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.

 

Attract and Retain Clients through Social Media

In 1932, Lucky Strike ran their infamous advertisement: “Do you inhale? Everybody’s doing it!” Big Tobacco’s populist ploy sold countless cigarettes.

84 years later, there’s a new product that carries the same addictive properties. Only this time, it’s in digital form:

Social Media. Everybody’s doing it, including your parents and grandparents. Most everyone can relate to stories of grandmothers posting a Facebook status, but what are the implications for financial advisors?

Benefits of Social Media

The facts are astounding. Consider Brunswick Group’s 2015 findings on how people use social media to make investments: “77% of the survey group reported that they have investigated an issue based on information viewed on digital and social media.”

77%. That’s a supermajority. Social Media presents a new frontier for financial advisors. To truly take advantage of its potential, however, a game plan is essential. Unlike traditional media, Twitter, Facebook and LinkedIn move at the speed of light. Whereas news media can suffer from hour or even day-long reporting delays, social media lives on the cutting edge.

For investors, that kind of currency separates the winners from the losers.

In this post, we will examine the three main social media networks - Facebook, Twitter and LinkedIn - to see how they can help financial advisors target, attract and retain clients.

Twitter

Twitter is a highly rewarding property. You’re essentially given 140 characters to crack into someone’s conscience. There’s a reason it’s so popular, though. Twitter rewards the concise. Each post is built for spontaneity, and our culture of soundbites and headlines can’t get enough of it.

As a financial advisor, here’s how you can make Twitter work for you:

  • Get the word out when you’re hosting a webinar, speaking at an event or attending an industry conference. You can draw people to your presentations, increase traffic to your website or simply let your peers know where to look for you at an event.
  • Become a thought leader. Your clients care about what you think. Twitter is a great way to cultivate a readership interested in your worldview. Twitter commentary on current events often spreads faster than the news itself. By sharing your opinion or encouraging involvement, you refine your image as an authority on the subject matter while encouraging your readers to get involved.

All of the above can lead to re-Tweets, which quickly translate to Referrals.

This is a key component to targeting millennial investors, but Twitter’s baby boomer audience has grown like wildfire. FastCompany reports that 55-64 year olds are Twitter’s fastest growing audience, up 79% since 2012.

Twitter’s not just for kids anymore.

Facebook

When you see people on their phones, chances are they’re on Facebook. Business Insider reports that Facebook accounts for 66% of all social media sharing on iPhones. What’s more, 73% of American internet-users with incomes over $75,000 are on Facebook.

Mark Zuckerberg wouldn’t even need a Lucky Strike ad to get the point across. Everyone is already doing it.

What makes Facebook so useful to your business?

With “Pages” and individual profiles, Facebook allows people and companies to customize and hone their brand. Facebook can help you cultivate connections with prospective clients and enhance existing relationships.

Facebook has a very approachable and open feel. Financial advisors who take advantage of Facebook can be seen in a friendly light, while still using their social media tools to promote their business.

LinkedIn

LinkedIn is like a 24 hour networking event. Recent studies reveal the typical LinkedIn user makes over $83,000 a year and has twice the buying power of the average American citizen.

On LinkedIn, you’re in good company. Here are some of the functions of the third pillar of social media:

  • Brand your business. LinkedIn gives you the opportunity to add videos, interesting biographical blurbs and much more to color your company however you please.
  • Expand your professional network by connecting with current clients, increasing referrals and communicating with new client leads. LinkedIn can be a one-stop shop to identify prospective clients, to get in touch, and to set up meetings.
  • From CPAs to Health Insurance agents, LinkedIn “Groups” allow you to hone in on your target audience and network with the precise people you had in mind.

With over 3 million MBA graduates, 1.39 Ivy League alumni and 7 million C-Level Presidents, Executives and VPs, LinkedIn is one area you don’t want to be left out.

Get Social

Twitter, LinkedIn and Facebook are all powerful social platforms that can help financial advisors target, attract, and retain clients and keep them engaged with content that is intends to interesting, informative, and helpful in resolving a concern that a reader may have.

  • When you’re promoting your business on social media, you need a fresh, inviting and informative website to direct your prospects to. Advisor Launchpad builds beautiful mobile-friendly websites to capture more leads, as wells as optimizing them for SEO and populating them with captivating content.
  • Still want to learn more about social media for advisors? Fill out the form below for a detailed white paper on how financial advisors can utilize social media while remaining in regulatory compliance.