Financial advisors need to spend some time working on the content marketing for their website. This is one of the best ways to make sure that they will reach the customer and be able to get the customers in the door.
The right content marketing strategy is going to make a difference when it comes to how well the website is received by the customer and how many people will come in.
Some of the steps that you can use to help improve your content marketing campaign includes:
Build Up the Target Audience
You need to think about who your target audience is before you start writing any type of content. You need to know some of the key characteristics of the target audience because it will help you to create some content that will appeal to them the most.
You can choose how to do this. One method is to create the perfect customer.
Choose whether they are male or female, what their job is, what their interests are, are they married or not, where they live and more. You can then use this as the person you will write the content to.
Think About the Inbound Methodology
Good content that can be targeted to your audience will help make sure the right people will engage with the business and all of the services that you offer.
Inbound is going to be all about making the content like a strong magnet to attract the audience inside. Getting them to not only visit the website but engage with the content will help with this.
The methodology that you will use for this will enable the target audience to find your content (hopefully through organic means), and then nurture that relationship all the way through the stages so they are ready to buy.
You want to turn them from strangers into visitors, from leads to customers, and even promoters later on.
Create Good Content
None of the other strategies are going to work that well if you have bad content on the website. The content needs to be full of valuable information for the customers that they will actually like to read.
SEO is an important part of this process. That will help your website to rank well and will ensure that you are able to get it ranked higher in search engines compared to any other method.
You also want to provide content that has value. SEO is important, but if you keyword stuff the article and do not provide value in the content, then no one is going to click for long.
There needs to be a good mixture of SEO and quality content. Think about some of the questions your ideal customer will have and then work from there.
This will help you determine the types of articles you should write and the content that will fit in. If some of the keywords fit into the mix, then that is even better.
Focus on Each Part of the Buyer’s Journey
You need to look at some of the different stages that come in the readiness to purchase with your customer.
The content marketing plan needs to focus on these, but you need to also plan out the content so that it will focus on each stage of the journey the buyer will use before they make a purchase.
There are different content formats that tend to work the best based on the stage that the customer is in at the time. Some of examples of doing this include:
Awareness Stage
- Checklists
- Free videos
- eBooks
- blogs
Consideration Stage
- Product specs
- Reports
- Webinars
- Case studies
- White papers
Decision State
- Product or vendor comparisons
- Proof of concepts
- Free trials
- Demos
- Pricing details
Knowing what stage of the process your customer is in will make a big difference in the type of content that you will write. Taking the time to write a little bit of each will make a difference to reaching the customers that you would like.
Become a Thought Leader in the Finance Industry
One goal that you need to take to make great content is to become the thought leader in this industry.
This will make it more likely that the client will come to look to you for information about the industry and they will choose you as their financial advisor.
For many business to business companies, being a thought leader is important, especially when the services that you offer are high value and have some newer technology and require a long-term investment.
This means that you will need to make sure that all of your resources and brand are the trusted hub for advice, financial solutions, and information.
Boosting up your own reputation and building up trust with the client will provide the content with an easier way to convince others to purchase through you. They know you are a thought leader so they will trust you more.
If you are producing regular content as a thought leader, make sure that you market it in more than one place. Add it to all of your social media channels and special groups.
Ask any subscribers to link to the email newsletters and blogs to make it easier for them to see your content. Or you can use that information to build your own email list as well.
Creating Content That Gets You Noticed
The content on your website is going to be important for helping you to get ahead and reach the potential clients that you want.
Creating good content and having the right target audience in mind will make a world of difference in how well the content will convert to some of the sales that you would like.
There are many things that you can consider when it comes to creating the best content for your website. Follow some of the steps above and you will be able to really hit the content out of the park.
Jonathon Spire
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