The Biggest Marketing Trends of 2024

As an advisor, it’s important that you are paying attention to the current marketing trends. But how do you know which to keep and which to toss?
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In this webinar, Chief Evangelist at FMG, Samantha Russell, Chief Marketing & Experience Officer, Susan Theder and successful advisor, Chevonne Farler share their the biggest marketing trends to focus on and which to leave behind.

Short on time or just want the main points?

Here is your summary to skip ahead or scan through below.

  1. The Power of Zero-Click Content [4:11]
  2. Use AI to Generate Content [13:56]
  3. The Importance of Short-Form Video [18:30]
  4. How to Utilize Center of Influence (COI) Marketing [25:37]
  5. Using Webinars, Workshops and In-Person Events [33:45]
  6. What You Need to Get Started [4:06]
The Power of Zero-Click Content [4:11]

The Power of Zero-Click Content [4:11]

  • Zero-click content is a great way to share valuable content but your audience won’t have to leave the platform they’re on.
  • You can still share the link, but just give the important part away first.
  • Not only are you sharing the information, but it boosts engagement and the algorithm favors this.
  • Comments are the currency of social media. Ensure you are engaging with others to boost the amount of comments you get on your social media posts.
  • If the image is strong, such as a graph or infographic, then share that, as well. (Remember that a good image gives your post credibility.)


Use AI to Generate Content [13:56]

Use AI to Generate Content [13:56]

  • Artificial intelligence is changing many aspects of our lives and the world around us.
  • While it’s incredibly helpful and great for idea generation, it’s important that you’re taking what is written and “making it your own.”
  • Three AI platforms are ChatGPT 4.0, Bard and Claude 2


The Importance of Short-Form Video [18:30]

The Importance of Short-Form Video [18:30]

  • The popularity of short-form video is exploding.
  • More people listen to podcasts on YouTube than on Spotify.
  • There are different types of short-form video that you can use, including: Introduction video, bio videos, email videos, and more!
  • Places that you can share short-form videos include: Your homepage, “About Us” page, in emails to clients and prospects.


How to Utilize Center of Influence (COI) Marketing [25:37]

How to Utilize Center of Influence (COI) Marketing [25:37]

  • Strategically reach out to centers of influence.
  • Segmenting your lists is important when reaching out to your COIs.
  • Build rapport: Invite COIs to meet your audience.
  • Dripping on them with useful content is helpful and will break down that barrier.
  • Ask them to join you for a webinar.
  • Post on social media while tagging the COIs and their businesses.


Using Webinars, Workshops and In-Person Events [33:45]

Using Webinars, Workshops and In-Person Events [33:45]

  • Events are one of the highest-converting tactics out there
  • Even though webinars are incredibly powerful, only 23% of advisors are using them (according to an FMG/Wealth Management study)
  • The best topic is one that your audience is most interested in and aligns with your audience.
  • Sending emails are the best way to get registrants (Email has been shown to drive 57% of registrants)
  • If you don’t have a big email list, you can partner with Centers of Influence (COI) or other industry partners, share registration information on social media and encourage clients to share invites with others
  • When posting on social media, focus on the benefit that your audience will get if they join
  • Send three emails for optimal performance (cadence may vary; for example: 1 week before, 1 day before, 1 hour before)
  • Make sure clients know they can share with friends (In your note, make sure you’re telling your audience what you’re going to learn, who is going to present it and make it very obvious that you can share the link with others)


What You Need to Get Started [4:06]

What You Need to Get Started [4:06]

  • Outsource what you can so that you can free up time to focus on other tasks.
  • Follow the 80/20 rule: For everyone 1 thing you post on social, comment on 5 other posts.
  • Outsource what you don’t like to do or don’t do well, and then take that extra time to add a personal touch.


Supplemental Resources:

The slides can be found here

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