As a financial advisor, listening to the concerns of your prospects is the very first step to expanding your business. What fears or stressors drive the average person to hire a financial advisor? What topics should you touch on to ensure that you’re delivering content that matters to your target market?
Here’s a surprising suggestion: Keyword planners! These tools have been an integral part of the marketing landscape for years, but they are often used just to decide what specialized SEO “buzzwords” to plug into your latest blog post. What a waste! Financial advisors should be using these tools to focus on the big picture instead: What are your prospects looking for?
Here are a few Keyword Planners that can help you answer that question:
This innovative, long-tailed research tool shows you what real people have been asking about a certain subject. Unlike other keyword planners, this tool breaks the results down into easily-digestible data and even provides an alphabetized list of supplementary keywords.
To put this into practice, search for “Retirement.” You will see the 198 most commonly asked questions surrounding this keyword, including “Are retirement pensions taxed?” and “Will retirement age increase?”
These are likely questions plaguing your potential prospects as well, so address their concerns! Write blog posts including these exact questions—and some of the suggested keywords from the “Alphabeticals” section—to answer the public and attract new prospects!
BuzzSumo’s innovative marketing tool scours the internet for the top 10 shared pieces relating to your search, allowing you to evaluate your competition. What are prospects most likely to share with their friends and family? What type of content will drive the most visitors to your site? This tool is a great way to stay on top of what content is trending in the financial services industry (and craft a strategy to catapult one of your pieces into the Top 10)!
Tried and True: The Actual Conversation
Though keyword planning tools are an excellent way to survey the content landscape, there’s no replacement for the old-fashioned conversation. Ask your ideal clients what their biggest financial anxieties were before they signed up for your services. What fears kept them up at night? What did they Google as they scoured the internet for answers? Go right to the source and ask your clients what drew them to your doorstep. This is the ultimate keyword planner in a financial advisor’s playbook!
Your prospects are leaning on search engines and social media to find answers to their financial questions. In order to draw them to your site, leverage your financial experience by creating content tailored to their queries. Whether you utilize a keyword planner or a good, old-fashioned conversation, you should be answering their main concerns in your latest content.