Hi, Dan Sheehan from Social Merlin, back again for another Marketing Minute.
As a financial advisor do you understand what Content Marketing is and how to do it the right way? Well, that’s our topic for today.
While growing your practice, maybe you have consistent revenue, but feel overworked and need an easier way to attract new clients – I know I did. You obviously have a lead source, process or funnel in place, but you’re finding growth difficult.
So now what? Well, you know the issues your prospects care about, maybe it’s time to package that knowledge to give useful information to your avatar or perfect client and deliver it to where they are. The best way to do this is by using Content Marketing to help attract, engage and convert your prospects into clients.
Bear in mind that content marketing is different than traditional marketing. It’s a real-life way of engaging your prospects without delivering a sales pitch. This may appear counter-productive to some, but therein lies its power – it becomes a conversation with an understanding, trusted advisor and thought leader over time.
Your content highlights your expertise, but instead of being a hard sales pitch, it should resonate with your prospect’s concerns, pains and fears while showing your empathy and understanding for the issues and challenges they’re dealing with. As your social network increases, a wider audience will be reached, taking you from traffic scarcity to plenty.
Here’s a few titbits on content marketing:
- Your content should be informative, educational and persuasive without promoting or selling your services. Direct selling is a ‘no-no!’
- It should seem like a conversation and answer a frequently asked question or better yet a seldom asked question – that should be asked.
- Offer non-biased choices from the prospects’ perspective. Share your opinion on the choices and current trends. Your knowledge and objectiveness will build credibility and trust.
- Consistently giving sound advice and financial insights will also result in word-of-mouth marketing, a little bonus, which will reinforce your growth as a thought leader.
- It does require focused effort to consistently deliver meaningful, quality content over time. Therefore, draw up a content framework, that includes a guide or roadmap, budget and plan for content delivery and what resources you’ll need.
- There are marketing automation tools available to help with all this and what to do with the results – new prospects.
- Most important of all – make sure you focus on your avatar or ‘perfect-client’ prospects’ needs.
Sharing good content over time is also known as lead nurturing. In our industry prospects may feel a high level of risk, effective lead nurturing will help to keep your prospects engaged while you build trust along the way.
If you’d like to get more information, click the link below. Thanks, and see you next time.