Are you a financial advisor?
Financial advisors I’ve worked with and that I’ve met usually mention the trust they build with their clients.
People read the stories about people like Bernie Madoff and other swindlers that take people for all they’ve got. There is always risk involved with investing and money; people realize that, but they’d at least like to be able to trust the person they’re working with.
So a big part of being a financial advisors is building a trusting relationship with clients. I know that the financial advisors I’ve worked with over the years have made me feel like I can trust them. I think I’m a pretty trusting person, but there is always a little extra sense of security when you feel like the person is knowledgable and that they can make what seems complex easy to understand.
And that’s where a blog can really help you and your firm. A blog can provide a platform where you can attract your target audience, earn their trust and eventually earn their business.
Here’s how you can do it.
Step 1 – Identify Your #1 Target Customer
The most important part of a blog is understanding your target customer. This is the ideal person that you want as your client. Look at your current client roster and identify the absolute ideal person.
Once you have that person in mind, keep them there so you can think of them when you’re writing each of your upcoming posts. Having that person in mind will make your posts better because you’ll be writing specific things that this person cares about and you’ll do it in a way that will be easy for them to understand. This type of writing attracts your ideal customer.
Step 2 – List The Most Common Questions That Customer Has About Money
Once you have your customer in mind think back to your conversations with that person. Everything from the first conversation to your current conversations can become potential blog material. The biggest potential goldmine is the questions your ideal customers asks. Your answers to these questions can make great blog post material because if one person is asking you in person you can bet there are many more asking online.
Don’t be afraid to write about the simple things. You have an extensive knowledge, but your customer doesn’t. That’s why they come to you. List all the common questions you get. These will be the topics you’ll cover in your blog posts.
For example, a customer might have a question about ROTH IRAs. It might seem straightforward to you, but a post covering the details on how it works is great for potential investors.
Step 3 – Subscribe To News And Current Events
Next, subscribe to current financial news and events. Your customers are likely following this information, but they’re only reading about what’s happening. What your customers really want to know is how the news affects them.
Your interpretation of news and events provides real value to your customers. You can show your expertise and earn the trust of those readers. They’ll come back to your blog for more content and eventually that trust will lead them to contact you to help them with their investing needs.
Step 4 – Create Case Studies
The final step to creating your blogging strategy is to create case studies. This can be tricky for financial advisors, but if you can pull it off you’ll really stand out. I would suggest asking your current clients if they wouldn’t mind being used in a case study, but on an anonymous basis. This would use the numbers from their investing, but not their names.
People like to see the numbers. They want to see what the potential might be for them and they can see for themselves how it works with case studies.
Conclusion
Trust is a key for anyone looking to build a business. This goes for those in the financial industry as well. At a time when the financial industry has been under fire, it’s important for advisors to build trust with potential clients. One way to do that is by answering common questions and providing an understanding of current events in the financial industry. This shows expertise and earns the trust of potential customers.
Start your blog today and start earning new customers.