Samantha Allen—the Senior Vice President of Digital Marketing at Carson Group—is a rockstar when it comes to digital marketing. She was recently recognized by WealthManagement.com as a rising star. She is part of our team at Carson Group and leads the integrated channel team.
That means she is responsible for events, digital marketing, and public relations. She sets and supports strategy and execution for brand growth, consumer lead generation, advisor recruitment, M&A, and industry thought leadership.
Samantha is a self-proclaimed nerd and expert in all things digital marketing. Listen in for some great takeaways about the latest marketing trends, the AI landscape, and the tech platform she helped build to measure analytics and data—something all businesses need to do.
You will want to hear this episode if you are interested in…
- Learn more about Samantha Allen [2:23]
- What is the “The Digital Debrief?” [6:38]
- The Marketing Monitor: Why analytics is essential [8:50]
- How AI is changing the digital landscape [14:08]
- Samantha’s advice for young professionals as new parents [18:02]
- Check out Financial Planning Made Easy [19:44]
- There’s no place for sexism in marketing [20:33]
- The 2023 women in wealth management report [23:32]
- How Excell Represent is making an impact [28:38]
- The best way to be an ally for women [32:21]
- What Samantha did today that brought her joy [35:43]
What is the “The Digital Debrief?”
The Digital Debrief is Samantha’s passion project (independent of any of her roles) that allows her to “nerd out.” It’s a monthly newsletter that covers everything that’s happening in social media, digital marketing, search engine marketing, and technology that’s relevant to small business owners.
Samantha spends her weekends reading articles and synthesizing what matters, covering everything you need to know. She shares what will impact your business and how you can prepare for any changes on the horizon. Because digital marketing is constantly in flux.
How AI is changing the digital landscape
Samantha uses AI to help her write The Digital Debrief because writing it isn’t her superpower. Samantha handpicks the articles and picks the key takeaways. She then gives ChatGPT the rough outline of what she wants and asks it to write the newsletter in the style of the Digital Debrief. Doing this cuts what would have taken her two hours to do.
If you’re a business owner looking at AI, you have to remember that it will never replace humans but instead enable human potential. Focus on what you can uniquely do and automate everything else that you can. AI will free you up to do what you’re passionate about.
The Marketing Monitor: why analytics is essential for effective digital marketing
Samantha notes that you can measure every aspect of digital marketing but it’s only as powerful as the insights you’re gleaning and what you’re doing with the data. The Marketing Monitor is a suite of dashboards that pulls from the API of different platforms to bring you the data you need.
There’s a website dashboard that monitors SEO results to see how your website is performing. They’ve also synthesized the metrics you need to look at. What matters is the number of visitors you’re getting and whether or not they’re interacting with your content and going on to become customers/clients.
Are they finding what they need? Bounce rate, time on site, and pages per session can answer that question. If all of the visitors you’re getting from social media are leaving within two minutes of landing on your page, then you know the content you’re posting on social media isn’t aligned with your audience.
Organic search may get a smaller amount of traffic but that traffic might be engaged—visiting multiple pages and filling out your forms to learn more. These kinds of insights may seem like numbers on a page but can really focus your marketing efforts and drive your business forward.
The 2023 Women in Wealth Management Report
Women are drastically underrepresented in the industry, which comes as no surprise. We’re constantly bringing up the issue in this podcast because it’s extremely important.
Another larger issue is that the report found that the perception of the severity of the problem varies between men and women. Men recognized the disparity but didn’t find it to be an issue. Women believe it’s a huge issue.
The report also found that many women need sponsors, not mentors. What’s the difference? Sponsorship is putting your social and professional capital on the line for someone to open doors. You’re making introductions and advocating for someone to get a specific role. You’re helping make it happen versus simply offering advice.
Listen to the episode to learn more about how Samatha is making an impact in the world of digital marketing and helping more women get into the financial services industry.
Resources & People Mentioned
- Excell Represent Conference
- The Digital Debrief Newsletter
- The 2023 Women in Wealth Management Report
Connect with Samantha Allen
As Senior Vice President of Digital Marketing at Carson Group, Samantha Allen leads the integrated channel team and is responsible for events, digital marketing and public relations. She sets and supports strategy and execution for brand growth, consumer lead generation, advisor recruitment, M&A and industry thought leadership. Samantha is a self-proclaimed nerd and expert in all things digital marketing. When she isn’t helping brands tell their stories online, she enjoys reading, hiking, running, hanging out with her daughter and cheering for the Nebraska Cornhuskers.
Connect With Mitlin Financial
- podcast*at*mitlinfinancial(dot)com – email us with your suggestions for topics or guests
- If you would like to learn more schedule a call: https://mitlin.us/FitCall
- Follow on Twitter
- Follow on Instagram
- Subscribe on Youtube
- Follow on Linkedin
- Follow on Facebook
Guests on the Mitlin Money Mindset Show are not affiliated with CWM, LLC, and opinions expressed herein may not be representative of CWM, LLC. CWM, LLC is not responsible for the guest’s content linked on this site.