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Marketing has come a long way since the day of banner ads and spam emails. As the market evolves, so does the consumer; to that end, companies need to keep up with current demands to deliver relevant content that keeps readers engaged. Service professionals, as such, incur huge losses due to the lack of suitable marketing and promotion guidance, which ultimately results in a reduction of clientele. Catering to this specific challenge is FMG Suite, a SaaS model company that assists finance professionals and insurance representatives in marketing their services as well as curating content that will accelerate their progress.
In a recent interview with Dave Christensen, CPO and Tyler McConvill, VP of Marketing, the two marketing professionals shared their insights on their one-of-a-kind solution and how it helps professionals stay ahead in the game.
What led to the genesis of FMG Suite?
We have a passion for solving the problems that service professionals face on a day-to-day basis. Being a service professional means acting responsibly toward production. They must perform a variety of tasks, balancing the role of an owner, an accountant, and an admin. Even if they have a staff under them, their workforce is usually limited in number, in an effort to minimize expenses. While juggling these responsibilities, they have to continuously work toward devising suitable marketing techniques to propel the growth of their business.
Unlike other small businesses that can hire people to manage the marketing side, service professionals do not usually enjoy the same luxury. Hiring a local agency can be an option but a limited budget will most likely preclude this option.
Another essential factor affecting advisor’s marketing capacity is their need to have enough time to spend with their families. They need a manageable solution that meets all their marketing needs in through a single interface.
The product we created allows us to act as an advisor’s marketing team. We provide them with services like a well maintained website, e-mail campaigns, social posting, print pieces, and event marketing. Because we believe deeply in the power of content marketing, we offer copywriting by industry experts which is especially important in the financial sector, where everything an advisor presents needs to be compliance approved. We’re a creative agency that has incorporated technology to cater to the marketing needs of service professionals.
What is the process for onboarding a client?
Once a client expresses interest in working with us, we begin to learn about them and their advisory to better understand their marketing needs.
Our foundational principle is to provide quality service which is not limited to technical support but also includes marketing needs
We work with a variety of practice sizes, ranging from a single advisor to firms with 20 or 30 advisors. We tailor our marketing plans to each specific business structure. Initially, our customers go through a fully guided website design process with a dedicated project manager and graphic designer who work in sync to meet the client’s needs.
In the absence of a CRM (Client Relationship Management) system, we help a client to create a clean list of email contacts, meaning they have given the advisor permission to send them marketing communications. We help the advisor launch automated email and social campaigns to get their marketing system up and running in no time. Depending on the state of the advisor’s current marketing strategy we can be more or less proactive. We touch base with the client every month to guide their business and continue to formulate their strategy.
What differentiates your company from other marketing providers?
First and foremost, the primary factor that sets us apart is that we are an all-in-one solution that combines state-of-the-art marketing technology with dynamic content.
We provide clients with a monthly high-quality motion graphic video market commentary, which automatically updates on their website and social media. This ensures their website will receive a lot more traffic than a static site.
Event marketing is an incredibly effective way for financial advisors and insurance agents to grow their business. However, the promotion and organization involved in event management can be a cumbersome responsibility for many service professionals. We created an event marketing system that includes email and print invitations as well as online registry.
What new solutions does FMG Suite offer service professionals to help them meet their marketing challenges?
Our experience working with advisors has shown us that a common challenge they face is content creation. Our tools are designed to help them curate and distribute content as well showcase original pieces they have created themselves. We are dedicated to providing all of the support, both technical and strategic, that an advisor needs to launch a successful content marketing effort.
Content marketing has the added benefit of helping advisors determine their market position. By addressing the types of questions that their ideal clients want answered, an advisor defines their area of expertise for prospects investigating their services. We provide content on a range of topics, from college savings to retirement planning. We produce content across different media as well, including articles, videos, infographics, and presentations. We then provide the advisor with the tools to distribute this content through email and social channels.
Our ultimate aim is to design a marketing system that enables each advisor to showcase their unique qualities and reach new clients through digital marketing channels. We provide them with quality content, a beautifully designed and branded web presence, and automated tools to help their message reach as many qualified prospects as possible.
What does the future look like for FMG Suite?
We have grown at an incredible rate over the last few years. We have made several acquisitions in the market space and are in the process of integrating a number of top-shelf solutions with our own. We have expanded into coaching services and print services, making our offering a unique solution in the space. We have become the premier marketing technology provider in the financial advisor and insurance agent verticals and are looking to expand to other service professionals in the near future.