5 Helpful Tips for Starting a Financial Advisor Blog

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.

3 Secrets to Making Your Financial Advisor Blog Stand Out

Don’t let “blog” be another four-letter word.

In the age of social media, blogging has seemingly become this hyper-competitive industry that fights over readership and alienates the audience in the process.

For financial advisors, it doesn’t need to be that way.

While other industries and companies take the scattershot approach to blogging, you’ll reap the rewards of a more precise process with every blog post.

Creating a captivating and informative blog page on your financial advisor website can serve as an extension of your company, providing value for your readers.

Here are 3 tips on how to make a great financial advisor blog:

1. “Content is King” When Creating Your Blog Posts

This phrase is currently making the rounds as the “most redundant sentence” of 2016, but it doesn’t change the fact that it’s true. Without question, content remains the most important component of your financial advisor blog.

While the benefits of blogging are important (viewership, reaching prospective clients, etc.), remember its primary function: to educate, inform, and excite your audience.

You want people to walk away from your article with new information and a refreshed perspective.

So, how do you pique the interest of your readers and stimulate their engagement?

The Value of Episodic Content: Break Up Topics and Narrow the Focus

If you’ve ever binge-watched a Netflix show, then you already understand this principle. Whether it’s a thrilling TV series or a nerve-wracking sporting event, people love suspense.

Studies indicate that it’s in our nature to be attracted to uncertainty and to stay engaged until we reach a resolution.

Applying this perspective to blogging can be immensely useful. While content is the king, its presentation and delivery is second in command.

For example, consider two possible financial blog post ideas:

  • In writing a single blog about “Preparing for Retirement,” you tackle everything from college funding and savings accounts, to your 401(k), estate planning and more.
  • Or, you write a three-part series about the same subject and dedicate one post to each major area of planning.

The second option not only delivers the same information, but it does so in a more palatable way. Readers have time to digest the first block of information and apply it to their practice.

There’s a reason premiere restaurants have a meticulously designed culinary experience. They want you to enjoy each course before moving onto the next.

With your financial advisor blog, allow your readers to savor every bite of information you provide, then end the conversation before they’re overwhelmed.

This will earn you a loyal reader who anticipates the next installment in your series.

2. Know Your Audience and Hone Your Content

The digital marketplace can often seem like the wild west, offering little to no guidance, feedback or direction.

As a financial advisor, however, you have an advantage.

You know who your most important clients are, what your most valuable services have been, and how often you’re growing your total assets under management.

When it comes to your website and the blogs you offer, however, nothing will replace the power of statistics.

First and foremost, it’s essential to hone in on your target audience with every post. Know who you’re trying reach and what change you’re trying to affect in their financial lives.

Secondly, you can review the success of each blog post with the help of Google Analytics.

Advisor Launchpad specializes in providing top-tier Search Engine Optimization (SEO) to boost your web presence, and using Google Analytics will tell you three important things:

  • How much traffic your site generates
  • Who your key visitors are (and when they’re coming from)
  • What pages of the site are getting the most traction

The takeaways from these findings are key to your digital marketing strategy.

If the numbers are good, and people are consuming your content, then you’re on the right track. If you’re underwhelmed by the statistics, then you simply have to readjust your process.

Play to Your Strengths When Creating Content for Your Target Audience

When helping financial advisors hone their content and messaging, we often find that the advisor’s own words are the best.

Nobody can capture the essence of your firm and your philosophy like you and your team.

One advisor spoke about his approach to investing with cooking analogies – ingredients, preparation and more. That verbiage may not work for everyone, but it was true to his personality and unique to the essence of the firm.

We encourage advisors to play to their strengths and write blogs from their own veteran perspective with the words and phrasing they’re most comfortable using.

3. Use Social Media to Share Your Blog Posts

Content is the king, and the more you feed the beast, the longer you protect its reign.

Featuring your blogs on social media will help establish you and your firm as thought leaders in the industry.

Also, while nothing will replace the value of fresh and vibrant content, your favorite blogs from the previous year will always be in play. Thanks to Twitter, Facebook, and LinkedIn, you can recycle and repurpose your old posts in a plethora of ways.

Social media engagement has the added benefit of growing your following and showing audiences the depth of your involvement in the industry.

Start Focusing on These 3 Secrets for Your Financial Advisor Blog

Whether on the phone or in person, you spend countless hours nurturing your client relationships. No matter how busy you get, remember that your blog is an extension of your website and your firm.

It’s the digital platform that showcases your thought leadership and provides insight into your expertise that your clients might not otherwise get to see.

Embrace the challenge, write frequently (and in your own voice!), then let your blogs circulate through your favorite social media channels.

If you need a boost in building your digital marketing strategy while maintaining financial advisor compliance, Advisor Launchpad is here to help. Reach out today for more information!

Visuals Keep Your Social Media Posts From Being Overlooked

How often do you click on a social media post when it does NOT include a visual? If you’re like most users, the answer is rarely. As the noisy digital sphere continues to evolve and refine our experience, more and more people are determining whether or not to read a post or click on a link based on the visual information.

No visual quite often equals no user interest. Today, we want photos, videos, Vines, or graphics to tell part or all of the story. A standard post just doesn’t cut it.

Consider the latest move by Twitter. Faced with slow user growth, stiff competition, and lackluster ad revenue, the company recently announced it will no longer count the links for photos and videos as part of the 140-character tweet limit.

Frankly, it’s hard to believe the limit still exists. Sure, it made sense when Twitter first launched in 2006 and mobile phone technology placed serious constraints on the app, but geez, that was 10 years ago and those restrictions no longer apply.

Now, Facebook, Instagram, and Snapchat rule the general social sphere and LinkedIn is the go-to professional platform (and just acquired by Microsoft). While each one has a unique niche, these successful platforms all recognize the power of visual communication.

No matter your position in the financial services industry, if you have clients, you need a social media presence and your participation must include visual interest to keep your posts from being overlooked.

Thankfully, you don’t have to take an online graphics course to be successful. There are several user-friendly online apps that help you easily create your own visuals for social media (and other uses). My favorite app is still Canva, because it provides loads of layout templates, including ones ideally sized for each social media platform. Start with one you like, and then tweak the words, colors, and images to suit your needs.

Interestingly, a visually enticing image doesn’t need to contain a picture or graphic icon. Text that reads as a visual, along with a simple background, can suffice as “art”.

So, don’t ignore the power of visual imagery and the ease with which you can infuse it into your posts. Give it a try, and then let me know how it affects your engagement.

While you create quality visual content, let Advisor Launchpad take care of your mobile-friendly website design.


How to Write an Effective Biography for Your Financial Advisor Website

So…tell me about yourself.”

These five words are terrifying. They’re the foundation of job interviews, first dates, and – you guessed it - biographies. As a financial advisor, your bio has to walk the line of being both personal and professional. Mastering that can pay long-lasting dividends.

Be honest: how does your current biography look? If you don’t enjoy reading it, you can basically guarantee no one else will. Don’t fret.

Here are some questions you can ask yourself for writing an effective biography for your website.

4 Questions to Help Write a Compelling Biography

Who are you?

You’re more than the town in which you were born. You are the summation of your experiences and worldview.

Think about your clients and potential clients. When they’re reading your biography, they don’t want to be reading about your company. They want to read about you. Indulge them.

What do you enjoy doing with people, and how do you best relate to them?

Disclaimer: Before you answer, determine which kind of “you” you are. Writing your biography in the first or third person has wildly different outcomes.

Using “I” makes things more personal, while the “she/he” puts some distance between you and your accomplishments. Rule of thumb: If you’re seeking a more conversational, casual tone, use the first person. If you want that white-collar, CEO kind of feel, then stick with the “she’s” and “he’s.”

  • Example 1: “When I’m not at work, I’m bidding on Star Wars: The Force Awakens midnight tickets because I miss the Millennium Falcon.”
  • Example 2: “When not at the office, Theresa enjoys going to the movies, and may or may bring her lightsaber to the upcoming Star Wars: The Force Awakens.

Different pronouns, different results.

So, who are you? Only you can say, but do your prospective clients a favor and own up to what makes you original. They’ll appreciate the candor.

What do you do well?

People see you the way you see yourself.

Not knowing your strengths is like walking into a job interview and telling the recruiter you have no skills.

As a financial advisor, it’s your job to tell people why they need you. A lot of times, prospective clients are at a loss for words. Just like someone with the flu, they know they need a doctor, but they don’t have the cure.

You need to tell them what areas of their financial life need work and the ways in which you can help. So in your biography, make sure you enumerate the areas in which you excel.

You’re the doctor. Provide the prescription.

Why do you do it?

You don’t have to sound like Gandhi to answer this question, but if you can find a genuine answer, you’ll stock yourself up a few points.

Whether you’ve felt compelled to help people make sense of the financial world or were always intrigued by the stock market, let your readers know how you got here.

People like stories. Tell them yours.

It’ll make you more approachable.

When did you start?

This is where your education and formative life experiences come into play. Did you get an MBA? Did your grandfather teach you how to invest? Look into the past and construct an (ideally true) narrative about how you got into the business.

You can also discuss the start-ups you worked for, the companies on which you cut your teeth, and the moment you decided to start your own firm. Your story is original, so make sure you biography honors that.

You know yourself best. Just do as Shakespeare said, “to thine own self be true.”

Get Started with Advisor Launchpad

If you run into a wall writing your biography, ask yourself the Who, What, Why & When series of questions. If the wall doesn’t budge, then feel free to give us a call.

At Advisor Launchpad, our copywriting services allow financial advisors to establish their brand, build trust among their clients, and push themselves ahead of the pack in their local area.