The internet has dramatically shifted companies’ marketing strategies in almost every industry, and the financial services industry is no different. The impact of content marketing has grown and become a large part of advertising the services of a financial advisory firm. For advisors, content marketing offers a unique and personal connection with both clients and prospects.
Today, investors realize the value of using the internet to research a firm before engaging with them. In fact, five million affluent investors use social media to research financial information before making investment decisions, according to a 2019 study by Brunswick.
This study validates it’s important to make a good first impression online as this may be the first and only representation prospects will see of you. Your website and social media profile pages reflect your firm and should present a professional, engaging, and unique service. With 80% of advisorsinitiating new client relationships through social media, this is definitely something to pay attention to.
What is the best way to get started? First, be you, and don’t sacrifice your personality for compliance (as long as you’re abiding by advertising review regulations, of course). Second, convey your firms’ unique brand online in a professional and engaging manner. This is a valuable skill that will take time and effort to hone.
A great piece of content that everyone can create is communicating your company’s story. Explain who is behind your firm, your humble beginnings, and the hard work required to get to where you are now. This will help you stand out from your competitors and become more relatable in the eyes of your prospects.
A great social media tactic that everyone can easily implement is to be social. Take time out of your day to scroll through your social media timeline and engage with your network. Even a ‘like’ doesn’t go unnoticed by the publisher and can prompt them to reach out to you.
It’s important to break any big goal you may have into realistic steps. Start small and create your first piece of content by telling your company’s story. By becoming social on social media, you will be well on your way to successful content marketing. Check out our other blog posts for other ideas on using content to tell your story, the impact of content marketing, and how to inform your network of your expertise and services.