How Blogging Has Transformed Advisor Leads

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Blog concept with young man holding a tablet computer

In an earlier article, we talked about using a compliance advisor marketing platform. Integrating a platform into an enterprise is only part of the solution. The other part of the solution is teaching advisors the value of content marketing and what blogging could add to their business. Many advisors fall victim to thinking they can’t have a blog because either their compliance department won’t allow it or they believe that they don’t have the time for it. These advisors fail to see the value that blogging can provide and the importance of making time for blogging.

What happens when an advisor adopts a blogging strategy?

Builds Credibility and Trust

As advisors start to adopt a blogging strategy, they begin to build trust and credibility with their audience. Prospective clients start to trust this advisor as a knowledgeable expert who understands their industry and how to deliver exceptional service. Clients will feel confident that their money is in safe hands and their advisor is looking out for their best interests. Writing original blog content is only the first step, next the blog article, needs to be distributed through social media, email or other distribution channels.

Builds Your Brand

When advisors make the commitment to blogging, they increase their brand presence. Not only is content good for Search Engine Optimization, it creates value and positive sentiment for customers. Consumers are using the internet to research information prior to contacting an advisor. Consumers have become very skeptical about all interactions for any businesses. If an advisor can provide that information to the consumer, they will be more likely to trust them and take further action.

Increase audience

The potential leads a financial advisor may be limited to an organic search, leaving the marketing in the control of the enterprise. The enterprise will create content for a very large scope, this may not directly impact the consumers in the advisor’s location. When the advisor has a content marketing strategy, they can deliver the exact content needed. People will share the articles with family and friends, more eye will reach the advisor’s content. The result of this will be an increase in email list subscribers and increase in potential revenue.

Transformation Story

One particular advisor in Canada resisted blogging for such a long time.  He said it took too much time. Finally, he decided to slowly right 1 blog a month and over time increased that to 3-4 a month. He found that more people were finding his website organically from Google than before. Specifically, he saw a 45% increased in organic traffic to his website. About 9 months after he started blogging he was meeting with a new prospect. When asked how he learned about him, the prospect said he had read an article of his about 4-5 months ago and have been following his content ever since. That prospect turned into a client and they have a strong relationship now. By creating new content and consistently posting it was this advisor able to generate this new business.

Creating a Win-Win for Financial Corporations

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business people climb to the top of the mountain, leader helps the team to climb the cliff and reach the goal, business concept of leadership and teamwork

Across different industries, departments have remained siloed. Times have been changing and there is now greater collaboration. Involving marketing in the sales process and vice versa. However, certain financial corporation are not breaking down these silos when it comes to marketing. At the enterprise level, there’s an opportunity to better leverage their advisor teams. When an enterprise is able to engage their sales team in the digital marketing efforts, the result is a win-win-win.

Winning for head office

With budgets that are being reduced and goals that increasing, it can become increasingly difficult for the marketing team to meet objectives.  Including advisors in the marketing process will result in the marketing team growing exponentially with each advisor being able to market to their audience in the best way. It’s a big win for the enterprise in expanding the reach of their brand via the propagation of their content across each of their sales agents digital domains. With the increased in reach of marketing activities, naturally, the enterprise sees a lower cost per lead resulting in a higher ROI for their marketing spend.

Winning for Advisors

While advisors are experts in what their field; they may lack the time, knowledge, or ability to engage in new marketing techniques beyond outbound methods such as cold-calling or traditional advertising. Some advisors may have tried online marketing in the past but didn’t get the results they were hoping for. In providing advisors the platform to be apart of the marketing process. This is a win for the field agents as they will be gaining new economies of scale. They will be able to use the corporate marketing messaging that is relevant to their business and can augment it by creating their own material. The scale of this new marketing abilities could have never attained by way of traditional marketing techniques.

Winning for Clients

Consumers are now demanding a greater access to information. Instead of being educated by a sales-person, they are educating themselves before initiating contact with a company. Furthermore, there exists a distrusts for faceless organizations. If clients can establish a relationship with the corporation they are more open to doing business. Therefore, implementing a marketing strategy that includes advisors is also a win for the client or prospective client. They will have a better understanding of the value of the brand and the offerings. A level of trust and empathy will be established with the advisor that was not previously possible. The reason this was not possible is that the enterprise would market to the prospective client and even if they were convinced, they would not have an advisor to contact. Now, both relationships with the brand and the advisor are built through digital means during the education phase.

In Conclusion

Once the advisor teams have been brought in, it gets really interesting with respect to what avenues each of them takes.  Some may jump right into blogging and pumping out article after article to that specific niche they want to target. Others will become social media wizards and engage on platforms like LinkedIn, Twitter, etc. in spreading their expertise and thought-leadership. While others may just appreciate the ability to leverage the enterprises’ content to stay top of mind with their audience and ensure they’re keeping a regular tempo of communications.