There comes a time in your evolution as a financial advisor when you are perfectly positioned to generate demand for your services far beyond your current organic reach.
You’re ready to leverage your content on other platforms.
Now to make that move pay off, you have to already be consistently doing three things:
Targeting a VERY clear slice of potential clients and buyers.
Publishing content specifically developed for them.
Tying that content to your expertise (typically in a handful of themes).
You’ve built the right infrastructure, but your organic growth—from referrals, your still small email list and existing social media footprint—just isn’t fast enough for where you want to go.
That’s when it’s time to get serious about reaching out to other platforms—those where your ideal audience congregates. So you can explore how to bring your brand of value directly to their owners, editors and audience.
Think of it as three distinct steps.
Step 1: Source potential platform fits. It can be oh-so-tempting to focus in on the big, well-known names that everyone recognizes. But those aren’t necessarily your best fit.
Keep your mind open to potential alliances with smaller, niche players since they—even with smaller audiences—may have more of your ideal clients. And they may be far more receptive to your ideas and offers.
Research is an important component here. Sure, google away, but also ask your contacts (including existing sweet-spot clients and buyers) where they think you might play well.
Once you have some contenders, get down and dirty on their site. Read, watch, listen to their content—and not just a random sample. Dig down so you understand the intent of the site, the vision of its owners/editors and their voice. Are they your people?
Step 2: Identify how you can best provide value. No two platforms are alike—so your job is to find the best possible intersection of your mutual needs. Ditch your standard pitch and come to each opportunity with fresh eyes.
Remember that most sites must constantly feed the content beast that is a popular platform—they need on-point, reliable contributors.
Luckily, more than a few have a webpage that tells you EXACTLY what they’re looking for when it comes to contributed content or story pitches. Read that carefully, looking for the intersection with your style/expertise. If it’s not a fit, move on.
Step 3: Make your pitch. Once you’ve settled on the site with the best intersection of your mutual needs, write your pitch. Write it in your own voice, focusing on the reader. What will pique their interest in having a conversation with you?
Think of this experience like courting a potential client—what do they value? How can you create a transformation in their audience that will not only matter, but last?
And speaking of clients, when you do get a yes, be prepared to treat the owner/editors of this new platform like a client. Answer their emails quickly, deliver on deadlines, do your best work.
You’re investing in a relationship that may pay off for both of you in ways you can’t even imagine yet.
p.s. Ready to uptick your authority, but need some structure and coaching to accelerate your progress? I have one open spot in my one-to-one authority coaching option—click here to see if we might be a match.