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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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.

How Digital Agent Has Transformed Advisor Marketing

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Businessman using modern laptop with graph.Business startup.Analyze strategy conceptsBusinessman using modern laptop with graph.Business startup.Analyze strategy conceptsStrategy text with business icon on modern laptop screen with graph chart success and goals concept ideasFor the past several weeks, we have been examining the opportunities that financial institutions have been missing out on. With a large team of advisors, a corporation should utilize this large team to provide powerful marketing content. In utilizing this advisor network, marketing efforts can be hyperlocalized, personal, and grow client-advisor relationships. Instead of the traditional marketing approach that is focused on brand awareness. Digital Agent is an enterprise marketing solution that enables the enterprise to amplify marketing efforts by leveraging their network of advisors to distribute relevant content to their unique audience. By engaging in this model, advisors have been seeing transformational results through increased web and email engagement, resulting in an increase in leads. Let’s walk through each one of these:

Web Engagement Results

It is understood that the way companies communicate with prospects and clients has evolved. Where mass-messaging used to work, now clients demand a more personal relationship and valuable information. For advisors on the Digital Agent platform, they have seen a 100% increase in web engagement. Advisors are seeing such results by adopting a blogging strategy that helps to build trust and credibility.

Email Engagement Results

Similarly, advisors who engage in an email marketing strategy are seeing a 150% increase in email engagement. For advisors on the Digital Agent platform received an average email open rate of 38% while the industry average is 21%. Furthermore, the click-through rate is at 17% while the industry average is only 2.75%. Finally, visitors to an advisor site that is on the Digital Agent platform see an average of 7 minutes spent on the site. Advisors will have a strong understanding of what financial concerns people have in their area and will provide valuable content to those people and have a real person they can speak with that understand these needs.

Lead generation

While creating enhancing marketing efforts is important, the most important for financial institutions is new client acquisition. Those on the Digital Agent platform have seen an average of 70% of new form submissions are inbound leads. Additionally, an advisor who is passively creating marketing content is getting an average of 1-2 new leads per month. An advisor that is actively creating a digital engagement routing through consistent marketing is getting on average 5-10 new monthly leads.

One wealth management advisor from a leading Canadian bank, adopted a blogging strategy a year ago and recently told us that he finds that leads that come through his website are more qualified. In initial meetings, prospects know more about who he is and the blog articles that he’s written, making initial meetings more productive and a better client and prospect experience overall.


During The Business Case for Transforming your Advisor Marketing, we explored the challenges enterprise marketers face in trying to achieve growing results with tighter budgets. One of the best ways to meet these requirements is the leverage the advisors. They are an enterprise marketer’s team of experts in financial matters, and they know the clients. When financial enterprises empower their advisors through Digital Agent, they will ensure brand consistency and compliance, all while marketing metrics surpass industry averages and bring in more leads. Ultimately, Digital Agent has been proven to lower overall lead costs and increase the number of leads and the quality of leads that advisors are generating.

Ready to learn how to get started? Talk to us on how best to start seeing these results in with your advisors.

Contact Vincent Kwan at Veriday