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Automated marketing is fast and affordable. But getting a return on your investment requires customizing the content to your niche. Here are my seven content customizations to turn generic ramblings into relationship-building content.
While AUM growth is your end goal, you are entering on a journey of prospect relationship-building. It is a journey to build your “know, like, and trust” factor. Leads and referrals won’t pick up momentum until you add your voice and passion to what you share. Customizing content is an easy and low-cost way to unlock reader response.
Independent advisors have a wealth of content libraries available for them, either purchased or provided by their broker-dealer. There are two ways to customize this content. Your content provider may allow you to edit its article as it is integrated into its website dashboard. If you cannot directly edit, you can write complimentary content that shares your unique perspective, matched to your niche’s issues. The content library then serves as educational reference material.
I see financial advisors frequently automating their marketing and then forgetting about it. After a year of purchased content, they don’t see increased client engagement or new prospects. With customization, you will experience a reduction in the duration of signing a new client.
Start with these seven customizations to turn your blog into a conversation.
1. Pick the right content
Research, ask questions and dig deep with your clients and prospects to ensure you select the articles from the library that your niche wants to consume. Know your niche, understand their pain points, and develop a content plan.
Keep asking: What is the next thing they need to know? Then provide it.
2. Add authenticity
Add real stories from your practice or your personal life. This is how you differentiate yourself from a faceless corporation: by being real.
Stories provide substance, stickiness, and authenticity to your writing. Elicit a spark in your audience with why you work for your clients.
3. Be specific
Add facts, figures, and statistics that are unique to your niche or the current market. If you serve doctors in private practice, add a statistic on the number of private practices with 401(k) plans in a generic article about employee 401(k) plans.
Be specific with a complimentary, custom article. For example, write about retirement plan options for doctors in private practice. The employee 401(k) plan article is then a reference, on your website, for more details.
4. Grab their attention
You know your niche better than anybody. What would make them laugh or share with friends? Add a niche inside joke, a comment about local events or a contrarian opinion.
Writing a topical article is a perfect way to grab their attention as you take a bigger issue like the Fed raising rates and describe the impact on the major employer in town.
Be magnetic by showing that you know what your clients appreciate hearing. Your firm was founded on principles and values; connect those to the article.
5. Connect the context to your niche
Answer the “so what?” of the article. Connect an article on the benefits of compound interest to your younger clientele who should consider opening a 529 college savings plan for their newborns. This makes the article engaging and actionable by serving the needs of your audience.
6. A click-worthy featured image
An image of a tax form, retirees, or a stock chart is not click-worthy. Make them want to read more by adding a picture of you, your family, or a scene from your town. When they recognize the image, they will be drawn to reading more. In the vast sea of stock images, they will welcome a friendly face.
7. End every article with a call-to-action
If you are tight on time, forget the last six tips. Add a call-to-action to the bottom of the article. Connect the theme of the article to the action you want the prospect or client to take with you.
An article about the importance of having an estate strategy could end with a call-to-action to sign up for your newsletter on estate management or attending your next seminar on creating a living trust.
Your content is a journey composed of minor steps of action and greater trust.
To continue to benefit from automated marketing, make customizing manageable. Focus on quality edits or writing a complimentary article once a week, or once every two weeks.
Still too much work? Delegate. You can outsource your outsourced articles. Hire a copywriter to edit your articles or create complimentary articles at a far lower price than having them start from scratch.
Leverage the content libraries to create a deeper connection, not water down a relationship. Content marketing is a key part of growing your firm.
Jordan Fromholz is the co-founder of The Worth Project Consulting. A content marketing firm who helps financial advisors differentiate themselves and build trust with the right messaging, copy, and content. He started his career as a professional chemical engineer and earned his MBA from Duke University. He now takes a data-driven approach to content marketing.
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Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.