Progress often begins with understanding how people think and how their choices take shape. Firms today face more noise, more channels, and more competition than ever.

How do you reach people in a way that feels clear and genuine? How do you adapt to longer research paths and shifting expectations?

In this episode, Chip Kispert speaks with Nick Ilev, CEO of ProperExpression, about the changing buyer journey, the value of authentic content, and how structured marketing gives firms a steadier path forward. Nick also explains how AI supports efficiency without replacing human judgment and why a consistent framework helps lift both visibility and growth.

Nick discusses:

• Building authentic content strategies that connect with audiences where they are, not where you want them to be
• Why traditional SEO still matters alongside AI search optimization and how the two work together for visibility
• Using LinkedIn ads effectively for advisor acquisition and the importance of communicating cultural fit through content
• Implementing closed-loop marketing systems that track results and feed insights into future campaign planning
• How AI serves as a tool to accelerate efficiency without replacing human connection and inherent marketing value
• And more!

Resources:

• Beacon Strategies, LLC Podcast
• Advisor Marketing Made Simple podcast
• The Compound – YouTube

Connect with Chip Kispert:

• Beacon Strategies, LLC
• LinkedIn: BeaconStrategies
• LinkedIn: Chip Kispert

Connect with Nick Ilev:

• LinkedIn: Nick Ilev
• Website: ProperExpression

About Our Guest:

Nick helps RIAs and WealthTech firms turn marketing into a measurable revenue engine. His background includes time as an in-house CMO guiding growth at a successful startup and experience as an agency founder leading marketing transformation across multiple sectors.

His mission is straightforward: to generate short-term ROI while building the foundation for long-lasting growth. He believes in alignment where strategy, execution, and analytics work together to accelerate results.

At ProperExpression, Nick and his team focus on building and optimizing the full funnel for wealth management organizations, covering strategic planning, content creation, digital advertising, conversion, and CRM enablement.