Why Advisors Are Rethinking Marketing for AI Search with Susan Theder and Samantha Russell

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:

Why authenticity and values-driven branding can help advisors attract stronger client relationships

How testimonials and third-party mentions influence AEO rankings and online visibility today

Why FAQ sections and transcript-based content help AI tools understand advisor expertise

How advisors can use LinkedIn events and webinars to generate leads without paid outreach

Why AI may create more space for human connection instead of replacing financial advisors

Resources:

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