In this webinar, Mark Bruno of Informa Engage, Kristin Letourneau of Informa, Susan Theder and Samantha Russell shared tips for advisors who are looking to understand the marketing strategies and tactics that are the most important to drive meaningful, scalable growth - and will also provide a first look at the 2022 Study of Advisor Marketing.

1. Financial Advisor
Marketing Practices
2022
Driving Growth Amid Uncertain Market Conditions
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Marketing Practices
2022

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2022

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2022

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Financial Advisor
Marketing Practices
2022

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Informa. The information presented does not constitute legal, accounting, tax or financial advice.
We try to provide quality information, but we make no claims, promises or guarantees about the
accuracy, completeness or adequacy of the information contained in this webinar. Strategies
mentioned in this webinar may not be suitable for you. As legal and other professional advice must
be tailored to the specific circumstances of each case, and laws are constantly changing, nothing
provided herein should be used as a substitute for the advice of a competent legal counsel or
professional accountant, certified financial planner, tax preparer or other licensed professional.
Starting now!
Financial Advisor
Marketing Practices
2022

9. Financial Advisor
Marketing Practices
2022
Driving Growth Amid Uncertain Market Conditions
PRODUCED BY:
A division of WealthManagement.com

10. Welcome & Overview

11. PRODUCED BY:
A division of WealthManagement.com
TIP: Click on your
Speaker Bio widget
to learn more
Mark Bruno
Managing Director,
Wealth Management at Informa
Kristin Letourneau, PhD
Vice President, Research
Informa Engage
Susan Theder
Chief Marketing & Experience
Officer
FMG Suite
Samantha Russell
Chief Evangelist
FMG Suite

12. About Our Research

13. 13
Overview
Methodology, data collection and analysis by Wealth Management IQ on
behalf of FMG Suite. Data collected September 2 through 16, 2022.
Methodology conforms to accepted marketing research methods, practices
and procedures.
Methodology
Beginning on September 2, 2022, Wealth Management IQ emailed invitations
to participate in an online survey to active users. By September 16, 2022,
Wealth Management IQ had received 403 completed responses from users
expecting 2022 AUM of less than $20B.
Those indicating an increase in AUM between 2020 and 2022 were
characterized as “High Growth” firms; those indicating stable or decreased
AUM over that time period were charactered as “General” firms.
Response Motivation
To encourage prompt response and increase the response rate overall, survey
materials were branded with the WealthManagement.com name and logo to
capitalize on user affinity.
Each respondent was afforded the opportunity to enter a drawing for a YETI 75
Tundra Cooler, valued at $450.

14. Respondent Profile

15. 15
Firm Type & Year Firm Was Founded
A variety of firm types are represented in the sample, most commonly RIAs (40%) and IBDs (31%). Most respondents (60%) represent firms that
were founded in the year 2000 or beyond.
16%
1%
2%
5%
5%
31%
40%
Other
Wirehouse
Regional brokerage
Insurance company
Bank/credit union,
trust company or thrift
Affiliated with an IBD
Independent registered
investment advisory (RIA)
7% 8%
25% 24%
27%
9%
Prior to 1950 1950-1979 1980-1999 2000-2009 2010-2019 2020 or after
Firm Type Year Firm Was Founded

16. 16
AUM Trends: 2020-2022
Total AUM appears to have climbed slowly over the past three years.
Total AUM at End of 2020
(Estimated Mean $880M; Estimated Median $175M)
1%
4%
7%
9%
13%
18%
18%
29%
$10B+
$5B - $9.9B
$1B - $4.9B
$500M - $999.9M
$250M - $499.9M
$100M - $249.9M
$50M - $99.9M
Under $50M
Total AUM at End of 2021
(Estimated Mean $1.0B; Estimated Median $175M)
2%
4%
9%
10%
15%
16%
17%
26%
$10B+
$5B - $9.9B
$1B - $4.9B
$500M - $999.9M
$250M - $499.9M
$100M - $249.9M
$50M - $99.9M
Under $50M
Expected Total AUM at End of 2022
(Estimated Mean $1.1B; Estimated Median $175M)
2%
4%
12%
9%
14%
18%
18%
24%
$10B+
$5B - $9.9B
$1B - $4.9B
$500M - $999.9M
$250M - $499.9M
$100M - $249.9M
$50M - $99.9M
Under $50M

17. Marketing
Objectives
& Activities

18. 18
Primary Objectives for Investing in Marketing
Activities
The top two objectives for investing in marketing activities are to deepen relationships and improve communications with existing clients
(67%) and acquire new clients in the respondent’s core market/region (64%).
18%
36%
51%
52%
64%
67%
Attract new recruits and employees
Acquire new clients in new markets
Stay top of mind / build relationships with Centers of Influence
Raise awareness of my firm and our capabilities
Acquire new clients in my core market/region
Deepen relationships and improve communications with existing clients

19. 19
6%
17%
22%
23%
20%
29%
22%
44%
45%
58%
49%
Radio or television appearances
Print advertising
Hosting events for centers of influence
Hosting networking events for prospects
Lead generation providers/platforms
Digital advertising
Multimedia (video, webinars, podcasts)
Newsletters
Hosting events for clients
Social media
Email marketing
Marketing Activities Leveraged
Meaningful differences emerged between High Growth and General respondents with regard to marketing activities leveraged. High Growth
firms report higher usage of all activities, with the most notable differences for email marketing and multimedia (video, webinars, podcasts).
15%
20%
26%
26%
29%
37%
41%
47%
55%
62%
66%
Radio or television appearances
Print advertising
Hosting events for centers of influence
Hosting networking events for prospects
Lead generation providers/platforms
Digital advertising
Multimedia (video, webinars, podcasts)
Newsletters
Hosting events for clients
Social media
Email marketing
High Growth Firms General Firms
19%
17%

20. Communicating
with Clients

21. 21
Channels Used for Communicating with Clients
Respondents from High Growth firms are more likely to report their in-house marketing staff assumes responsibility for a wide variety of
marketing activities than are those from General firms.
12%
18%
29%
44%
43%
61%
89%
Blogs
Webinars
Video conferencing
Newsletters
Social media
Telephone
Email
High Growth Firms General Firms
16%
24%
41%
51%
61%
64%
95%
Blogs
Webinars
Video conferencing
Newsletters
Social media
Telephone
Email
18%
12%

22. 22
Frequency of Proactive Communication with
Clients
Over a third of respondents proactively communicate with clients at least twice a month. Another third do so monthly.
19% 18%
38%
21%
5%
0%
18%
20%
37%
20%
2% 3%
More than
4x per month
Between
2-3x per month
Monthly Once per
quarter
Once every
six months
Once a year
High Growth Firms General Firms

23. 23
Types of Content Distributed Most
Consistently
Respondents are by far most likely to consistently distribute market or economic commentary, followed at a distance by life-stage or life-
cycle financial planning content.
10%
10%
30%
44%
76%
None of the above
Client satisfaction surveys
Personal updates about you and your firm
Life-stage or life-cycle financial planning
content (retirement, college savings, etc.)
Market or economic commentary

24. Marketing Budgets
& Investments

25. 25
Monthly Spend on Marketing Activities & 2023
Budget Change
Respondents with High Growth firms report higher monthly spend on marketing activities than do those with General firms. Almost half of
respondents anticipate increased marketing budgets in 2023.
6%
4%
9%
23%
59%
8%
9%
11%
31%
41%
$10,000 or more per month
$5,000 - $9,999 per month
$3,000 - $4,999 per month
$1,000 - $2,999 per month
Less than $1,000 per month
High Growth Firms
General Firms
48%
40%
1%
11%
47%
41%
0%
11%
Increase
over 2022
No meaningful
change over 2022
Decrease
over 2022
Uncertain
High Growth Firms General Firms
Monthly Spend on Marketing Activities Leveraged Expected Change in Firm’s Marketing Budget in 2023

26. 26
Direct
Investment in
Marketing
Activities
With respect to the marketing activities they
leverage, respondents report their firms are most
likely to pay
for or directly invest in:
• Hosting events for clients
• Social media
• Email marketing
• Newsletters
9%
18%
18%
20%
21%
22%
27%
30%
39%
42%
46%
Radio or television appearances
Lead generation providers/platforms
Hosting networking events for prospects
Print advertising
Hosting events for centers of influence
Multimedia (video, webinars, podcasts)
Digital advertising
Newsletters
Email marketing
Social media
Hosting events for clients

27. Marketing Staff &
External Partners

28. 28
In-House Marketing Staff & Plans to Hire
Respondents with High Growth firms are more likely report employing dedicated, full-time marketing employees than are General firms.
Most do not plan to hire any new marketing staff in Q4-2022 or 2023.
Does your firm employ dedicated
full-time marketing employees?
Types of Marketing Staff Employed by Firm
Does your firm plan to hire
any new marketing staff?
40%
60%
28%
72%
Yes No
High Growth Firms
General Firms
15%
57%
28%
10%
67%
23%
Yes No Uncertain
High Growth Firms
General Firms
13%
28%
64%
26%
20%
34%
34%
37%
Marketing intern (still in school
and works part of the year)
Part-time marketing staff person
(or a full-time person who spends
part of their time on marketing)
Full-time marketing staff person
(fully dedicated to marketing)
More than one full-time
marketing staff member
High Growth Firms
General Firms

29. 29
Marketing Activities for Which In-House Staff
is Responsible
Respondents from High Growth firms are more likely to report their in-house marketing staff assumes responsibility for a wide variety of
marketing activities.
30%
42%
44%
38%
55%
64%
61%
69%
Public relations
Content marketing
Advertising
Creative/graphic design
Social media
Events
Client communications
Website
43%
54%
54%
57%
69%
69%
77%
80%
Public relations
Content marketing
Advertising
Creative/graphic
design
Social media
Events
Client communications
Website
High Growth Firms General Firms
11%
16%
14%
19%
10%
12%
13%

30. 30
Use of Third-Party Marketing Firms or
External Consultants
High Growth firms are more likely to report engaging third-party marketing firms or external consultants. They are also more likely to report
those external partners assist with advertising and creative development and content creation.
Does your firm engage any third-party
marketing firms or external consultants?
Activities Third-Party Marketing Firms or Consultants Assist With
53%
47%
40%
60%
Yes No
High Growth Firms General Firms
29%
29%
40%
48%
40%
60%
52%
24%
31%
47%
49%
56%
60%
60%
Compliance workflow of
marketing related content
Media or public relations
Search engine optimization
or search engine marketing
Social media
Advertising and
creative development
Website design
Content creation
High Growth Firms
General Firms

31. Website Features
& Social Media Use

32. 32
Characteristics & Features of Firm Website
Respondent firm websites are most likely to include pictures and content that highlight firm culture, a refreshed design, and a clearly stated
value proposition on the homepage. High Growth firms are more likely to report including several features.
17%
15%
14%
18%
19%
28%
47%
47%
49%
None of the above
Details on my fees and pricing on my website
Blog section that is updated at least twice a month
Lead generation tools and resources to capture
information on qualified website visitors
Calendar widget embedded to enable
people to make appointments
Call-to-action button prominently featured on the home page
Clearly stated value proposition on the homepage
Refreshed design of website within the last 2 years
Pictures and content that highlight
our team’s personality and culture
15%
12%
19%
31%
31%
33%
51%
58%
60%
None of the above
Details on my fees and pricing on my website
Blog section that is updated at least twice a month
Lead generation tools and resources to capture
information on qualified website visitors
Calendar widget embedded to enable
people to make appointments
Call-to-action button prominently
featured on the home page
Clearly stated value proposition on the homepage
Refreshed design of website within the last 2 years
Pictures and content that highlight
our team’s personality and culture
High Growth Firms General Firms
11%
11%
12%
13%

33. 33
Social Media Networks
Used for Professional
Purposes
The vast majority of respondents use social media
for professional purposes, most commonly LinkedIn,
followed at a distance by Facebook.
16%
1%
2%
11%
17%
38%
78%
5%
0%
4%
14%
18%
38%
89%
N/A; I don't use social media
for professional purposes
SnapChat
Tik Tok
Instagram
Twitter
FaceBook
LinkedIn
High Growth Firms
General Firms

34. 34
24%
26%
25%
38%
51%
45%
56%
70%
Attract talent
Share your areas of passion (e.g. community
service, philanthropic activities, hobbies, etc.)
Celebrate team members and accomplishments
Engage with existing clients
Demonstrate your areas of expertise
Gain new clients
Build your personal brand
Expand your network
29%
32%
39%
41%
42%
45%
59%
79%
Attract talent
Share your areas of passion (e.g. community
service, philanthropic activities, hobbies, etc.)
Celebrate team members and accomplishments
Engage with existing clients
Demonstrate your areas of expertise
Gain new clients
Build your personal brand
Expand your network
Professional Uses of LinkedIn
Respondents are most likely to use LinkedIn to expand their networks and build their personal brands. Those from High Growth firms are
more likely to used Linked in to expand networks and celebrate team members and accomplishments.
High Growth Firms General Firms
9%
9%

35. Q&A

36. Please download your copy of the report in
the resources.
Thank you!
PRODUCED BY:
A division of WealthManagement.com