In this webinar, Samantha Russell and Susan Theder shared disruptive trends and the marketing tactics they think will yield the biggest ROI in 2023.

1. Samantha and Susan's
Marketing Predictions for 2023
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2. Susan Theder
Chief Marketing and Experience Officer, FMG
@stheder
/susantheder
fmgsuite.com
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3. Samantha Russell
Chief Evangelist, FMG
@SamanthaTwenty
/samanthacrussell
srussell@fmgsuite.com
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4. 🛑 STOP asking:
"What marketing tactic will work?"
🚦START asking:
"What makes my business
MARKETABLE in the first place?"
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➡️ Huge gap between client expectations and
services rendered
💡 Takeaways:
1️⃣ People want 1 Provider/Point of Contact for
everything.
2️⃣ So much marketing opportunity for firms who
offer Integrated Services & Partner with other
Professionals
Source: https://advisorpedia.com/research/expectations-
investors-and-advisors-have-differ/

6. 6
Source: https://www.edelmanfinancialengines.com/wealth-in-america-2022/

7. 7
Source: https://www.edelmanfinancialengines.com/wealth-in-america-2022/

8. 8
Source: https://www.edelmanfinancialengines.com/wealth-in-america-2022/

9. #1
Hosting monthly or quarterly
educational webinars will
drive quality leads
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10. 10
+
+
2022 Study of Best Practices For Financial
Advisor Marketing

11. 1. 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
2. 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
3. Create once, repurpose multiple times
● Allow people to watch after “on demand”
● Create clips for social media
● Put replay on Youtube (SEO)
Webinars/Virtual
Workshops
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Source: https://www.kiwiwealth.co.nz/market-volatility-webinar/
Resource: https://blog.twentyoverten.com/how-to-use-webinars-to-generate-leads-for-your-
advisory-business/

12. Source: https://www.sequoia-financial.com/videos

13. Send THREE emails for optimal performance. Make
sure clients know they can share with friends!
● 1 week before
● 1 day before
● 1 hour before
What’s the Best Way To Get Registrants?
Source: https://danielwaas.com/how-to-increase-webinar-attendance-rates/

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Webinar Topics: What
Should you Talk About?
Timely Topics
● Pending legislation
● Market volatility/big news
Niche-Specific Topics
● Specific to doctors, business owners, etc
Evergreen Topics
● Taxes
● Social security/Medicare
Source: https://www.edelmanfinancialengines.com/wealth-in-america-
2022/

15. #2
Zero-Click Content will
dominate engagement on
social media
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20. #2 OPPORTUNITY:
Start a "What's going on in our
area" feature and tag/share
local businesses
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21. #3
Email will continue to be the
most-desired form of
communication by clients.
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22. Source: https://go.ycharts.com/how-can-advisors-better-communicate-with-clients

23. Source: https://go.ycharts.com/how-can-advisors-better-communicate-with-clients
9️⃣ out of 🔟 clients consider their advisors'
communication frequency and style when
deciding whether to retain their services + make
referrals
Yet about half (47.1%) of surveyed clients wish
their advisor would contact them more
frequently

24. Source: https://go.ycharts.com/how-can-advisors-better-communicate-with-clients
More than 1 in 5 surveyed Americans
have switched advisors since 2020
This includes 28.7% of respondents
w/ greater than $500,000 under an
advisor’s management that made
the switch

25. #4
Google Reviews will become
even more important to win
new business
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26. ✅ Google reviews (# and ratings)
factor into local search ranking. More
reviews and positive ratings can
improve your business' local ranking.
✅ If someone Googles you, any
reviews will show up prominently
✅ Google Reviews directly impact
Local SEO rankings
Google Reviews = Digital Referrals
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Google My
Business listing
Why do they matter so much?

27. 🔍 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.
Your online presence matters more
than ever
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28. Example of a local 🔍
search resulting in a
new client.
How it works in action…..
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What’s Next?
Claim Your Google
Business Profile
● Claim listing & complete it fully
● Include 6+ photos
● Include a link in your email
signature & a CTA on your website
● Dedicated page with testimonials
on your website + link out to
Google Reviews
Get Started: https://support.google.com/business/answer/10514137?hl=en

30. #5
Video content will do the most
to reinforce your brand and
make you memorable
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31. 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/

32. ×
DIY Video Workshop
Use Video as an Introduction to Your Firm
Where to Use this?
→ On the homepage
Source: wealthkeel.com

33. ×
DIY Video Workshop
The Video Bio
Where to Use this?
→ “About Us”
or “Our Story” page
Source: druckerwealth.com

34. ×
DIY Video Workshop
Video Blogs “Vlogs”
Where to Use this?
→ “Insights” or “Blog” page
Source: highballadvisors.com

35. ×
DIY Video Workshop
Video Emails
Where to Use this?
→ Emails to Clients and Leads

36. NEW! With FMG you can now easily upload video to email
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37. #6
Those that use stories in their
marketing will humanize + build
better connections
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38. #7
OpenAi will drastically change
content marketing
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40. 2023 Predictions for Biggest Marketing
Opportunities 🔮
1. Host monthly (or quarterly) educational webinars to drive leads
2. Start sharing Zero-Click content
3. Get email strategy in place; examine what’s working and change what isn’t
4. Setup Google Business Profile; Get Google Reviews
5. Create Video and use it everywhere (webinars, emails, social, website)
6. OpenAi’s Chat GPT will drastically change content marketing
7. Those that use stories in their marketing will humanize their brands and build
better connections and loyal fans

41. ● Mobile App to push out breaking news
● FINRA - reviewed content
● 200+ BD integrations
● New Do It For Me Program
Contact Us: Marketing@fmgsuite.com
Overwhelmed?
Need Help? We Get it!
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