How Financial Advisors can use Content Marketing to Boost Website Traffic

Marketing has evolved tremendously over the past decade – and more importantly, the way we market to people has changed. Today’s consumers make purchase decisions based on research they do themselves, reading online reviews, and building trust over time with an organization. Content marketing may be the most important digital marketing strategy out there today. 

This eBook will get you started on your content marketing journey with actionable tips and tricks for creating an effective strategy. 

How Financial Advisors can use Content Marketing to Boost Website Traffic

Advisors: Learn to Market to your Future Investors


Millennials are stereotyped to be lazy, entitled, cynical, and glued to our phones (some would call us the “selfie generation”). Others perceive Millennials to be open-minded, engaged and optimistic. As a Millennial, I see this generation as a group of individuals that are driven, daring, opportunistic, and so much more. So, as a Financial Advisor, why should you care?

  • Millennials are the most educated generation (in American history) with over 63% of Millennials earning a Bachelor’s degree (Aabaco)
  • By 2025, 3 out of every 4 workers globally will be Millennials (Aabaco)
  • Millennials make up one third of the workforce (Aabaco)
  • We are worth over one trillion dollars in purchasing power (Bazaar)
  • By 2018, Millennials will have the most spending power of any generation (Bazaar)

As a Financial Advisor, ignoring the Millennial generation means that you are ignoring future and current investors. The future of your businesses could very well lie in the hands (and pockets) of the Millennial generation. So, just how do you reach us?

We are mobile

Whether it’s email, social media, applications, or most importantly web browsing, the smartphone is more than just a phone for the Millennial generation. 78% of Millennials spend over 2 hours a day using their smartphones (CMO). I personally rely on my smartphone for a lot and as a Millennial, there is nothing more frustrating to me then visiting a website that is not mobile friendly. In fact, 30% of mobile users abandon a transaction if the experience is not optimized for mobile (Mobify). So, what does this mean for you?

If you’re an Advisor that is trying to market yourself online and are targeting Millennials, it is important to adjust to our digital preferences. Providing your audience with a consistent online experience across several devices will help you stand out from other Advisor websites. A positive user experience will help you build trust, and increase the likelihood of a user returning to your website. This is also great for improving your search engine ranking (to expand your digital reach) as well as cultivating a winning brand.

We are social

33% of Millennials identify social media as one of their preferred channels for communicating with businesses. To put that number into perspective, only 5% of those 55 and older agree (MarketingSherpa). Whether it is Instagram, Facebook, Twitter, or LinkedIn, we love our social media. Gone are the days where direct mail is the best form of marketing, to Millennials.

As an Advisor, some social media platforms are better suited for you and your target audience. LinkedIn, for example, is a great platform to connect with Millennial prospects because they account for 38% (87 million) of LinkedIn’s user base (SocialTimes). LinkedIn recently conducted a comprehensive survey of Financial Advisors and found that 75% of Advisors who gained clients from LinkedIn stated that they use the site to improve their referral network. So, if you’re unsure where to start, LinkedIn is a great first step to grow your advisory firm’s online presence, strengthen and nurture your relationships, and reach more Millennials.

We crave content

Millennials are 44% more likely to trust experts than advertisements, and 247% more likely to be influenced by blogs or social networking sites (Hubspot). It is much more rare for someone to make a purchase as a result of a smooth salesperson. Yet, if an expert whom they admire and trust recommends a products or service, they’re sold. Lucky for you, you are an expert in your field. But, do people trust you in the digital space? When building relationships with an online audience, that face-to-face interaction is not there to help build trust. So, how can you get people to trust you in the digital realm?

Keep in mind that more than 70% of the buyer’s journey is completed before a prospect reaches out to you. Nowadays, consumers, particularly Millenials, do extensive research about products and services before choosing which one they are going to go with. Our buying decisions are less influenced by repeated exposure to the same message or brand, but rather built off of conversations and information we receive. In other words, we base our decisions off of the content we are exposed to.

Content marketing is a great way to engage the Millennial generation.  This technique means helping to solve, educate and inform your audience on problems they may be facing through content. By providing prospects and clients with readily available information online, you’re able to build a more trusting and valuable relationship with them. If you were to ask me the benefits of a TFSA compared to an RRSP, I wouldn’t have a clue what to tell you. But, just like a lot of other Millennials, I love to learn and would prefer a Financial Advisor that would not only advise but also educate in a non-salesy way. Let’s say I was in a situation where I was picking between two Advisors: one has a helpful, informative blog that helps to answer some of my questions without having to contact them.  The other Advisor’s website is static with generic content about their business.  As a Millennial, I would definitely pick the Advisor providing informative content on their blog.


If you are looking to reach more Millennials, you need to ensure that you have a strong digital presence. Remember that we are mobile, social, and crave content. Get started by checking if your website is responsive, sign up and stay active on at least one social media platform, and start blogging. Millennials make up one third of the workforce and soon enough will be worth over one trillion dollars, so ensuring that you reach us digitally is key to the future success of your Advisory Firm.

How Can Advisors Market to the Millennial Generation?


Build an Advisor Brand That Makes you Stand Out


What comes to mind when you think about Coca-Cola?

You may be thinking “a popular beverage”. But, when it comes to their brand, it’s more than just a beverage company. Coca-Cola sells happiness, togetherness, and positive emotions.

So, when it comes to deciding between buying a Coca-Cola product or a Pepsi product, both are popular beverages and in the same realm. What pushes people to decide is often the emotional connection an individual has to that brand.

A brand is everything to do with you and your company: who you are, what you stand for, what services you offer, your goals, values, personality, and more.  A brand lives and evolves in the minds and hearts of potential clients.  It is a fostered set of emotions and ideas consumers associate with your company.

Cultivating a strong brand is crucial to your businesses’ success, both online and off. There is a lot that goes into building a brand and shaping how others perceive you and your business; from customer testimonials to your value proposition.  Seeing that we are now in a day and age where people will make purchase decisions based off of emotional connections, building a strong brand identity can help build value for your business.

Just as a brand can drive its prospects to pick them over a similar competitor, your personal brand can drive your prospects to pick you over other Financial Advisors.

So, ask yourself:

  1. What does my personal brand say about me?

Your personal bio is the most powerful branding tool you have. In Mitch Joel’s book Ctrl Alt Delete, he talks about “digital first”. This concept emphasizes that the first place we learn about things (and people) is online. This means that, often times, an individual’s first impression of you will be based around how you carry yourself online. Your personal bio is one way to communicate who you are without having to be face to face with prospects and clients.

On a broader scale, what you communicate on your website and social media defines how you (and your brand) will be perceived by an audience. When you promote yourself as a Financial Advisor, you’re promoting what’s on the surface of your brand. But, what makes you unique and sets you apart from other Advisors? Do you promote yourself with the idea that you are a unique brand, such as “Coca-Cola”; a brand that sells happiness, togetherness, and other positive emotions, or just “a popular beverage”? If you’re selling your services by sharing your valuable knowledge with your audience, people will start to build trust with your brand.

  1. What do I WANT my personal brand to say about me?

Are you family-oriented? Do you specialize in a niche area of Financial services like retirement planning? Are you a fan of a specific sports team? Do you use your interests to better connect with clients? If being family-oriented is something that you want to be portrayed to your audience, use images that focus on that throughout your website. Use images and create content that further demonstrate your understanding of your niche market. You can use also social media to humanize your brand further by celebrating your favourite sports team’s success. There are so many ways to create a well-rounded personal brand that is true to who you are and what your advisory firm is all about.

Take a minute and think about what you want people to think (and say) about you and your business. Do you want them to see you as someone that is strictly business or someone that wants to get to know their clients on a more personal level? Even with a digital shift, human interactions are still very important to sales and business processes. A prospect or clients experience with you online (and off) should feel personalized and human. You want prospects and clients to connect and relate to your brand on an emotional level. Giving your audience a solid sense of who you are may make them more willing to trust you as an Advisor, which is particularly important in this industry and when competing with other Advisors.


What does your brand say about you? Can you identify your values, goals, or uniqueness from what you’ve put online? Remember that a brand is not what you say it is, but rather what your consumers say it is. At the end of the day, do you want to promote yourself as a unique brand, such as Coca-Cola, or just a popular beverage? In other words, do you want your brand to connect with your audience on an emotional level, or be seen as just another Financial Advisor?

Marketing Financial Advisory Services in a Noisy Digital World

This post was authored by Marie Swift and originally appeared here on GuideVine.

Khalid Usmani, who is the Director of Advisors Success at GuideVine, and Marie Swift, who heads up PR and marketing consulting firm Impact Communications, recently spoke about marketing Financial Advisory services in a noisy digital world.

The audio interview can be accessed here:

Here is a summary of key points.

When it comes to your digital footprint, a couple of things are very important:

  1. It’s about widening your reach
  2. It’s about deepening your appeal

Drilling down on point number one, widening your reach:

Using the Internet has become increasingly important as a medium for people to make important decisions and forge relationships.

A recent study done by PricewaterhouseCoopers shows that 83% of people do research online before they make a purchase or major decision. They know what they are likely going to buy before they even set foot inside a store or call a service provider.

Another study, from Pew Research shows that since 2013 the number of people using online dating sites has gone up 3x. The interesting thing here is that it’s just not people age 18-29. The biggest increase in use came from people between ages 35 and 65.

For Financial Advisors, the big take-away is that people will find you in all kinds of places online. They may find you on your website, LinkedIn profile, Facebook, or different web portals so it is important to make sure that you are visible where your ideal clients are. Make it easy for people to find you.

To learn more about being discoverable online, read The Digital Reality for Financial Advisors.


Drilling down on point number two, deepening your appeal:

Deepening your appeal is perhaps the most critical part. You can certainly be on lots of different platforms and be on social media. But just being there doesn’t really make you different. What matters is making sure you have a deep connection on those platforms.

There are three things to think about if you want to stand out:

  • Messaging
  • Thought leadership
  • Call-to-action

Messaging – It is important to have consistent messaging. You’d be surprised the number of Advisors that have a dramatically different message on their website than they have on their LinkedIn profile. Make sure you have a consistent message and a consistent brand across the various digital platforms that you use so that the prospective client is seeing a similar brand across the board.

Thought Leadership – You must also have great content and be able to show how you’re different from the crowd. Too many Advisors rely 100% boilerplate content that they have purchased to distribute via their websites and/or social media. While using some purchased content is fine, relying it 100% means that you are not being truly authentic. The best strategy is to break away from the pack and show value to the potential prospects by highlighting your thought leadership. Share what you think is going on in the market or your ideas on a particular issue that a lot of your current clients face and make that conversation real online.

Call-to-Action – It is important to have a compelling call-to-action. If there isn’t a clear path that is obvious to visitor when they come to your website, they will just bounce off. So have a button and some language that specifically calls out and invite the visitor to connect with you, to download one of your latest market perspectives, to watch one of your videos, or interact with a piece of software on your site. This also translates into how you set up your LinkedIn profile or even GuideVine profile – what’s the purpose? What do I want the prospect to do when they are on each page?

Advisors who focus on widening their reach and deepening their appeal can add millions of dollars in net new assets directly through their online channels. In order to be more discoverable online, you’ll need a marketing hub (typically your website) and a number of satellite pages that connect in to and out from your hub. Imagine a big spider web on the World Wide Web. Your website or blog is the primary place where you want everybody to eventually migrate. Having satellite entities, such as a GuideVine profile page, social media profiles, and articles published on other credible is essential due to cross-linking (boosts your search engine page rankings). When people Google you by name (or by specific terms or even generic terms), your LinkedIn, Facebook, Twitter and GuideVine profiles will show up. So think about building a multi-page footprint online.

Of course Advisors are busy people, so when it comes to building your digital footprint think about:

  • What are your goals?
  • Who’s your target?

Not every Advisor should be on every single platform out there. That is just not a good use of time. You as an Advisor have to identify what are the key platforms that you want to be on and then prioritize from there. GuideVine actually has a process for this – a trained professional helps the Advisor create a step-by-step game plan. It is important to focus on the basics:

  • Getting the profile set up
  • Making sure the cover photos and profile pictures are consistent and professional
  • Ensuring that the descriptions are the same and support the overall brand identity you’re trying to promote

Content – Once you’ve got the basics down, think about your content. Make sure you have great content – that it’s frequent, and that it’s consistent and appropriate for the target audience that you are going after. A lot of Advisors think that “creating content” means they have to write something from scratch – and that seems overwhelming to time-crunched Advisors, especially those for whom writing is not a natural strength. But studies have shown that video and infographics and other forms of visuals get shared more often than just text alone. So adding in the visuals can help you broaden your reach and deepen appeal.

One of things GuideVine has learned in having thousands of videos and tens of thousands of views is what things consumers really like when it comes to liking an Advisors video. Bottom line: having a profile page with some text doesn’t really get the Advisor’s message across. Most Advisors will agree that the wealth management business is a very heavy relationship-based business. Part of the thought process that any prospect goes through before they select their Advisor is, “Is this Advisor an appropriate fit for me from a personality perspective?” So don’t just include a list of services you offer and a narrative about the types of experience you’ve had. Try to show some personality – that’s part of what the consumer is hoping to get a sense of when they view your website, social media and profile pages online. Clients want to feel comfortable sharing details about their personal lives, not just their financial lives – and they don’t want to share those more personal details with just anybody.

Video is a fantastic way to quickly showcase your personality to someone; it saves them having to take all the time to come in person and meet with you and can speed up the get acquainted process. Videos are a quick way for you to showcase how you’d work with someone and make someone feel comfortable before they actually connect with you. GuideVine stats show that advisors that have videos have significantly greater levels of engagement.

Advisors who use their videos across various platforms including their website, LinkedIn, and any other place they have a presence, are seeing 2-3 times in terms of number of plays – and that translates into greater engagement with them.

Engagement – The third level of this is when you get to engagement. You’ve got the basics and the mechanics down; you have the great content there. Now how do you drive engagement? Part of it is building a larger followership. One of the best ways to build a larger followership is to make sure that you are actually talking to people online and creating a community around your content and ideas. Just having a big megaphone out there and saying, “Hey this is my brand and this is what I do,” but not listening to people and reacting to people’s real concerns online makes is a shallow strategy. To make it a much deeper, richer, experience, engage with people online. That is the final element that will drive dividends for your Financial Advisor firm.