For financial advisors who want to get clients through digital marketing, blogging to demonstrate your expertise to prospective clients is a cornerstone of the strategy. The challenge, however, is that creating blog content – like saving for retirement – can be a slow and arduous process, with good habits and consistent actions repeated for a long, long time before there are any material results to show for it.
In this week’s #OfficeHours with @MichaelKitces, my Tuesday 1PM EST broadcast via Periscope, I share my top five tips for achieving blogging success as a financial advisor, based on my own experience in building this Nerd’s Eye View blog.
The first key is to create some structure for yourself with an editorial calendar. Having systematic deadlines that you’ve committed to meet on a regular basis is crucial for creating the self-accountability necessary for follow-through action, and can help you get into a steady rhythm of producing content.
Second, create a standard template for your actual blog posts. Whether you adopt a 3x3x3 structure akin to what I use here on Nerd’s Eye View, or something else that fits your own structure… a formal template for how you organize your thoughts can greatly expedite the writing process for your next article.
Third, have a system to capture content ideas, based on the conversations you’re having with clients and prospects. If you’re sitting down and trying at that moment to figure out what to write, you’re doing it wrong. Write down the ideas as they come up in conversation (or at least, jotted down immediately after the discussion ends), so that by the time you need to write, it’s simply a question of which article topic that’s already on your list will be the one you write up next.
Fourth, recognize that you don’t have to make your writing perfectly polished alone. Your job is to demonstrate your expertise; freelance editors are very affordable, and can be hired to review the article later, fix the typos and grammar, and help make the final product a little easier to read. There are even editors who specialize in working with financial advisors and investment writing.
And last but least, realize that results – in terms of new clients – aren’t going to come right away, so you need to measure what leads to future success, which is reader activity. Many advisors, when failing to see any immediate new client results from their efforts, get frustrated and give up too quickly. Fortunately, Google Analytics is an excellent tool for measuring what’s going on when it comes to your website, and help you track how many people are visiting and signing up to receive your content in the future. If the readership is growing, the new clients will follow as the trust builds over time.
Ultimately, blogging can be an effective way to demonstrate your knowledge and expertise with prospective clients, but because it takes time and consistent effort, adding some structure to your process is crucial to sustain blogging until it produces real results as a digital marketing strategy!