When prospects begin searching for a new financial advisor, they have specific needs in mind, and they know what services are most important for their financial future. Publishing content that is tailored to these unique challenges establishes you as a thought leader and confirms that you are the right fit for your new client’s needs. After all, you wouldn’t check into a hospital with a broken arm and ask to see a neurologist! Outlining your content niche highlights your expertise in every interaction with your prospects and clients, confirming that you are the right fit for their financial needs.
1. Leverage Your Expertise
Bestselling author John Gordon notes, “Experts are not called upon because they are the smartest person in every room; they are called upon because they are the smartest person in a specific room.” Most clients aren’t looking for a “catch-all” advisor. They want someone with years of specialization in a certain area. Highlight your experience working with a certain demographic or strategy in order to attract more clients with the same needs.
If you don’t have a specific specialty, take some time to think about what work you enjoy the most. This is a great way to decide what to focus on in your content marketing, but more importantly, it will allow to craft a career that you enjoy!
If your area of expertise is something broad and sweeping, you may find that you have too much competition when prospects start browsing for financial advisors. Carefully focus your niche in order to stand out from the crowd. Do you offer tax services? So do thousands of other financial advisors in your area. What about tax services for new parents? Now you’re thinning out the competition! Highlight these niche areas of specialization in every blog post and social media campaign in order to reach the right prospects at the right time.
3. Testing, testing!
Now that you have some focused content, start sending it out to certain subsets of your contact list and measure the response. If a certain piece gets more engagement than others, you know you’re on the right track! Continue this testing with different content and prospects until you have a solid idea of what speaks to your core demographic.
Creating content that truly speaks to your prospects helps you stand out from the crowd and attract the right client for your business. Take some time to consider the key needs of your ideal client and focus your content on that niche in order to prove that you’re the right advisor for the job!