At the heart of inbound marketing lies sharing quality-rich content that educates, informs, and solves problems. Blogging is one of the best ways to establish your financial planning or wealth management firm as an expert in the industry. You have a credible outlet where you can deliver ongoing financial advice to keep potential and existing customers coming back to your website.
Additionally, a search is a top choice many consumers use to find answers and information. By maintaining a consistent blogging cadence and implementing SEO techniques, your content will show up in the search engines, increasing brand visibility and traffic.
In fact, companies that published 16+ blog posts per month receive almost 3.5 times more traffic than those that only published 0-4 monthly posts. These same companies also generate 4.5 times more leads. It’s worth leveraging a business blog to increase website visitors, grow your leads, and augment your ultimate content marketing goals.
Here are 6 financial advisor blogging tips to implement in your marketing strategy to create favorable results.
Knowing your target market is a prerequisite to a solid financial advisor marketing plan. By understanding their pain, problems, and challenges, you are better positioned to create blog content that speaks to these needs. Your posts will resonate, making your strategy highly effective.
The best way to understanding your audience is by developing buyer personas. During this process, you’ll paint a vivid picture of who your ideal customer is, the questions they’re asking, and what specific problems they have that you can solve.
It’s necessary to determine how often you’ll blog and remain consistent with that schedule. Blogging daily can be quite ambitious if you have a small marketing team who are wearing multiple hats. Set the bar but also be realistic. If you can only publish 2 blog post per week, maintain that until you can create more.
You can also outsource your content creation to help meet your blogging goals. Content sites like Constant Content and BlogMutt are excellent tools for producing quality blog posts on your behalf.
Along with setting a blogging schedule, having a tool where you can organize, plan and schedule your content is equally important. An editorial calendar allows you to see your topics at a glance, ensuring it aligns with your overall business goals. You’ll also see if there are any gaps in your schedule, helping to determine if you need to repurpose or curate content. This is a must if you want to successfully leverage blogging in your financial advisor marketing.
Google Calendar is great for organizing your blog posts. CoSchedule offers more robust features including managing your social media content, videos, webinars and more. The key is to choose one that works best for your team and use it!
A big secret to making your content “come alive” is by adding interactive pieces that get your readers involved. Videos, audios, infographics, quizzes, and calculators are perfect additions that not only complement your text but improves user-experience with your content. It keeps visitors on your site longer, improving SEO ranking.
As more brands embrace content marketing, you want your posts to stand out. Interactive content gives your audience an engaging experience, separating you from the sea of content shared. They’ll retain the information longer helping to keep you top of mind when it comes to financial services.
Many of your visitors will be viewing your blog posts from a mobile device. Keep this in mind during your content creation. Make it easy for readers to consume by using short paragraphs, bullet points, numbered lists and subheadings. They’ll be able to quickly scan and still capture the key points.
In fact, 43% of people admit to skimming blog posts (Source: Hubspot). If they visit your site and there are blocks of texts with no breaks (whitespace), you’re apt to losing almost the majority of your readers. Use these easy formatting techniques to keep them on your content.
Even with the constant changes in algorithms, there are time-tested SEO tactics that’ll help improve your Google rankings. First, choose 1-2 long tail keywords that your market is actively searching and mention them naturally throughout your content. Include the primary keyword in the title, URL, tags, and description.
Also, use this same keyword when saving your visuals. You’ll improve SEO for visuals, helping to rank them in the “Images” and “Video” search engine results page (SERPs). Do this with each blog post to strengthen your SEO strategy.
Implementing these tips will boost your traffic generation, increase engagement, and give you more content to use throughout your inbound strategy. Commit to incorporating them into your financial advisor marketing. You’ll reach more of your audience while positioning your firm as an expert in the industry.
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