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5 Biggest Marketing Opportunities
for Advisors in 2022
Based on the Top Wealth Management Trends
1
2
Samantha Russell
Chief Evangelist, FMG Suite & Twenty Over Ten
@SamanthaTwenty
/samanthacrussell
s.russell@fmgsuite.com
3
Susan Theder
Chief Marketing & Experience Officer, FMG Suite
@Stheder
/susantheder
s.theder@fmgsuite.com
🎊 A look back: Top
Marketing Opportunities
in 2021
4
5
1. Subscription Based Services
2. Video
3. Targeting Millennials
4. Retargeting Ads
5. Inclusivity (in Marketing & Practice)
6. Alternative Investments
7. Hyper Personalization powered
by Automation
Source: https://blog.twentyoverten.com/7-biggest-marketing-opportunities-for-financial-advisors-in-2021/
2021’s List
🎊 Top Marketing
Opportunities in 2022
6
7
1. Have a Spokesperson(s)
● Visibility comes from thought leadership
● Get them on camera
● People connect with people, not brands
● Modern day networking happens ONLINE
○ Twitter = speaking opps/quotes in pubs
○ LinkedIn = find talent/network with peers
○ Facebook = local community
○ Youtube = get found
8
9
2. Great Wealth Transfer
● Cerulli Associates estimates $68 trillion will
move between generations within 25 years.
● Studies suggest that 80%+ look for a new
financial advisor after inheriting parents’
wealth.
Source:
https://www.cnbc.com/2019/10/21/what-the-68-trilli
on-great-wealth-transfer-means-for-advisors.html
10
2. Great Wealth Transfer - Already Happening
👉In 2007/2008:
- 21% of $25MM+ folks attributed some
of their wealth to Inheritance.
- 22% of $5M -$25MM attributed some
of their wealth to Inheritance
👉By 2020:
- 66% (🤯!) of the $25 Million+ group
cited Inheritance as important to their
wealth creation
Source:
https://advisorpedia.com/research/generational-trans
fer-of-assets-is-now/
11
2. Great Wealth Transfer - Already Happening
👉20% of those w/ $25 Million+ want their advisor to establish
relationships with their children when they are as young as 18.
IDEAS
👉 Offer free planning to clients’ kids through age 26
👉 Create College Grad 🎓 Package (1 year subscription or
multiple appointments over a set period of time)
👉 Establishing relationships early is key
Source:
https://advisorpedia.com/research/generational-trans
fer-of-assets-is-now/
❓How Did Your Clients
Select You to be their
financial advisor?
From a Referral?
Well, The Tides Are Turning 🌊
ONLY 4% (🤯) of Millennials choose "comes
with a strong recommendation from
trusted family/friends" as their top criteria.
12
13
3. Alternative Com Channels
📹 Youtube
📷 Instagram
Youtube: Biggest
Opportunity for
Advisors in 2022
14
Source:
https://www.pewresearch.org/internet/2018/03/01/social-media-use-2018-
appendix-a-detailed-table/
81% of Americans use Youtube - more
than any other network
Webinars, Interviews, Q&A, How-Tos
Ads: Cost per view 1 - 3 cents on avg.
Start with $10/day
Instagram: Reach
Women & Millennials
15
Posts don’t matter as much. Focus on
Stories & Reels.
Need Daily Video + Visual Content
Use CANVA to help
Instagram Workshop:
https://www.youtube.com/watch?v=aeKteNEgg6c&t=706s
Source: https://www.instagram.com/thesassyinvestor/?hl=en
Instagram: Examples
16
1. https://www.instagram.com/tkkopelman
2. https://www.instagram.com/thefinancialgym/
3. https://www.instagram.com/myra.wealth/
4.
Conversation with Thomas Kopelman on
how he uses Instagram to Grow:
https://www.youtube.com/watch?v=hBfa4x
vSabY&t=745s
17
4. Be A One-Stop Shop
➡ 92% expect tax planning advice, only 25% report actually
getting it
➡ 96% expect wealth transfer advice, only 24% get it
💡 Takeaways:
1⃣ People want 1 Provider/Point of Contact for everything.
2⃣ So much marketing opportunity for advisory firms who offer
Integrated Services in-house - ESPECIALLY taxes.
Source: https://advisorpedia.com/research/expectations-investors-and-advisors-have-differ/
18
Examples of How to Demonstrate This
A Visual is worth 1,000 Words
19
20
5. Incorporate Social Proof - Google
Reviews
Testimonials & Google Reviews = Game Changers!
New SEC rule on reviews and testimonials
● Check with compliance FIRST
● NEVER respond or “like” reviews until you clear that you are allowed to
engage in this way with home office
● Google, Yelp, most popular
● Once approved, can use on Website, Social
Google My
Business listing
21
5. Google
Verified
⭐Why is this a Game-Changer?⭐
1. Immense social proof from Google.
(builds trust in your brand among
prospects)
2. You rank higher in local search results
3. You get the ✅ green check mark next
to your listing
22
1st: Claim Google My
Business
● Claim your GMB listing & complete it
fully
● Run a Google Review email campaign
● Include a link in your email signature &
a CTA on your website
● Dedicated page with testimonials on
your website + link out to Google
Reviews
Questions?
23
@SamanthaTwenty and @Stheder
/samanthacrussell and /susantheder
s.russell@fmgsuite.com &
s.theder@fmgsuite.com

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5 Biggest Marketing Opportunities for Advisors in 2022

  • 1. 5 Biggest Marketing Opportunities for Advisors in 2022 Based on the Top Wealth Management Trends 1
  • 2. 2 Samantha Russell Chief Evangelist, FMG Suite & Twenty Over Ten @SamanthaTwenty /samanthacrussell s.russell@fmgsuite.com
  • 3. 3 Susan Theder Chief Marketing & Experience Officer, FMG Suite @Stheder /susantheder s.theder@fmgsuite.com
  • 4. 🎊 A look back: Top Marketing Opportunities in 2021 4
  • 5. 5 1. Subscription Based Services 2. Video 3. Targeting Millennials 4. Retargeting Ads 5. Inclusivity (in Marketing & Practice) 6. Alternative Investments 7. Hyper Personalization powered by Automation Source: https://blog.twentyoverten.com/7-biggest-marketing-opportunities-for-financial-advisors-in-2021/ 2021’s List
  • 7. 7 1. Have a Spokesperson(s) ● Visibility comes from thought leadership ● Get them on camera ● People connect with people, not brands ● Modern day networking happens ONLINE ○ Twitter = speaking opps/quotes in pubs ○ LinkedIn = find talent/network with peers ○ Facebook = local community ○ Youtube = get found
  • 8. 8
  • 9. 9 2. Great Wealth Transfer ● Cerulli Associates estimates $68 trillion will move between generations within 25 years. ● Studies suggest that 80%+ look for a new financial advisor after inheriting parents’ wealth. Source: https://www.cnbc.com/2019/10/21/what-the-68-trilli on-great-wealth-transfer-means-for-advisors.html
  • 10. 10 2. Great Wealth Transfer - Already Happening 👉In 2007/2008: - 21% of $25MM+ folks attributed some of their wealth to Inheritance. - 22% of $5M -$25MM attributed some of their wealth to Inheritance 👉By 2020: - 66% (🤯!) of the $25 Million+ group cited Inheritance as important to their wealth creation Source: https://advisorpedia.com/research/generational-trans fer-of-assets-is-now/
  • 11. 11 2. Great Wealth Transfer - Already Happening 👉20% of those w/ $25 Million+ want their advisor to establish relationships with their children when they are as young as 18. IDEAS 👉 Offer free planning to clients’ kids through age 26 👉 Create College Grad 🎓 Package (1 year subscription or multiple appointments over a set period of time) 👉 Establishing relationships early is key Source: https://advisorpedia.com/research/generational-trans fer-of-assets-is-now/
  • 12. ❓How Did Your Clients Select You to be their financial advisor? From a Referral? Well, The Tides Are Turning 🌊 ONLY 4% (🤯) of Millennials choose "comes with a strong recommendation from trusted family/friends" as their top criteria. 12
  • 13. 13 3. Alternative Com Channels 📹 Youtube 📷 Instagram
  • 14. Youtube: Biggest Opportunity for Advisors in 2022 14 Source: https://www.pewresearch.org/internet/2018/03/01/social-media-use-2018- appendix-a-detailed-table/ 81% of Americans use Youtube - more than any other network Webinars, Interviews, Q&A, How-Tos Ads: Cost per view 1 - 3 cents on avg. Start with $10/day
  • 15. Instagram: Reach Women & Millennials 15 Posts don’t matter as much. Focus on Stories & Reels. Need Daily Video + Visual Content Use CANVA to help Instagram Workshop: https://www.youtube.com/watch?v=aeKteNEgg6c&t=706s Source: https://www.instagram.com/thesassyinvestor/?hl=en
  • 16. Instagram: Examples 16 1. https://www.instagram.com/tkkopelman 2. https://www.instagram.com/thefinancialgym/ 3. https://www.instagram.com/myra.wealth/ 4. Conversation with Thomas Kopelman on how he uses Instagram to Grow: https://www.youtube.com/watch?v=hBfa4x vSabY&t=745s
  • 17. 17 4. Be A One-Stop Shop ➡ 92% expect tax planning advice, only 25% report actually getting it ➡ 96% expect wealth transfer advice, only 24% get it 💡 Takeaways: 1⃣ People want 1 Provider/Point of Contact for everything. 2⃣ So much marketing opportunity for advisory firms who offer Integrated Services in-house - ESPECIALLY taxes. Source: https://advisorpedia.com/research/expectations-investors-and-advisors-have-differ/
  • 18. 18 Examples of How to Demonstrate This
  • 19. A Visual is worth 1,000 Words 19
  • 20. 20 5. Incorporate Social Proof - Google Reviews Testimonials & Google Reviews = Game Changers! New SEC rule on reviews and testimonials ● Check with compliance FIRST ● NEVER respond or “like” reviews until you clear that you are allowed to engage in this way with home office ● Google, Yelp, most popular ● Once approved, can use on Website, Social Google My Business listing
  • 21. 21 5. Google Verified ⭐Why is this a Game-Changer?⭐ 1. Immense social proof from Google. (builds trust in your brand among prospects) 2. You rank higher in local search results 3. You get the ✅ green check mark next to your listing
  • 22. 22 1st: Claim Google My Business ● Claim your GMB listing & complete it fully ● Run a Google Review email campaign ● Include a link in your email signature & a CTA on your website ● Dedicated page with testimonials on your website + link out to Google Reviews
  • 23. Questions? 23 @SamanthaTwenty and @Stheder /samanthacrussell and /susantheder s.russell@fmgsuite.com & s.theder@fmgsuite.com