The Day-By-Day Marketing Playbook of a Top Advisor

Really, this is just more of an interview style conversation because we heard from so many of you that your favorite ways that we teach are when we bring real advisers who are doing the things that we’re telling you you should do, and we unpack how they’re doing it. And everybody’s doing it differently. Right? So, we’re gonna get into that. So thank you, Kevin, so much for joining today and giving up some of your time. We really appreciate it.

Thanks for having me. I appreciate that. This is gonna be a a fun episode.

Yes. Absolutely.

So I thought we would start this is just a screenshot of your website, and it’s actually a beautiful website that I’m gonna, click over to it because it does move. So it Yeah. Has different video that moves in the background. So while we have that up, why don’t you tell us just a little bit about you and who you serve with your firm?

Well, Kevin Thompson, you know, I I try to keep it very easy and smooth. Like, I built the website because I wanted to be interactive. I wanted video. People love videos and who we serve are just professionals, business owners, a lot of surgeons and physicians, but also as you see, I have a RICP.

I love the retiree space. So majority of my clients are fifty five and older. So I love that space. That’s where I am. I feel like an old man myself. I’m I’m almost I almost got the white socks and and and the new balance, the white new balance going. I may be that guy.

So I’m just waiting for the pouch, but I I a lot of people are they transcend everyone.

Supermodels to old retire I should say old. That’s terrible.

Yeah. But I mainly retirees is is is my is my niche for sure.

Okay. Okay. Great. And, formerly, you were a professional baseball player. We should just mention that because that goes into some of your branding.

Yeah. Yeah. Former New York Yankee in Oakland a. Played for a couple years, two thousand six, two thousand seven in parts of those seasons.

And, yeah, I I entered the business because, well, just just everybody should know I was a victim of a Ponzi scheme, Allen Stanford, and I told myself never again. Went back to school, got my degree, and, fell in love with the, the the side of finance. Got my got some of my money back, and the rest is history. I’m I’m I’m trying to do it the right way. I’m not saying I’m doing it I’m the best at it, but, again, we’re all trying to, to win this game one step at a time.

So I love that story.

Not that you were a victim of a scheme, but that you share it and that you are using it to, you know, do good.

So if anybody went to a game in o six or o seven, maybe you you saw Kevin playing. That’d be pretty cool. Yeah.

I was out there doing a little bit of something something every now and then.

I love it. So nine I capital refers to nine the nine endings of a game, and that is also the name of your podcast. Right? Nine endings podcast?

Yeah. Nine endings podcast on YouTube. Go to YouTube. Go to go to at nine icap.

You’ll find us there. We have a lot of interviews, a lot of things that we talk about, whether it be economics, just just financial planning, all in one channel. And it’s, again, I put all of my content there and we’re gonna get into it. I I know.

So yeah.

So and I’m sure some of you already did submit questions, but as you’re sitting here listening, if you’re wondering what technology Kevin’s using, how he records the podcast, why he chose a podcast over other forms, why he puts it on each any of those questions, and we will get into a lot of this. But if you have a burning question or there’s something you specifically wanna know, you can either put it in the chat, and we’ll all see it, or you can put it in the q and a. I do wanna encourage you to use the chat, though, because other folks who are on may have an answer to your question as well, and then we can all really learn from each other.

This is really meant to be community learning here, so, feel free to do that. So, just getting into it. What we thought the approach today would be is so many advisers really struggle with the idea of feeling overwhelmed by content creation. You know?

Even if they have some content given to them, how do they choose which pieces to put out? What’s gonna move the needle the most? Sometimes they want to create their own original content, but they feel overwhelmed by it. So I really loved that you have a way where you create this one podcast, and then you repurpose it throughout the week to fuel your editorial, which is in marketing what we call just, you know, what were our plan for content is.

And then you supplement it with content from FMG.

So I thought would be great is to kinda just start by unpacking that schedule, what that actually, looks like for you.

Yeah. So, well, on Monday and I’m not gonna go I’ll make it simple. So FMG does a very good job of of curating content, and they have it, this weekly update. Now, typically, I would probably go in and try to build it myself, but they already created it for me.

Me. So what I do on a Monday, the first thing I get up in the morning and you can have it automated, but the first thing I do is I click on FMG and I say, hey. Let’s send this out. Boom.

Six AM, Monday, goes out to all of my clients. Boom. That’s my first touch.

And while before you move before you move on, I’m just gonna pull this up. If anybody had doesn’t use this or hasn’t seen this, this is what he’s talking about.

Mhmm.

This is for my demo account, what it looks like when it comes in. So you I’ll scroll through this as you talk about your reason. Sorry. Go ahead.

Yeah. Yeah. Yeah. No worries. No worries. And the reason why I do that is because I want to be able to create these touches.

And the reason why I wanna create touches is because your clients are getting this information from somewhere, whether it’s CNN, Fox, whatever. They may as well be getting this information from you.

As as as much information as they’re receiving, it needs to be coming from a single source. And if you can find find out how you can repurpose a lot of the stuff that’s being told to them and make it come from your megaphone, that’s the most powerful thing you can do. That’s that’s just step one.

And, again, FMG does a great job with that.

Thank you. So if in case anybody is wondering, if you go into the automated marketing, this is where you can find all of those different newsletters and things, and you can do a monthly one, a weekly one. But so that’s how you start the week is on Mondays, you are sending out the FMG weekly market insights. And you said sometimes you’ve set it up Sunday night, sometimes Monday morning.

Exactly. Exactly. Sunday night, Monday morning, but I wanna get that out because, again, there’s a lot of information hitting them, and I wanna make sure it’s coming from me as much as I possibly can. And, of course, so Monday goes by, and that doesn’t that doesn’t count my additional content I put out on LinkedIn where I do my Monday morning minute where I kinda give people positive energy, where I where I build out business plans for people and say, hey.

This is what we’re doing in business. And I try to be as authentic as possible because people have this curated mindset on on their best version of themselves on social media. And I don’t like that. I don’t I’m not I’m not the best version of myself I make mistakes and I and I put it out there for them for everybody to see.

So I want to make sure that I’m I’m doing touches as much as possible. Now Monday morning minute on Monday and then maybe some a couple of fractional ideas that that may have come over over the weekend. We may have conversate conversations around that. But then Tuesday, of course, is when I put my podcast out.

Now the podcast is valuable whether it’s an interview, whether it’s a a planning technique that goes out on a Tuesday. And what that allows me to do is put it on multiple channels. Now one thing I’ll say is and this is what my chat engine told me. They said, hey.

You may be spreading yourself too thin on multiple channels. Find your three to four channels that you wanna wanna hone in on, whether it’s Instagram, Facebook, Twitter, or or what have you, LinkedIn.

You know, put those channels in there and and you really hit those channels hard because if you’re doing all these different channels, you become the, you know, the the the person that’s trying to get everything, but you just can’t necessarily hone in on what you’re trying to to accomplish. I know you want eyeballs, but just really hone in on just a few channels and really go after your core audience.

And I think one of the things you’re hitting on there that a lot of people forget is that it’s because if you, yeah, if you were just posting, sure. But in order to do a good job, you really need to engage with other people. So if you if you have, you know, six channels that you’re doing, you’re not gonna have time to go respond to comments to each, to build community on each. But if you only have two main ones, you know, if you’re really focused on YouTube and LinkedIn, you can go and make sure you’re commenting on other people’s posts, you know, sending DMs, adding connections, whatever it is.

So I love that tip, because it isn’t just about if it was just about reposting, sure. That wouldn’t be that big of a deal. But it’s not just reposting. It’s about engagement.

Engagement content a hundred percent. Wednesday, we go in, and then we have our we have our podcast. So what I do is I create my blogs, Substack, what have you, on Wednesday off of my podcast. Right?

And that goes out to all of my clients. Now the question on why I created my podcast was simply this. I created it to have more touches for my clients, specifically for my clients. Will it get bigger?

Possibly. But it wasn’t to just have a a big engagement of thousands of thousands of followers. Anybody can go out and create a channel and have thousands of followers. You have a bunch of clickbait on there.

You can have a bunch of bots on there. You can do that. It’s easy. It’s not that’s not an issue.

But to have true engagement, to have people that really wanna hear what you’re saying, you have it’s gonna take some time. And the reason why a lot of people’s podcast fail is because they’re not willing to engage and and take the time on getting that only have fifty subscribers, a hundred subscribers, two hundred subscribers a month later, five hundred subscribers or a year later. They see that as a failure. So don’t see that as a failure.

That’s actually, like, a success.

Oh, I see that’s a great tip. And I see some questions coming in about compliance, which I’m gonna ask you how you handle it. One thing I will note, if you are using FMG’s platform, we have an entire platform, we have an entire compliance workflow built in. So if you record an episode, and you have it as a video, you can upload the video, you can upload the transcript, or you can upload the script, and you can communicate with your compliance that way.

However, this whole idea of creating one thing and then repurposing it, it doesn’t have to be a podcast. So it could be a really great long, you know, article that you write. It could be taking one of the things that are in the FMG library, making it really specific for your audience, and then repurposing it, across various things. So the main thing we’re really gonna focus on is the repurposing part and how you do long form piece.

So when we say long form, we mean a long article, podcast, a webinar, an interview, whatever it is, and then you break it into smaller pieces or reuse it throughout the week.

And if you’re in our do it for me program, which I’ll talk about here in a little bit, which is a program where we actually will implement all of this for you, that’s exactly the formula we use. We write two long form blog part articles every week, and then, we repurpose them into emails and to social posts throughout the month. So the same thing. But why don’t we go back to you answering the question about let me pull your podcast back up. About, John asked, Kevin, are you your own chief compliance officer? How do you handle compliance around communicating, with the public?

Let me let me go get my compliance officer real quick. Hold on one second.

Hey. How are you doing? This is CCO, Evan Thompson. So, yes, I am the compliance officer as well.

And, yes, I I manage that because we have I don’t wanna talk about other other, you know, marketing engines and all the other stuff that we use, but we have we have we have a a a a team that that handles a lot of our RA business that the compliance side, and all I gotta do is come in here and and and push the compliance button on FMG. Now I will tell you this, I don’t necessarily have a ton of compliance issues because I’m not talking about investments. I’m talking about economics. I’m talking about, I mean, what is a Roth account?

Like like the like the basic stuff. Like like I’m I’m having interviews. So there’s nothing that I’m saying on any of my podcast that’s that’s that’s that’s giving anybody advice. So from a standpoint of what I need to go in and push the button and say, hey.

Press compliance approve, I can go ahead and do that because I I kinda know that, hey. I’m not giving any promissory language. This is a conversation.

And, again, they’re mostly interviews.

Okay. I love that. And, just so that I we saw another question came in through the q and a box that said, if you don’t have an FMG website, could you use, the marketing suite? Yes.

So if you don’t, we we can we allow you to both use your, FMG for your website and all these marketing tools, email, social events, blogging, all of that. Or you can say, hey. I have my website. It’s on Squarespace.

It’s on WordPress, whatever. I just wanna use the marketing tools and the content, and you can do that too. So you can pick and choose what you what you want.

And if you do that, you still get that compliance workflow. I will say I do know that there’s some for you know, some compliance home offices that are more that require more hoops to jump through than others to get, you know, the podcast approved. But I do think if you’re batch recording and you’re doing an interview style where it’s more evergreen and you’re not talking about what’s happening in the news this week, you, you know, are gonna have an easier an e an easier time.

A hundred percent. And another thing we’re gonna talk about is, you know, repurposing. So I do a bunch of shorts. So with that one podcast I have, I can create two or three shorts, and those two or three shorts would go on different platforms, Instagram, Facebook, LinkedIn.

And, of course, I have content coming off of those as well. So creating the shorts, creating the podcast, creating the blog, and, of course, on Thursday, the actual YouTube video comes out. And I’ll that’s another push out to to everyone in regards to, hey. Now the YouTube video is up.

So let me go back a little bit because I know everyone’s listening to it. It’s like drinking from a fire hose. But when he’s talking about shorts, this is what he means. So a short clip, YouTube calls them shorts.

Yeah. So you can have longer videos or you can have shorter ones. And when you are sharing any kind of content, right, so imagine that this was a long video that you recorded, you could just share it to social media, which I I’ve seen you do it this way too, right, where you just have a link that goes out. But what we find is you often are gonna get the best engagement when you share a snippet of the actual longer form piece.

So if you have a long video, you have a long podcast, sharing a snippet of it is gonna perform better, and it gets more people engaging on your post than if you just type it you know, say, oh, go go listen to this. Right? Yeah. The other thing I wanted to share that I saw that you did, which I thought was really, really good, Just find it here.

It’s here we go. So the other thing is look at how Kevin recaps the act what’s in the episode itself, the meat of it. Right? So he didn’t just say, hey.

We’re talking about estate planning in today’s episode and why it’s so important to your family, go listen to it. He’s really giving some key takeaways of what you’re gonna hear, and that we find is so important for how many people actually go and listen to it, click off click and go, you know, give it a listen. But you will see, and I’m sure, Kevin, you could talk about this, that when you actually post a short, that’s where you’re gonna get the most people engaging.

Yeah. Shorts are are powerful. People want short, quick content. And if you have, like like, messages within those long form videos, and and you can get to, like, a a topic point.

I’m not I’m not saying you have to sell yourself and and create some kind of, clickbait or anything like that. But it’s just about, hey. You know, creating the the, oh that’s that’s an interesting conversation that you’re having they’re having it about social security or whatever and I never thought about it that way. Just interesting tidbits about your video gets people’s eyes and ears open to go listen to the actual long form.

I think that’s Torch are possibly the most valuable thing you can create and again there’s different different modes you could use. I mean I’m not sure if you wanna talk about the pod squeezes or the opuses of the world and all the other AI engines that can create this for you. You. But, they’re they’re very valuable.

And, again, it’s it’s it’s highly, highly useful, especially for YouTube. It gets you get it gets you the views and and and the and the hours up, the counts up, and the likes, and all the other stuff to subscriber growth. Right. Shorts are a must have.

So, one of the things well, first, I’ll just say, if you’re not already connected with Kevin, go you can go give him a follow there, and you can see all the way he’s listing everything out.

So, again, we’re recording something once. We can upload it to Spotify. We can put it on YouTube. We can put it on Podbean. There’s lots of different ways that you can do that.

But, again, the point here isn’t so much that we’re telling you you should go make a podcast. We’re saying that you are taking one piece of content and repurposing it for the week. So I just wanna show you what that could look like if it was a blog. Right?

So this is through our do it for me program where we have an editorial calendar, and what you’ll see is it’s color coded. So blog. Right? So we have the most the foremost dangerous words in investing are this time is different.

That’s a long form article on a Wednesday. And then the two weeks later, how do you return retirement savings into reliable income strategy? So those are the centerpieces, these long form pieces, that are gonna be fueling the month’s content. Right?

So we see this really long article here. We can take any piece of this article and turn it into a stand alone social post. So Mhmm. You know, take the key points and post them with an image or take, you know, maybe a question that the article is gonna pose.

And then that turns into the emails. So you can see there’s the blog post. The next day, it gets emailed out, and then it also turns into social posts throughout the week. So you’re just, you know, taking one piece of long form content and repurposing it throughout the month.

And, again, I know so many people will listen to you, Kevin, and say, I’m not like Kevin. I’m not gonna record a podcast and do all this. This is where we would highly suggest you look at a program like FMG’s do it for me program because we will help you actually, repurpose the content in that way. But can you just share because I saw a question come in.

What do you actually use to record your podcast?

So well, Zoom. You can use it’s simple. You can use Zoom. I have my phone right here.

You can use your phone, your iPhone, or your Android phone. Great cameras. You can go buy some phones like the Sonys and all the other stuff. But Zoom recorded on your on on your, on your on your computer.

I send it out to my my guy. He he edits it, and then he puts it on YouTube.

The beautiful thing about most of the podcast, the audio version, I use r s s dot com. Not sure if you guys are familiar with that, but if you put it on r s s, it goes to all of the the podcasting stations, the Pandora’s, the Spotify’s, what have you. You don’t have to go in and do it yourself. It just goes to goes and does it all all under one fell swoop.

So, yeah. It’s just a bunch of different it’s a bunch of different moving parts, but again, it’s much needed because these are touches. Always remember this. You never wanna be the adviser that your client says.

And and how many and again, how many of you get new clients because they say, I never heard from my adviser. Well, you know what? They’re not gonna say that about me because they hear about they hear from me quite a lot. So there you go.

I love it. One thing that I did think that sometimes people struggle with is when they have a piece of content and they wanna repurpose it, how do we make it not, you know, sound different? Well, number one, I just wanna remind everybody that not everybody you’re connected to sees everything you post.

Mhmm.

And, you know, it’s actually a very small percentage of people. Like, five percent of people are gonna see any one of your posts that you’re connected to. And, also, if you just change that first line, most people will have no idea it’s the same post. So you can use one as, like, a link, one as a video, but also just by changing that first line.

And so one of the things that we find people really can struggle with is writing a first line that sounds good. We at FMG, actually just released some AI tools, that are in beta, and they’re coming to everybody’s accounts. Well, I shouldn’t say everybody’s with compliance approval. A lot of accounts coming soon.

And, one of the things is really helping you write even better hooks and, you know, emails and all that good stuff coming down the pipeline in our road map. But I love these three buckets. So if you’re thinking about how do we whether I’m writing an email to clients, a one off, or I’m writing a social post, how do I get somebody to care, to stop scrolling or to open the email or to pay attention?

And so the buckets of intriguing questions, curiosity phases, and problem solving phrases really, really work well. Right? So, like, here’s what nobody tells you about. I wanna know whatever it is because nobody else tells me. I wanna know what it is.

Have you ever noticed that those kinds always get a ton of conversation going? So you’ll all get this, but if you’re really stuck, try using one of these to start your first sentence of your content, and, you you know, you can take something you’ve already shared in the past, repurpose it with a new hook, and it gives it new life.

So, Matthew, you know what I found to be very valuable if you run it out, like, idea content is that when you’re in these conversations with your clients, your content’s gonna come because a lot of the questions that they’re asking are being asked of their friends and their friends’ friends. And you can start saying, hey. Well, here’s a question that came up on a recent conversation. You’re not divulging any personal details, of course.

You’re saying, hey. This is what I’m hearing a lot from my clients. Boom. You know?

And just because one client is asking doesn’t mean, most of your clients don’t care. They they actually do. So just I’d really hone in and listen to what your converse how your conversations are going when you’re having those conversations with your current clientele.

Yeah. It’s it’s truly where I get all of my ideas. And I know I’ll put the link if you any of you want to, connect with me on social media. But to your point, actually, I’ll just show this in action. Right?

Yeah.

I’ve had people come to me and say, hey.

Has do you know any advisers getting leads from ChatGPT? And then it turns into a post all about ChatGPT and how do you get AI tools to, you know, recommend, your business. Somebody asked me the other day, I’m an adviser, but my social media posts, only other advisers seem to connect with me and engage with me. How do I, you know, move beyond that and and find the right people?

So if someone, to your point, is asking the question, most other people are gonna be asking it as well. And so you can really, really lean into that, to, you know, to to scale. I also think another one, I’d be remiss if I didn’t point this out. In our FMG library, we have so much content, and you can use these pieces as is.

Right? Or you can make them your own, change them up. You could take one of these pieces and record a video of you talking about it. Right?

It it just it’s the world is your oyster when it comes to the content in here.

So if you see a piece that you really like, you know, this is talking about stock options and equity, and you know a lot of your clients are gonna have questions about this, you can take it, use it as is. You can use a little piece of it for a social post. Anything in the library is yours to use, that you see in your in your library to repurpose how you want. So, hopefully, that gives you just a few ideas to get started.

Hey, Sam. Did you guys have this, Instagram drip that you guys send out on a monthly basis? Like, hey. July Instagram drop, and they have, like, a a campaign.

It it’s like a campaign, one, two, three step campaign. I’m like, what? Yeah. There you go.

That’s I think I think that’s pretty cool. I think that’s pretty cool. I mean, I I I I used to use it a lot, but, again, that that’s that’s pretty cool. It’s like a calendar thing that kinda shows you if you have it.

Yes. Oh my gosh. There’s these downloadables, there’s so many great ones here in the FMG library.

This one obviously is Instagram, but a lot of people will say, hey. Do you have, something I could put on my website, you know, to capture leads, people who wanna work with me on estate planning? And then I’m gonna repurpose it for this or that. Or we wanna talk about with our clients about, you know, getting the next gen involved and talking with their kids about money and, you know, what does that look like.

So in here, you can see we have all of these different some of them are Instagram posts. Some of them are see if I can go back and find hope that is the downloadables. I’m there’s, you know, just all different ones that you can use. And, again, you can use them as is.

So let’s see. Here we go. Guide how to. Like, a checklist for newlyweds. Right? Somebody gets married.

They’re combining finances.

How are you gonna use it? This is a great thing that you could put you could record a video saying, hey. If you’re a young couple and you’re just getting married and you’re thinking about merging your finances, here are three things to consider. And, oh, by the way, comment checklist, and we’ll send you our checklist for, you know, newlyweds. And you can send them this because it’s already made for you. Any of these ones here that say guide, how to, white paper, this is the one I was thinking of, the family financial, workshop.

This one is so great. It it asks about what legacy do you wanna leave, what kind of story do you wanna share, what do you wanna be remembered for. So, again, you could talk about it in a social post, on your podcast, and then you can come here. Kevin, you might not even realize that we had these. You can go in, choose some of these guides, white papers, books, and then to get people, you know, interested and you wanna give them something in return, feel free to use these however you like.

Yeah. And the the one thing I wanna say about a lot of the marketing point, like, I don’t have much time left, but I want everyone to understand is that you have to know your why behind your do why you’re marketing. And again, not everything is gonna be an instant hit. I mean, you’re gonna have to do a lot of just just behind the scenes and maybe you’ll get one view on a video or ten views on a video.

And again, don’t let that destroy you because this takes time. Marketing is a it’s it’s it’s it’s takes a lot of time for you to get going in this in in this in this, in in this part of the business, but don’t let it kill you because what what what the reason why a lot of people fail in this is because they don’t see the fruits of their labor three, six, nine months out and they’re done. Their podcast channel is over. Their marketing’s over.

No. You can’t do that. You you have to stay the course and know why you’re doing it.

There’s a really interesting thing I saw the other day where it said we used to have a marketing funnel, and now we have a marketing pinball machine because we all see so many messages. And we really don’t know what’s gonna be the thing that finally get somebody to say yes. But we do know that lack of communication is the number one of the number one reasons depending on the study. One, two, three, that someone will leave an adviser.

And I like to say, let me stop sharing this for for for just a second. I like to say that, you know, it’s interesting. If you ask people, why they choose an adviser, the reason that they choose is often different than the reason they stay. So the reason they choose is, like, I want someone who’s gonna really help me plan for the future, and I want them to, you know, give me a great return on my investments with so, you know, all of those things that we all hear.

But then when you ask them, you know, why do you stay with your adviser, why would you refer them, it’s they always answer my call. They’re they write back to me right away. They, you know, whatever it is. So keep that in mind, I think.

And I’m sure you’ve seen that play out too, Kevin.

A hundred percent. I mean, it’s all about the availability. It’s all about you getting back to people. It’s all about your interactions with this.

Like, people work with people they like. It doesn’t matter about what you know. Do they like you? And if people like you, they’re gonna stay with you.

And, of course, I always talk about the stickiness of your business, having multiple product streams through your platform, whether it be estate planning, all the other stuff. You can’t just have investments. You gotta have more than bring more than that, but marketing is key. Don’t let it destroy you because, again, if knowing what your ROI on your YouTube channel is, like, I haven’t get made any money.

I only got two hundred subscribers in three years. It doesn’t matter.

Keep building your brand. Yeah.

Yeah. Keep building your brand. Keep talking to the people that are listening to you. Think about it.

That’s two hundred people. If you think about this business real quick, Samantha. If you think about this business, how many clients do you actually need? How many households do you actually need to be successful?

Seventy five to a hundred for per per person?

There you go. And if those those people on your YouTube channel and they’re listening to you, those are eyeballs.

Those are referrals. I love that you brought up the numbers because I remember we had an adviser we worked with. And in one month, he only had thirty five visitors to his website that were not spam visitors.

Yeah.

But of those thirty five, he had almost fifteen meetings booked on his calendar. And it like, if you look at that conversion rate, that’s crazy. But a normal person would say, why don’t we have thirty five visits to my website? But he was so targeted in who he served that those people were finding him. And so, you know, marketing is not about reaching a million people. It’s about reaching the right people for your business.

Hundred percent.

Looked at those first three questions, and I think we’ve already answered the first two.

Yeah.

But the getting help, adding anything to your website with FMG, absolutely. If you contact our support team, we can help you.

An as seen on section is great, you know, just to show. So if you’ve been quoted in The Wall Street Journal, if you were in your local newspaper, whatever, it is great to put some of those logos up there just to add some credibility and expertise.

And, actually, the new AI search tools, speaking of ChatGPT, Gemini, and all them, when they’re looking at what businesses to recommend, they’re looking at two things, reputation and reviews. So reviews obviously are like, do you have Google reviews? Do you have other, you know, Trustpilot vouch for whatever it is people referring you? I know some of you still can’t from a compliance standpoint, but the second part is reputation.

So going on someone else’s podcast, contributing to an article, those things all really help with the reputation component. So doing more of that is great.

By the way, on LinkedIn, I just found out that in March, Texas now allows you to have people to give you, recommendations and referrals and all the other stuff online. So so there there’s testimonials now in Texas. So it’s crazy. I didn’t even know that. And I I found it on LinkedIn. So there you go.

Wow. Okay. I’m gonna pull these questions aside and keep looking through them here, and keep the good questions coming. You guys have good really good ones.

How much is okay.

Yeah. So the I think this is a great question, and it’s obviously one of the things that we really our value proposition here at FMG is allowing you to do so much more communication, both marketing with prospects and communicating with regular clients or existing clients, I should say, with less time. But, yeah, Kevin, why don’t you explain about how much time you’re spending per week?

Well, again, if it’s a podcast, it’s gonna be, like, an hour. Or, really, my podcast are thirty minutes. I don’t wanna go over over thirty minutes unless it’s I’m having one that’s gonna be coming up or two. One with the New York Times bestseller, David David David Enrich, and then, of course, with a with a, TCU professor who’s about economics.

It’s really cool stuff. But usually, they’re thirty minutes. I what I’ll do is I mean, maybe an hour, maybe an hour, maybe two on on a Wednesday for the podcast and then with the other stuff, maybe forty five minutes to an hour. When you have Canva, when you have PodSqueeze, when you have all these different AI engines, it cuts your time extremely, like, significantly.

So you have to say it again?

Go ahead.

Go ahead.

I was gonna say the and you said on Sundays or Mondays, you’re logging in to FMG. How long does it take you to schedule out that weekly email that you send to all the clients?

Maybe thirty seconds. Like, I I it’s on my phone. I go on my phone. FMD, I log in.

There it is. Poop. Send it out. It’s it’s it’s nothing. So I I have a really good process in regards to my marketing that makes me it’s not like it’s not a ton of ton of time that I’m spending on it.

Now Okay. How I get a lot of the content, again, I’ve made a lot of different articles, newsweeks, MarketWatch, all this other stuff. I repurposed that as a podcast a a a it’s a playlist on my podcast. So so instead of it’s like nine I in the news.

So what did I say this week? Boom. So I so I can do all those things. And that takes, what, ten, fifteen minutes for me to do that?

So it’s just about the content. It’s just about the brand. It’s just putting yourself out there as much as you can on the channels that matter. That’s all I’m gonna say.

Okay. Love it. I see some more questions, coming in. Oops. I need to stop the share and then reshare.

I see some more questions coming in from folks specifically about, FMG. Wait.

Why can we not see each other?

Weekly. Probably probably a few hours a week. Two or three hours a week that that goes through marketing for sure.

Okay. Yeah. Two to three hours a week. Not bad, I don’t think. Okay. There we go.

We had some questions people asking, like, where they can find some of the resources and things. So maybe, Aubrey, while I’m pulling this up, if you wanna share the poll, if you want us whether you’re an FMG customer or you, you know, and you wanna learn more about different ways we can help you streamline this or you’re not and you wanna hear more about the marketing weekly that Kevin is sending and where to find all this in the library, all that good stuff, feel free to say yes, and we will reach out to you. But I will show you in the meantime while you answer that poll, where you can find, again, some of these resources. So we do have multiple tiers. And, Kevin, I don’t know. Do you know which tier you’re on? We have a premium and essential.

I don’t know. That’s a good question.

I think we have a lot of before this, but we have multiple tiers.

If you were getting the Instagram, then you’re probably on premium. Yeah.

And so when depending on the one and then, also, like, if you’re with a certain certain broker dealers or different home offices have their own collections, so you can see here, like, I’m in an LPL demo. So the LPL, you know, content is in here. So your home office, depending on who you’re affiliated with, some of their commentary and things can be in there as well, which is really nice. But you just come to the content library, and you can search any one thing that you want. So let’s say it’s tax time and you wanna look for specific, you know, tax resources, you can come in here, and it will show you what the asset type is. So is it a social media asset? Is it a white paper, an ebook, an email?

And then if you want to use it, any one of them, you can just click the use button. If you wanna preview it first, you can click this. It will allow you to download it as a PDF and customize it with your brand. So, again, I think an underrated use case for a lot of these that we don’t see our clients using that we wish more people would is, you know, when you have prospects that are interested or you’re doing a social post or you have a podcast, let’s say, Kevin, and you invite a tax expert on, you can say, after you and after you listen to this episode, if you’d like to get our tax planning white paper, you know, comment tax, and we’ll send it to you.

And you can send any of these resources, from the library. So that’s where you would find all of them is just come into this content library, choose the one. If you wanna browse them all, you can browse by email, social post, just depending on what either your use case is. So that’s where they are.

And the question was, how do you get access to all of this? Again, it just depends on what level of an FMG subscriber you are. When did you sign up with FMG, Kevin? What year was it?

It was years ago. Years years ago. Okay.

You know, I’m lost, but they built their web together.

Yeah. Yeah. Yeah.

And Richard Richard’s asking who my guy is. If you go to my web go to my, my podcast channel, you’ll see it in the in the in the, description section on who he is. His name’s Vincent. He’s a good dude.

Oh, awesome. Yep. And I will say too, one of the other things I noticed you do here in your YouTube. Right? You’ve got book a meeting. You got all your links. On your actual what is it?

Podcast page, you’ve got click here to schedule appointment. You’ve done such a good job making sure you have those calls to action, and that’s another thing that we see a lot of people forgetting to do is they create your content, but then they forget to tell people what to do next. So Yeah. I think that that you’re doing a great job with them.

Yeah. Yeah. Yeah. It’s it’s it’s you guys you guys have set it up really well for for for it to be a a easy way to when it go go to, get business. It’s it’s it does really, really well.

I love it. Is there anything else that you’ve tried in your marketing that you’re no longer doing because you felt like it wasn’t effective?

You know what? Honestly, there’s one thing in this SEO. I don’t know if that, that even counts as marketing, but I I I’m still doing it. I don’t know what the value of it is quite frankly, but I I I pay a lot of money for it.

And, again, I’m I’m still at odds with SEO. I that’s the only thing from a marketing perspective, but I do marketing because I enjoy it. And that’s all it is. Like, I enjoy creating content.

I enjoy creating videos. And if you don’t enjoy doing those things, then don’t do them because it it will be seen in your content and it’ll be seen in your actions. And it makes your it makes your day just just not go through smoothly. If you enjoy that stuff, don’t think about it like work.

Think about it as something that you enjoy because I enjoy creating content. I enjoy doing the videos. I enjoy talking to people. I enjoy creating the blogs.

I enjoy doing the writing. I enjoy the the media exposure. And, again, anybody that says that it doesn’t work I mean, I’ve I’ve been on, the the Ritholtz team. I’m I’m I’m doing the the future proof stuff.

I got all this other stuff going. So I I think it’s working a little bit. So there you go.

I think it’s working just great. And I wanted to point out hope I’ve got the wrong thing up.

A lot of people are saying thank you, and I agree. Thank you. I know we’re at the top of the time. If you don’t, again, want to be the face, you don’t want to do it, that is where our do it for me program really, really shines and will help you because you don’t then have to go it alone.

Kevin enjoys it. He likes doing it, so it makes sense for him. But for some of you, like, many of you listening, you might think, I don’t wanna do that. I want I want the exposure, but I just know I’m not gonna get in front of the camera every week, and that is where this program really shines.

So we certainly, you know, encourage you to check that out. But, Kevin, thank you so much. You had so many great insights and tips. Love listening to your podcast, and we really appreciate you being here.

If anyone had a question we didn’t get to, we will try to email you, an answer, but we thank you all for your time to get today.

And, again, thank you, Kevin, so much for taking time to do this. It was really, really helpful.

Appreciate you guys. Thank you for having me.

Okay. Bye, everyone.

Bye.