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.