Top 8 reasons financial pros need an original blog
By Cindy Schrauben
Great Gus Marketing
If you’re a financial professional without an original blog on your website, you’re overlooking a significant marketing opportunity. For financial advisors and financial coaches, a blog can serve as a marketing engine for promoting your business. Blogs offer an opportunity to showcase your expertise, increase your visibility, and help you build an email list.
Just a quick note: I’m specifically addressing original blogs, not those available from your home office. Why? While it’s easy to publish blogs written by your parent company – especially if you’re a financial advisor because compliance has already given approval – there are drawbacks.
For instance, just ask yourself: How many others are posting the exact same blog?
Here are a few other problems with publishing a canned blog:
Original copy ranks higher in Google search results.
Since Google likes original blogs, you’ll be punished in search results if you publish a canned blog.
With mass-produced blogs, you don't get a chance to share your unique perspective.
If you publish canned blogs, you aren't sharing your personal expertise.
So, now that we’ve established that an original blog is best for your online presence, read on for eight ways they can propel your financial business forward.
1. Blogs enhance online marketing for financial advisors and financial coaches
Search engines like Google and Bing are continually crawling the web, looking for fresh content to index. When you update your website with new content consistently, you’re providing the search engines with the updated information they’re looking for. So, your website will rank higher in search engine results than those without one.
This higher search engine ranking will help more potential customers discover your business, driving them to your website. You can also insert key search terms that potential clients may use to find a financial advisor or financial coach into your blog, which will increase the odds your site will show up in search results.
2. You can present yourself as an expert
People want to do business with experts – especially when it comes to their money – and a blog allows you to share your knowledge with your ideal clients.
Your blog will give you the chance to connect with potential clients while sharing information that helps them. Then, over time, as you build up a library of blogs containing your expertise, you will become a go-to person in your field and connect with more potential clients.
3. A blog distinguishes you from your competition
Why should people do business with you? What makes your business special? Potential clients want to know, and your blog is the perfect way to tell them. When you write a blog, you can go into more detail than you would in a social media post or an advertisement so you can tell your story.
Blogs are ideal for connecting with your audience on a personal level, too. When potential clients know more about you and your business, they are more likely to trust you with their money.
4. Blogs allow your clients to interact with you
It’s common to provide an opportunity for readers to comment at the end of blogs. The comment section gives readers the chance to ask questions or offer feedback to which you can react. You can further showcase your knowledge with your answers and connect with your readers on a deeper level.
5. Exploring your blog’s analytics help you better understand your audience
If you study your blog’s analytics, you’ll discover which keywords brought readers to your blog. The popular keywords indicate what interests them and provide ideas for future content to get them, and others like them, back to your website.
6. You can use your blog to keep clients updated
A blog is a great way to introduce new financial services. You can go into more detail in a blog than you can on social media or in an ad, so you can fully explain the benefits of your new offerings.
7. Your blog offers an effective way to build your email list
Email marketing is an effective way to reach your customers and those interested in your financial business, but it can be challenging to get people to sign up. However, your blog is an excellent place to encourage people to sign up for your list.
If people read your blog, they see value in your content, making it the perfect time to ask them to opt-in to your newsletter list. You can then keep them updated on happenings in your business, special offers, new services, and direct them back to your website for even more information.
8. Blog posts are great social media content
Every social media post doesn’t need to be original content, and your blogs lend perfectly for repurposing. You can create a graphic illustrating one point from a blog, post it to social media, and drive readers to your website for the full information. Doing so will introduce your blog and website to more people and expand your social media reach.
So, if you want to increase your marketing reach and share your financial knowledge with your ideal clients, now is the time to add an original blog to your website. Contact me if you’d like assistance.
I’m a copywriter and strategic marketer for financial professionals. If you’re a financial advisor or coach and want assistance creating marketing copy that will connect with your ideal clients, I’m ready to assist! Book your FREE 10-minute strategy call today.
Based in Kalamazoo, Michigan, Great Gus Marketing specializes in copywriting, content writing, and marketing strategy.