When you’re busy building your book of business and focused on client service, you may think you don’t have time for something like a financial advisor blog. However, the addition of a blog on your website allows you to showcase your company’s expertise and skills, along with attracting prospective clients seeking valuable financial insights. Blog content also has a direct impact on your page rankings for Google and other search engines, meaning your website is more likely to appear when people search for a multitude of financial topics.
You can also use your blog to set the tone for your company by choosing a conversational or formal voice in your writing. If your company specializes in a particular area, your financial advisor blog can be the place where you can establish yourself as an authority on that topic. Most importantly, it is your opportunity to tell the world who you are as a company, what you believe in and how you bring those values into your work and client relationships.
Read on below for five more reasons you should consider adding a financial advisor blog to your website.
1. Find Your Digital Voice
The topics you cover on your blog are only limited by your imagination. It’s crucial that you share relevant and timely financial information – this is a financial advisor blog after all – but you don’t have to deliver it in a boring, stilted way. Share the facts but add your opinion in, as well. When you inject some character into your posts, you will develop a digital voice that is uniquely you. Not only will your audience find your content valuable, but it will make your company feel much more approachable, too.
Think of your financial advisor blog as an employee in charge of bringing in new business. It should share the story of your company by detailing the services you offer through compelling stories that also illustrate your approach to client relationships. Keeping your content as authentic as possible is key. Not only will that attract the right clientele, but it will lay the groundwork of your relationships so that the first conversation can be exploratory rather than explanatory. You won’t have to waste valuable time explaining who you are, what you do, and why you are of value to a prospective client.
While this platform is entirely your own, you should always remember to write for your audience first. Of course, you have goals with your blog, but the content should be of a high caliber and relevant to your prospective clients. Regardless, of the topic, people engage with content that is presented as a good story.
SEE ALSO: Why Financial Advisors Need a Content Marketing Strategy
2. Increase Your Reach
If you want your financial advisor blog to show up on web searches and increase your reach into your target markets, commit to posting on a regular basis – at least once per month. When your blog is showing old content, it makes your website and your company seem “inactive” to your site visitors.
Posting frequently will also create more indexed pages, which the Google algorithm likes. Updated content translates to better search engine optimization (SEO), helping your financial advisor blog appear earlier in search results for topics like retirement advice, financial planning, investment strategies or any other key topics you may be writing about.
3. Move from Advice to Action
Driving traffic to your site is just the beginning. Now that you have attracted your prospective clients, you need to move them to action. Whether you include links to other relevant blog articles in your post or offer visitors a free download, a call to action (CTA) is an essential and strategic element. Some CTAs are more irresistible than others. Browse these examples to spark some inspiration for your own financial advisor blog.
Even more enticing than a strong, compelling CTA, are real-world examples that illustrate both your expertise and your approach toward clients. Let your success speak for itself, and your prospective clients will be more impressed than if you merely list off the services you offer.
SEE ALSO: Research Shows Demand for Financial Advice is Growing
4. Establish Yourself as an Expert
Your blog can be a tremendous asset. As mentioned earlier, it can showcase your company’s values and personality, along with serving as a tool for lead generation. You can even use it to establish yourself as an expert in a specific area of finance, becoming the go-to resource for a particular topic such as financial planning for families with special needs dependents. As you consider what you want to write about on your blog, you will have the chance to analyze your current business practices and offerings.
If the idea of generating content and posting on a frequent basis seems daunting, you can consider outsourcing those responsibilities while still retaining editorial control over the topics covered on your financial advisor blog. Outsourcing to a digital marketing firm frees you up to focus on other priorities within your company without losing the benefits of content marketing.
5. Consider the Future Benefits
If planned correctly, your blog can have a long virtual shelf life, providing relevant and insightful perspectives and advice for years into the future. Each post on your financial advisor blog should be curated carefully to ensure it provides value to the visitors who come to your website. A few hours of concentrated effort can provide leads for months or even years.
Let Us Develop and Manage Your Financial Advisor Blog
At Illuminated Advisors, one of the most valuable services we offer our clients is blog development and management. Don’t know how to add a blog to your website? We do it for you. Don’t know how to write engaging posts for your target market? We do it for you. Don’t know how to optimize your blog for SEO? You guessed it – we do that for you, too.
If you’re interested in learning more, let’s talk. We believe your blog should deliver your unique voice, tell your story, and provide valuable information to your clients and prospects. We work one-on-one with each of our clients to develop a strategy to increase reach and lead generation. Contact us today to schedule a discovery call and learn more. We can’t wait to hear from you!
