Successful marketing for financial advisors involves many things, but blogging is a key component. Consistent blogging establishes your image on the internet and shows clients that you are a trustworthy expert in your field, which, in today’s increasingly digital world, is a must.
So how do you get started? How often should you blog? How long should your articles be and what factors should each post include? Let’s look at the research.
If you want real results, the more blog posts, the better. Google loves fresh, original content, which means the more that appears on your site, the higher your firm will rank in search engines. According to HubSpot, firms that publish more than 16 blog posts per month received about 4.5 times more leads (not just traffic) than those publishing one to four monthly posts.
Firms that published more than 16 blog posts per month also saw 3.5 times the traffic of those blogging less than five times a month. That’s a huge difference!
We understand that you’re busy, but regular blogging is a crucial part of good marketing for financial advisors. If you don't have the time to create original content, consider hiring a blogging service to generate it for you, but make sure the writers who produce your copy have a good understanding of the financial industry and what your clients are searching for. Remember, unfortunately, non-original content does not improve your SEO results.
Google continuously changes the “rules,” but today, a blog post should be in the 1,000- to 2,000-word range. Google used to suggest short, 300-word articles that we could all skim in a flash. But things have changed. New research shows that longer blog articles now tend to outperform short ones.
But there’s a catch: Blog posts must also be well-written. Google recognizes whether people are reading/clicking on an article and gives those with more traffic higher consideration.
Again, if you don’t have the time, hiring an outside company to write blog posts for you is a smart move when marketing for financial advisors. You don’t want to waste precious time struggling through new blog posts when you could be responding to clients. Posting content consistently can be especially hard and time-consuming if writing is not your strong suit.
When writing new content, make sure you personalize it. You want readers to not only learn from your articles but also associate you with the positive interaction.
How do you do this?
These tips will help get you started on a successful blog campaign and improve marketing for financial advisors. Remember, blogging can be an easy way to add new clients and establish yourself as an expert in the financial-advisor world.
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Disclosure: I/we have no positions in any stocks mentioned, and no plans to initiate any positions within the next 72 hours. I wrote this article myself, and it expresses my own opinions. I am not receiving compensation for it. I have no business relationship with any company whose stock is mentioned in this article.