Content marketing, or providing free content in order to demonstrate your expertise to potential clients, has been steadily growing in popularity among financial consultants and there are two main reasons why. First off, traditional “in-your-face” ads and marketing strategies are largely ineffective with discerning investors that you, as a financial advisor, are seeking to sway. Second, writing articles, blogs, and email newsletters is both a cheap and an effective way to bolster your name recognition. While writing content yourself can often seem like a tedious hassle, the end product is exponentially better when written by a knowledgeable professional who is intimately familiar with the subject they are discussing, rather than a ghost writer. Here are a few benefits of writing your own content marketing material and some tips on how to best do so.
Increased Audience and Effectiveness
By posting free content to the web, through various channels, such as blogs, social media, and direct email newsletters, you will invariably increase the amount of people who are exposed to you and your work. In addition, by showcasing your insight and proficiency as a financial advisor through actual content, as opposed to simply advertising your services, you leave a stronger impression on prospective clients; making it far more likely they will pick up the phone and contact you. This wider distribution also greatly improves the quality and quantity of the word-of-mouth advertising you receive, as readers share your writings with friends and family.
Familiarizing Potential Clients with You and Your Style
Evaluation of any analytical service, including those performed by financial consultants, often comes down to purely looking at the numbers. This can make it difficult for you to stand out amongst the crowd. By using content marketing to talk about past experiences, helping clients achieve their personal financial goals, and discussing recent market trends or events in layman’s terms, you can create a unique voice that works to simulate what it’s like to have you as a financial advisor. This helps people become comfortable with you and your approach to the market, in turn, making them far more likely to retain your services.
Search Engine Optimization
Another huge benefit of writing you own content marketing, instead of using traditional advertising and marketing is the potential boost to your search rankings, making it easier for people to find you. By incorporating keywords in your content that search engines use to sort through results, your site can be amongst the first links people see, when they search for terms like “financial advisor” or “financial consultants”. The trick with this is to remember you are still speaking to people and to maintain the balance of using many keywords, while still putting out quality content.
At Summit Brokerage we strive to provide you all the tools you need to make money for your clients and expand your business, while still giving you the freedom of being an independent investment advisor. By working with us you get all the benefits of being out on your own, while still getting the support that comes with being a part of one of the best firms in the business.
Summit Brokerage Services is part of Cetera Financial Group, RCS Capital Corporation’s (NYSE: RCAP) retail investment advice platform.
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