If you’re a financial advisor, you’ve likely had these questions go through your mind at some point in your career, “How do I position myself as an expert in the field?” and “How do I stay top-of-mind so I’m the first call when someone realizes they need a financial professional?” The answer to both is strategic marketing. And financial advisor blog posts are an integral part of marketing strategically.
At Indigo Marketing Agency, we work with top advisors to use content marketing to generate awareness and referrals. Each blog post we create for our advisors is published on their website, sent through email, and shared across social media. To give you a glimpse into the type of content that increases an advisor’s online presence and generates more referrals, here are the 10 top-performing advisor blog posts of 2021!
1. Hello and Goodbye; Our Team Updates
Believe it or not, your clients and readers want to know what’s happening at your firm. No one likes getting an email or call (especially concerning their finances) from someone they don’t know. This type of content has two purposes: updating your current clients on what’s happening at your firm so they are in the know and feel like family, and showing prospective clients that you care about your clients’ experience and that you are communicative and responsive to their needs.
2. Our Client Stories
Let’s face it—when we have a question or concern, it’s comforting to know that others have faced the same thing. When we publish your clients’ stories, it not only gives a peek into your processes and services, but shows your prospects that you understand their situation and have the solutions to help them achieve their goals. Plus, these articles showcase the relationships you build with your clients.
3. See a Sample Financial Plan
This is a blog post we do for almost all of the advisors we serve because we know it works. We even go one step further in your marketing to add a link to our advisors’ home pages so visitors can click to see a sample plan. Prospects want to see a tangible example of what they can expect from working with you. This is always one of the most visited pages on our advisors’ websites.
4. How I Invest My Money
Your clients probably aren’t investment experts—that’s why they need you. Since you have all the knowledge and experience, sharing your personal investment strategies is eye-opening for others. This article has, by far, been one of the most read and enjoyed posts we’ve done this year.
5. Getting the Most From Your Microsoft Benefits Package
Or Wells Fargo benefits or federal benefits…you get the idea. Employer benefits are just that—benefits. But many employees don’t maximize what’s available to them because they lack information or feel paralyzed by their options. By setting yourself up as the niche expert for a specific company or market, you’ll open the door for many employees to come to you with their financial needs.
6. Tips for Amazon Open Enrollment
This is a top-performing post for two reasons: it’s employer-specific and timely! If your readers recently got a notice that they need to update their benefits for the new year AND they see this post from you, their interest will be piqued and you will be set up in their minds as someone who is an expert in an area they may need your help with, either now or in the future.
7. How to Prepare for an Unexpected Death
No one likes to think about a loved one dying, let alone set up their finances to prepare for it. Actionable content like this helps clients by giving them the tools they need to see the big picture, while also showing them the need for a financial advisor to guide them through challenging decisions and phases of life.
8. Here’s Why the DOW Doesn’t Really Matter
You know what you’re talking about, so why not share your opinion and give your readers insight into how you think? Remember the goal of setting yourself up as an expert? That’s what this category of articles accomplishes.
9. 10 Things to Do Within 10 Years of Retirement
How many times have you thought, “I wish someone could just tell me what to do” when faced with decision fatigue? Retirement planning is one of the top 3 reasons for financial anxiety. (1) Meet your prospective clients where they are at by showing that you can help them with the things that keep them up at night.
10. Why I Love Living and Working in Newport Beach
Not only do these posts help with your search engine optimization (SEO) rankings, but the local and personal elements help your prospects get to know you better.
Bonus: Why I Became a Financial Advisor
We couldn’t write a top-performing articles post without including this one. It’s always the first blog post we write for our clients and it’s consistently a top performer. Why? Prospects aren’t going to entrust their finances to a stranger. By sharing who you are and your passion for what you do, you take the first step in building trust and inviting a prospect into a relationship.
Will 2022 Be Your Best Year Yet?
What about your marketing? What was your top-performing blog post this year? If you haven’t been sending out content to remind your clients and prospects what you do and how you can help, now is the time to get started. Check out a Sample Marketing Calendar and learn more about our Total Marketing Package today!
To learn more about what we do for financial advisors and their marketing, watch my free webinar on What We Do & How We Help. In this webinar, I walk you through everything financial advisors need to know about marketing. You can even use this information to do your own marketing if you don’t want to work with us directly. And if you’re ready to partner with Indigo to maximize your marketing, schedule a free strategy session here!
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