Advertise on podcast: Craft on Tap, Growth Marketing for RIAs

Stephen Beach and Faustin Weber cover six best practices for getting more out of your firm's YouTube channel, from covering the right audience, the channel fundamentals, the thumbnail and title, the first 30 seconds, cutting shorts, to building a conversion path that turns viewers into leads.  We also talk through:  Why YouTube rewards quality content more than subscriber count, especially for RIAs How to decide between a firm-branded or advisor-branded channel The channel settings and keywords most advisors skip What makes a thumbnail and title get clicked Why the first 30 seconds should never lead with your bio ⏱️ Timestamps:  0:00  Intro 0:30  Welcome and episode overview: 6 best practices for YouTube marketing 1:50  Why an old channel has new opportunities 3:00  YouTube in the AI search era 3:50  AI is killing blog traffic, but not YouTube views 6:50  Practice 1: The right audience 8:10  Practice 2: Channel fundamentals (firm brand vs. advisor brand) 12:50  Keywords, consistent descriptions, and links to include 14:50  Banner image and profile picture 15:30  Picking a topic that hooks viewers 17:20  Is AI killing generic how-to content? 19:50  Example: "You have $2 million, why haven't you retired yet?" 23:50  Practice 3: Hooking viewers in the first 30 seconds 25:30  Practice 4: Thumbnail and title format 29:00  Researching title formats with vidIQ and oneoften.com 34:00  Practice 5: Shorts win the day 37:30  Practice 6: Building a conversion path 42:40  Wrap-up If you have questions about YouTube marketing for your firm, reach out through our contact form at www.craftimpact.com. We're happy to help whether we end up working together or not. Subscribe for more Craft on Tap episodes. #FinancialAdvisors #RIAMarketing #MarketingROI #CraftImpact #CraftOnTap #FinancialAdvisorMarketing #VideoMarketing

As more searches end in a Google AI overview instead of a blue link, Stephen Beach and Faustin Weber explain why Local Service Ads are worth considering for your RIA What makes Local Service Ads different from a standard Google Ads campaign Why these ads only fire for people already searching to hire an advisor The debt consolidation problem hiding inside "financial advisor near me" searches Using zip code targeting to steer ads toward wealthier prospects The ID checks, license verification, and walkthrough video Google now requires Two qualified leads in one week: a real result from a 150-review client 🕒 Timestamps: (0:00) Intro: Why Google Local Service Ads deserve a spot in an advisor's marketing strategy (4:33) Google Local Service Ads vs. Google Ads: What's the difference? (7:43) Why Local Service Ads attract bottom-of-the-funnel prospects (9:10) The biggest challenge: Paying for unqualified leads (10:30) Best use cases: New office locations, new markets, and growth opportunities (13:00) How targeting wealthy ZIP codes helps improve lead quality (16:20) Why getting Local Service Ads up and running takes more work than expected (20:45) Preparing your team to handle calls and convert qualified leads (23:35) Real-world impact: How the right foundation led to early client wins (26:00) Closing exercise: Building a follow-up process that turns leads into clients Subscribe for more Craft on Tap episodes. #CraftOnTap #RIAMarketing #GoogleAds #FinancialAdvisorMarketing #GEO #RIAGrowth #FinancialAdvisors #RIAMarketing #MarketingROI #CraftImpact

Stephen Beach and Faustin Weber of Craft Impact break down what RIAs should know about websites in 2026, including when AI-generated pages make sense, why local Google search still outperforms AI search for most advisors, and what it takes to convert high-net-worth referrals once they land on your site. 00:40 Websites as your firm's biggest marketing asset 04:20 The elephant in the room: AI-generated websites 05:40 Pros of AI site builders: cost, speed, and low commitment 08:10 Speed-testing new markets with AI pages 09:40 The con: AI sites all look the same 12:30 Credibility cost for firms going upmarket 14:40 High-end clients can smell AI from a mile away 18:40 AI search vs. traditional search: what the traffic data shows 22:30 Balancing SEO for bots vs. humans 25:00 Google Local Search: $1M+ in new clients in 48 hours, no paid ads 28:40 What to include on your pages to rank locally and in LLMs 34:00 Ensemble Investor Survey: how $1M to $5M clients actually find advisors 43:00 Wrap-up and resources Subscribe for more Craft on Tap episodes. #CraftOnTap #RIAMarketing #FinancialAdvisorWebsite #LocalSEO #WealthManagement

Most advisors are running their marketing in too many directions at once, speaking to too many people, and wondering why nothing converts. In this episode of Craft on Tap, Stephen Beach and Faustin Weber sit down with Kendra Wright, founder of Rebel Media Agency and host of Advisor Marketing Made Simple, for a candid conversation about what is moving the needle for RIAs right now. Kendra is one of the sharpest marketing minds in the financial advisory space, and yes, she and the Craft Impact team are technically competitors. But they're also aligned on something more important: the industry deserves better marketing, and there's more than enough room to raise the bar together. They cover: Target personas and the funnel Scaling lead flow with video The efficiency of repurposing Logic-based booking systems Referrals versus scalable digital channels Generational shifts in advisor selection The 50% marketing cut ⏱️ Timestamps: (0:28) Intro: Welcome, Kendra Wright of Rebel Media Agency (4:40) Why "one client type per funnel" is the first fix (13:02) Case Study: How Thomas Cook landed 10 new clients via YouTube (22:39) Kendra’s spicy take on why content repurposing is often a waste of money (31:51) Designing a right fit booking process to protect your calendar (46:53) Real-world impact: Adding $160,000 in revenue by removing 100+ unqualified leads (53:23) The Great Debate: Are referrals the icing or the cake of an advisor’s strategy? (1:00:35) Exploring the "referral ceiling" and changing generational consumer habits (1:11:40) Closing exercise: Reclaiming focus through the 50% marketing cut  Interested in more marketing tips? Reach out directly: [email protected] or [email protected] 🎙️ Learn more about how Craft Impact helps RIAs with their marketing: craftimpact.com 🔔 Subscribe to Craft on Tap on YouTube, Spotify, and Apple Podcasts ➡️ Follow Kendra Wright on LinkedIn 🔔Subscribe to Kendra’s Newsletter ⭐ If this episode was useful, a 5-star rating helps other advisors find us. #RIAMarketing #AIMarketing #FinancialAdvisors #WealthManagement #GrowthMarketing #CraftOnTap #CraftImpact #ClaudeAI #MarketingForRIAs #FinancialAdvisorMarketing

Most advisors are still using Claude the same way they use ChatGPT: one question, one answer, starting from scratch every time. In this growth marketing Craft on Tap episode, Stephen Beach and Faustin Weber tackle three specific ways to go further with Claude for your RIA’s marketing strategy. Each one builds on the last, and together, they can turn Claude into a real content engine. Whether you're brand new to AI or already comfortable with the basics, these steps are for you. They cover: How Claude Projects eliminates the back-and-forth by giving Claude everything it needs to know about your firm before you type a single word How Craft Impact uses Projects to onboard clients and share context seamlessly across their team What Claude Skills are, why most advisors haven't discovered them yet, and how to build one that applies across every chat and project automatically The anti-AI writing skill Faustin built to strip out AI slop, and how you can download it for free What Claude Code actually is, why it unlocks a different league of marketing automation, and what a realistic setup timeline looks like A real use case: using Claude Code to plug into YouTube's API, fetch transcripts, and optimize your content titles based on what's actually performing Why content distribution is 50% of the equation, and why most advisors never get there What will actually differentiate your content as more firms get up to speed with AI: personal stories, client case studies, and real thought leadership ⏱️ Timestamps: (0:35) Intro and Andy Baxley, CFP®, shoutout (3:40) Claude Chat versus Claude Projects (6:50) Sharing context across team members (9:25) Powerful features of Claude Cowork (12:15) Creating skills for repetitive tasks (15:35) Compiling team feedback into skills (18:28) Human review pass before publishing (21:05) API research using Claude Code (24:25) Synthesizing research into content scripts (27:15) Rising above noise with storytelling (32:15) Video and podcast marketing engines (34:40) Action items and final wrap-up Resource: ⭐Anti-AI Writing Skill Interested in a free one-hour Claude Code workshop? Reach out directly: [email protected] or [email protected] 🎙️ Learn more about how Craft Impact helps RIAs with their marketing: craftimpact.com 🔔 Subscribe to Craft on Tap on YouTube, Spotify, and Apple Podcasts ⭐ If this episode was useful, a 5-star rating helps other advisors find us. #RIAMarketing #AIMarketing #FinancialAdvisors #WealthManagement #GrowthMarketing #CraftOnTap #CraftImpact #ClaudeAI #MarketingForRIAs #FinancialAdvisorMarketing

Is your firm sending the same email to everyone? In this episode, Stephen Beach and Faustin Weber explain why contact segmentation is the real secret sauce to growth marketing for RIAs. Before you worry about your subject lines or send frequency, take this step to get your data foundation done right. We cover: Why many advisory firms have disorganized contact lists and why that's costing them results.The first two segments every firm should set up immediately: clients vs. prospects.How marketing personas take the guesswork out of what content to send.The danger of irrelevant content and how it creates a "sour taste" for your clients.Why segmenting by retirement status and age range can dramatically improve engagement.How your tech stack (HubSpot, Salesforce FSC, Tamarac, MailChimp) affects your segmentation strategy and what to do about it.⏱️ Timestamps: (0:00) Welcome and why email segmentation is step one (1:59) The messy reality of firm contact lists (3:15) The first step: Breaking contacts into clients, prospects, COIs, and team members (6:23) Marketing personas and why they are worth the effort (10:28) Case study: Using exit planning content to drive referrals (11:13) The "annoyance" factor: Why irrelevant content hurts your brand (12:18) Segmenting by retirement status and age range (14:43) Tech stack considerations: CRM integrations and manual exports (17:37) Data hygiene and keeping lists clean as your firm grows (18:27) Key takeaways and how to get started today Whether your list is a single massive export from your CRM or a patchwork of spreadsheets from three different platforms, this episode gives you a clear, practical starting point for making your email marketing work. 🎙️ Learn more about how Craft Impact helps RIAs with their marketing: craftimpact.com 🔔 Subscribe to Craft on Tap on YouTube, Spotify, and Apple Podcasts ⭐ If this episode was useful, a 5-star rating helps other advisors find us #EmailMarketing #FinancialAdvisors #RIAMarketing #MarketingForAdvisors #GrowthMarketing #CraftOnTap #WealthManagement #ContactSegmentation #HubSpot

Everyone's talking about AI search. But what does the data say? After giving a contextual data update, Stephen Beach and Faustin Weber share their top takeaways from the Gregory Agency's new research report on AI search for wealth management firms. Spoiler: Google isn't dead. And you probably shouldn't panic. They cover: Why ChatGPT still represents a small fraction of overall search volume and what that means for your marketing strategy The massive traffic gap that still exists between traditional search-sourced website visits & AI tool-sourced website visits as of February 2026 Why AI search is a visibility percentage game, not a leaderboard…and why anyone selling you "rank #1 in AI" is selling fool's gold The single highest-leverage AI search asset your firm can create (hint: it's a page you probably don't have yet) Why specific localized & persona searches level the playing field How press releases and awards can become a triple play for AI search visibility A reality check on how many leads are actually coming from AI search right now ⏱️ Timestamps: (0:00) Intro: AI was everywhere at Future Proof (let's talk about it) (2:41) The data before the hype: Q4 2025 search volume breakdown (5:50) Traffic, not just searches: Traditional search vs. AI tools in February 2026 (9:18) Why driving traffic from LLMs is a "fool's errand" for most RIAs (11:40) AI search is a visibility percentage game, not a static leaderboard (14:34) Why you can't rank #1 in AI search (and how to spot "fool's gold") (18:38) Gregory Report breakdown: methodology and key measurements (21:11) Localized vs. national searches: David vs. Goliath for smaller firms (25:57) Persona pages: the highest-leverage AI search asset you can build (29:38) What if you don't have a niche? Service-specific pages as an alternative (33:00) PR citations and why awards press releases punch above their weight (35:42) The awards triple play: credibility, press releases, and distribution (37:07) Don't panic: how to build a long-term AI search strategy (39:39) Reality check: how many leads are firms actually getting from AI? Whether you're getting pitched on AI search optimization or just trying to figure out if you're falling behind, this episode gives you the data, context, and practical steps to make smart decisions,  not reactive ones. Download the full Gregory Agency report at gregoryagency.com/ai-search-report SparkToro Reports: https://sparktoro.com/blog/new-research-search-happens-everywhere-an-analysis-of-41-websites-with-significant-search-activity/ https://sparktoro.com/blog/new-research-ais-are-highly-inconsistent-when-recommending-brands-or-products-marketers-should-take-care-when-tracking-ai-visibility/ https://chatgpt-vs-google.com/?exclude=Bing%2CDuckDuckGo 🎙️ Learn more about how Craft Impact helps RIAs with their marketing: craftimpact.com 🔔 Subscribe to Craft on Tap on YouTube, Spotify, and Apple Podcasts ⭐ If this episode was useful, a 5-star rating helps other advisors find us #RIAMarketing #AISearch #FinancialAdvisors #WealthManagement #GrowthMarketing #CraftOnTap #CraftImpact #GenerativeEngineOptimization #MarketingForRIAs #FinancialAdvisorMarketing

Most advisory firms are working harder on marketing than they need to. In this episode, Stephen Beach and Faustin Weber pull from years of onboarding RIAs across the country to share the five most common marketing mistakes they see, and what to do instead. They cover: Why your existing clients are your most underutilized marketing assetHow to get serious about who you're proactively marketing toWhy posting without a strategy will always fizzle outThe real cost of neglecting your website while chasing social channelsWhy burning money on paid ads before your foundation is solid is a trap⏱️ Timestamps: (0:00) Introduction: Growth marketing for RIAs. (1:03) Mistake #1: Ignoring your clients as part of your marketing efforts. (3:02) Story: How a shift to marketing to existing clients changed the firm's approach. (10:22) Mistake #2: Not getting serious about who you are proactively marketing to. (17:35) Mistake #3: Posting on social channels without an overarching strategy in place. (24:50) Mistake #4: Neglecting the website while going all-in on different channels. (32:51) Example: How prospects use specific service pages to validate a firm's expertise. (37:01) Mistake #5: Burning money on paid ads before the foundation is solid. (45:06) Final thoughts: Summary and request for podcast reviews. Whether you're in growth mode or just getting your marketing off the ground, this episode is a practical gut check for where your time and money should go under the marketing umbrella. #FinancialAdvisors #RIAMarketing #GrowthMarketing #CraftOnTap

Are you drowning in data but starving for growth? In 2026, it’s easier than ever to get "great" marketing numbers that result in zero new clients. In this episode, Craft Impact’s CEO Stephen Beach and Marketing Strategist Faustin Weber walk through the six marketing metrics they're monitoring across their RIA clients that act as a guide rope to success. They cover: Why AUM growth is still the only North Star that matters… and why trying to draw a straight line from a single post to new clients will drive you crazyWhat makes a discovery call "qualified"...and why booking 30 calls that go nowhere is worse than booking five good onesHow to identify your firm's top referral evangelists and what to do with that information once you have itThe simplest way to measure brand awareness in a digital worldWhy "deep engagement signals" matter more than likes and viewsAI visibility and reputation: what to track, what to ignore, and why you shouldn't panic if you're not ranking in ChatGPT yet⏱️ Timestamps: (00:00) Welcome and episode overview (01:34) Metric 1: AUM growth as your North Star (04:00) Why marketing attribution is harder than ever in 2026 (06:45) Metric 2: Qualified discovery calls (08:58) The ad agency experiment that produced zero results (10:30) Metric 3: Referral sources and your top evangelists (16:34) Metric 4: Homepage visits and branded search queries (19:27) The simplest way to measure brand awareness digitally (20:48) Google Search Console is free, fast, and underused (24:26) Metric 5: Deep engagement signals (28:05) The 73 percent from Indonesia YouTube problem (33:13) Metric 6: AI visibility and reputation reviews (41:37) What to solve for instead of chasing LLM rankings AI Visibility Tool Referenced: https://geoptie.com/geo-rank-tracker #FinancialAdvisors #RIAMarketing #MarketingMetrics #GrowthMarketing #AUM #BrandAwareness #AISearch #DigitalMarketing #FinancialAdvisorMarketing

Is Instagram worth your time as a financial advisor? Stephen Beach and Faustin Weber talk through Instagram: who should be on it, how to use it strategically, and why your KPIs probably need a reset. We cover: How to decide if Instagram is even the right channel for your firmWhy reels and collaborative posts are the fastest path to growing your audienceThe difference between reels, feed posts, and stories and what each one is actually forThe "pinball machine" approach to building relationships that convert over timeQuick tips on geotagging, adding audio to image posts, and optimizing your profile⏱️ Timestamps: (0:00) Welcome & is Instagram right for your firm? (1:06) 2026 demographic data: who's actually on Instagram (3:00) Solo advisors vs. larger firms: a different approach (5:13) Two reasons Instagram works: reel reach and collaborative posts (7:36) The "Walmart & Waffle House" growth strategy (10:35) Defining content: reels vs. feed posts vs. stories (12:41) Using stories to "pour fuel" on your reels (15:53) Advanced tips: adding audio to image posts and geotagging (18:20) Optimizing your Instagram profile like a mini website (25:25) Case study: from Instagram engagement to discovery calls (28:50) Relational vs. transactional: building a "pinball machine" (31:00) Why watch time and views beat "likes" (32:15) Closing thoughts This episode gives you a realistic framework for how financial advisors can use the platform to build awareness, grow a qualified audience, and stay top of mind until prospects are ready to act. Craft Impact is a growth marketing agency that helps financial advisors reach their AUM goals through strategic marketing. Subscribe to ⁠⁠⁠⁠⁠⁠⁠⁠⁠Craft on Tap on YouTube ⁠⁠⁠⁠⁠⁠⁠⁠⁠and learn more about our growth marketing services at craftimpact.com. #FinancialAdvisors #InstagramMarketing #RIAMarketing #SocialMediaStrategy

Recording a podcast is the easy part. Getting people to listen or care? That's the hard part. Stephen Beach and Faustin Weber share actionable tips for marketing your financial advisor podcast, from equipment setup to distribution strategy across every channel. They cover: Essential tech setup (without breaking the bank or your brain) How to generate episode ideas that your ideal clients care about The production quality that matters (and what doesn't) Turning one 30-minute recording into 2-3 weeks of social content YouTube optimization strategies that drive subscribers Email and LinkedIn distribution tactics that work The "Walmart-Waffle House" strategy for explosive growth Getting featured on industry podcast lists ⏱️ Timestamps: (0:00) Welcome & why podcast marketing matters more than downloads (1:41) Setting goals for your podcast strategy (3:17) Why video podcasts beat audio-only in 2026 (5:36) Tech recommendations: cameras, mics, and software (7:42) Finding episode topics your clients want (10:56) Production tips for better engagement (15:16) Writing titles and descriptions for discovery (20:21) The cold open hook that keeps people watching (22:25) Website strategy for your podcast library (24:38) Email marketing and LinkedIn newsletters (27:30) Social distribution: maximizing every episode (36:51) The Walmart-Waffle House guest strategy (47:34) Getting on top podcast lists for your niche (50:41) Final quick-hit tactics across channels Whether you're launching your first podcast or looking to get more mileage from episodes you're already recording, this episode gives you the complete playbook for turning your podcast into a systematic content engine that fuels growth across every channel. Craft Impact is a growth marketing agency that helps financial advisors reach their AUM goals through strategic marketing. Subscribe to ⁠⁠⁠⁠⁠⁠⁠⁠⁠Craft on Tap on YouTube ⁠⁠⁠⁠⁠⁠⁠⁠⁠and learn more about our growth marketing services at ⁠⁠⁠⁠ craftimpact.com.

You've heard about niching down, but what about going even deeper with company-specific marketing? Stephen Beach and Faustin Weber explain how financial advisory firms can use account-based marketing (ABM) to attract clients from specific companies without alienating their broader client base. This episode shares real client examples and tactical strategies that have generated discovery calls and referrals. They cover: Why company-specific marketing can sometimes work better than broad digital campaigns for RIAs How to create microsites and landing pages for specific personas or companies Real examples: targeting law firm partners and tech company employees Building the infrastructure first (before you start outbound) LinkedIn strategies, referral tactics, and using Slack channels to your advantage Why this is a long-term play, not a quick-win strategy When paid ads actually make sense for financial advisors ⏱️ Timestamps: (0:00) Welcome & shout out to Michael Kitces (3:29) What is account-based marketing for fiduciary financial advisors? (5:22) Example: Targeting law firm partners without alienating other clients (8:12) The importance of client interviews for messaging (9:33) Creating a microsite as your marketing foundation (12:48) Supporting collateral: PDFs and sales enablement (18:20) LinkedIn outreach strategies that don't feel salesy (20:00) Why this is a long-term play, not instant leads (24:30) Going deeper: company-specific marketing tactics (27:00) Real example: Leveraging 20+ clients at one tech company (30:30) How to rank on Google for company-specific benefits searches (33:00) The holy grail: Getting referred in company Slack channels (36:50) Using webinars and video for company-specific marketing (39:00) When paid ads actually work for financial advisors (40:36) Capitalizing on company catalysts (tender offers, IPOs) (43:30) Final thoughts and action steps Whether you're a mid-sized RIA looking to expand strategically or you already have several clients at one company, this episode offers a proven framework for scaling through account-based marketing without the generic spray-and-pray approach. Craft Impact is a growth marketing agency that helps financial advisory firms reach their AUM goals through strategic marketing. Subscribe to ⁠⁠⁠⁠⁠⁠⁠⁠⁠Craft on Tap on YouTube ⁠⁠⁠⁠⁠⁠⁠⁠⁠and learn more about our growth marketing services at ⁠⁠⁠⁠⁠⁠⁠⁠⁠craftimpact.com⁠.

Is your firm's Google profile helping or ruining your first impression? Stephen Beach and Faustin Weber give real examples of why & how Google Reviews remain a make-or-break marketing asset for financial advisory firms. Plus, they share practical ways to build yours up without running into compliance issues. We cover: Why Google is still the gateway for prospects checking out your firm (even in the age of AI) How star ratings influence both Google Search and LLMs like ChatGPT Compliance-friendly approaches to soliciting reviews from your clients Simple systems to bake review requests into your existing client meetings What to do if you have negative reviews dragging down your profile ⏱️ Timestamps: (0:00) Welcome & why Google Reviews matter (2:15) How prospects use Google to validate referrals (3:45) The impact of reviews on search rankings and AI results (5:30) Real examples: negative reviews and first impressions (8:00) How ChatGPT and other LLMs use Google Review data (12:00) Compliance-friendly strategies to request reviews (16:00) Building review requests into your client service process (19:30) Multi-email follow-up campaigns that work (22:00) Repurposing Google Reviews on your website (25:00) Managing multiple office locations and Google Profiles (28:00) Optimizing your Google Business Profile beyond reviews Whether you're starting from zero reviews or trying to offset a few old blemishes on your profile, this episode gives you a practical playbook for turning Google Reviews into a marketing asset that works for your firm. Craft Impact is a growth marketing agency that helps financial advisors reach their AUM goals through strategic marketing. Subscribe to ⁠⁠⁠⁠⁠⁠⁠⁠Craft on Tap on YouTube ⁠⁠⁠⁠⁠⁠⁠⁠and learn more about our growth marketing services at ⁠⁠⁠⁠⁠⁠⁠⁠craftimpact.com

Is your LinkedIn strategy falling behind the platform's latest changes? In this latest Craft on Tap Podcast episode, Stephen Beach and Faustin Weber discuss what's working (and what's not) on LinkedIn heading into 2026, including practical tips that independent financial advisors can implement right away. We cover: Why LinkedIn reduced organic reach and what you can do about itThe commenting strategy that beats posting (yes, really)How to use the "Waffle House/Walmart" approach to grow your followingProfile optimization fundamentals that most advisors missThe marketing waiting room vs. sales waiting room framework for contentCurrent LinkedIn algorithm insights from November 2025Best practices for posting frequency, timing, and formatHow to determine if LinkedIn should even be a priority channel for your target audience⏱️ Timestamps: (03:25) Why LinkedIn is still the best platform for certain audiences (08:05) Using Spark Toro to identify where your audience actually lives online (12:00) Profile optimization fundamentals (follow first, headline, banner) (17:15) The "15-minute Friday" strategy for growing your network (26:40) The power of commenting over posting (27:45) The "Waffle House/Walmart" commenting strategy explained (37:05) What to post on personal vs company accounts (39:10) Marketing waiting room vs sales waiting room content (46:40) Post timing, frequency, and format best practices (50:40) Latest algorithm updates from November 2025 Whether you're a social media rookie or looking to up your LinkedIn strategy game for 2026, this episode offers actionable social media marketing and branding tips for building your professional brand and attracting the right prospects (dad jokes included). Craft Impact is a growth marketing agency that helps financial advisors reach their AUM goals through strategic marketing. Subscribe to ⁠⁠⁠⁠⁠⁠⁠Craft on Tap on YouTube ⁠⁠⁠⁠⁠⁠⁠and learn more about our services at ⁠⁠⁠⁠⁠⁠⁠craftimpact.com

Showing up in AI search results is all the rage in the financial advisory community.  But does it even matter??? 👉The reality is more nuanced than the hype suggests. CEO Stephen Beach and Marketing Strategist Faustin Weber cut through the chatter around AI optimization to share what IS working for financial advisory firms, based on real experiences with clients. We cover: Why educational blog content rarely drives traffic from ChatGPT (and what this means for your content strategy) The difference between "grounding" and "non-grounding” in AI responses Bottom-of-funnel optimization: where the real opportunity lies for RIAs How to analyze ChatGPT's comparison matrices to improve your firm's positioning The critical role of online reputation and reviews in AI search results Why citations across multiple platforms are more valuable to AI search than website traffic ⏱️ Timestamps: (0:00) Welcome & AI search landscape update (2:03) Understanding grounding vs. non-grounding in LLM responses (6:42) Why AI search isn't driving the website traffic you'd expect (11:25) Bottom-of-funnel searches: the real AI optimization opportunity (16:18) The importance of pricing transparency in AI comparison charts (16:30) Online reputation as the foundation of AI search success (21:20) Building citations and authority across the web (24:29) Reality check: AI search in context of how affluent clients actually find advisors (26:03) What content marketing should really accomplish in 2026 Have questions? Let us know! Craft Impact is a growth marketing agency that helps financial advisors reach their AUM goals through strategic marketing. Subscribe to ⁠⁠⁠⁠⁠⁠Craft on Tap on YouTube ⁠⁠⁠⁠⁠⁠and learn more about our services at ⁠⁠⁠⁠⁠⁠craftimpact.com