Financial Advisor Content Marketing Strategy
See how the power of your content marketing strategy can spark resounding results!
Simply, it involves creating and sharing content to attract, engage, and inspire a carefully selected audience.
“Custom content in an advisor’s or firm’s voice
creates an opening
to build a relationship with your audience.
“It must be highly relevant to your audience.
“And that’s how content marketing
can boost your practice above all others.”
– Bob Hanson
And that could explain why in a recent survey Bob found that “73% of financial advisors and firms servicing advisors selected content marketing as a high-priority initiative.”
Be Aware: Its ultimate purpose is to prompt a response!
To Consider: Your audience can include your prospects, your clients, and your Centers of Influence (CIOs).
Who’s in Charge Today?
Your prospects are more in charge of the advisor selection process than ever before.
They are choosing:
- which information to consume,
- when to do research,
- who to talk to,
- how you should and should not communicate with them, and
- when to get started.
In fact, we estimate that 66 percent of prospect marketing research happens before that prospect contacts an individual or firm.
At the same time, they face an overload of information and misinformation bellowing for their attention.
Here’s Your Opportunity
There is an opportunity for you – to discover how to reach your target prospect before they make a decision.
Savvy marketers have been calling on this content strategy for decades, and you may recognize it as multi-step marketing.
Content Marketing (or Multi-Step Marketing) in Action
Step 1 – Create “Magnetic” Content such as a blog article, a webinar, a white paper, a book, a checklist on your website, or a podcast along with many other options.
Step 2 – Promote your content vigorously.
Step 3 – Your prospects respond, and you follow up until they give you the ultimate response you’re looking for.
Step 4 – If your selected audience does not respond, you may continue to follow up until they respond or until you decide to remove them from your list.
Recognize: To truly make a difference, you must leave behind lackluster or one-size-fits-all content. Instead, your content must speed straight to the heart of your selected audience.
3 Quick Tips for a Better Content Marketing Strategy
1 – Focus on Trends and Problems, Not Only Solutions
Prospects are more likely to move away from sizzling problems than move toward solutions.
Tap into what gets attention and sales by highlighting (through your content marketing) their gut-wrenching problems that you can solve.
2 – Snag Your Prospect’s Attention through Captivating Headlines
One headline can outpull another by 500 percent or more.
Prospects have limited attention (Think of it as the 7-Second Rule) for your promotion or ad.
That’s why it’s essential to stop them in their tracks through:
– the title of your content,
– the headline or opening of your ad, or
– the subject of your email.
3 – Activate a Multimedia, Multi-Step Follow Up
Today’s marketing automation and CRM systems make it easy to generate a follow-up sequence and automate it. Popular sequences include lead nurture, meeting request, and cross-sell campaigns with complementary professionals.
With these 3 steps you will see the power
of your content marketing strategy
spark resounding results!
For more information about
a content marketing strategy for financial advisors,
we invite you to contact Bob Hanson at 617-901-6886 or
by email email@example.com