Summer Series #2 - With Samantha Russell
This summer, as Abraham and Kate take a well‑earned break, Adviser 3.0 The Podcast is bringing you standout sessions from Adviser 3.0 2025. In this episode, we’re joined by Samantha Russell, Chief Evangelist at FMG, who delivers a masterclass in modern marketing for financial advisers.
In a fast‑paced, highly practical talk, Samantha reveals the digital tactics behind today’s hypergrowth advice firms. From changing search behaviour to social proof, AI tools to video strategy, this episode is packed with actionable ideas for advisers who want to stand out and scale up.
WHY THIS TALK MATTERS FOR FINANCIAL ADVISERS
Samantha’s keynote is a roadmap for relevance. In an age of shifting search habits and AI-driven results, traditional marketing is no longer sufficient. This session shows advisers how to stay visible, connect with clients authentically, and turn content into a consistent growth engine.
KEY TAKEAWAYS FROM THE SESSION
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The rise of Answer Engine Optimisation (AEO): Tools like ChatGPT, Gemini, and Google’s featured answers are reshaping how people search. Advisers must now create content that answers questions directly.
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Why Google reviews are digital referrals: Samantha explains how real client feedback helps AI and search engines recommend advice firms—and shares techniques for collecting reviews that boost visibility.
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The death of the funnel: Traditional marketing funnels are out. Samantha introduces the ‘pinball machine’ model where prospects arrive via multiple, unpredictable channels.
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Content that gets read: Advisers must simplify their message, use plain English, and write like their clients speak. Samantha also recommends tools like Hemingway App for clarity.
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Winning on LinkedIn and YouTube: She breaks down where and how to show up, highlighting YouTube’s cross-generational reach and LinkedIn’s power for professional connection.
“We’ve become digital hitchhikers. Advisers who communicate clearly, show their face, and build trust online are the ones who win.” — Samantha Russell
If this episode sparks new ideas for your firm’s marketing, we’d love to hear from you. Leave a comment, share it with a colleague, and help us reach more advisers by leaving a review.
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