Hi, Dan Sheehan from Social Merlin back again for another Marketing Minute. Today’s Topic: “Why Is Great Content So Important for Financial Advisors?”
From my own experience, I know it’s difficult to stay inspired while writing new content weekly. I know that you aim to keep your target audience engaged, but often find them unresponsive. I understand you’re concerned your content isn’t generating enough new leads. You are even starting to doubt the effectiveness of your content marketing strategy.
What then does an effective content strategy look like, and why is it so important for Financial Advisors to produce great content?
Let me help you with that since I have been there already. Your strategy should be laser-focused on connecting you andyour target market, your avatar. Once the connection is established, your content becomes building blocks towards a future client-advisor relationship. Top priority is to ensure every single content engagement develops loyalty and builds trust. You must create awareness of the services you offer so that your audience knows how you can help them. Your authority as a financial advisor is determined through great content. When your niche starts recognizing you as their expert advisor, then you know your differentiation strategy is working.
Almost 80% of consumers would rather learn more about a service provider through quality content, than by consuming hard-selling ads. A website containing quality blog posts, for example, will generate eight times more online traffic than one without. Your content becomes your online voice. In turn, people who already trust you are highly likely to become your promoters. You need those online promoters in your corner to expand your reach.
You may have heard me emphasize the importance of trust on several occasions. I’m highlighting it for a very sobering reason. Approximately 83% of clients who have appointed financial advisors do NOT believe their advisors will act in their best interests. They believe the advisor will place his or her compensation first, even at the expense of the client. So, this is what you’re up against – major distrust.
Building trust takes time, patience, consistency, and integrity. Content marketing is an excellent vehicle for you to build trust. Do not get discouraged when you don’t see instant results. You will attract the right prospects who resonate with your own unique story. The people who find you relatable and authentic will appreciate your consistency in showing up with regular posts.
By producing great Industry Content, you will educate people and amplify your authority in the process. Industry Content includes regulatory, 401K, or IRA rule updates, for example. Many people appreciate this type of content; however, their engagement rates may not be as high. Lifestyle Content is essential as it gives your target niche insight into your personal life. You will usually find a marked increase in content engagement if you share interests, hobbies, or funny anecdotes. A hybrid between these types of content would be ideal.
A key point to remember is that great content is always marked by its relevance to your niche. Keep the pulse on current questions by listening in on relevant online forums. Sites like SavingAdvice.com, Morningstar, and Reddit-Personal Finance will provide rich content inspiration as you scan through the discussion threads. Develop content that will spark thoughts and questions that will motivate people to start a conversation with you. Pick out trending themes and keywords to improve SEO for your content – Google Trends will be very helpful.
Great content will answer the foremost question in every potential new client’s mind. “Can I trust this advisor with my finances?” You want that answer to be a resounding Yes! – every single time. They must know you’ll act in their best interest before they entrust you with important decisions regarding their finances. Content marketing is your opportunity to convince them and turn them into ideal prospects and then clients.
What’s your biggest marketing problem? Before you lose another ideal client get this and other issues resolved today by going to my website, socialmerlin.com, or click the link here now. You can also ask a question, make a comment or just get more information, and I will personally respond to you super-fast. Thanks, and see you next week.