the video you want to use is approved and properly formatted.   

Google My Business (organic digital marketing) 

If you want to enhance your presence on Google but don’t want to pay for Google Ads, you can set up a business profile on Google My Business.   

Photo guidelines 

Your professional photo or headshot is a visual depiction of what you and your business represent – and often provides an opportunity to make your first impression with a new prospective client. Below are some tips and recommendations on ways to prepare for your professional photo shoot:  

  • Wear clothing you feel comfortable in and is clean and neatly pressed   
  • Avoid turtlenecks, graphics or logos and busy patterns    
  • Select seasonally neutral suits in a solid colour   
  • Select a dress shirt/top/blouse with sleeves; a tie and jacket are optional   
  • Eyeglasses should be cleaned and ensure there is no glare from rims or lenses  
  • Make sure photo sensitive lens are not too dark  
  • Remove shine from skin shortly before photo shoot   
  • Keep jewellery and accessories to a minimum  


Create a video  

Short videos are a great way to communicate on social media. With easy-to-use features on most smart phones, you can create your own video content. Here are some tips to help you get started.  

Create an outline before you shoot  

Jot down your story outline in a bulleted list. Even when you’re doing a Facebook Live or Instagram story video, it’s a good idea to draft a rough outline or script  

As you write your outline or script:  

  • Start by defining your audience – who are they and what are they interested in  
  • Have one clear message  
  • Remember, the Canada Life brand voice is positive, approachable and direct. It’s friendly, down to earth, yet professional. Speak as you would to a client.  
  • Keep in mind that one page of writing equals approximately one minute of video  

Think about how long it should be  

Keep your video short. Each platform has an ideal length of video based on users’ expectations and practices.  

  • Facebook: 3 minutes  
  • Instagram: 30 seconds (or 15 seconds if it’s for Instagram stories)  
  • Twitter: 15 seconds  
  • YouTube: 3 minutes  

Pick a setting and your wardrobe  

  • Use a space that is uncluttered, with bright, natural light  
  • Wear solid colours – avoid stripes and patterns as they can appear distorted on video  


  • Take some test video beforehand to see if you need to adjust your lighting, set or sound  
  • Use a tripod or stand to keep the image steady  
  • If your video isn’t broadcasting live, take more footage than you think you need. This allows you to edit with only your best footage  
  • Use a medium or close crop on yourself or your speaker  

Appearing on camera  

  • Practice what you want to say before you begin shooting.  
  • Try to speak naturally and expressively, like you’re speaking to someone who is just behind the camera.  
  • Music  
  • Make sure you obtain the right permissions for any music you use.  
  • Use background music that’s simple and upbeat. It shouldn’t overpower your voice.  

Record a podcast  

A podcast is an audio show similar to a radio show. Because podcasts are available online, and people can listen to episodes whenever they want. You can record and produce your own podcast with minimal experience or equipment.  

What you’ll need  

All you need to create a podcast is a computer with a USB microphone or a cellphone.  

Creating a script 

Your script doesn’t need to be elaborate. You could jot down notes in a bullet list or make a summary of your content. If you’re conducting an interview, simply draft your questions beforehand. Your podcast should sound conversational, so don’t worry about reading word-for-word.  

As you write your script: 

  • Start by defining your audience – who are they and what are they interested in  
  • Have one clear message 
  • Remember, the Canada Life brand voice is positive, approachable and direct. It’s friendly, down to earth, yet professional. Speak as you would to a client  
  • Remember one page of script is equal to one minute of recording  
  • Content should be relevant to your audience and should not speak outside of your scope of registration  

Try to prepare several scripts at once so you’re ahead of your recording schedule.  

Episode length and frequency  

Thirty minutes or less is best. Five minutes could be long enough – depending on the topic and how long you think your audience will be engaged with the content. You can split lengthy topics into several episodes. Listeners will appreciate a regular broadcast schedule – once a week, once a month – commit to something that is doable for you.  


  • Practice your script before you record  
  • If you’re interviewing someone, consider doing a few practice questions to test your equipment  
  • Record more than you think you’ll need. You can always cut out extra material  
  • Record in a quiet room. Place blankets over any large, flat surfaces to prevent an echo  
  • Speak slowly and clearly, but not in a monotone  


You’ll need to set up a platform where you can store your podcast episodes. You can upload your audio files on your website, but that could cause your site to load more slowly. Podcast hosting platforms, such as Soundcloud, do charge a fee, but will let listeners access your podcast without any lags. After that, you can submit your podcast to streaming services such as Stitcher or Apple Podcast, which allows you to find more listeners.  

Promote your business in your community   

Connecting with people in your community is a great way to stay in touch and top of mind. And that’s good for business. Here’s some ideas for promoting your business in your community.  

Create quality hand-outs  

Always have your business card or an introductory postcard with you to give to potential clients.   

Host free seminars  

Focus on topics like financial literacy, tips for business owners, getting started as a recent graduate.   

Look for writing opportunities  

Write blogs for your website or for community publications and local media. It’s a great way to share your expertise in the community.  

Write about what you know, in the first-person voice and use plain language. Put yourself in the reader’s shoes and show how you can bring value to them.  

Create your own newsletters  

Work on building an opt-in email newsletter. Make sure you’re compliant with Canadian anti-spam legislation (CASL):  that means subscribers have volunteered to sign up and it’s easy to unsubscribe. If you provide quality content to an opt-in list, you know you’ll be speaking to warm leads.  

Protect client information when using third-party vendors for email campaigns  

Fill out this form for approval to use third-party vendors likes Salesforce, MailChimp and SendGrid to send your emails from your Freedom 55 Financial or Canada Life email address. This helps ensure your clients’ personal information remains confidential. If you don’t get the vendor approved, your email campaign may be blocked by our servers.  

Run contests and draws  

Plan well in advance if you want to invite your community to take part in a contest or draw. You may need a lottery license.  

  • For Canada Life Advisors: All requests must be sent to advisor compliance to ensure they meet federal and provincial guidelines  
  • Entry can’t be conditional on purchasing a product or service  
  • Your ballot must include things like:  
  • Entry deadline, draw date and time  
  • Prize, prize’s approximate value, chances of winning  
  • Age requirement  
  • Skill-testing question  
  • Clear process for winner selection and how they’ll be contacted  
  • When winner will receive the prize  

Check out the compliance best practices guide for more information on how to make sure you remain compliant when running contests and draws. 

Sponsor teams and events  

Support local sports or clubs in your community.  

  • Sponsorship is when you provide funds, resources or services to a club or individual in return for advertising for your business. For example, you could sponsor a hole at a charity golf tournament and, in return, a sign at the hole would recognize you.  
  • If you’re thinking about a sponsorship opportunity, don’t forget perception is everything. Partner with appropriate groups or associations.  
  • There are strict regulations for contests and draws. Ensure they meet federal and provincial requirements.  
  • If you’re a Canada Life-branded advisor thinking about a sponsorship opportunity, check with advisor compliance first, to ensure they meet federal and provincial regulations.  
  • It’s important to clearly communicate the rules around your contest or draw. Here’s a sample of what you may need to include in your draw:  
  • Contest open to those 18 years of age and older. Draw will be held on April 26, 2021. Odds of winning depend on number of entries received. There is no limit on the number of contest participants. 


Get involved  

Joining a team or club, volunteering or becoming a member of your local chamber of commerce or business improvement association is a great way to connect with members of your community.   

You can find handouts, seminar flyers and contest ballots on DOX.