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How Financial Advisors Can Use Blogging to Gain More Clients

Date: June 6, 2024

Want to gain more clients?

If you already have a website, then blogging can definitely help, seeing that those who blog get 55% more website visitors than those who don’t.

As you know, the more website visitors you get, the higher the chance you will convert more visitors into clients.

What is blogging and how does it help?

Well, you’re more or less already familiar with blogging, but if you’re not clear as to what it really is (it’s more than writing), here it is:

Blogging, at its core, is a way of sharing information, insights, and personal experiences through regularly updated posts on your website.

As a financial advisor, it’s a platform that can not only educate your audience about complex financial concepts but can also share valuable advice and stories.

There are a lot of advantages to doing it — here are the main ones:

  1. Improve your online presence
  2. Easier for potential clients to find you
  3. Connect with your audience

I will discuss this concept later on, but suffice it to say that using keywords strategically and providing answers to common questions can improve your search engine rankings.

The reason for that is that the majority of clients today would most likely begin their search for financial advisors online.

Aside from the angle of getting new clients, blogging also helps in connecting with your audience on a more personal level, which strengthens client relationships.

Now, there are four phases I want to discuss if you want to use blogging to gain more clients:

Phase 1: Strategize your blog content

You can go off writing your own pieces directly, without any thought of who would be reading them and what topics to prioritize.

Sure, you might get lucky and get visitors (this happens especially if there are not a lot of people talking about a specific topic).

However, this is inefficient and would likely result in two things:

  • Without thought of the readers, your articles might not connect or relate to whoever is reading them.
  • No one would find your articles because they’re talking about popular, heavily contested topics, and then your blog would die off.

That’s why I recommend you do these things first:

Clearly define who your ideal clients/readers are

If you understand their financial goals, challenges, and the type of information they’re looking for, you will be able to write content that meets their needs.

With this, you’re not only ensuring that your content is relevant and valuable, but it also helps in attracting the right audience to your blog.

⚙️ If you haven’t done this yet, here’s what you need to do:

  1. Analyze your current client base and identify common characteristics
  2. Know the type of financial advice they look for and the questions they usually ask
  3. Use market research and demographics to understand broader trends

The information you get from here will help you create detailed personas for your ideal clients, which you can check regularly.

If you’re having trouble with defining your clients and creating personas, there’s a ton of online tools you can use like this and that.

Save time building Personas with Online Persona Creator

Once you have that, we can proceed with this one:

Create a content calendar

With a content calendar, you will be able to organize and plan your blog’s content so it’s consistent and relevant throughout the year.

? There are a lot of ways to do this, but this is what I recommend:

  1. Identify key dates (like tax seasons, financial planning months, etc.)
  2. Brainstorm evergreen topics and timely topics
  3. Find the best keywords for these topics
  4. Schedule your posts into the calendar

Most people just start with #2, or sometimes, they start by coming up with content buckets or content categories (you can also do this).

But the point of why I suggest you start with key dates is that you will be able to maximize your blog’s engagement with these dates.

But anyway, once you have those evergreen and timely topics, I suggest that you either use a keyword research tool or just use the autosuggest feature in Google.

For example, let’s say you want to write a topic related to “tax refund status”, just enter the first bits into Google and you will see potential topics:

google autosuggest for tax refund status topic

Nice trick, right? ?

From there, all you have to do is allocate specific posts to dates in your calendar and consider blogging frequency like weekly, bi-weekly, or monthly.

For best results, I suggest you look into how you can consistently publish as many articles as you can so you can cover more topics as possible.

Phase 2: Write effective blog posts

Now that you know who you’re writing for and you have the topics planned out, it’s time we talk about how to actually write effective blog posts.

There are three things here I want to talk about:

1. Headlines

Creating compelling headlines is your first step toward grabbing the reader’s attention.

Since we’re talking here about blogging and not sales pages, what you need here are titles and headlines that indicate value.

Remember these when thinking about headlines and titles:

  • Clarity
  • Engaging and not boring
  • Relevant keywords

I had to insert the last one since it’s quite important if you want your blog posts to be found on the first page of search results.

Well, Google and most search engines are now smarter than ever before, so you actually don’t need to write the keywords or phrases as they are.

What I mean here is that you can play with their tenses and order, like instead of “tax refund status”, you can use “status of tax refund” when appropriate.

2. Providing value

We’re now talking about the meat of your blog posts, these are what will keep your readers coming back for more.

Informing your readers or audience isn’t enough — you need to share actionable information, practical tips, or insights analysis.

? Here’s what I recommend so you can do those things:

  • Focus on solving common problems
  • Focus on answering frequently asked questions
  • Simplify complex financial topics

As for the writing itself, make sure to use clear, accessible language and include examples, links, and even images to illustrate your points.

The goal here is to make your readers feel like they know more and are more confident with financial decisions after reading your blog.

This builds trust and interest on the reader’s side, and with enough time, it will make you more authoritative, with your blog as a valuable resource in the community.

3. Search engine optimization

There’s a lot that goes into search engine optimization, including off-page optimization like link building and guest posting.

However, my point here is more on-page optimization and the little SEO things you can do while writing your articles.

At the very least, do the following:

  • Do keyword research on the topic and understand the terms and phrases
  • Integrate these keywords naturally
  • Link your blog posts internally (within your site)

When I say integrate the keywords, I mean throughout your site like your title, headings, subheadings, and body text.

But make sure to never stuff the keywords or force them into context — let them flow naturally by being mindful to use a better search keyword or phrase when possible.

I didn’t mention this above since it’s a bit optional and a little technical, but it’s a good practice to pay attention to meta descriptions and image alt texts.

⚠️ Note: You can see these metas in the search results like the description you see below the title on the results.

Phase 3: Promote your blog

I hate to break the news — if you expect visitors from the search results, you will be disappointed.

The truth is, it can take months before you see your blog posts appearing in the search results especially when your website is new.

That’s why you need to promote your blog and make it more popular in the eyes of the search engine by inviting more people to your website.

Promote your articles on social media

Sharing your blog posts on social media platforms is one of the most direct ways to increase your blog’s visibility.

I don’t really have a recommendation on which platform to focus on, but I suggest you look into each platform’s audience and format.

For example:

  • LinkedIn is ideal for professional insights, memes aren’t popular here. ?
  • Instagram though is highly ideal if you want to share engaging visuals and even stories related to your blog content.

Unfortunately, that doesn’t stop there.

A lot of businesses and people only see the value in posting content — they don’t see how engagement is equally important.

What I mean here is that you need to engage with your followers by responding to comments and messages.

Doing that is like installing a positive feedback system on your blog posts and your social media accounts as more engagement generates more traffic.

Email marketing

This depends though if you already have an email marketing campaign in place or if you’re actively capturing email accounts on your website.

But if yes, email marketing is a powerful tool you can use to promote your blog by directly reaching out to people interested in your content.

⚙️ If you haven’t started this yet:

  1. Start by building an email list of your clients
  2. You can also put up an email capture form on your website
  3. Send regular newsletters that highlight recent blog posts

Well, it’s likely that you know what I’m talking about since you might be receiving newsletters in your inbox from various businesses and influencers.

Similar to writing effective blog posts, make sure to personalize your emails to increase open rates and use compelling subject lines to grab attention.

Phase 4: Refine your blogging strategy

Blogging is a continuous process, it’s never over. ?

It makes sense since first, you need to publish content regularly, and second, you need to improve your blog according to engagement and performance.

Track performance with analytics

This is something that you can’t do by yourself, you need analytic tools like Google Analytics to capture data and provide insights.

For example, Google Analytics provides you with information like:

  • Page views
  • Bounce rates (how fast visitors hit the back button)
  • Average session duration
  • Traffic sources

These data will help you understand how readers interact with your content, which posts are more popular, and even how people find your blog.

The information here helps you know what works well and what doesn’t, so you can prepare for the next step:

Adjust your strategy based on insights

With analytics data, you’re now in a strong position to refine your blogging strategy.

This might involve different things such as:

  • Shifting the focus of your content with what resonates the most
  • Optimizing existing content for better SEO performance
  • Experimenting with different content formats to increase engagement

This might also be a good opportunity to reassess your promotional strategies like maybe you found out that Facebook generates the most traffic for your blog.

All these tweaks are important if you want to ensure your blog remains relevant, engaging, and effective at attracting readers, and eventually, clients.

Using Blogging to Get More Clients

Once you have it all figured out, my final tip to you is to engage actively with your audience.

Make it a point to interact with your readers through comments, social media, and emails — all beyond just publishing posts.

This creates a sense of community around your blog and gives you direct insights into your client’s needs and concerns.

The strength of your blog lies not just in the content you produce but in the relationships you build and the trust you establish.

After exploring the dynamic world of blogging as a potent tool for financial advisors to attract and engage clients, it's clear that content is king.

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Not only will you elevate your practice with streamlined operations:

But you will also free up valuable time to invest in what you do best—advising clients and growing your client base through strategic blogging and beyond.

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