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Samantha Russell: What Works Right Now in Financial Advisor Marketing
2025/5/6
Barron's Advisor
S
Samantha Russell
S
Steve Sanduski
Steve Sanduski: 我最近与理财顾问讨论AI对其营销的影响的次数比过去两年加起来还多。客户开始使用ChatGPT、Perplexity或Claude等AI工具寻找理财顾问，这表明AI正在改变客户寻找理财顾问的方式。
我注意到，人们现在更倾向于寻求答案，而不是被推销，因此答案引擎优化（AEO）比传统的搜索引擎优化（SEO）更重要。
我发现理财顾问的一个问题是他们缺乏耐心，他们想快速增长业务，所以会尝试各种营销策略，而没有考虑更宏观的战略规划。
在进行营销策略之前，理财顾问需要先明确自身业务的卖点和目标客户群体。
理财顾问需要建立一个完善的客户线索培养和跟进系统，细分客户邮件列表，针对不同类型的客户发送不同的邮件内容。
在培养潜在客户时，不要轻易放弃那些没有立即回应的客户，而应该持续提供相关内容进行培养。
网站仍然很重要，它是收集电子邮件和掌控自身叙事的地方。
营销内容的开头部分（例如邮件主题或社交媒体帖子的第一句话）至关重要，需要精心设计以吸引读者。
不应该在不同的社交媒体平台上发布完全相同的内容，而应该根据不同平台的特点进行调整。
应该花更多的时间在内容的开头部分，而不是只关注内容本身。
可以将长视频剪辑成短视频，并在不同的平台上发布。
应该充分利用已有的内容，进行二次创作和再利用。
在社交媒体上，使用吸引人的开头能够提高内容的曝光率。
不应该依赖自动化系统进行营销，而应该积极参与互动。
社交媒体算法会根据用户的互动情况推荐内容，理财顾问应该积极参与互动以提高内容的曝光率。
应该主动与目标客户群体进行互动，以提高内容的曝光率。
在社交媒体上，主动与他人互动能够建立联系，并提高自身知名度。
应该积极拓展人脉，不要局限于已有的圈子。
在社交媒体上进行互动时，应该认真撰写评论，而不是简单地点赞或评论“好文章”。
社交媒体营销应该模拟线下人际交往，注重真诚互动。
在LinkedIn等平台上，使用个人照片能够提高内容的吸引力。
推荐营销仍然重要，但理财顾问需要建立强大的线上形象。
理财顾问的营销信息应该突出其对客户问题的理解和解决能力。
理财顾问的营销信息应该以客户为中心，而不是以自身为中心。
细分市场营销能够提高营销效率。
理财顾问应该在营销中明确自身立场，才能吸引目标客户。
理财顾问可以通过巧妙的营销语言吸引目标客户，即使不进行过度细分市场。
谷歌会对网站上的各个页面进行排名，理财顾问应该优化各个页面的内容。
理财顾问可以在网站上添加案例研究，以增强客户的信任感。
理财顾问应该使用客户常用的语言进行营销。
理财顾问应该使用简洁易懂的语言进行营销。
理财顾问可以使用Flesh Kincaid评分工具评估其营销文案的可读性。
理财顾问应该使用简洁明了的语言进行营销。
理财顾问在进行营销时，最常见的错误是没有计划。
理财顾问应该制定营销计划，并保持营销活动的持续性。
理财顾问应该在营销中突出人性化元素。
Samantha Russell: AI正在改变客户寻找理财顾问的方式，客户会直接使用AI工具寻找理财顾问，例如ChatGPT、Perplexity或Claude。
在进行营销策略之前，理财顾问需要先明确自身业务的卖点，例如提供税务规划工具等，并选择合适的社交媒体平台，不必一开始就尝试所有平台。
理财顾问应细分客户邮件列表，针对不同类型的客户发送不同的邮件内容。
理财顾问不应该放弃那些没有立即回应的潜在客户，而应该持续提供相关内容进行培养。
拥有自己的受众群体非常重要，理财顾问应该拥有自己的网站和邮件列表，邮件仍然是重要的转化策略。
营销视频的开头应该直接点明主题，而不是先介绍自己。
理财顾问应该测试不同的开头方式，以找到最有效的吸引读者的方式。
理财顾问不应该在不同的社交媒体平台上发布完全相同的内容，而应该根据不同平台的特点进行调整。
理财顾问应该花更多的时间在内容的开头部分，而不是只关注内容本身。
理财顾问可以将长视频剪辑成短视频，并在不同的平台上发布。
理财顾问应该充分利用已有的内容，进行二次创作和再利用。
在社交媒体上，使用吸引人的开头能够提高内容的曝光率。
社交媒体算法会根据用户的互动情况推荐内容，理财顾问应该积极参与互动以提高内容的曝光率。
理财顾问应该主动与目标客户群体进行互动，例如在LinkedIn上主动评论目标客户的帖子。
在社交媒体上，主动与他人互动能够建立联系，并提高自身知名度。
理财顾问应该积极拓展人脉，不要局限于已有的圈子。
理财顾问在社交媒体上进行互动时，应该认真撰写评论，而不是简单地点赞或评论“好文章”。
社交媒体营销应该模拟线下人际交往，注重真诚互动。
在LinkedIn等平台上，使用个人照片能够提高内容的吸引力，反复曝光能够增强人们对事物的喜爱程度。
理财顾问应该根据目标客户群体的特点选择合适的社交媒体平台。
理财顾问应该了解客户的线上活动情况，并选择合适的平台进行营销。
理财顾问应该直接询问客户其线上活动情况，以了解其营销策略。
理财顾问应该选择自己喜欢、擅长且目标客户群体活跃的平台进行营销。
YouTube是目前效果较好的社交媒体平台之一，其成功在于其内容的趣味性和实用性，而非制作水平。
不同的社交媒体平台都能取得成功，关键在于找到适合自己的平台。
理财顾问不应该过度依赖单一社交媒体平台，应该多元化营销渠道。
电子邮件营销仍然是重要的转化策略。
线上活动是有效的引流方式。
理财顾问应该考虑使用二维码进行引流。
理财顾问可以在线上活动中使用投票等方式收集客户信息。
理财顾问可以使用Textiful等工具收集客户的手机号和邮箱地址。
答案引擎优化（AEO）是针对人们现在寻找信息的方式进行内容优化的一种策略。
人们现在搜索信息的方式更加具体，通常以问题的形式提出。
在进行AEO时，理财顾问应该将内容设计成问答的形式。
在进行AEO时，理财顾问应该重视客户评价和推荐。
在博客文章中添加目录，可以提高文章的可读性和搜索引擎优化效果。
理财顾问应该将内容设计成问答的形式，并使用简洁的语言。
理财顾问需要持续投入时间和精力进行营销。
AI正在改变营销格局，为小型理财公司带来更多机会。
一篇高质量的博客文章可以带来显著的转化效果。
理财顾问的营销信息应该突出其对客户问题的理解和解决能力。
理财顾问的营销信息应该以客户为中心，而不是以自身为中心。
细分市场营销能够提高营销效率。
理财顾问应该在营销中明确自身立场，才能吸引目标客户。
理财顾问可以通过巧妙的营销语言吸引目标客户，即使不进行过度细分市场。
谷歌会对网站上的各个页面进行排名，理财顾问应该优化各个页面的内容。
理财顾问可以在网站上添加案例研究，以增强客户的信任感。
理财顾问应该使用客户常用的语言进行营销。
理财顾问应该使用简洁易懂的语言进行营销。
理财顾问可以使用Flesh Kincaid评分工具评估其营销文案的可读性。
理财顾问应该使用简洁明了的语言进行营销。
理财顾问在进行营销时，最常见的错误是没有计划。
理财顾问应该制定营销计划，并保持营销活动的持续性。
理财顾问应该在营销中突出人性化元素。
supporting_evidences
Samantha Russell: 'So for instance, we know that taxes are something that so many, especially high net worth clients that advisors want, they are sick of having to play the go-between sometimes between their CPA and their estate planning attorney and their advisor.'
Samantha Russell: 'And then the second thing is thinking about where are those target clients hanging out? And don't try to be on every social media platform, running ads, doing all these things right out of the gate.'
Steve Sanduski: 'Having your target market identified, having client personas created, having a value proposition, having a lead follow-up system.'
Samantha Russell: 'The thing you don't want to do is get a lead and ask them to book a meeting with you and then they don't and then you ask them again and then they don't and then you ask them again and then you say, okay, they're not interested so you let it go.'
Samantha Russell: 'And email is still the number one conversion tactic that people just don't realize.'
Steve Sanduski: 'Think of it like a gate. If nobody is going, if they read it and it doesn't hook them, it's not working, then they're not going to go through the gate to read the rest of the content.'
Steve Sanduski: 'I think what I see some people do is they take the exact piece of content and they try and post it on several different media forms without changing anything.'
Samantha Russell: 'So a great tactic, for instance, if you have a video, you create a long video or let's say it was like a video podcast, then you make shorter clips and you think about who is the audience, which way are they watching it?'
Samantha Russell: 'So yeah, smart marketing is doing something once and then spending all your time, effort, and energy not going and starting from scratch to create content piece number two, but repurposing what you already have.'
Samantha Russell: 'That is a indicator to the algorithm. They monitor how many people click see more.'
Steve Sanduski: 'I personally put out, I literally, maybe this is not efficient, but I'm literally posting it myself and I'm immediately responding when someone comments on it or whatnot.'
Samantha Russell: 'I always think of like, when you think of like old CIA shows where they had like the red lines connecting this suspect to this murder and everything, that's what the social media algorithms are doing.'
Samantha Russell: 'So a great strategy for anybody trying to grow and be found by the right people is to think about who do you want to see your content?'
Samantha Russell: 'That person goes, oh, that's interesting. I wonder why she left a comment.'
Samantha Russell: 'You don't want to get in this habit of being in an echo chamber where you're just engaging with the people you already know.'
Steve Sanduski: 'and make the comments specific, not just a generic, oh, this was a great post. Okay.'
Steve Sanduski: 'Social media is supposed to be helping us replicate what's the conversations and interactions we have offline.'
Samantha Russell: 'A lot of advisors just send salesy DMs, but instead you can be really proactive by, again, doing all those same things I just said could be written in a DM.'
Steve Sanduski: 'Many of the images that you post on LinkedIn are pictures of you or your family or in a business situation or what have you versus pictures that don't have you in it.'
Samantha Russell: 'It tells us that human beings are very attracted to faces from the time we're babies.'
Samantha Russell: 'So you ever hear a song on the radio and the first time you hear it, it drives you crazy.'
Steve Sanduski: 'They see, oh, I see this advisor's crushing it on YouTube. So I'm going to start a YouTube channel or this person's got a podcast and it seems like the podcast is doing great.'
Samantha Russell: 'Obviously the first one is just where do your clients tend to gravitate?'
Samantha Russell: 'I'm really bullish on video just because if we look at the statistics from the nine-month-old baby whose parents give them a phone with clips of video on it to watch at the dinner table, all the way to the 95-year-old who's watching the symphony orchestra or TikTok videos, people watch video'
Samantha Russell: 'If you want to really focus on young women in their 30s to 50s, Instagram would be a great place to be.'
Samantha Russell: 'You need to think about where does your audience spend their time?'
Steve Sanduski: 'So one circle is, what do you love to do?'
Steve Sanduski: 'YouTube consistently is one of the, I think it actually still is.'
Samantha Russell: 'It was all about, is the content interesting? Does it inform me? Do I feel an emotional connection with the people teaching me something?'
Samantha Russell: 'I could tell you a story of success pretty much for every platform.'
Steve Sanduski: 'If you've just got one channel that's like 80% of your new business comes from one channel, there's a big risk there.'
Samantha Russell: 'social media is like the sexy thing that everybody talks about. But when we really look at conversion, it is email and dripping on people over time that, you know, the numbers don't lie.'
Samantha Russell: 'We're seeing events really perform well.'
Steve Sanduski: 'get the email address. If nothing else, get the email address because people tend to not change their email addresses all that often.'
Steve Sanduski: 'Here at the Barron's Conference, QR codes are everywhere.'
Samantha Russell: 'They were popular. They were. A hot second, like a decade ago. They went away and now they're back.'
Samantha Russell: 'you can say... hey, we don't want to bombard everybody who's here asking if you want to do X, Y, or Z, but we'll put up a poll.'
Samantha Russell: 'I use is called Textiful.'
Samantha Russell: 'So answer engine optimization is creating content that is optimized for the way that we now are looking for information.'
Samantha Russell: 'So if you think about the last few times you've gone and searched for something, right? The searches of the early internet days were something like burger restaurants.'
Samantha Russell: 'So answer engine optimization is creating content that is optimized for the way that we now are looking for information.'
Samantha Russell: 'They want to give the searcher the best possible results that they know are legitimate and the people who are going to be the biggest experts'
Steve Sanduski: 'a lot of the heavy content providers create a table of contents at the top of their blog posts.'
Samantha Russell: 'So when you're structuring your own content, you want to format it the same way.'
Steve Sanduski: 'it's an effort to market. You can't just set it and forget it kind of thing.'
Samantha Russell: 'it's becoming a big equalizer because it used to be you could pay your way to the top of the search engine result in the ads.'
Samantha Russell: 'He had 30 people land on his website from that query. 30 doesn't seem like a lot, but 10 people booked a meeting.'
Steve Sanduski: 'Now that I don't think it's going to go out of style anytime soon, but I've been hearing a lot of people talking at the conference here about how historically we all know referrals have been typically the number one way that advisors get new business.'
Samantha Russell: 'I think that it's already shifting in the sense of if somebody is starting to think about finding a new advisor or finding an advisor for the first time, they're They're asking more than one person in most cases.'
Samantha Russell: 'And this is where, again, something like LinkedIn. LinkedIn is amazing with SEO, with individual names or businesses.'
Samantha Russell: 'And then I go to this other advisor and it says, we help women who've experienced the loss of a spouse and who are going through transition or we help businesses with succession planning and tax strategizing.'
Samantha Russell: 'is in all of your marketing, stop talking about yourself and talk about the problems that would lead somebody to find you.'
Samantha Russell: 'And when somebody is referred to you saying, yes, they get me and they help people just like me.'
Samantha Russell: 'It's take a stand on something, stand for something so people can get behind you.'
Samantha Russell: 'But I've seen firms really use creative messaging to make people feel this firm gets me without getting so hyper specific.'
Steve Sanduski: 'Google is going to rank pages as opposed to websites.'
Samantha Russell: 'They have a page on their website where it says how we work with universities and colleges or something like that.'
Samantha Russell: 'your best copy is going to come from your ideal clients.'
Samantha Russell: 'So when we're submitting a paper in eighth grade English or 12th grade English, you want to use bigger words and sound really smart.'
Samantha Russell: 'So there's actually a tool you can use called the Flesh Kincaid score.'
Samantha Russell: '
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Samantha Russell: 'I would say number one is not having a plan.'
Samantha Russell: 'You want to have a plan because what happens is your business... starts to grow.'
Samantha Russell: 'Also, like we talked about before, figuring out who's going to be the face, who's going to be the person that people can connect with and really making sure that's part of your strategy so that it's not just a logo and a business, but that there is this human element to it.'
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