Create a content marketing strategy to win customers
As an Independent Financial Advisor, you know that growing your business depends on a steady stream of new clients. One way to ensure your business pipeline stays full is to position yourself as a trusted authority through content creation, also known as content marketing.
If you don’t know where to start, that’s okay. This article can help you get started by outlining the steps to follow when creating a strategy to win customers and grow your business.
Prepare the terrain
Content marketing is an effective and proven way to engage with prospects. In reality, 70% of consumers feel more connected to a business through content marketing, and 82% have a more positive impression of a business after reading personalized content.
When used effectively, content marketing helps you answer questions, provide solutions, and build brand awareness. And, in doing so, you can demonstrate your expertise and ultimately convert leads into customers.
When creating content, you can cover many topics, including:
- Staff: Why do you do what you do?
- Education: Explain critical personal finance concepts through blog posts or articles.
- Community: Provide reminders and invitations to events in newsletters or answer common questions or questions asked by listeners about money management.
Try not to limit yourself to just one format; instead, offer a bit of everything, including blog posts, white papers, podcasts, videos, and social media posts.
Channel your information
It helps to think of content marketing as a funnel, with a wider top and a narrower bottom. When creating content, consider providing information and resources based on funnel sections:
Top of the funnel. A prospect realizes that he has a need that he must meet. Provide them with training on general topics.
See it in action: A potential client sees your video on the importance of saving enough for retirement. It resonates with them, but they don’t know how to get there.
Middle of the funnel. Prospects have a problem and are looking for products and services to solve it. Focus your content on solutions to common problems.
See it in action: they click on a link to your website. They’ll find even more valuable information about the importance of saving for retirement and how your business can help them.
Bottom of the funnel. They are ready to choose a solution, you hope! Engage prospects more directly to demonstrate that you are the right advisor for them.
See it in action: The prospect connects so deeply to your website content that they book a consultation, allowing you to personally connect with them and win them over as a customer.
Content marketing is not one and done. It takes five to seven interactions before people recognize your brand, illustrating the importance of effective content marketing over the long term.
Target your ideal customer
You can’t be everything to everyone all the time. By identifying your ideal customer, you can create a content marketing strategy designed specifically for them.
Think about who you want to help (for example, socially responsible investors, high net worth individuals, or emerging wealth holders). Once you’ve determined your target audience, think about the kinds of problems you want to solve for them or the goals you want to achieve. This exercise will help you know who you plan to serve, so you can reach them effectively with your content.
Then chart their journey from when they first got to know you to when they did business with you. You will want :
- Let prospects know you’re in business
- Engage them using relevant content
- Turn them from prospects into customers
- Turn them into enthusiastic fans, generating more referrals to your firm
This is where creating a strategy for winning customers is key, as your content will guide them every step of the way.
Meet them where they are
To make sure prospects experience the path you’ve designed, post content where they will see it. People under 30 are more likely to use Instagram, for example, while those nearing retirement or are retired are generally more active on Facebook and YouTube.
Then act quickly to leave a lasting and favorable impression. Prospects are more likely to work with you if they feel a connection, so share your story and why you’re in business. Be personal; chances are there’s a great Advisor-Client match waiting to be made.
Maximize your content marketing
Keep these eight tips in mind when creating a strategy for winning customers through marketing:
- Have a clear point of view or emphasize a specialty, so that your content stands out from what other financial advisors publish.
- Impress your prospects by presenting solutions and possibilities they haven’t thought of.
- Make sure each piece of content is consistent and demonstrates your value.
- Create a content calendar so you always know what (and when) to post.
- Post new content regularly, so your audience knows when to expect more from you.
- Update outdated content to ensure it remains relevant and accurate.
- Be sure to post your content on the social media platforms used by your target market.
- Evaluate your content’s performance by tracking metrics, such as social media post comments, website visitors, and email open rates, adjusting your strategy as needed.
Don’t go it alone
To successfully execute your content marketing strategy, it helps to understand the concept and the details. But that doesn’t mean you have to create it from scratch! Partner with a company that offers proven financial advisor marketing expertise and provides the tools and resources you need to make content marketing easier.
Commonwealth offers Brand Studio, a carefully curated suite of essential tools, content and support, to help you market more, better and faster, helping you spend your valuable time focusing on customers. If you would like to learn more about our library of marketing materials, templates and resources, please Contact us today.
Please review your member company’s policies and obtain pre-approval for any sales ideas or marketing materials you would like to use with customers.
This Publish originally appeared on the Commonsense Guide to Independence, a site written by subject matter experts from the Commonwealth Financial Network®, member FINRA/SIPCa registered investment adviser.