You don’t hear this often: “We can’t take any more new leads.”
That’s what our client Financial Solution Advisors (FSA) told us recently, but not in a “we’re trimming budgets” kind of way. They meant it literally, because their pipeline is full, and their calendars are booked. Right now, they’re focused on serving the clients they already have.
This is the kind of problem we like helping to create. It’s also proof that there’s more to marketing than chasing leads.
But the question becomes: what does marketing look like after that? Enter what we call a maintenance marketing strategy.
Good content marketing works because it’s built on trust
FSA has been showing up consistently for years—publishing helpful blog posts, answering common tax and business questions, and creating tools and resources that serve their clients and their broader audience.
Their blog on deductible business meals, for example, keeps pulling traffic years after it was published. The blog isn’t trying to overtly sell FSA’s services; it’s just helpful. And because it answers questions real people search for (“Are business meals deductible?” or “What percentage of business meals are deductible?”), it keeps showing up organically.
In short, FSA didn’t stumble into a full pipeline by luck, but through a consistent content strategy coupled with delivering industry-leading service. When the company rebranded in August 2022, they had six keywords in the top three positions in search (according to Semrush data). Fast-forward to March 2025, and that number is up to 181 (+2,916%!). It’s little surprise then that their organic traffic percentage went from 67% to 86% during that time.
FSA’s LinkedIn presence tells a similar story. In the same period, they went from 575 to 865 followers. They achieved this success without paying for ads, nor did they have any viral moments or gimmicks. They simply put out a steady stream of relevant content that people want to engage with.
Here’s how FSA’s Founding Partner Joel Chamberlain put it:
“In our time working with Sara and her team, our rapidly growing firm has experienced explosive growth in organic website traffic and inbound leads. Additionally, she helps us make strategic decisions about where to invest our marketing efforts and ensures that everything we do fits in with our business as a whole. We’re proud to be leading our industry with original content and a robust digital strategy.”
And now, the company has arrived at a place where the lead gen machine can slow down. That’s where the maintenance marketing strategy comes in.
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What is a maintenance marketing strategy?
A maintenance marketing strategy keeps your digital presence sharp, your clients engaged, and your marketing ecosystem healthy—without necessarily pushing for new leads. Further, any marketing maintenance strategy has to look long term. FSA wanted to maintain their momentum so they’re in a position to grow again in the future, should they decide to do so.
Maintenance marketing is still strategic. It’s laying the groundwork so that when FSA wants to turn the growth dial back up, they can do it quickly, without scrambling. Keeping a steady presence also ensures that the clients already on their books feel seen, supported, and well-served.
For FSA, maintenance marketing looks like:
- Communicating clearly and consistently with clients
- Keeping the company’s reputation strong
- Staying relevant in their market
Instead of focusing on new traffic, we’re reinforcing trust, creating continuity, and making sure the brand experience feels solid at every touchpoint.
Shelly Lingor, CEO of Financial Solution Advisors: “Thanks to the incredible growth we’ve seen in inbound leads over the past few years, we’ve been able to shift our focus. With our pipeline full and our reputation stronger than ever, our marketing strategy is evolving from lead generation to maintaining and nurturing the relationships we’ve already built.”
Maintenance mode is still marketing
As our experience with FSA has proven, there’s more to marketing than generating leads. It’s about creating consistency across the entire customer experience (for a great resource on this topic, check out Alison and Scott Stratton’s book, Unmarketing). Instead of slamming the brakes when they didn’t need more leads, FSA doubled down on consistency, value, and client experience. That’s the kind of marketing we believe in.
Whether you’re trying to fill your pipeline or just want to keep your brand strong while you focus on doing great work, we’re here to support you.
