In this webinar, Chief Evangelist for FMG Suite and Twenty Over Ten, Samantha Russell and Chief Marketing and Experience Officer at FMG, Susan Theder share the 5 biggest marketing opportunities for advisors in 2022 based on trends.

1. 5 Biggest Marketing Opportunities
for Advisors in 2022
Based on the Top Wealth Management Trends
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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
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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

6. 🎊 Top Marketing
Opportunities in 2022
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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

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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

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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/

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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.
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3. Alternative Com Channels
📹 Youtube
📷 Instagram

14. Youtube: Biggest
Opportunity for
Advisors in 2022
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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
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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
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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

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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/

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Examples of How to Demonstrate This

19. A Visual is worth 1,000 Words
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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

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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

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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?
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@SamanthaTwenty and @Stheder
/samanthacrussell and /susantheder
s.russell@fmgsuite.com &
s.theder@fmgsuite.com