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Blogs are everywhere. These self-publishing platforms where individuals showcase their opinions and ideas online exist in almost every industry, and chances are many of the websites you visit are actually blogs. Few financial advisors engage in blogging currently, though, and industry regulations are probably to blame.
This will change dramatically over the next several years. Think of a blog as your personal online newsletter, with which you have the ability to project authority, credibility, and influence to a much wider audience than simply your current newsletter list. Blogging is a modern-day marketing platform for cultivating client, prospect, and center-of-influence relationships. A well-designed and properly structured blog can provide you with an opportunity to proactively manage your online reputation and attract new clients into your business.
What exactly is a blog?
A blog is a self-publishing tool for wrapping your personal brand around your practice. It is a digital “journal” where you can share your insights through multiple media formats, including articles you write, videos, images, and even screen-casts. Blogging allows you to communicate your thoughts easily and effectively to your target audience.
Rather than driving prospective clients and social media connections directly to your website, driving them first to your personalized blog provides an opportunity for them to get to know, like, and trust you. Thus, a blog provides you with an opportunity for client relationship development and engagement, rather than simply showcasing your products and services on your website. Your blog should be personalized around who you are, what you care about, how you help people, and ultimately what makes you different.
In addition, blogs have built-in social engagement tools that can help you build stronger connections while getting your message out. For example, it is quite simple for a client to read your blog post on a particular topic and share it with a friend on Facebook. Blog posts can be easily shared as links on social networking sites, and posts can be sent automatically to your email subscribers. The more people who see your value-added insights, the more opportunities you have to build new connections and generate introductions.
What kind of content should I publish on my blog?
Your blog can be anything you want it to be. You can write about your hobbies and interests, local events, books, charitable endeavors, restaurants that you love, or anything else that you value on a personal level. Blog posts are a great way for your target audience to get to know you and connect with you around common interests.
People do business with people, not companies. Your blog will be more effective if you can weave your personality into your content.
Secondly, your blog is a place to publish your expertise about today's financial opportunities and challenges. If you use a blog just to publish pre-written financial newsletter articles, you will not attract much of an audience. You need to be passionate, interesting and different!
What if you are not a good writer? Blog posts don't have to be long-form articles. They can be short commentaries about anything from your opinion on a current event to your views on asset management. The opportunities are endless and limited only by your creativity! Find what works for you, use the formats with which you are most comfortable, and be consistent with the frequency in which you publish.
