This communications strategy was developed independently for Invexa, a Swiss financial advisory firm, to grow their digital presence and attract new clients across three distinct audience segments. The strategy covers social media, SEO and GEO blog content, email marketing, webinars, print materials, partnerships, and an editorial calendar aligned with the Swiss fiscal year.
Social Media Strategy by Audience
18–35 year olds: Young Professionals
Message: Make financial planning accessible, destigmatise money, and challenge common misconceptions.
Platform: Instagram
Tone: Direct, visually bold, humorous, jargon-free.
Formats: Videos, carousels, stories (polls, quizzes).
Content examples:
- Carousel or video: ‘You’re 28 and think you’re too young for a pension plan?’
- Reel: live simulation of CHF saved through tax deductions
- Before/after carousel on tax optimisation
- Story quiz: ‘You can’t open a pension plan at 21: true or false?’
- Weekly ‘Did you know?’ series
Goal: Drive website traffic and appointment bookings by highlighting the advantages of starting early; the longer the investment horizon, the greater the potential returns.
25–50 year olds: Executives and Self-Employed
Message: Expertise, credibility, and professional network building.
Platform: LinkedIn
Tone: Expert, serious, precise. No oversimplification.
Formats: Native articles, photo posts, expert video, infographic carousels
Content examples:
- Anonymised client case studies on savings achieved
- Explanatory posts with calls to action
- Visuals illustrating potential savings
- Industry success stories
Goal: Drive website traffic and establish Invexa as a sector authority.
45–70 year olds: Families and Pre-Retirees
Message: Reassurance, guidance, and trust-building. Emphasis on personalised human service.
Platform: Facebook
Tone: Expert but accessible, serious without jargon.
Formats: Short videos, live Q&As, testimonials, infographics
Content examples:
- Monthly video: ‘Insurance Q&A.’
- Infographic: Planning your retirement from age 50.
- Post: ‘Your tax return is coming up: here’s what you can deduct.’
- Competition: ‘Win a free financial health check’ (entry requires answering a question about pension situation to filter qualified leads).
- Geographically targeted paid ads across Switzerland.
Goal: Build trust and generate qualified leads.
Print Materials
Premium A5 brochure distributed to accountants, pharmacies and GP surgeries, with the theme ‘Optimise your taxes in 3 steps.’
Includes QR code linking to a tax simulator and appointment booking. Published quarterly.
Blog Strategy
Articles to repurpose as social media content
- The complete guide to the third pillar pension (adapted per platform and audience).
- Income protection: are you adequately covered?
- Content for expats and cross-border workers: how to reclaim your Swiss pension.
- Vested benefits account: comparison guide (Instagram carousel, LinkedIn).
- ETFs: the complete guide in accessible language.
Original articles to write
- January–March: How to declare your third pillar pension on your taxes (Vaud, Geneva, Neuchâtel).
- Spring–Autumn: Third pillar after 50: Still worth it? Autumn: Pension buybacks: When and how?
- Summer: What to do with your third pillar when leaving Switzerland.
- Year-round:
- Third pillar before 30: Is it possible?
- How much can you save with a third pillar?
- Third pillar: bank vs. insurance comparison 2026
- What is life insurance actually for in Switzerland?
Partnerships
- Notaries and estate agents: for mortgage-related referrals
- HR departments and SMEs: offer free financial planning workshops for employees, with newsletter mentions. One workshop generates 10–20 qualified leads.
Newsletter
Monthly newsletter featuring one article, practical tips, and key fiscal calendar reminders.
Format: One tax tip, one featured article, one key date reminder. Published on the first Tuesday of every month.
Editorial Calendar Highlights
January
Start of fiscal year: ‘New year’s resolution: open your pension plan’ campaign.
February
Tax document deadlines in several cantons reminder posts and stories.
March
Tax deadline (31 March for Geneva and others): countdown stories, extension reminders, Swiss Money Week (16–22 March).
April
Client testimonial posts following the pension plan campaign.
May
Labour Day and Mother’s Day content: ‘Protect your future with Invexa.’
June
Pre-holiday content: expatriation, repatriation planning.
July–August (quiet season)
Light content: ‘What kind of investor are you?’, ‘Plan your retirement from the beach.’
September (key month)
Back-to-school campaign: ‘Sort out your finances for the new year.’
Campaign targeting new graduates: ‘First job = first pension plan.’ Countdown: ‘3 months left to contribute!’
October
Continue graduate campaign: ‘2 months left to contribute’ countdown.
November
Health insurance change deadline (30 November). Publication of key figures for 2027. Last month to open a pension plan: countdown stories.
December
Final pension contribution deadline: countdown stories. ‘Give yourself security this Christmas: open a pension plan.’ Year in review: highlights, tips, 2027 teaser.
Publication Frequency
1–2x per week: Reels, carousels, daily stories.
1–2x per week: Text/photo posts, carousels.
1–2x per week: Text/photo posts, reels.
Blog
2 articles per month (800–1,500 words, SEO-optimised).
Newsletter
Monthly (pause July–August).
Webinars
Monthly (pause July-August).
KPIs
- Inbound leads: +20% at 6 months / +50% at 12 months.
- Blog traffic: +30% visitors at 6 months / +80% at 12 months.
- Instagram followers: +150 at 6 months / +300 at 12 months.
- LinkedIn followers: +80 at 6 months / +150 at 12 months.
- Newsletter subscribers: 20 at 6 months / 50 at 12 months.
- SEO rankings: Top 20 for 3 keywords at 6 months / Top 10 for 5 keywords at 12 months.
- Webinar participants: 15–20 per session at 6 months / 30 per session at 12 months.
Note: High-performing content should be recycled, adapted and republished across platforms. Identify winning formats and replicate them.
Valerie Fivaz 