Marketing is changing fast, and many advisors are wondering how to stay visible as artificial intelligence tools reshape the way people search for information.
How can firms stand out when clients are asking questions directly to AI platforms instead of clicking through websites? What signals actually help advisors get noticed online today?
In this episode of Focused on the Future, Suzanne Siracuse speaks with Susan Theder, chief marketing and experience officer at FMG, and Samantha Russell, chief evangelist at FMG, about how advisors can adapt their marketing for AI-driven search. They share practical ideas around testimonials, authenticity, FAQ content, podcasts and third-party endorsements.
The conversation also explores how AI tools are changing advisor workflows, improving client communication and creating more time for meaningful human connection.
Key takeaways:
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Why authenticity and values-driven branding can help advisors attract stronger client relationships
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How testimonials and third-party mentions influence AEO rankings and online visibility today
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Why FAQ sections and transcript-based content help AI tools understand advisor expertise
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How advisors can use LinkedIn events and webinars to generate leads without paid outreach
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Why AI may create more space for human connection instead of replacing financial advisors
Resources:
Connect With Suzanne Siracuse:
Connect With Susan Theder and Samantha Russell:
About Susan Theder:
Susan Theder is the Chief Marketing and Experience Officer at FMG and a member of the company’s Senior Leadership Team. Susan places an emphasis on the importance of customer-focused strategies that leverage data and technology to deliver personalized and customized experiences that WOW.
She has a passion for helping financial professionals grow and market their businesses and is an active supporter of women and diversity initiatives. She was named CMO of the year by WealthManagement.com in 2019 and a Women to Watch by Investment News in 2019. Susan currently serves on the Board of Directors for SMARSH and ComplySci, both leading SaaS/RegTech companies serving the financial services industry.
Before joining FMG, Susan served as Chief Marketing Officer at both Advisor Group and Cetera Financial Group where she was responsible for all aspects of marketing and advisor marketing. Prior to that, she was a Managing Director at Pershing/BNY Mellon and held senior positions in marketing, product management and practice management at Fidelity Investments.
About Samantha Russell:
Samantha teaches financial advisors how to utilize digital marketing strategies to produce exponential growth through website development, content marketing, SEO, social media and video.
Her cutting-edge thought leadership is recognized throughout the financial services industry and has led to her being awarded an Investment News 40 Under 40, ThinkAdvisor “Luminary” and Wealth Management Ten to Watch.
In addition to being a trusted, go-to resource for advisors looking to grow through digital marketing strategies, Sam is also known as a voracious reader, avid runner and hiker, and master juggler of 3 kids under 6.
