What 1 Million Advisor Emails Taught Us About Content That Actually Converts

I’m Samantha Russell, the chief evangelist here at FMG. And today, we are gonna be diving into what millions of pieces of content has taught us about what types of content actually work to both get attention and then actually convert prospects. And this is changing rapidly right now because the type of content that drives people to you, especially in this new AI powered world, is changing. So we are really staying at the forefront of it, paying attention to the research, looking at what’s working for the advisers utilizing FMG, and we are excited to share all of that with you. Joining me is my colleague, Shannon. Hi, Shannon.

Hi there. Good to see you.

Good to see you too. And Shannon actually works very closely with advisers every single month through our do it for me program. So some of most of you know FMG as a technology platform, a SaaS model where you log in, you use our tech to run your website, your social media, your email, your events. Now we also offer testimonials.

So for those of you that want to gather testimonials, which we know is a huge part of AI texting compliance. But we also have this other program called do it for me because we were giving so much, you know, insights and advice about, hey. Here’s all the best practices, and everyone kept saying, can you just do it for me? So we created this program, kept the name, do it for me, which for all of you listening, when you’re thinking about naming things, the simpler the better, use the terms clients would actually use.

And so Shannon, you tell us a little bit about what that role looks like for you.

Sure. I do it for my people. It’s fantastic. Every month, you and Susan come out with a calendar that you put out to us.

And with that, we are then able to execute a couple of blogs for these clients. We’re able execute an email a couple emails going out for them and a social media strategy that goes along with it. So the calendar that you give us, we literally, as experts knowing how to use the tools, get it out, we execute what that is. I meet with the clients each month, go over some specific things, talk about how things are working, talk about some analytics, talk about the content, make some suggestions, and see what they have going on, share some best practices, and then wash, rinse, repeat, do that again each month, about how things went the last month and how things are gonna go this next month.

It’s a great, great relationship we have.

And you are so good at it. We have so many people that write in, love working with you. And Karen mentioned in the chat, she hears an echo. Can anyone else tell us in the chat, is the audio good for you? Or do you hear an echo, so we can adjust? Oh, Karen said it’s all good now. Great.

That happens to me sometimes too if I’m signed in from too many, devices.

So I just wanted to point out, we’re gonna talk more about F and G and how we can help you and obviously get into all the data points.

But everyone here just for joining us today, you are gonna get this amazing content theme calendar.

So, you know, all of our staff here on the marketing team looking at what has worked for advisers, we put together a content themed calendar for you. So whether you work with F and G or not, you’re gonna get this, and this will allow you moving forward as you build out your marketing plan for the rest of twenty twenty six and into twenty twenty seven to think about every month, what would be really good content that we could send.

And one of the things that Shannon and I know you know we do here through our do it for me program is every month, we try to come up with a theme for the month because we know that and I’m sure all of you listening have had this experience. If you talk about something once, people often forget it. But if your whole month is around that topic, people are much more apt to think about it and remember it. Right?

So if you want people, your prospects, your clients to understand you offer estate planning. If you have a whole month of content that centers around estate planning, you have emails going out every month. You have blog posts going on your website. You have social media posts.

Maybe you host an event. Those clients and prospects are much more apt to remember. Yes. Samantha’s firm offers estate planning.

And so we are giving this to you just by virtue of being here. And one thing I wanted to point out here just to start with this, Shannon, is you’ll see there we have highlighted our do it for me program has forty seven percent open rates across the board, which is more than double the industry average of twenty one percent. So when we think about every month, you are working with advisers. You’re helping them tee up what emails are gonna be sent to clients. Tell us a little bit. You know, is there anything an example of an email that you know, a topic that people got a lot of great feedback from, or is there any kind of themes of the types of emails maybe people love to get or that advisers were surprised that were successful? Just I’d love to hear some insight from you on that.

Every time we get a new do it for me client that comes through, they’re constantly surprised by the quality of the content to begin with. I can’t tell you how many times we’ll be going over what’s coming out, and we’ll hear them say something like, I am always talking about that. That’s exactly what I say, and they love that sort of thing.

This month, one of the item pieces is talking about the conversation that people are not having about their retirement. So it’s talking about what they’re gonna do day to day. Are they getting a different job? Are they gonna be traveling?

Whatever it is. And when we’re talking about with the advisors, they’re saying we talk about that. It’s huge. So them having the content that they really love, that they can relate to, that they already talk about is one of the very important things that goes along with it.

Timely emails that come through. When things happen in March, when we had some things going on in the markets roll over, we had a timely email that was able to come out so people could react quickly to that. That was absolutely tremendous. Each month, when the do it for me calendar comes out and we go over the emails that we have available for you, every time.

It’s something that people can really relate to from the financial industry and real life, and that’s one of the things they really appreciate out there’s not a lot of jargon in there. One of my advisors that is getting a good response for one of the things that he does do is he uses a script that we provide.

He records a video of himself talking about that and then sends that to me. I put that video into his do it for me email talking about that same subject. Sort of thing is for the Love that.

So personalized.

So just to take a step back, when we look at all of the emails we’re sending out, millions of data points, right, that we’ve analyzed, what we started to see was a pattern of how much email was too much and how much was not enough. And so what we landed on the sweet spot was two emails a month is really great every other week. You’re not bombarding people with information, but they remember you. But it also gives you some leeway to send those timely pieces. So let’s talk about that. Every month, we recommend you have two emails ready to go, and we you can verge you can create, you know, the same email and send a version to prospects and a version to clients. You don’t have to recreate the wheel.

What that does is keeps you top of mind in their inbox and talking about topics that they may not realize that you can help them with. But then as you mentioned, Shannon, if all of a sudden we have what’s going on in Iran and oil prices are all over the place, it gives you some ability to add in a timely email and not feel like I’m already emailing everybody every week or every day. And that those timely ones always, always perform well because it’s a little different. It’s not as expected.

It’s not the same time and day every single month. So I wanted to mention that. And then the other thing so this would be an example of what the calendar through the do it for me program would look like. So you can see from February, we had the same email basically going out, but we had a version for clients and prospects and then another version for centers of influence.

So we also highly suggest that you’re sending these emails to centers of influence to stay top of mind with them, and then the same thing here at the end of the month. So we have it so that twice a month, these emails are going out. Shannon, do you see anybody going beyond those three groups, clients, prospects, centers of influence, and creating more subgroups, getting more segmented?

Sometimes if they have a specific niche that they wanna work out, maybe it is estate planning, something like that. That is something that people have done. If they want to get segmented further down and they have those identified, it’s really easy then too because then they can just email me and say, send this to XYZ group, and it’s a really easy way to get that specifically to them. Estate planning is one of the big ones that has a lot of that.

Yes. Estate planning and taxes are the two topics that we see over and over again.

Always perform well, content around those two areas, and it makes sense. Right? Maybe tell us in the chat, do you have you ever had the experience where someone is finding you because they’re specifically searching for an adviser who will help with estate planning or offering some sort of tax planning or tax guidance?

Or have you had somebody join your firm, a new client onboard, because their previous adviser did not offer that or didn’t play point with their current, you know, CPA or estate planning attorney?

Those we we hear those stories a lot, and we find that it that’s why we make sure we add that into the content calendar all of the time. The other thing that I wanted to spend a little bit of time talking about, Shannon, is the hooks. So hooks we know in marketing are so, so important, and it’s not just from a standpoint of email. We we’re showing email here. But anything, the first line of your subject or of your social media post, The first thing you say in a video.

So the the one we’re thinking about Susan and I are thinking about writing the content in that we end up, you know, using for FMG clients. We’re often thinking about what is that first line gonna be, and how do we get someone to keep reading. Right? So I always say your subject line, the first line of your social post or blog has one job, to make you read the next line.

So you really, really want to get as specific as you can. I will see and I’m sure you’ve seen, Shannon people who will just have February newsletter or the weekly wealth newsletter and they try to brand it, their open rates will be lower because people don’t know what’s going to be in that email. So when we look at millions of data points, what we find is the more specific you can be in what the person is gonna get in the email, the more likely they are to open it and the more likely it is to be a conversion piece. Have you seen, you know, any advisers having strong feelings about email subject lines or anything like that. I mean, we we write them to be very specific, so I don’t know if anyone’s ever asking you to change them.

Not really change them. In fact, if anything, they like that they’re getting attention. Last month, the one about, what you can learn from a five dollar frappuccino was fantastic for people. Instantly had people getting that one.

A lot of times when I come to my meetings with my advisors, they’ll talk about the content. Everyone was talking about that one because they instantly started reading it with that subject line. It was a really important factor with that. For many of my advisers, that was their best performing email over that month, probably just because of that subject line.

I mean, great content.

Amazing? And and, of course, you wanna know what can that five dollar Freppuccino teach us.

So that is huge when, again, when we’re thinking about content. If you are if you currently send a newsletter, I would love to know in the chat. Do you use the subject line of what the email’s about, like, the content is, or do you call it your weekly newsletter, monthly newsletter, or, you know, brand it, the Russell Wealth newsletter? I would love to see how people are doing it. And if you don’t currently use something about what’s inside that people are gonna learn, that is a top takeaway from today to get a higher open rate is to make sure that you are including in the subject line specific things that people are going to learn. Okay.

So oh, this was the other one. And you could let us know if you have anybody doing this. When somebody is onboarded, we put them in a drip sequence here at FMG through our do it for me program where they’re gonna be getting emails now from us, and they, you know, start to learn what to expect. But I’ve talked to a few advisers who do this where they’ll choose their top clients and just send a very personalized email, basically checking in, asking how things are going, especially for the clients that are sort of on autopilot. They, you know, they’ve got their plan in place. They don’t have any pressing needs.

This seems to work really, really well just to deepen the relationship or keep you top of mind.

So I wonder, Shannon, if this is if you have any clients kinda going off script with any of the regular cadence emails.

Some of them are going off script. A lot of people go off script literally with part of our additional content of the family meeting email actually. It’s a lot like this. It’s that extra check-in that people really like using.

We position it as you have a meeting with the entire family, then everyone can realize mom and dad’s doing great, that makes sense. Maybe we should talk to them too, that sort of thing. It’s a great way to reach out to that next generation and help the whole family feel that things are in good hands. I really like that family meeting email, and that is probably, for me, the most used.

That is not typical standard content for us. Love that, Pixar.

Good to know. I had I saw a question from somebody asking about what the content calendar looks like and what we recommend. So, again, after looking at millions of pieces of content and tens of thousands of advisers using FMG to put out their own content, we built this program based upon what we saw working best. And so every single month, Susan, our CMO, and I get together, and we say, what for the, you know, the coming month?

So this is for May of twenty twenty six. What are the topics that advisers should be talking about? If we were running your firm, what would we be sending out via email? What blogs would we be putting on the website?

What social posts would we put out? And so you can see here, we have it color coded. So this month, there is about continuing care retirement communities and how much they cost and when to start preparing. And then this one’s all about half of parents still funding their adult kids.

So it’s that whole idea of the older generation both taking care of them and then them still taking care of their adult children. So those are the blogs, and then they get turned into they go on your website, and then you also have versions of it as email. So instead of it being the exact same title, it’s the cost of keeping the bank of mom and dad open. Right?

So this goes out, and then there’s all these social posts that go out. And you’ll notice that we don’t necessarily have a social post every day. I think there’s a misconception for a lot of you listening that you have to post to social media every day. Instead, you really wanna choose your platform and just be active on that platform.

So, Shannon, what platforms do you find most of the advisers you work with are using the most?

Everyone across the board is on LinkedIn, and many people now are on Facebook that weren’t a few years ago. And that’s true. It’s fantastic to see that. But a lot of people are really growing with Instagram as well.

So across the board with it, a hundred percent, yes, they are all there. I agree with everything that you were just saying about the consistency also. It’s so nice for these advisors because they don’t have to they’ll come to the meeting and they’ll, what am I talking about this month? And they don’t have to come up with that.

And then just knowing this is gonna be delivered cohesively is fantastic for them. But across the board, social media, all of them are are on the rise. One of my advisers that I was talking to literally today, their Instagram went through the roof just because they started doing it. They weren’t doing it before, and they had their contacts were in the tens, and it has jumped tremendously in this last month alone.

Just from, yeah, actually posting. Tell us in the chat, are you currently using Facebook, LinkedIn, YouTube, Instagram? I assume every once in while we’ll get a TikTok on here, which is, you know, depending again on who your target audience is. We’d love to know.

LinkedIn across the board seems to be the platform that the most people use. And okay. So we’re seeing in here Jaden said LinkedIn. Valerie, LinkedIn, Facebook, and Instagram.

Renee said Facebook and Instagram. I just wanna show you all something really, really quickly here that I think is incredibly interesting. So LinkedIn now is the second most cited domain across all of the LLMs. You know, Claude, ChatGPT, Perplexity.

So when we think about what kind of content is going to convert, of course, we’re thinking about humans, but we also wanna think about the robots that are out there looking for the content and pulling people to us. And did you know this, Shannon?

This was the second most I had no idea.

I’m very surprised to see that.

Yeah. So for the longest time, it was a little bit further down, and it has really rose to the top. There’s a lot of reasons, but LinkedIn makes it hard for, you know, fake profiles to emerge. I mean, it’s happening more and more, but you have to have a a business email that you use.

You know, there’s different elements that you have to do to sign up. And because people use it professionally, it has more of a reputation behind it. So just by having a strong LinkedIn presence and posting there regularly, you’re more likely for AI to find and recommend you to people that are looking. And this just shows you how up into the right, even since September, the percentage of AI query responses are that mention LinkedIn in their citation.

So it’s growing more and more. So for those of you thinking about, you know, what where should I be posting? Where is my audience? Yes.

You wanna post where your human audience is, but would suggest posting your content on LinkedIn no matter what because that’s where the robots are pulling in. And remember we talked about those hooks before.

One of the things that Susan and I do when we create this content every month is we really wanna think about what kind of content is gonna keep people on LinkedIn. So you’ll see we don’t just write we just wrote a blog post about Medicare. Go read it. Or in our latest, you know, article about Social Security, here’s what we suggest.

We posted in what we call a zero click format, and this is a a hundred percent a best practice that you all want to copy. So you’ll see that here, there’s some stats. There’s some figures in this post, and it gives you enough to actually go and make a comment. And we know that comments are the currency of social media.

The more comments you get on your posts, the more likely they are to get more views, more eyeballs on them, more prospects to see them, all that good stuff. So when we’re writing the posts, we don’t just say, you know, in our latest blog post or we wrote this, we put the meat of it here. Shannon, what types of social posts are you seeing get really great engagement from the advisers? Is there any kind of pattern, or does it depend on who their audience is?

Anything that’s personalized always always makes a huge leap. So whether it’s something that is that’s financially driven, maybe something we had, what, a couple months ago with small businesses with people that were taking pictures of storefronts of their COIs in front of the dry cleaner they may own, that sort of thing to recognize a center of influence, which is great. But anytime there’s personalization on it. The easy ones are things like Mother’s Day, things like that, because everyone has a picture of their mother.

But on these calls that we have each month, I’m also gonna suggest, hey, maybe you should do this. We have lots of pet options that we always do. We’re always asking for pictures of dogs and cats because those get people reacting to it. And a lot of times the advisors are a little bit unsure.

They’re like, do I want a picture of a dog and a cat? I’m a financial advisor. But what they need to realize is that the people that are seeing this have dogs and cats. They care about that as well.

So react the way that you want to have out there. That’s the important part is be social with it.

I think one of the interesting things so you’ll see maybe some of you have seen this more and more. I was hesitant to do it.

But if you post a picture of yourself, you and your family, your pets here, I took a picture of me in Italy and put some text over to what the post was about. Any kind of personal photo, even if it technically doesn’t have anything to do with the content, gets more attention. And people it’s almost like the when Facebook first came out, everybody’s like, why am I gonna post pictures of what I’m eating or what I’m doing with my family? It felt weird.

We still feel that on LinkedIn, yet the posts that do this perform the best. So one of the things that we always tell clients who are working with us is, you know, message your concierge, message Shannon, and give them personal photos to go with the post. So for instance, in May, if we’re talking about what is the cost of parents still funding their adult children’s, you know, bank accounts and all these things, it’d be very easy for you to post a picture of you with your kids, right, or you with your own parents and tell a little story about you know, you remember the first time you paid for your own car payment or something like that. That is the type of content that always is going to perform best. And the great thing about our do it for me program is we’re planning, what, Shannon, thirty to sixty days in advance?

Certainly. Yes. We know what’s going on next month right now we’re all talking about. Right now I’m talking about June, which is strange.

You can sit down with someone. In in this case, Shannon, you you have your adviser sit down with you. And in thirty minutes, you can say, okay. Yep. These are the posts we’re gonna use. These are the blog posts. And for social, can you send me a few of these photos, swap out the images?

And it makes a world of difference, but yet then you have it planned out for the whole month. So it doesn’t need to be, like, every day you’re thinking, what photo am I gonna post today? You can take care of it once at the beginning of the month, and it will make a massive, massive difference.

Yep. Today, someone that I just met with earlier today, we established what they’re going to be sending out in June, what they’re not going to be sending out in June. They made a couple of changes and they are sending me Father’s Day pictures and pet pictures later on today and something for Flag Day actually as well. So they’re sending those in and I’m going to be able to get those placed for them, follow whatever instructions they had, and then they have customized post.

I love that. Let me just go out of here really quickly. I wanted to mention also when it comes to the actual content that you’re putting up here. Okay.

Here we go. So that’s great that people are customizing so much. And I’ll go we’ll go back and show you more of that content calendar. It sounds like a lot of people wanna see that.

But so we’re talking about the kind of content that humans love. But because so many of you now are having clients both discover, evaluate, and then decide whether to choose you from AI, we also wanna think about what kind of content does AI like. And so, Shannon, I know you know this, but Susan and I, every month when we’re putting this together, we’re thinking about what is AI looking for, how do they want it structured, how do they want it written so that the social post, the blog post that we’re putting out are gonna give advisers a leg up in getting found because this is what it looks like today.

So many people will say, well, I don’t really care about getting leads from Chatchippity or Claude even though it’s I don’t know if you saw it. As of this week, Google is getting rid of the links. There will be no more list of websites anymore. It will just be like any other AI experience where it will be the answer to your question.

So the whole world of SEO is changing so much, and we call it AEO, answer engine optimization. But even if you’re not worried about getting leads, you know, look at the evaluation and selection stages. Somebody could be saying, hey. I was referred to these two advisory firms.

Which one’s a better fit for me? And they need to be able to find information out about you online.

Even the financial adviser near me search term has exploded. This is from Google Trends in the last few years. And what we know is that there’s a very certain way to structure and write your content that AI likes. And that when it sees it, it’s much more likely to reference you or to you to be the one that they’ve given the answer.

So I know, Shannon, you know that we do this, but this is when we write. Susan and I write these blog posts for all that go on the website. This is the format we put. So I’m sharing it with all of you.

So if you’re not using FMG, you’re not a do it for me customer, you can use it yourself. So you want instead of just a title, like, the five things to consider before taking Social Security, you want it to be a question. You know, what will happen if I take Social Security two years earlier? And then you want to answer it.

So you have a question as your title of your post and then a direct answer up front even if it’s it depends. It could be it depends, but here are the three factors that determine, you know, what we would advise you to do. And then you want a summary box, some bullet points of what it is that you’re gonna talk about, and then you want to go into the actual meat of the post. And then at the end, we always wanna end with some FAQs.

So I think of the FAQs as, remember when you would search things on Google and they’d have the people also ask and give you some other questions.

That’s what you wanna do. So if someone’s asking, what will happen if I take Social Security two years earlier? They might also ask things like, if I take Social Security earlier, what happens with, what is it, Medicare earlier? Or, you know, other things that are related to it, and then you put those answers there at the bottom. So this really, really helps you to structure your content in a way that AI loves.

I’m gonna pause there, Shannon. I have another question for you. And before I ask it, Aubrey, if you would like to just put up a poll, we’re seeing a couple people saying, I wanna get in on this do it for me program.

What, you know, what does it look like?

We’d love to share more with you. And if you just hit yes, please, our team will reach out to you, and you can learn more how we will actually handle doing all of these things for you so that you can work focus on your clients, and you’ll get paired with someone like Shannon every month who will execute on your behalf. But, Shannon, I wanted to know in terms of the blogs, what are some of the blogs that you’ve seen people adding that have just really stuck in your mind as great pieces of content, as you’re helping the advisers out?

Every month, the blog that comes out really does it that seems to resonate with a few people every single time, the ones that have to do with the unexpected or the real life sort of thing. So talking about something that’s real life, but then how that works financially really goes a long way. So whether it’s been something to do with college planning, retirement, Oregon estate planning, those have really been ones that have made a big difference. And what we’re talking about, the way we’re lining up those blogs, what is nice about that is you were talking about making sure we have this here, this here, this here. We do all of that. We handle the back end of that thing as well so that the bots that are trying to do the work, the adviser doesn’t have to put the work into getting it there. We can do all the technical back end stuff for that, so it does make it juicy and appealing for the bots that’s trying that are trying to crawl for information.

Yes. I love that. And I think what you said about the you know, we want the content to be financial, but yet we wanted to have a personal angle because we always know that that’s what’s going to convert the best, get people interested in reading it the best, all those things. So for instance, I’ll just click on one of these so you can see it.

Here for the month of May, again, this was the overall calendar. So, Shannon actually, maybe you could say it. So somebody gets this calendar at the beginning of the month, and they do what? What do they do? And how do you where do you come in?

Sure. Typically, I have two different types of advisers. I have the people that will have read this by the time I talk to them or the people that haven’t read this, and I walk them through it. Both are very okay.

It’s your bus. You can drive it the way you want. But when you were to get this, if if you hadn’t looked at this, Sam, I would talk to you about this. And I would say, here’s what we have going out for you this month.

The blogs, we’re talking this month about aging one way or the other. The first blog and email is talking about, can’t even talk now, sorry.

Continued care retirement communities, how they work That’s also a mouthful to say.

It is. It’s it’s alright though. It’s easier to read. And then the other other post is about the the bank of mom and dad staying open.

Couple real nice blogs right there. We have a couple emails that are gonna go out that are gonna support that. Then later on in the month, have a couple social media posts that are gonna support that as well. So cohesively, you have omnipresent marketing where your email messaging matches what’s on your website, matches what’s on your social media, and you didn’t have to plan it out.

It’s fantastic. I can tell you on this month right here when we were going over it, I was talking about asking for vintage military pictures for people. Small business week, this is where I want them to take that picture in front of the dry cleaner or something like that. Mother’s Day, if you don’t do Mother’s Day, you’re in trouble.

So you have to do Mother’s Day period. That was a no brainer. Everybody sent me pictures. Pet month, again, these are all easy ones to be able to get personalizations.

And when they come to the meeting with us, we give them some of these suggestions so they don’t have to figure out what they wanna do for each one of these because, frankly, this isn’t what they got into the industry for. And when they have somebody doing it for them that can just tell them, do this, do this, do this, it’s so much easier to get it taken care of.

So instead of having your standard happy Mother’s Day graphic you made in Canva, which, you know, we can’t if we’re creating the content for you initially, that’s what we’re gonna do because you we don’t have a picture of your mother. But when you’re part of the do it for me program, Shannon, you’re gonna say to them, this is the post going out. Please send me a picture of you and your mom if you’re comfortable, and we’ll make sure we get that added as the image of you wishing all the other mothers out there a happy Mother’s Day.

Exactly. For Mother’s Day, the the post that made me happiest when this one came out was one of my advisers that was celebrating his daughter-in-law that he said was a supermom that has five boys, and they’re about to have their first girl, and it’s gonna shake up the entire family. Oh, how cute.

Sent me right.

Pictures that in a little blurb about her being supermom. That’s a great thing for people to be able to relate to.

I love that. And then we always, the bottom, include additional content that you can choose from. And so this is where I was talking about the prospect email sequences, things like that. One tip that I often will give is if you what we see work really well.

Let’s say you have a lead gen piece on your website. So you have a piece about you you know, you work with Amazon employees, and you have a whole thing about RSUs at Amazon. And when people come in and they fill it out, they get you get their email address, create a list just for that lead gen piece. And then every month, you could email them, but it could be a piece from the library here, but you’re making it specific to them.

Right? So if we’re talking about, you know, any of these topics, honestly, you could take that piece, and we can use AI to make it more specific to them, whatever it is we wanna do. FMG has a tool embedded in our dashboard called Muse. So you could take a piece, and then you could say, you know, make this more specific for, you know, surgeons or physicians or whatever it is.

So there’s lots of ways to customize the pieces that way to make them, again, even more specific. I just wanted to show one other thing.

Oh, here we go.

When it comes to I put this under foundation, but when it comes to what content converts the best. And, Shannon, I’m sure you’ve seen this.

If you have a niche or an ideal client profile of some sort, it is gonna make everything else go smoother. And, Shannon, I’m sure you could think of at the top of your head the advisers who have a very specific group of types of clients they work with and how much easier it is to execute their marketing than those who are maybe for everyone.

Yes.

One of one of the ones that pops right into my head, they’re up in Detroit, and they do so much with with the car companies. So so many automotive employees are working with, and then another one that’s near them that’s working with mainly airline employees. And, yes, so we’re able to tailor some of the things that they’re looking for based on on what they’re trying to get accomplished. But, yes, very important and helpful when it’s specific.

Because then if you have a piece going out, right, and it’s all about common mistakes people make with their estate plan and you drop in a quick little line about after working, you know, with dozens of employees, of GM, you know, whatever it is, one thing we’ve learned and the rest of the piece is the same. It’s just that you’ve added this line in where the person feels like, oh my gosh. They see me. So one of the things we suggest you do before you get started with any marketing campaign is get crystal clear on who you serve.

And my favorite framework to use is I help who to do what so they can and then list out a few benefits. And then this is really gonna be the basis for your website, for your social media posts. Here’s an example of a site where some people will say, but I don’t just serve physicians, or I don’t just serve, you know, car company executives. So they have Radix delivers wealth management solutions for multinational high net worth clients across the globe, and then they list out the benefits of working with them.

Right?

Drucker Wealth, they serve a variety of types of clients, and so they’ve created little sub pages here.

So under who we serve, they have mid career professionals, Google employees, Amazon employees. You know, they and they’ve created little pages for each. For some of you, maybe it’s more the trigger that got someone to reach out.

So if you serve affluent families, but you notice that a lot of them are coming to you when they have an equity or liquidity event, that could be a page on your website. We help you know, we know what it’s like. You probably have questions, like and then list out the types of questions people have during that liquidity event, and then you’re you’re speaking to them.

Shannon, when people work with our do it for me program and are you actually putting the blogs on their website for them, or is that something they have to log in and do?

No. No. No. We certainly do that for them. We we do that for them. We have, we have the markup in there, so we’re doing all the hard work.

And then there are others that they might create their own blog on whatever content they’re coming up with. They will send that to me, and then I will get that put into the system as well with the back end things taken care of for them.

And when you talk about, you know, the the back end part, so you’re actually getting the blogs added to their website. You’re scheduling the emails to go out to all their groups. You’re scheduling their social posts, making sure they’re going to the right platforms. So the client really doesn’t actually have to log in at all if they don’t want to?

A hundred percent. I have several. One of one of mine that I have, she’s about to go on pregnancy leave. She’s gonna be out of the office, and none no one is going to know any better. It’s fantastic. It can really be on cruise control if it’s something they wish to have happen.

However, on the flip side of that, if you have somebody that’s completely engaged and very collaborative, we love that. We love that even more if you wanna be a big part of it. If you want us to flat out do it for you and you stay out of it completely, we can do that. If you wanna be a big part of it and collaborate with us, we love that even more. The more engaged you are, the better we think you’re gonna do.

I love that. I see a couple questions coming in that I wanna make sure we have time to answer, and I did well, so, Matthew, I see your question about compliance. I’ll get to that in one second. I just wanted to mention one other thing. And, Shannon, I wondered if you have firms doing this.

We talked about AI and what types of factors are so important to getting people to to your website. So, again, we know what types of content humans like, but what kind of content does robots like? And one thing we see over and over again is they like FAQ content. You know, chat GPT, Claude, Perplexity.

They want content where it’s what is the question and what is the answer because that’s how people use their tools. So we at FMG created this FAQ widget. When you’re on any page of your website, you can go in and click widgets and then add in an f a section for FAQs. So it could be the bottom of a blog.

It could be the bottom of your investment management page or who we work with page.

And then on the back end, we add something called schema markup so that the AI tools know that this content is for them, and they can scan it really easily. Are you seeing a lot of firms doing this? Because about a year ago when we launched it, I would feel like barely anyone had FAQ pages.

When we started talking about this a year ago, we might as well been talking a different language. People had no idea what we were talking about it, and now they’re coming to us, and they’re demanding it. They they want it. They’ve heard about it from elsewhere. They’ve heard about it from YouTube, and it is fantastic. I have quite a few people that have put this onto their individual pages, and they’ve created also, a big FAQ page as well. So I’ve had both versions of it happening, but it’s definitely something that anybody new coming in to do it for me is getting put into there, and it is showing results.

Okay. So if they join the program, that’s something we’re prioritizing. It’s helping them get those FAQ pages added to their site.

Yes. It’s something that we would love to be a surprise and delight for them if possible.

Okay. I love that. So when you think about FAQs, can you give us an example of what types of I mean, we have some on the screen here, but is there anything you see people often will add?

I see the good ones are people that are asking things that sound like a person asking a question, and it’s not Like a client would ask.

Exactly. A real question a real person is asking. How am I gonna get my my three kids into college? Might not be quite that plain, but they’re asking these types of questions.

And think about the way you just said that, how different that is than what’s the best way to fund the college accounts for my children?

Exactly. And that’s what we talk about. When we’re coming up with these questions, the questions and the answers that I’m asking from the advisers, I’m asking them, what are the questions that you get asked all the time? They know the questions, and once we can start getting that established, we can put that on there. And then most of their common questions are already there and answered for the bots to find. It’s fantastic.

That’s amazing. Do do people struggle?

Do they ever say that I’ll just ask AI questions my clients are are probably asking.

No. They do, which is fine. That’s a great place to start, but then I want you to make it a little bit more your own. So use AI to start it and get get the basic questions you should be asking, but then you know what your people are asking, you know what you want your answers to be, and you know where you shine. Let us help you put the light there with saying the things that you wanna have come up for that. It’s an important part of it is sounding like a person and saying what you need people to hear.

There’s so many AI notetaker tools too. You know, a tip one of the advisers that I know what he did was he went through, and he had AI look at what are the top questions he’s getting asked in prospect meetings and then turn those into FAQ pages on his site. And then the same thing with clients. Because if a client’s asking it, a prospect is probably asking it. So you can use those AI notetakers to your advantage for sure to, you know, make sure that you’re including the right ones on your page.

I agree.

I wanna make sure we have time for questions. One of the questions that came in from Matthew was about compliance. So if somebody is working with FMG and we are executing the content for them and they don’t even have to log in, what does that look like from a compliance standpoint?

Sure. Most of the content is the content is already designed with compliance in mind to begin with, which is a big part of it. We have integrations with most of the big BDs that are out there, things like LPL, that kind of thing. So once I put the content in, if the content is just like it was off the calendar, it’s fine.

It’s already been pre reviewed. If they go in and make changes to it, they sent me a dog picture. They told me a story about x, y, and z that I put in there. It’s gonna reroute for compliance to take a look at it.

If there’s a note that comes up, pings up in the dashboard, they get notified. If I had to let them know, I let them know, but it still has eyes on it from there. And if they have something they bring from the outside, if they do give me one of those blogs they created or a social post or an email they want to have go out, I can put that into the system, and it still routes through compliance on the back end.

I love that. I love that. We okay. Got a couple other questions. Somebody else let me just pull this back up again. Sorry. Share my screen one more time.

Okay. There we go. This oops.

FMG testimonials. Someone asked about they had been on another webinar, and they saw that you we mentioned how important getting client testimonials is for getting AI to recommend you, and how do we help with that from a compliance standpoint. So we saw that this was a huge thing that the the firms that were getting recommended by Claude, ChetchiPT, Perplexity over and over again or even just being surfaced at all, the ones that were visible had real reviews and testimonials from clients. So in January, we acquired Testimonial IQ, and we have rebranded it and launched it as FMG Testimonials.

So with this program, you’re able to collect feedback from your clients and then display it on your website so that AI can see it. And then if you want to push it out to place like Google reviews, you’re able to do that. The entire process is it got compliance workflows baked in, and you are you are in control of, you know, what percentage of the clients you ask, but everyone is asked throughout the year, so you a hundred percent know it’s gonna pass an audit. So I just wanted to give a quick plug for plug for that.

It’s a brand new product that we have. We have some larger firms that beta tested it with us and have seen amazing results in how visible they are in AI. So if you’re interested in that or you wanna learn more about it, that was not in the poll, but you could just drop your email, in the chat, and we can reach out to you, or, we can send a follow-up message. I was I’m realizing that, that’s a separate probably poll question.

So if you wanna learn more about that, certainly feel free to reach out to us, and, we will be happy to share more. We have, another presentation right after this, so we have a hard stop today. I’m just gonna put a reminder up that all of you are gonna get all of these slides as well as this content giveaway. So, hopefully, this was helpful giving you some insight into the content that’s working as well as if you’re interested in working with us at FMG, how it would work to be paired with someone like Shannon who will actually do it for you.

So thank you, Shannon, for sharing those insights. It was so helpful to hear from you.

Thank you. So good to talk to you today.

All right. Thank you, everybody. Have a great rest of your day.