In this webinar, Chief Marketing and Experience Officer, Susan Theder, Chief Evangelist, Samantha Russell and Chief Product and Technology Officer, Dave Christensen shared proven marketing ROI techniques and dove into key insights so that you can track your marketing investment and performance. They touched on everything from budget and time allocation to the most successful strategies to improve ROI.

1. Good To Grow: How to Get
Measurable Results From
Your Marketing
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2. Samantha Russell
Chief Evangelist, FMG
@SamanthaTwenty
/samanthacrussell
fmgsuite.com
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3. Susan Theder
Chief Marketing and Experience Officer, FMG
@stheder
/susantheder
fmgsuite.com
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4. 4
Dave Christensen
Chief Product & Technology Officer
/ProdFellow
fmgsuite.com

5. What We’ll Discuss
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Time: How many hours per week should you
devote to marketing to meet your goals?
Tactics: Of all the tactics out there, which
ones improve your ROI the most?
Budget: How much does the average
advisor spend on marketing versus those
that are in growth mode?
Timeline: Once you start a marketing
strategy or program, how long does it
typically take to see results?

6. Time ⏰:
How many hours per week
should you devote to
Marketing?
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7. Michael Kitces’ 2019 Survey of 1,000 Advisors Found:
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➡️ About 10 hrs per
week is average
➡️ More mature
advisors/firms spend
less time on Marketing
and Business
Development

8. Schwab 2022 Benchmarking Study of 1,000+ Advisors
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➡️ High Growth Firms
use tech, processes to
streamline marketing &
new biz development

9. Which Activities Should You Spend Your Own Time On?
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Activities that you can Outsource (oversee messaging, outsource tasks)
➡️ Posting to Social Media
➡️ Email campaigns
➡️ Directory Listings
➡️ Online Ads
➡️ SEO
➡️ Pre and Post -Video Production (Scripting, Editing, Uploading, posting)
➡️ Pre and Post Event Production (invitations, setup, emails, follow up)
Activities Hard to Outsource
➡️ Creating videos
➡️ Hosting webinars/workshops or client appreciation events
➡️ Networking
➡️ Developing partnerships with COIs

10. Budget💰:
How Much Does the Average
Advisor Spend?
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11. 💸 Average Advisor Spends 1-2% of
Revenue on Marketing
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Source: Kitces.com, Broadridge, Oeshsli,

12. Average Advisor Spends 1-2% of
Revenue on Marketing
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💸 High Growth Focused Firms spend
10-20% of Gross Revenue on Marketing
Source: Kitces.com, Broadridge, Oeshsli,

13. Which Tactics Give You The
Most💥 for Your 💵 ?
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Source: Kitces Research Report, 2022 https://www.kitces.com/blog/advisor-marketing-strategy-client-acquisition-cost-efficient-marketing-time-dollar-cost/

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Source: Schwab Advisor Services 2022 Benchmarking Study
Client referrals represent a declining
percentage of new assets as you move
from smallest RIAs to largest
Marketing is the opposite – it increases
as a percentage of new assets and is the
greatest for the top performing RIAs
Firms with a documented ideal client persona, client value proposition, and marketing plan
attracted 42% more new clients and 45% more new client assets in 2021.

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Source: Kitces Research Report, 2022 https://www.kitces.com/wp-content/uploads/2022/08/The-Kitces-Report-Marketing-Survey-How-Financial-Planners-Actually-Market-Their-Services-
Vol-1-2022-1.pdf
➡️
➡️
➡️

17. 93% of online experiences begin with a
search engine.
Leads from search engines have a
14.6% close rate, while outbound leads
(ex. cold-calling, direct mail, etc.) have
a 1.7% close rate.
Advisors who get 6-10 or 11+ clients per
year have a calendar link on their
website.
Your online presence matters more
than ever
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18. SEO
(Search Engine
Optimization)
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1. SEO for Long-Tail Queries
● Specific Questions
● “Can capital gains push me into a higher
tax bracket?”
2. Local SEO
● “Financial Advisor near me”
● “Best Financial Advisors San Diego”
● “Financial Planning Annapolis’

19. Blog Posts - For Specific
Questions
1. Strong title (Ask a question!)
2. Headers (w/keywords) to break up
sections
3. Include images/graphs
4. Go In-depth on ONE granular topic
1. Link to at least 2 other pages/posts
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Source: https://quarryhilladvisors.com/blog/can-capital-gains-push-me-into-a-higher-tax-bracket

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Google My Business &
Google Reviews” For
Local SEO
● Claim your GMB listing & complete it
fully
● Get Google Reviews
- Include a link in your email signature &
a CTA on your website
● Social Proof: dedicated page with
testimonials on your website + link out
to Google Reviews

21. Example of a local
search resulting in a
new client.
How it works in action…..
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Drip Email Marketing
FIRST:
● Collect prospect emails on your site
THEN:
● Email them over time valuable,
educational, TIMELY content that is
HELPFUL
● Gets even more effective if you have a
niche

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Timely Content Wins
Do It For Me Marketing Program Timely Email Open
Rate: 70%
Financial Services Average Open Rate: 24%

24. 1. Create once, repurpose multiple times
● Allow people to watch after “on demand”
● Create clips for social media
● Put replay on Youtube (SEO)
2. Answer questions your clients + prospects have
● Allows people to get to know you
● Video + slides or video only or slides only
● Tools like Zoom make it so easy
3. Bring on other “experts” - expand your reach
● Ask guests to invite their list as well
● Make it easy for guests to share with their
network after
Webinars/Virtual
Workshops
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Source: https://www.kiwiwealth.co.nz/market-volatility-webinar/

25. 1. Youtube 2nd Largest Search Engine
2. Popularity of Short-Form Video SOARING
3. More people listen to podcasts on Youtube then on
Spotify!
Video
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Source: https://blog.twentyoverten.com/a-financial-advisors-guide-to-youtube/

26. Timeline: ⏱️
How long does it take to see
results?
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⌛Like all things, it Depends.
But on average: 6 - 18 months

28. Overwhelmed? Need Help?
We Get It!
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29. Never Worry About
Timely Content Again
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Source: https://fmgsuite.com/features/marketing-assist/

30. A Custom Marketing plan each
month
Executed for you
Exclusive Content by our marketing
thought leaders only available for
DIFM customers
Your own dedicated Marketing
Strategist
Do It For Me
Marketing Program
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31. FMG Suite Can Help
● New social posts added weekly
● Automated marketing + Lead gen tools
● FINRA - reviewed content
● 200+ BD integrations
Meet With Us: https://fmgsuite.com/get-a-demo
Questions? Marketing@fmgsuite.com
Overwhelmed?
Need Help? We Get it!
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