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!