88% of millennials used Facebook as their main source of news in 2015. As a financial advisor, you should be continuously trying to reach a wider audience in order to help build brand awareness and thought leadership. Content marketing helps boost your websites SEO, increasing the overall traffic to your website and ups your position as a thought leader in the financial industry.
Blogs are a great way to attract future clients and keep current clients up-to-date. Here are four tips to help make your blog more socially shareable.
Cut the Jargon
As a financial advisor, you’re well-versed in your trade. When it comes to making your blog more socially shareable, however, you’ll want to keep specialized financial vocabulary to a minimum. Always keep in mind that your audience, for the most part, is not comprised of other financial advisors who have a background in Financial Planning and are familiar with terms like “annuity,” “fiduciary” and “asset class diversification”.
To make your blog more socially shareable, write simply and clearly. Avoid using jargon, but if you have to, make sure that you explain it in a simple and direct way. Always take your audience demographic into consideration.
Be Mindful of Your Audience
Cutting the jargon does not, however, mean dumbing down your language. Instead, write informative and direct posts about a variety of subjects. You can write about general topics like retirement, or much more specific ones like what you need to know about your RRSP as this year’s deadline approaches. Make sure that they are well-researched and well-written, as clients and prospects will continue to visit your blog if they feel that they are receiving unique, valuable and sound financial advice.
A great way to attract more visitors to your blog is to advertise it on social media. Get connected through the use of social media platforms such as Facebook and Twitter. These platforms will allow you to promote your blog regularly in creative and interesting ways. The key word here is regularly. In order to maintain public interest in your blog, you will need to post frequently. People will lose interest very quickly in your blog if you’re only posting once every few months. That doesn’t mean that you have to post three times a day (in fact, that’s probably overdoing it), but rather that you should come up with a reasonable schedule and stick to it. Websites that are updated with fresh content regularly generally receive significantly higher traffic than those that are not.
Keep Your Word Count to a Minimum
This is a crucial tip. When you’re writing blog posts, don’t churn out a Moby Dick length novel of financial advice. Keep your posts short and to-the-point so readers aren’t overwhelmed or bored. It is important to keep in mind that the majority of website visitors scan a new page, rather than read it word for word. By keeping your blog posts short and concise, or in list form, it will make it easier to engage visitors who prefer to scan a page.
Just as you keep your posts to a reasonable length, make sure that you stick to the point. As a financial advisor, people are visiting your blog to read valuable advice and gain unique insight into financial activities so be sure to fulfill that component.
Social media is a great way to build your personal brand. Making your blog sharable across several platforms will help you keep your current clients informed while expanding your reach to new prospects. An increase in traffic for your website, over time will position you as a thought leader in the financial planning industry. So, if you haven’t done so already – set up a Twitter and Facebook account right now and get to work!