You can’t even glance at a marketing blog nowadays without seeing two phrases: “content marketing” and “lead generation.” And for good reason! Content marketing costs 62% less than traditional marketing and generates about three times as many leads. But traditional content marketing is targeted mainly towards prospects, trying to expand your reach and draw in new clients.
But why limit yourself to prospects? Focusing only on new leads can be a costly mistake, especially when you consider that the cost of converting a new prospect is anywhere from 3 to over 30 times higher than retaining an existing client. Here are some tips for creating content that will wow both prospects and existing clients in one go!
1. Quality over quantity
In order to establish trust with your audience, you want to ensure that every piece of content you push out is engaging and valuable. Think about the needs of your clients and share articles, videos, and whitepapers that help them navigate through their financial challenges.
2. Tell a story
Humans are emotional and empathetic beings, even when it comes down to the numbers. Crafting a compelling mission statement and company narrative can inspire prospects to use your services--and remind existing clients of why they came to you in the first place. So what’s special about you? Are you a family-owned firm? Why did you become a financial advisor in the first place? Highlight your unique stories and share them with the world!
3. Slow and steady wins the race
When you first venture into the realm of content marketing, it can be tempting to inundate the world with your content. However, a slow and steady stream of content is more likely to drive engagement. Schedule monthly emails and weekly social posts to ensure that you are connecting with clients in a timely and consistent manner.
4. Invite engagement
In every social post and email, encourage the client to start a conversation with you. Asking “What do you think?” or “How does this affect you?” invites the client to reach out to you. As always, be sure that you respond to their questions and concerns in a timely manner, and don’t forget to add a personal touch!
By following these key tips, you can ensure that your content is as relevant to your existing clients as to new leads. In the long run, this is key to establishing trust and credibility with your customers, and it can even lead to referrals down the line!