How Financial Planners Can Win with Marketing in 2025 | Samantha Russell

Financial Planner Life Podcast

This week on the Financial Planner Life podcast, I sat down with Samantha Russell, one of the most respected voices in financial adviser marketing in the US.

She shared insight after insight.

Here’s one that really stuck with me:

“Even if someone is referred to you, they’re still going to Google you. What they find next decides whether they pick up the phone – or move on.”

That’s the shift.
Referrals alone aren’t enough.
Generic messaging doesn’t cut through.
And your digital footprint? It’s your first impression – every single time.

We spoke about:

• The real reason clients leave their advisers (hint: it’s not performance)
• Why financial planners must lean into video – even if it feels uncomfortable
• How AI is changing the way people find their adviser (and what you can do about it)
• Practical ways to grow your presence on LinkedIn – without being salesy

Samantha’s coming to the UK this summer to run in-person marketing workshops for financial planners – and I’ll definitely be there.

This isn’t theory. It’s what’s working right now.

If you’re serious about growing your firm, building trust, and attracting the clients you really want to work with – this one’s worth your time.

Download Samatha's free gift here.

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Chapters

1. Introduction to Samantha Russell (00:00:00)

2. Marketing Challenges for Financial Planners (00:01:57)

3. FMG's Digital Marketing Platform (00:03:38)

4. Responding to Market News Effectively (00:07:58)

5. Video Marketing Strategies for Advisors (00:15:33)

6. Answer Engine Optimization (AEO) (00:22:20)

7. Growing Your Social Media Followers (00:29:32)

8. Instagram Growth Tactics for Advisors (00:35:51)

9. Final Thoughts and Marketing Guide (00:41:08)