As a financial advisor, you’ve heard it a million times, and it’s likely you’ll hear it a million more: you need a blog, share your thought leadership, post to social media, use content to engage with your ideal client.
If you’re an advisor who is doing this with a strong strategy in place, you know that it works incredibly well. But if you are an advisor who isn’t, you might just be rolling your eyes right now. Not again, you’re thinking. I don’t want to hear it one more time. I’ve tried it and no dice.
But here is the deal. No, you can’t just post a blog once in a blue moon and have discovery calls populating your Calendly or other appointment scheduling tool (that we know you have set up, time blocked, and linked to your client management system, but I digress). You won’t post fresh content to your site and immediately gain rockstar status SEO that pushes you to the #1 ranked financial advisory spot in a Google search.
You’ve got to put your content to work!
If you feel like you’re content is falling on deaf ears (or blind eyes for that matter), then you may be making one of these crucial mistakes. The good news is that with a little extra effort you can correct them and get the wheels moving once again.
1) DON’T Fix It and Forget it
Posting a blog to your advisor website is not enough. Yes, it increases your SEO and your website is where it belongs. Virtual geography-wise, your website is your blog’s home and forever will be (unless you’re submitting it as a guest post, in which case it will live on someone else’s site first and foremost). BUT (and this is a big BUT, Sir Mix-a-Lot), you can’t stop there.
- Send it as an e-blast to your email lists.
- Post the blog link to your social media pages to drive website traffic.
- Share the link to your blog in appropriate social media groups. For example, if you wrote an amazing blog on succession planning for private practice physicians, you could share that blog in social media groups of (you guessed it) physicians, or even a local professionals groups.
- Include it in your monthly newsletter to reach recipients in the email list that either aren’t on social media or missed your original e-blast.
- Publish the blog as a LinkedIn article to get more eyeballs on the work.
- Create a “Guide” or “How-To” from the blog article that you can turn into a lead magnet to grow your email list.
Posting the blog to your site and calling it a day is the blogging equivalent of holding a portfolio entirely of fixed income investments. You’ve got to take more risk to see more reward.
2) DON’T Make it a One Hit Wonder
Once you write a blog or purchase a blog from a writer, that piece of intellectual property is yours for the rest of time. You can do whatever you want with it whenever you please. That means, if your firm is in business for twenty years, and your blog article is what we consider to be evergreen content that remains relevant, your blog article can be reused and recycled for twenty years! That’s a lot of bang for your buck. But even if your article is only relevant for a few years, that’s still plenty of time to get your money’s worth when you employ the techniques in this article.
- Don’t have time to write a new blog this week? Share an older post.
- Want to re-promote an old blog? Make an infographic from the information to post as the dangling carrot that entices the reader to return to your site.
Pro Tip: Whenever you’re promoting an old blog post, re-read it quickly to ensure that no numbers (such as contribution limits or interest rates) have changed since you first published the article. Then, once you’ve checked to make sure the information is up to date, send it off to do your bidding!
Content is an investment in the longevity and success of your firm, but it is only as effective as what you do with it. Don’t let your blog articles collect dust on your website. Share the information with the people that need it. Yes, NEED it. You, as a financial advisor, have the power to change lives with the knowledge and help you provide. Don’t let your resources go untapped.
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