There are two kinds of financial advisors:
- those who have regular blogs
- those who don’t have regular blogs
If you’re the latter, then I’d encourage you to start blogging and creating dynamic content on your website, or employ someone (like us or someone else who is skilled at writing blogs that your clients would want to read) to do it for you.
If you’re the former, you may be wanting to know how to get more eyes reading your content. Here are four quick things that you can do today!
1 – Send an email campaign
We recommend doing this monthly, with a round up introduction and then several teasers of the blogs that you’ve published on your website in the previous few weeks. You don’t want to make the email too long, which is why teasers (short excerpt with a ‘read more’ link) are a great idea.
For some of our clients we send out weekly email campaigns with one blog per email campaign – and they find it works really well for their clients.
When you send these campaigns, use a platform like Mailchimp so that you can track opens and clicks. This helps you understand how your clients like to engage with your content.
2 – Share your blog with clients in your meetings with them
Online communication isn’t only for online engagement. If there are blogs that you feel will add value to a meeting that you’re having with a client this week, add it to your bookmarks toolbar in a folder called ‘Blogs for clients’. This way you can talk through the blog in your face-to-face meetings, creating space for new types of conversations with your clients.
3 – Share your blog on LinkedIn
This is a super way to help your clients talk about you in their network without you having to be there…
It’s also a powerful way to add valuable content to your LinkedIn network and start leveraging your LinkedIn presence.
How do you do this?
- Open the blog post on your website.
- Then open a new tab in your browser on the homepage on your LinkedIn.
- On your blog post, copy the url (the address at the top of your browser) and then return to LinkedIn to paste it where it says ‘Start a post’.
- Go back to your blog post and copy the first paragraph. Return to your LinkedIn page and you should see that it’s already pulled through the blog post. Select the url text and paste the copied first paragraph over the url (it will replace the text, but your blog will remain below).
(Confused? I don’t blame you! Here’s a video link to help… https://youtu.be/twApIHOKazE)
4 – Share your blog through WhatsApp
WhatsApp is now being used widely by financial advisors and their clients.
To share a blog through WhatsApp, create a broadcast list (not a group) to your clients and follow the same steps as sharing through LinkedIn. You would need to set the broadcast list up on your phone first (currently you can’t do this on your desktop), but posting can happen through web.whatsapp.com, which makes the copying and pasting considerably easier and quicker!
Remember, businesses that want to make it in the future of a social-media oriented society need to be generating and sharing content regularly. It’s not a matter of being ahead of the pack, it’s a matter of not being left behind.
