Hyper-Personal Content at Scale: The Exact AI Framework Driving Advisor Growth

Okay. Great. So welcome everyone to the Exact AI Framework Driving Advisor Growth. We’re talking all about AI tools today, and you are all getting a firsthand sneak peek at the amazing new product updates we have in our FMG platform. Susan, I don’t know about you. I think these are the probably the biggest the thing I’ve been most excited about in, you know, years in terms of the platform and just how much it’s going to change the ROI for people using the tools.

Couldn’t agree more. This is huge.

So just as a follow-up for everyone today who’s joining, we you are all going to get this amazing AI guide that our marketing team has been working to put together. It’s not quite done yet, so it won’t go out in the follow-up emails. But within the next week or so, you’re all going to get it. So look out for that.

Just for joining, you will get that awesome, toolkit. And for those of you that are not familiar with FMG or not using it already, here are just some of the great awards we have won. We are an all in one marketing suite that allows you to manage everything from your website to your social media, your blog. And now we have some amazing AI tools to both help you create content as well as help you get found by people using AI.

And if you’ve never we’ve never had the pleasure meeting, I’m Samantha Russell, our chief evangelist. Please connect with me on LinkedIn. And Susan Theater is our CMO. And please connect with her as well. Yes, please.

Let’s get into it. And the chat box is open. Let’s all learn from each other there. And then the Q and A box is open if you have questions that you specifically want to ask just, Susan and I. You don’t want to ask everybody else.

Okay. So the first thing that I wanted to go over was our agenda for today. We’re really talking about three different things here. The first is really how you can use AI to help you create hyper personalized content and what those tools look like that we’ve just released in the app.

The second is when somebody is going to ChatGPT, Perplexity, Claude, and asking for who’s the best financial advisor you know, helping retirees in Milwaukee, or I’m looking for someone to help me create a succession plan for my business. Who should I work with? How do you get your business to be one of the ones recommended? And we are going to give you the inside scoop on what that looks like and how to do it.

And then also, again, how FMG’s tools will help you do that. So that is our agenda for the day. Lots to get through, so let’s get started.

So, actually, I just realized I need to pull up the platform. So, let me stop sharing that one and pull up the we’re we’re gonna start with actually going right into our tool here. And, Susan, do you wanna maybe while I’m doing that I don’t know. It logged me back out. Just talk about our latest release.

The latest release is our we have three prongs to our AI strategy. We’re launching one is the ability it’s called Muse, which is enabling you to leverage AI to write content, content, whether it be an email, social post, or blog within the platform, and we’re gonna show you that. Then we also to make sure that we are making all the compliance teams happy, another branch for AI strategy is Overwatch, which ensures that everything that you are writing, even if you’re not using AI, is compliant.

And it catches it’s amazing. We test it with all kinds of fun things, it catches everything. It’s not just like catching guarantee. It catches you name it.

We can even test it. And it even gives you recommendations as to how to fix things if they do find a problem. And then our third is Sidekick, which is designed to basically be a help desk on using our tool. So if you’re in the platform and you wanna ask a question, but also that is going to morph to being basically kinda like I ask Sam and Susan on any kinda marketing question.

So Sidekick, Muse, and Overwatch. Is that okay?

Thank you for talking through that as I, as I was pulling it up here. Logged me out. So yeah. So if you log into the platform, Sidekick is what Susan just mentioned, and it’s really gonna grow and morph over time to really just think about of having a Sam or a Susan sitting at your desk, and you can ask any marketing question you want.

But the first one I thought we would start with today is really how to use AI to create hyper personalized content at scale. So I’m gonna just start by showing you our Muse tool, and you can go into the email tool. It’s also available on social. And then later on, it’s gonna be rolled out for blogs as well.

Next week, I think.

And you know what? Good Asterix, if if we have any client, FMG clients on the call, these features are available in our premium marketing product. So just getting that out there. If you’re an existing customer, this is part of premium, and you would see it. And for any prospects, again, this is part of there’s essential marketing and then premium, and this is all within the premium.

Perfect. Thank you. So we’re here in the email writing tool. We’re just gonna click rate with AI.

And one of the things that I really, really want to talk about is and a lot of you probably had this experience. Maybe you’ve just gone to ChatGPT and asked it to help you write an email, write a blog post. Right? The output that you get is directly correlated to how good your input is.

And we’re still all learning how to, what we call, prompt engineer. How do we write a prompt that’s actually gonna deliver a good output? So I’d love to know in the chat, have any does anyone have any strategies that they’ve tried that they feel like really give them better outputs, versus just, you know, asking one question. But one of the things that our team has done to make it even easier is first, you can select what the purpose is just to give a little bit of more background context to the AI tool here. Are we trying to get someone to schedule a meeting? Are we trying to do a follow-up? Here, we’re gonna say educational content.

And then we can a tip to anybody too, Sam, like Using any tool.

Yeah. A prompt you know, even if you’re prompting directly in chat, starting with what is your goal is really important. And a lot of people actually don’t add that in. So, you know, putting in my goal of the goal of this document, email, whatever it is, is x, and it’s going to the target audience. Those two elements really helped, with prompting. So we’ve kind of built that into our platform, but just as a tip.

Yes. I love that. So no matter what tool you’re using, you wanna start with the goal of this blog, this email, whatever it is. So I put that in there for all of you, but that’s really what this is.

So we’ve already added that in, but I just typed it up so you could see, no matter what tool you’re using.

Okay. So we’re gonna say the goal of the email is to help clients feel better about recent market volatility and put their fears at ease. Anything else we should add in there, Susan?

No. I think that’s good.

Let’s start with that. So then my next favorite part is that there are six different writing styles. So we know for all of you, you have different ways you talk about things. Some of you are more professional. Some of you are or I should say more buttoned up.

More more More formal.

Use the word formal.

Formal. Formal, informal. Right? So we see this every day, and our tool has been able to look at, you know, tens of thousands of pieces of content, probably hundreds of thousands that have been sent out. And we came up with six different writing styles that through the back end, we’ve, you know, come up with very specific inputs to our AI Muse tool so that it’s giving the tool more background guidance on what we want that writing style to be. So let’s choose the practical optimist for this one.

And I think a fun background story to this is, you know, as we were trying to come up with the voices. We talked to a lot of advisers and, you know, originally, we were like, you know, we need the adviser wants to find their voice in this. But what we found is just like all of us, we actually want our voice but better. Like, we we want you to like, we want AI to make us sound even better than we sound. So we’ve designed these based on what we heard advisers describing as what they wanted to sound like, partially their voice, but better.

Yes. I love that. Love that. So then you can choose if you wanted to be short, medium, or long, and then we’re just gonna go ahead and generate the content. So our little sidekick friend here is telling us in real time what’s happening, and then we can read it over here. It’s also gonna give us a subject line even though we didn’t ask for it, which I love.

And then we can ask it to rewrite any section to add, to make it longer, to make it shorter, to rephrase it. And we could also just say, let’s before we give it any feedback, let’s just change the writing style and look at the difference. So this one starts with market ups and downs can feel unsettling, especially when headlines seem determined to keep us on our toes. So which one should we try instead, Susan?

Let’s try the custodian.

Okay.

So we’re choosing a different writing style. And immediately, we can see that that first line is completely different as well as the subject line is completely different. Right? So we can say let’s say we like this one, but maybe we want the opening line to be more friendly. We can say that. Okay. Rewrite email, but make the opening line more friendly.

And it will do that for us in real time. So it starts now with it’s completely normal to feel a bit uneasy. That’s a little bit more my style to resonate with empathetic, but it might not be yours. Right?

So you can really, really, in real time, navigate this however you like. So let’s say we like this email. Eventually, we’re gonna have the ability to just send directly from this tool, coming soon. But for right now, it’s not a big deal.

You’re just gonna click this copy button right here. And then we are going to, in our email, paste it where the placeholder text normally is. So there we’ve got that. It’s got hi first name.

It’s gonna pull in from whatever contacts or groups we’re eventually gonna send it to.

This here would be, you know, where it’s pulling in from whatever you’ve got set up in your email builder for your image. But Susan, why don’t we, talk a little bit about our check for compliance button and we’ll see how our email performed and then maybe we can add something in that we think it might not pick up to get.

Yeah, we could even ask the audience to challenge us with test the compliance tool out. Give us a sentence that you want us to add that you think might slip through and see if can if we can get. I also like that one of somebody has mentioned in the chat, what is great you know, we do hear from advisers, they’re kind of there’s a little bit of anxiousness in using any of the public AI tools that, you know, they aren’t trained for compliance regulations in FINRA and SEC. They’re not only working with financial services.

So what we’ve done is taken all you know, it’s the AI tool is trained to write in a way that we know is both compliant, but also in best practices for what you do. And I think that takes a lot of the anxiety out and is going to increase the our goal is that, you know, you might have to rewrite something four times, five times in chat. Hopefully, our tool, you’re getting closer to that ideal end state right away. And the other thing to think about is sourcing is such a challenge in chat and and the other AI tools like miss you know, misquoting or using an old source or using a source that most compliance teams don’t recognize.

So we’ve taken all of that into consideration so that you would never have data that isn’t sourced or is incorrect, which that is a big relief. But let’s do the compliance thing. Should we ask people if they have any?

Yes. Those were great, great ideas. So let’s just check for compliance on what was already wrote. We forgot about our subject line here. So I’m going to go back and copy it and paste it in.

And then we’re going to hit check for compliance and passed the first check, which is great. So from both the adviser, your experience, as well as the home office experience who’s ever getting sent this, this was really great that it’s already just getting that initial pass out of the way. But anyone have any idea what something maybe I could put in there that will see if we can stump compliance?

I’ve heard of everything from, like, money bag emojis to maybe political statements.

Anyone have any ideas of something that they wonder if it wouldn’t pick up on?

Oh, peace of mind. Let’s try that guaranteed returns and buy more or if you buy gold, you can have peace of mind and guaranteed returns. Okay.

You can have peace of mind in there.

Turquoise. Okay. Put that in there. Let’s check for compliance.

Drumroll. Oh, I hate the whole term. Take that sentence out.

And then it will also give a little bit more info about why. But let’s just see if we just take out the guaranteed.

Yeah. Let’s see if it picks up peace of mind. I don’t know.

I know that is definitely flagged by some some compliance departments and not by others.

Modify the statement to avoid implying buying gold is universally appropriate for all clients. Why don’t you take it? Bitcoin one?

Let’s take out the gold. I’m curious to see whether it’ll pick up on just the peace of mind. If you follow our advice, you will have peace of mind or something.

Guessing that’s promissory too, but anyway, we’ll let that one go one more time and then we’ll go to anybody else’s questions.

I saw Brian Matthews said something about Bitcoin.

Yeah, that one.

So it still didn’t like that one. Let’s try. I know it’s unrelated to the article, but oops, I like that.

Bitcoin has unporrelated returns to U. S.

Equity markets. So that did not go through, Brian, is what you’re saying.

Well, he’s challenging us. Yep.

So maybe having any kind of kind of mention of any alternate currencies.

I think like there are we know that some firms just don’t even allow advisors to to include anything about cryptocurrency. So I think what we’ve done is trained it at sort of the most strict policies that we see out there. And as that disclosure said, you know, per your firm’s policy. So this is routing to compliance. Or if you’re an REA and you’re not routing it through a compliance team, then it’s just telling you what you might want to look at and you can choose whether or not to take that advice or not. So it won’t prevent you from sending it out.

It’s really just checking and giving you feedback.

And what we should also say is even if let’s say, you know, you’re you’re able to say that in your team. You it’s telling you what it might be flagged or you should consider rewriting, but you’re still able to go in and schedule it and send it off to your compliance team, as it is. So this is just, again, picking up on the strictest level there.

Adriana asked a good question. Do we need to say it was created by AI?

I Your thoughts on that, Susan?

Thoughts are I have not heard any I haven’t heard that compliance departments have required that, but I can’t speak to everybody’s compliance, you know, requirements. So that may be a policy at certain firms. Have you heard of that, Sam?

No. I haven’t heard anyone say that. And I think part of the issue is the these AI tools are so ubiquitous now. And, you know, at this point, people are constantly using it to create a draft outline to just add certain sources, different bits and pieces. So, yeah, I have not heard that, though.

Yeah. I don’t wanna check. I think that’s why we, you know, I think one of the benefits to using AI within the FMG platform versus just, you know, in the wild for compliance teams is they can feel comfortable that we are not using any incorrect sources, that we know compliance regulations inside and out. I think there may I think this would be a solution for a firm that is concerned with that, but I haven’t heard that as a blanket requirement.

Yeah.

You know, actually, let me question about infographics and images, which I think I’ll answer not yet.

You can imagine where our Sam and my, you know, product hat is going on this. I mean, the possibilities are just exponential.

So this is phase one, but we absolutely would love to have it be able to create images, infographics, charts, you name it.

Yes. Well, I was gonna say too, you are able, you know, to talk to the AI about different formatting so you can ask it to include a bullet list, things like that. And then you also within the tool here within any email, I know it’s still not the same as saying make me an image of this, but you can certainly upload within the builder here any of your Your own images.

That you would like to include. So yes, we would love to get to a place where that is part of it. But somebody was also asking about, does your LLM use advisor data to train its model? And if so, is there a way to disable it?

And that is a really good question.

I mean, by advisor data, I would say no.

But if you are asking whether we’ve used the content that has been leveraged on our platform, the answer is yes. So we’ve looked at open rates of various emails and used those that have had the highest engagement to continue to fuel and train our tool. But I wouldn’t call that data. I would just call that sort of engagement results of our content.

So hopefully that answers the question.

Yeah. And I think that’s a huge benefit as we’ve talked about already that, you know, we know what is and isn’t going to be approved by compliance. And we also know just tone of voice style wise, what type of writing. Sometimes you get I don’t know about any of you. I’ve sometimes asked ChatGPT or other tools to write me something, and it sounds way too teenagery in certain instances. Or might just ask Exactly.

So, this is definitely a more refined style.

So will just keep getting better based on engagement results and our own, you know, input.

Yeah. And Karen just asked a great question. She or, gave a great idea. She said for now, until we have that capability, just copy the email into an AI image builder and say, you know, make me an image to go along with this email, which I love.

But I’m still gonna say, like, I would love to hear from others, but I have yet to find any of the image creators that are just hitting it out of the park.

Like, I use a lot of them.

They look very AI ish.

AI ish or they’re spelling errors or, you know, they just don’t take the prompt in the right way. So is anybody seeing having success creating images? And if so, on what platform?

I will say that the Google Gemini’s v o three release really wowed me.

Did a little bit of on it.

If you wanna go back and look where I asked I made a video of a news reporter, and that I was really impressed by. But you’re right about the images for sure.

Cool. Alright. Okay. We’ll keep going.

So once you, you know, get in your your email, same thing. You’re gonna be able to select your audience if you have groups. So now when we we start talking about hyper personalized content, you saw how fast that was. Let’s say you want to take that same email, or you wanna have an email about, you know, something that’s specific to people in California going through some sort of, you know, wildfires. You create it, you come in here and you just click people who live in California. Maybe you want it to only be for people who are under sixty or people who are required have to take required minimum distributions. It now is just allowing for this hyper personalized content at scale and then choosing those groups in here and then scheduling it out.

So that is really where the power is, is you can even take, you know, one of your pieces that you’ve already have and ask our tool to make different versions of it for you for those specific audiences and then schedule it for those groups.

And once you’ve got it scheduled and I’m just gonna say schedule for later this week. And then we’ll hit send email, and now it is it says it’s pending compliance approval. It will be ready to go and sent out. And it will be here in your email scheduled and sent library. So that is our MUSE tool. Hopefully, that really, really gives you a great flavor of that.

I see some questions That question is a good one.

I’m pretty sure I know the answer. Sam, does Muse train individually over time based on an individual user’s input and edits, or is it more community based aggregate for FMG users?

I thought it was the former, but now I’m nervous to say that definitively.

I think let’s owe you an answer because I don’t know that precisely. I know that for sure our vision is that it would be individual. We may not be there yet, but I’m not sure.

Yeah, Okay. Well, in the interest of time, we’re gonna move on to some more things. But why don’t we take a quick poll? Because we do have so many people asking really great, intelligent questions about FMG’s tool specifically.

And let us know if you want to talk with our team and give you a personalized demo, about our specific tool, these new AI tools. We can show them to you, go over all your specific questions, talk about, how it would apply, what compliance looks like, all of that good stuff, and really delve more into it.

We would love to do that. Talk about what your current marketing tech stack looks like and how we can really help deliver a better experience. So you can go ahead and answer that poll and then we will reach out to everybody who says yes, please. Okay.

So those are the awesome big new features that we have here. I’m not going to go into it as much, but the same experience that you just saw for email is also available, in our social post tool. So, again, you’re gonna do all the same thing except that you’re gonna see how long do you want the post to be. And, also, because we know social media has a lot more emojis, we have this pick your emoji level, slider, which I think is really fun.

I just love that. Yeah. And and I could see just a hypothesis. I could see the social part being used even more than the email side. I mean, I could I I could see both, but obviously, you know, an ideal social calendar is is more frequent than an email calendar. And I feel like most people, almost everybody other than you, Sam, struggles with writing a great post.

And I think anytime we’re trying to toot our own horn too, like, celebrate Yes. That we’ve been in business for ten years or we’ve got some designation, that’s don’t you don’t you think? Yes. Are so hard. Yeah.

Let’s just try it in business.

And while you’re going, I’ll I’ll answer the question. It is not approved through the Overwatch tool. That is to give you initial feedback. It still routes through compliance.

And yes, we do Instagram and Facebook.

So I only have LinkedIn in my demo account, but all of your different social platforms would be here and you can choose, you know, which of those that you want. So did I choose my let’s really make the emoji level. No. I’m not gonna make it super, super high for just the sake of the demo. Okay. So it’s going to write our content emoji. I love that overload.

And we can see here what it looks like. So again, same thing for social and, email, and it even will include hashtags, things like that. So again, in the interest of time, we’re just showing quickly if there’s anything that, you want me to show you further, though, I’m I’m happy to do that. But it would be the same exact process where you copy it and then use Overwatch to check for compliance.

And question on whether we have this for creating videos. Not yet, but certainly something Sam and I would love to do and are talking about doing.

Yes. One other thing we just want to point out, we do have a mobile app that also will help you write social posts. If you already have the FMG mobile app or you’re considering, that is just a quick demo of what that looks like. So it is in our mobile app as well.

But let’s move on to this section because I we’ve been getting a lot of questions about it, and we have some new tools that are also gonna help you with this. So this that first section was all about helping you write more tailored specific content for emails, social posts, and rolling out next week blogs. Now let’s talk a little bit about for the flip side. If you have prospects, which we all know because we’re all starting to do this now, going to ChatGPT or even Google, right, asking a question like, I’m looking for a financial adviser to help me with blah blah blah.

How do you get to be the one that is recommended by these AI tools? Two thirds of Google searches now end without a click. So even when people are searching on Google, they’re often not clicking. They’re reading the AI summary at the top.

So this is impacting all of us, all of our businesses. And we are starting to see big time a lot of advisers telling us they’re getting leads from, ChatGPT and other AI tools. So actually, would you I would love to know if everyone could tell us in the chat, have you yourself, experienced this? Has somebody told you that they looked they asked one of these AI tools, for help finding an adviser, and you came up?

We’ve definitely been hearing more and more. You know, we have internal Slack channels where people share things they’ve heard from advisers. We’ve actually we’ve seen like maybe even three in the last week.

Oh, Okay.

I just like sharing like, you know, that somebody found them. I think it was in the do it for me channel.

You know, somebody referenced that the person had been, you know, on their website, seen their blogs, and was in chat and told them that they So I have them on chat.

I just did a marketing workshop on this and there was ten or fifteen people, a small workshop, and everybody in the room said no. And then one person said yes. And the person who said yes did all of the things that I’m about to show you.

So this really does work. And so this is just an example of you can always ask to the client if they remember specifically what prompt that they got.

And what you’ll find is a lot of times they are a lot more specific. So here is if you want ChatGPT or other AI tools to recommend your business, there’s three things you need to do just to really simplify it. So let’s go through what those three are. And then we’ll do it at a high level and then really dig in, to each.

So the first one is getting reviews. So that looks like social proof, different sentiment signals. We’re gonna talk about that. The second thing is building your reputation so that these different AI tools see you as a minority and expert in specific subject areas.

And then the last is how you format the content on your blog, your website, your social posts for discoverability. There’s something called schema markup, which is a very technical sounding thing, but we’ve just are rolling out a brand new feature here at FMG that makes it incredibly easy for you, which we’re gonna show you. And you don’t need to be a tech person at all to take advantage of this. And then how format your content related to FAQ pages, writing them as question and answers.

So we’re gonna dive into these three areas.

So the first one is getting reviews. And I know there’s still a lot of people who are gonna raise their hand and say, Sam and Susan, I’m still not allowed to solicit reviews, and we understand. But if you were to go and ask, hey, ChatGPT, how do you decide what financial adviser to show? These are some of the things that they’re gonna tell you, that these, learning language models are trained to rely heavily on social credibility, which I love.

They actually wanna hear what are other humans saying about this business. Right? And they actually really look at the content within reviews. So it’s not just Google reviews.

It could be Trustpilot. It could be Wealth Tender or other adviser specific platforms.

Even things like forums, Reddit or somebody on a Facebook community post. Right? Anytime someone references your business and then gives very specific info about how they use it or what you help them with. So instead of just, you know, I loved working with Susan at, Russell Financial. It would if she’s if somebody said something like, Susan really helped me as a small business owner come up with succession plan for selling my business and what the tax liability was gonna be.

And I love that because here in Minneapolis so those keywords, Minneapolis, succession plan, business owner, are all going to be taken into account by the AI tool, and they will now you will be a lot more likely to be shown if someone’s asking for an advisor that helps with those things.

Did you see in the comments, there is, an advisor on the phone on the call that said they got a lead. Someone had typed in best Vietnamese financial planner in the Bay Area.

I love that.

Awesome. So that’s the first one. Let’s move on to the second one, and this is something we can one hundred percent help you with, which is building your reputation. So think of it like this.

The goal is to be the most obvious answer to a question like who’s a good retirement adviser near me? Who I I’m struggling with this problem. Who can help me with X? Right?

So the more specific you can be in your location, you saw that last prompt on the screen was give me a list of black financial planners in Philadelphia. Right?

Tan just said, Vietnamese. So specific keywords that you know you want to rank for or if there’s specific problems you help solve. You know, you you have a c CPA on staff, so you can really integrate tax planning and guidance into the process. Whatever it is, the more specific you can be, the better.

And one of the things that really works on that is writing long form content demonstrating that niche knowledge. So when you think about FMG’s content library, you can come in here. You can search something specific like business owners or tax strategy. Choose any of the pieces and then use our AI tools to help you make them even more specific for your niche.

So when we talk about hyper specific content at scale, I mean, is just taking it up a notch. I shouldn’t say one notch times a thousand.

Yeah. And maybe it’s so much easier. And there’s a question I think is a good one. Like, how do you tell a client to be specific in a Google review?

And I’ll be honest, like and debate me, Sam. I’m not sure you really can steer a client on what they say. And I think it it’s this it’s this category where I think you can have the where you can get specific. Like, the Google reviews are gonna be showing credibility, social proof that you’re well liked, empathetic, gave great service.

This is where the the engines are getting that specificity around your expertise.

So I I I think it’s unrealistic to expect your reviewers It might be non compliant.

Yeah. Exactly. So think of this which is controllable, which is so much better. I like things that we can control. This is where you can put in all those specifics that you want to show up is in your content and on your website.

Yeah. So, again, you can come in here. You can choose any piece and then turn that into what you need. And also getting on podcasts, being interviewed by local news sources, you know, it can be hard to how do I get on the news?

But if you have a friend that has a podcast and they can invite you on to talk about something you’re very really good at or about your area of expertise, these AI tools will see that as expertise and authority as well. If you’re, interested in getting help with podcasts and video scripts through our do it for me program, we also provide those as well. So we can really help you with the content and the thought leadership, the reputation side of the AI strategy. Absolutely.

And it’s also I think it’s about showing up in multiple channels, you know, not just on social or not just having a blog. But the more you’re doing across you know, the more content you’re creating and distributing across multiple channels, the more likely it is that AI will find you and find that content. So that’s another, I think, value that FMG helps because it is daunting even with AI to create content for, you know, five, six different channels. One hundred percent.

And Christina said, do they look at YouTube content at all? Yes. Yes. I’ve heard and I’ve I have heard, you know, again, it’s not just about you having a YouTube channel.

You can if you know someone who has actually a very well regarded, a lot of followers, a big channel, it’s probably actually better for you to go on as a guest of their channel than to, you know, always be worth thinking about starting your own YouTube channel. You can get a lot of bang for your buck just by being an expert guest on someone else’s. But let’s talk about content formatting. And this is something we’ve really changed in the way we do things here at FMG just in the last year.

Right? So there are a few different factors. The first one is something called schema markup. And I’m gonna spend a little bit of time on this because it is a little technical, and I don’t wanna lose anybody.

But basically, let me show you an image. So if you have schema markup, what it is is in the back end, there’s code that is injected into the website that tells the search engine or the AI tool what that content is all about. So on this FAQ page, we’ve added schema markup. So you can see here, it’s saying this is the question and this is the answer.

This is the question and this is the answer. And we’ve all had that experience where we ask an AI tool or we ask Google a question. And up at the top, it gives you a quick little what we call a snippet. That is where they pull those snippets from, is a site that has schema markup that tells it, this is the question, this is the answer.

So what we are so excited about is we just released this, or I’m sorry. It’s being released at the end of the month. Right, Susan?

Yeah. I think yes. It’ll be, I think, live in August.

So now what you’ll be able to do is come in and add an FAQ section. So under the website section, you’ll just go to widgets, you’ll add an FAQ section. And automatically the schema markup will be on the back end of that section. So you could conceivably add an FAQ section to every page of your website if you wanted.

Right? Or maybe you have an FAQ section at the bottom of investments, at the bottom of financial planning, at the bottom of a blog that you write. And now that schema markup is being applied. So what kinds of questions are people gonna have about how to choose a financial adviser?

What kinds of questions are people gonna have about when’s the best time to take Social Security? You put the question, you put the answer, and now in the back end, it’s going to very explicitly tell the AI tool that this is what this page is about. So you don’t have to do anything. All you have to do is add the widget, and we will take care of the code in the back end.

I think what’s so you know, we’ve heard, you know, questions ad infinitum about SEO and like, how do you master SEO? I feel like this is such a great opportunity. People have not mastered AEO, answer engine optimization. And this is a huge piece.

The content development is huge. And then this is huge. And I feel like anybody who’s got an FMG website that can add the FAQ an FAQ page, and as you said, to as many pages as possible, like, will be a first mover advantage for sure. And I I just think that’s exciting.

A hundred percent.

So somebody’s asking, can you add it to your existing WordPress site? Unfortunately, we have built this just to work within the FMG websites. But if you have a WordPress site, we would still recommend you should build an FAQ section for sure as a best practice. And maybe you can get somebody to help you with the schema markup. We just wanted to make it super easy for FMG customers to just be able to write the FAQs and know that the schema markup’s happening in the back end.

Yes. Schema markup is important for all websites no matter where it is. So if you have a WordPress site, definitely, think about that. Or if you’re interested in moving over to FMG, then you won’t have to worry about it because we’ll just do it in in the back end. So the other thing is formatting the content. So we talked a little bit about FAQs.

Anything that can make it easier to scan. So bullet points, question and answers. If you think about how do you interact with AI I don’t know about you, Susan. I asked ChatGPT a question or or talk to it in long paragraphs with very specific information, not just like, hey, tell me the best burger restaurant in London. Right?

Well, and actually, in in the chat, that’s what everybody has been saying that they do. I just give it as much I give it, you know, more information that it needs. The more, the better.

Yes. So you wanna format any of your content in this question and answer format. You want to include things like bullet points again, which we make all this really, really easy to do in our platform, and we can show you how to do it if anyone wants to see a specific section. But, you know, adding bullet points, adding things as a question where you then give the answer because we ask questions of these AI tools. We don’t make statements. So that’s really important. Also, writing in a conversational style because we talk to these tools, and we talk to it very differently than we used to search on Google.

Yes. And I I think, you know, like, you know, we’re we develop content for the platform, and it’s not like every single piece of content you write and or leverage on the FMG platform is going to start with a question. It’s not quite that literal. It’s just thinking about there should be some that do actually start with a question, but there are ways to weave questions in within the body of the text too because you don’t want any, you know, you don’t want everything to look the same. So it’s it’s a mindset. It’s not quite a literal, you know, switch everything you write now to start with a question.

Very good point. Yeah. So you you might have a blog post about like the ten things to think about.

Yes. You know, you’re buying a second home, but then the maybe those ten things are are poised as questions, right? So you can. Will this affect my tax is?

You know? Exactly. Exactly. Good point.

So another thing that, this it’s interesting.

For a while, we were all really focused on local listings. And then with SEO, other things became more important. And now with, AEO and answer engine optimization, this is becoming important again. So there are something called local listings, right, where you can be listed across all different pages and websites.

And these AI tools, when they’re gonna recommend the business, they wanna make sure that the Lighthouse Financial over here that has great reviews on Google is the same Lighthouse Financial over here on Facebook and not the same Lighthouse Financial that somebody wrote terrible things in this Reddit post about. So how do they do that? One way is through very, very clear and concise local listings. Managing that can be really difficult.

You wanna make sure that the way your name is written, the way your, you know, if you spell out sweet, s u I t e, on your website, then it shouldn’t just be s t e period on your local listings. So we actually have a tool, that will allow you to manage this really, really easily.

But you obviously, you know, when you’re setting up your LinkedIn page, when you’re setting up your social profiles and it asks you for your address, a tip is make sure it’s exactly the same. If it’s Russell Wealth LLC on your website, then it should be Russell Wealth LLC on your Google My Business page, on your LinkedIn page, on your Facebook page. So you wanna be consistent across all those you And Aubrey just sent a link to that article if you want to learn more about that.

And if you have a lot of listings, we make it really easy to have multiple locations on one page of your website, again, to be really accurate for these AI tools. So we’ll put a link to that as well. But, that can be a little confusing and hard as well. You know, if you have an office in California and Texas, how do you ensure that they’re all the same? You don’t get, you know, people confused or the make the make it hard for AI. So we have a multiple locations feature as well that will help with that.

And that could be a great you know, for every everybody on the webinar just to to audit, you know, everywhere where your company name is showing up, making sure that it’s written the same way. I mean, that’s just a quick hit that’ll help improve your results.

Yes, absolutely. So I was platform and show a few more things that we talked about, in case anybody wants to see specifically where they are. But we do have a landing page with a quick video overview from yours truly going through some of these AI tools. But honestly, you guys got a lot more information than what’s in that video. But, if you just scan this QR code, you will get set up with someone from our team, and we can really dive into all of the specific questions for your your marketing and how you’re using things. But let’s go back here into the platform. And, Susan, let’s answer some of these more specific questions while I show a couple of things that we were talking about.

Sure, the last one I’m seeing is getting more information on the FAQ page and how it works. I think the best thing is just to make an appointment with our team and they can demo it and talk you through all of the different, all the ways it works and show you. I think that’s probably the best thing, but we can also, it will be also in the AI guide that we are sending out. So we will reference it there.

Let’s see.

Replay, I’m going to show you where it would be. So it’s not live yet. But if you come to your website tool under home, you’ll have or I’m sorry, not just under home, but under all of the pages, you’ll have your in the visual editor, you can, you know, click to add a section anywhere. And then under the widgets here, it will be here under FAQ. So you’ll see a section that will say FAQ, and you can add that section in. And then you can make those, you know, questions and answers anything you want, and you can add this page to this widget to any part of your website. So that’s where it will be.

I love that. That is very cool. Yes. I don’t know. I’m seeing I don’t know.

Did you see other questions that we didn’t answer? I feel like I have gotten most of them. If I’ve missed your question, add it to the end so that it is right.

Somebody put how do we get our broker dealer to adopt your platform instead of Yext? Oh, it’s a great question. We love that, And we’d be happy to work with you. So, you know, certainly connect with us and we can talk through what that looks like.

Is not one. Just, you know, send our email. You could reach both Sam and I at marketing at FMGSuite dot com marketing at FMGSuite dot com. So if you have any specific questions for Sam and I, please just, you know, shoot an email. We’ll definitely get right back to you.

Yes. So, hopefully, this was helpful, and it gave you some good ideas on how you can start prompting better for AI and also hopefully makes you want to check out what we’ve built here at FMG. We are so excited about these features, and we really, really know that for the advisers using them, they really are gonna be able to create hyper personalized content and be found by more prospects once they take care of these different aspects. So if you have any other questions, please reach out.

We hope you all learned at least one or two things today. And thank you so much for joining us. Thank you.

Thank you so much. Thanks, Sam, for leading us. Yes, absolutely.