I hope you get value out of this blog post.
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.
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:
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:
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:
That’s why I recommend you do these things first:
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:
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.
Once you have that, we can proceed with this one:
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:
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:
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.
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:
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:
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.
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:
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.
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:
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.
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.
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:
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.
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:
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.
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.
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:
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:
With analytics data, you’re now in a strong position to refine your blogging strategy.
This might involve different things such as:
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.
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.
But equally crucial is managing the operational side of your practice efficiently. That's where Pulse360 comes into play.
With plans tailored to every need:
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.
