Websites are fixed, but blogs are fluid.
They are the proof of life that keeps your firm in the conversation.
Once you have developed the foundation of your digital presence, your blog acts as a client liaison in the online world. It poses compelling questions, challenges readers, and introduces prospective clients to a part of you and your firm that they might not otherwise get to see.
Like going to the gym, the hardest part of blogging is simply getting started.
5 Quick Tips to Help Start the Blogging Process
If you are looking for some inspiration when it comes to blog topics, or if you’re having a little trouble getting starting on writing blogs for your financial advisor website, keep these tips in mind to help you create content for your blog.
1. Write Blogs About What Excites You
Your website was built to help cover the broad spectrum of the financial world. The areas are rigidly defined: a homepage, a section for biographies, a page for services, etc. That’s the skeleton of your digital domain, but a blog allows you to dress it up.
With the confidence that your structure is in place, your editorials and musings allow you to color outside the lines. As a financial advisor, you’re bound to have opinions on industry best practices and worrisome trends in the financial world. Use your blog as a loudspeaker and speak your mind!
You’ll be surprised to learn how many of your current clients read what you write.
If they have the choice between visiting the Wall Street Journal or your own blog to learn about the Department of Labor’s fiduciary rule, give them a reason to choose you first.
By starting the dialogue on your blog, you give your roster permission to join the conversation.
To quote that John Mayer song: “say what you need to say.” If you’re excited about what you’re writing and can relate it to your clients, you’ll lay the groundwork for a growing readership.
2. Take Inspiration from Your Clients
A financial advisor’s blog is like an art gallery.
It features a whole host of editorials across an array of subjects. This gives you tremendous freedom in the approach you choose to building your blog. As you begin the process, start with what’s relevant.
Some of the most dynamic pieces can come from a client.
As you engage with them, you’ll inevitably hear their concerns about the financial world. This inadvertently provides you with some of the richest source material for a motivating blog. When you can take the temperature of your clients and convert their worries into an information-packed article, you’ll be addressing their individual needs while establishing yourself as a thought leader. It shows you’re dialed in to the ethos of your clients, and that you have answers to their problems.
You listen to your clients every day. Let them provide the inspiration you need to write a compelling and timely blog.
3. Find Your Voice & Unique Style
You don’t need a PhD in English Literature to manage a good blog.
If every reader wanted graduate-level material, they’d be reading the Harvard Business Review. Whatever your background may be, embrace it as you begin working on your blog. If you’re concerned about editing typos and grammar, you can always hire someone to clean it up.
Everyone loves an original. However one-dimensional blogs may be on a computer screen or tablet, your individual voice will carry. As you consider your audience and the subjects you’d like them to read about, write in exactly the style you want.
If you have a goofy sense of humor, use it!
If you’re big on numbers and statistics, pepper those throughout the content. If you prefer taking a more casual tone with your clients, keep it casual. If you want to develop an institutional quality tone, keep things professional.
Ultimately, when you choose subjects that get you so excited and write about them in your own unique way, you become authentic.
On the internet, authenticity is everything.
4. Build an Editorial Calendar
It takes time and dedication to create content.
Without a disciplined writing schedule and publishing deadlines, your blog will start to hear crickets. That’s why a successful strategy starts with an editorial calendar and process that holds you accountable for your output.
In the day and age of rapid fire social media, a week or two without a post makes an account look like a ghost town. Feed the content beast at least twice a month, and get your clients accustomed to expecting your next post.
Remind yourself that your blogs are not your senior thesis.
They are concise, personalized thought pieces that speak to a particular audience about a niche subject. You’re the expert, so write with confidence. And remember that your blogs are born long before you sit down and start typing. As you mull ideas in your mind throughout the day or take topics from a client conversation, the process is always in motion.
5. Be Patient & Stay Committed
In the digital world, social media followings are seldom born overnight.
Blogging is more of a marathon than a sprint, and they take time to develop because you’re essentially building an online content library.
Take the pressure off yourself and focus on one blog at a time.
If you don’t visibly enhance your brand in the first few months, don’t panic. There’s no silver bullet for gaining a loyal readership except to continue supplying the goods until clients go from reading your occasional blog to actively anticipating the next edition.
As you publish your pieces, share them across your personal social media channels. Tweet it out, post it on Facebook and add it to your LinkedIn. It only takes one prospective client to get inspired by your blog before they reach for the phone.
About Advisor Launchpad
At Advisor Launchpad, all of our websites are outfitted with custom blogs.
When it comes to adding quality content to your financial advisor website, blog posts can help cultivate loyalty in your readers and clients. Whether you’d like to publish your own writing or leverage content from our world-class library, we’d be happy to help you get started.
Reach out to Advisor Launchpad to get started on building a website, optimizing your existing content, or ensuring your digital marketing plan is effective.