If you’re a financial advisor, content marketing can help you reach and build a relationship with the target audience. By sharing your story and providing solutions, you’ll be viewed as the go-to source. When you use content marketing, you should focus on the problems of your prospects and aim to solve them with helpful information. Here are actionable tips on how financial advisors can use content marketing to engage the audience. Let’s jump right in!
1. Develop relevant content
Truth be told, you can’t develop mediocre content and expect positive results. When you create relevant content about your financial services, your audience won’t get bored. Instead, they will look forward to more of your content.
Also, they will build trust and do more business with you. It’s worth mentioning that customers in the financial industry want live updates on how to handle their money – there’s no set and forget. The idea is to stay current with market trends.
This brings us to the question, what is relevant content? It must address the main points your audience struggle with. You should also use examples that your audience will understand. If you’re targeting people on the verge of retirement, you should not use the language of the millennial. And if you try to connect to them with humor, they will unfollow you.
2. The content should fit each phase of the buyer’s journey
Financial advisors should brainstorm on the type of content they can use to leverage the buyer’s journey. The three stages are awareness, consideration, and decision stage. During the first stage, the prospects are aware of the problem.
This is the best time to position your firm as a solution. You should use blog posts, whitepapers, infographics, and social media to market yourself. In the consideration stage, the prospects are actively seeking solutions. Here, you should explore the different options and provide a possible answer. The content you post should include helpful guides, video series, and customer testimonials.
In the decision stage, the customers come to you for consultation. You should use videos to demonstrate the value you offer to them. This is an easy transition towards a sale – show value by implementing how-to guides. You may also want to offer a special discount.
Smart financial advisors have upped their game by creating personalized content. There’re many life-changing events in our lives from birth, school, marriage, and so on. If you understand the stage of your target group, you can tailor content that appeals to them.
You may want to come up with a strategy of collecting customer data and then design content that suits them best.
3. Maintain consistency
To ensure your content marketing is effective, you should keep things flowing. If your business shares content through an email, newsletter, or blog posts, you must have a consistent schedule. It doesn’t matter the type of content you post as long as you’re consistent.
If you have a website, having outdated testimonials can be hurtful. Make sure you use scheduling tools that alert you when your content is due. Consistency is key if you want to strike a chord with customers.
4. Target specific keywords
The content you publish (blog posts, videos) must be optimized for a specific keyword. Try to use a keyword that effectively addresses user intent. Perhaps, the best approach is to include answers to the financial questions people search on Google.
You should avoid keyword stuffing as it makes your content unnatural. Keep in mind, Google will penalize you for this. In addition to that, you should optimize your geographical region.
5. You must promote your content
Content marketing for financial advisors is not a walk in the park. Just because you spent a few hours writing content doesn’t mean people care about it. Even if it’s high-quality, you should take your time to share it.
Once you understand your target group, you can spend a few bucks on marketing to pass your message across. Whether you want to share the content on blogs, social media, or YouTube videos, you should market yourself effectively.
6. Develop a unique voice
People don’t want to know about your company. They want content that can help them achieve their financial goals. As a professional, you should give your point of view. The biggest mistake you can ever make is to copy what your competitors are doing and leverage as your voice.
Instead of writing what other firms are doing, you can give tips on how customers can improve their financial wellbeing. If you target people planning for their retirement, you can give specific investment advice.
7. Use conversational language
The biggest challenge in the financial industry is that most financial advisors use complicated financial terms. But this doesn’t make your content better. If you want to stack up above your competition, use simple words. Those who use simple terms will always have an edge.
8. Include a call to action (CTA)
You’re not just creating content – you want something that converts. Whether you’re using blogs or social media to pass the message across, you should include a CTA. For instance, you can ask readers to include an email address.
From there, you can schedule an appointment. You may want to nurture your content by sending regular emails. This should continue until they are ready to do business with you. While there’re tons of advice on how you can grab the eyes of the reader, CTA will ensure people respond to what they read. You may want to spend time on your CTA strategy.
9. Measure your results
Unlike other marketing strategies, content marketing takes longer before you see the results. But this doesn’t mean that you can’t get some clues along the way. You’ve invested too much time to ensure your content sticks.
Therefore, you should have a system in place to gauge your ROI and make improvements where necessary. When you come up with a formula, you can be sure you’ll get a favorable outcome every time. Some of the questions you can use to test your content marketing efforts include:
- Did my content generate leads?
- What keywords do people use to locate my content?
- How long do the readers stay on my page?
- What content produces the most social engagement (likes, shares, comments)?
- What content is read the most (visuals, blog articles)?
If you want your financial services to skyrocket, content marketing is the way to go. With some consistency, you’ll notice better user engagement and more leads in your sales funnel. Of course, the content must be professionally written to suit the needs of the audience.
Be sure to use the above tips and your content will reign supreme.
As a financial advisor, you have a big opportunity, only if you’re engaging with potential clients and investors on various social media platforms. Recently, research entails that eighty-five percent of successful financial advisors use social media as their marketing tool. For this reason, social media is seen as a proven tool that helps financial advisors to gain new business as well as bond with clients. There are some guidelines that a financial investor should consider to excel in social media marketing. Below are 9 tips and tricks of using social media for financial advisors.
1. Identify your Target Audience
A financial advisor should determine the potential audience. Do you target healthcare experts? High tech founders? High net-worth families? Business owners? A financial advisor needs to select a platform commonly used by his or her target audience.
This is key because you’ll be able to communicate what they’re expecting. Social media helps financial advisors to reach many clients. Determining your potential audience acts as an added advantage because you’ll be able to effectively reach the right people.
For instance, both Linkedln and Facebook have various groups. These groups are important because they help individuals with the same objective to come together and share their ideas. These are the best platforms to search for groups where people have the same interest as yours.
Other social media platforms allow you to use hyper-targeted ads which helps you deliver your content to the right audience. To attain high engagement rates, you’ve to narrow your focus specifically when advertising. Strive to enhance your engagement rates because you won’t pay much for your ads.
2. Company’s Social Media Policies
Recently, most firms have some restrictions when it comes to social media marketing. A financial advisor should analyze and understand all the corporate policy regarding social media. This can be achieved by speaking with your colleagues, asking your compliance department some relevant questions, and participating in training in your firm. Social media for financial advisors is viewed as a form of advertisement.
Therefore, you should strive as you can to adhere to all rules and regulations of your company. Keenly follow are the set rules and pay attention when setting up your profiles. A financial advisor should focus on pre-approving, particularly any static content that has been in existence for a long duration.
3. Identify your Brand
Select an appropriate social media platform and create a business account. There are various platforms suitable for a financial advisor such as Linkedln, Instagram, Twitter, and Facebook. This is fundamental because you’ll be able to identify your target prospects and clients. Focus on familiarizing with a certain platform, then try other platforms.
4. Create a Social Media Profile
This should be based on the rules and regulations of your company on social media platforms. Various companies have various requirements for social media profile. Some of these companies will require you to set up an account and link it to your business email.
This is important because the company will be able to keep records. Other platforms such as Linkedln prohibits ‘skills and Endorsement’ and ‘ Recommendations’ to avoid testimonials. Some of these companies will pre-approve a paragraph that will portray all the information about your firm. Your profile should be reviewed by a registered principal of the company before you use it in business.
5. Build Your Network
After approval of your profile, you should connect with many people and invite them. Always consider using written notes rather than a mobile app. A financial advisor should consider sending invitations with a standard message. In addition, craft an introduction that reminds individuals how you’ve known them, how you’re beneficial to them, and how you can connect conveniently.
6. Learn about Your Clients, Prospects, and Competitors
Social media is important because it helps you what’s going on as well as what people value. Learning more about your clients and prospects helps you to have concrete information about how you’ll approach them as well as what perspective you’ll use. Social media will help a financial advisor to socialize with clients without having to come to the office.
When a financial advisor learns about the prospects and clients, it will be much simpler to learn about the competitors. If your competitor is doing much better than you in social media, it’s now the high time you analyze his or her strategies. This is will, therefore, help you get tons of engagement on your posts. Focus on areas such as who follows them, who they follow, and their popular posts.
This is key because you’ll have a view on what’s your competitors do and you’ll be able to create strategies that will give you a competitive advantage.
7. Invest in Quality Photography
Images are the best tools to grab attention from your potential clients. Research shows that an individual’s mind will respond quickly to a photo rather than any other type of information. A quality photo will give the best first impression.
A financial advisor should be keen to keep imagery consistent. This is key because it helps you build your identity. Relevant images will not only gain your attention but also loyalty. Your images should be of high quality, therefore, it’s a good idea to hire a professional photographer. The right photographer will help you to be s serious, corporate, and approachable.
Join various conversations on your field and start providing valuable content to your prospects. In some companies, you’re allowed to add a comment such as ‘like’ and ‘share’. Focus on being generous with your information which should be helpful to your potential audience.
Log in your account credentials at least once in a day to engage with followers. This allows you to give everyone a tip on how your business is doing. If you’re doing it in the right manner, you’ll soon see a bond begin to form.
9. Share Useful Content
Your financial firm has various articles in the libraries which you can share with your clients. Post only the posts that have been pre-approved by compliance because they adhere to all rules and regulations of your company. Be consistent in sharing useful information which matches your brand and shows your expertise in the field.
To make significant progress in today’s competitive market, advisors need to be creative in their strategies to attract and retain existing clients. Here are the financial advisor marketing ideas that can help you to grow your business.
1. Start a Blog
Building a blog and keeping it up-to-date is an effective way to show your expertise, share relevant content, and be easy to find in search engines such as Google. Before you publish your blog posts, it’s necessary to consider the trending topics and base your posts on such keywords because they are likely to be found by clients whenever they type such words in the search bar. A blog popularizes your brand, and potential customers will tend to build trust in your products, thereby leading to the growth of your business.
2. Embrace Social Networks
Social networks such as Facebook, Instagram, and Twitter have shown to be the fastest way to reach out to a broad audience with only one post. It’s the most effective way to network with your clients and share relevant information concerning your brand.
The greatest thing about social networks is that they recommend new connections for you depending on common interests such as skills, location, employers. With only a cell phone, it may be challenging to accomplish the same.
3. Participate in Local Networking Events
If you intend to enhance your hubs of influence, the easiest way is to get in touch with other professionals in your field by taking part in local networking events. Reach out to small business owners in your locality to find out if they have regular networking events for their clients.
If networking online is your priority, then type the name of your town on social media networks and click the search button, you will be directed to the available online groups as well as associations. To get your brand known in such groups, you need to ask questions, answer questions, post relevant information frequently, and the name and the title of your business will be displayed on top of all the members. It’s a cost-effective way to interact with a new audience, showcase your skills, and take your professional network into a different level.
4. Optimize Your Website
Optimizing your website is the secret to making your brand easy to recognize amongst your target audience. Try to do everything it takes to have your website ranked on the top of the search engine results page. This may include the use of relevant keywords, updating your content regularly, adding informative content into your blog, and many more. Adopt these and more SEO tactics for financial advisors to get your website ranked higher as this will popularize your brand, thereby igniting its success.
If you’re not a financial SEO expert, you can hire a professional to take you through the entire SEO tricks that can help your website to rank on the top of SERPs.
5. Build up Online Reviews
Nowadays, online reviews play a vital role when it comes to consumer decisions since various competitors are rendering the same services. To edge out your competitors, you’ll need to establish a robust presence on review sites with positive testimonials that underline your successes as well as your trustworthiness.
To get reviews, you can request customers who have been satisfied with your services to leave a review to let others build trust in your brand.
6. Narrow Your Audience
Base your marketing campaigns on a specific group of target audience rather than targeting a broad and varied base. This is a great move since you’re only concerned with consumers who can share your message.
You need to define the age bracket, income levels, service requirements, and financial objectives of a specific audience, with the motive of sending out a campaign while at the same time maneuvering the campaign itself based on their desires and wishes.
7. Increase Your Fees
This marketing trick may seem illogical, but it’s based on thorough reasoning. Setting your rates too low may discourage potential customers because there is an assumption that low prices are associated with poor quality. Set up your prices higher, and customers will flock into your business because they believe high prices are indicative of better quality. This depends heavily on the kind of products you’re dealing with. In some markets, people are prepared to sacrifice quality to save money to cater for other household items.
Don’t try to edge out your competitors in terms of products or prices. It will be hard to succeed. Value is the greatest tool to set yourself ahead of others. Always rely on valuable financial advice from advisors to stabilize your business even though such advice doesn’t come freely.
8. Host a Client Event
Rather than requesting your current clients for referrals and having to keep in touch with them, allow the referrals to come straight to you. Hosting a client event is an effective way to let your current clients know that you appreciate them, interact with them on a person to let them know you more, and thereby strengthen your relationship with them and, if possible, engage new potential customers.
Before meeting your clients, you can request each one of them to come with a friend, and this could translate to a new account opening. It’s effortless to keep in touch with potential customers who you’ve already interacted in person.
9. Test, Test, Test
Not all marketing strategies yield the desired results, and that’s why it’s necessary to analyze and find out where your marketing strategy is valid or not. Base your strategy on real data so that you can arrive on well-thought decisions when it comes to reaching out to your target audience. Relevant data comprises of conversions, information related to consumers’ behavior as well as response rates.
Do thorough research to find out whether your marketing strategy is working or not to avoid the wastage of resources on something that will not yield the desired results.
If you’re an advisor and you are looking forward to enhancing your marketing efforts online or in person, you should consider embracing the discussed above financial advisor marketing ideas to ignite your business.
This post represents the million dollar question; why does my small business need a website? Actually, I’ve heard this so many times that I decided to start my blog around it.
1. It’s like a business card
I like to tell small business owners that a website is like a digital business card. It represents your business and communicates your information to customers, just like a traditional business card. However, your paper business card will only be read by people you meet in person and you are able to physically hand it over to them.
How is the rest of the world getting a hold of your business information? How are customers suppose to find your business if they haven’t met you before? Are you willing to travel all over the place to hand 1 single business card to a potential client on the other side of town? What if that customer is in another city, are you willing to travel to give your business card to this foreign customer? Chances are that if you are a sane human being, you won’t travel to hand your business card. This doesn’t make you a bad business owner, it makes you smart!
Who in their sane mind would pay all those travel expenses just to hand over a business card? What if I told you you could do the same thing, for pennies a day (literally, that’s how much a website costs)? Would you believe me? Well… You better trust me on this one, because that’s exactly what a website would be doing for you!
2. Make you available at the right moment
Just like your website can travel any distance in a matter of seconds and can save you a ridiculous amount of money (you know, comparing it to the travel expenses to hand your business card), it allows you to be everywhere at the right time.
When a customer is looking for a solution to a problem (a product), chances are they’re going to Google to look for that item that will solve their lives. At this moment that person is ready to commit and purchase anything that’ll help them alleviate whatever they’re dealing with. Is that customer that is desperately looking, going to find your business? …. What do you mean NO! (I’m guessing that was your answer). If the answer was in fact no, man you’re loosing so much money and you haven’t realized!
3. Will grow your business
A website will do more than sharing your information to the right person. The purpose of it is to boost your business, increase your traffic and with that, will make you sell more. No matter how long I go with these reasons of why you need a website for your small business, at the end it comes down to “increase your sales” and “grow your business”.
Let me get this straight… There is a way that you can share your information with so many people no matter where they are, you’ll be exposed to a customer at the right moment when they’re ready to purchase and on top of that, it would cost you pennies a day… And your business still doesn’t have a website up and running?
Take action! What’s your next move going to be?