10 Ways a Blog Can Benefit Your Financial Practice

By Stephanie Sammons, CEO & Founder, Wired Advisor on Friday, August 23rd, 2013

Have you launched a blog for your financial services practice? Are you currently self-publishing your insights through blogging?  Perhaps you’ve considered launching a blog, or maybe you’ve been blogging for some time, but you just haven’t yet realized the benefits of this powerful, modern business building activity.

Self-publishing online through blogging has multiple business benefits. Blogging can build your online reputation, help you attract and cultivate ideal client relationships, improve and scale existing client communications, and position you as a leader in your community.

Launching a blog is like opening a retirement account. In order to build your digital equity as you would your retirement nest egg, you need to contribute content to your blog consistently, and over a reasonable period of time. Your results will not be visible in the beginning because blogging is an activity that builds long-term equity online. Building a successful blog can take anywhere from 6 months to 3 years, and most people give up before they ever begin to reap the true benefits.

As far as which software to use for launching and growing your blog, WordPress is the gold standard for financial advisor bloggers, small businesses, and even large brands. This powerful, open source software tool makes it easy get started and continue growing a successful blog that can support your long-term business goals. New features are constantly being developed for WordPress, it can be integrated into your existing website (on a sub-domain of your site), and it makes self-publishing extremely easy. 

Blogging is an activity that requires time and effort, but there are many ways to get help with developing and publishing your content. You don’t have to go it alone. The long-term business benefits of blogging can make the effort very worthwhile. In fact, I believe that if you don’t have a blog that consistently showcases and distributes your perspective online, it will be very difficult to position yourself as a trusted advisor in this digital age of social and mobile. You’re going to need to be visible, valuable, and accessible to your clients and prospects.

What are some of the benefits of blogging? Perhaps you haven’t considered these 10 benefits that I’ve outlined below. These are some of the benefits I’ve personally experienced through my own blogging efforts along with many Wired Advisor clients.

10 Ways a Blog Can Benefit Your Financial Practice

#1) It’s a Compliant Marketing Tool

If you’re still concerned about compliance restrictions with social media marketing, a blog is one of the most compliant marketing tools you can use. Every piece of content you develop for your blog (articles, videos, images, etc.) will most likely need to be pre-approved by compliance (if you’re subject to this). Once your blog content is approved, it can be published and shared out to your social media profiles. If you’re restricted in using social media, you may find that your compliance department would be more open to blogging due to the fact that you’re sharing pre-approved content.

Consider taking any of your existing pre-approved content (white papers, presentations, articles) and repurposing those to a blog. If you get all of that content online and into a format that is indexed by Google and shareable with social networks, you have a much greater chance of expanding your reach and visibility online.

#2) Achieve Online Relevance Quickly

Blogging is one of the very best ways to duplicate your offline reputation because you can build your blog to showcase who you are personally and professionally. Your blog is going to be indexed by Google and other search engines, and you can point to your blog from your social media channels. Blogging gives you a discoverable voice online.

If an ideal client were researching you and wanting to learn more about you, they should not need to look any further than your blog. Not only could they see a collection of your professional insights and opinions, but they could also get to know the kind of person you are, how you help clients who are just like them, and how to easily connect with you on social networks, by email, or phone.

If you don’t build out digital assets that you own (blogs and websites), you won’t be discoverable or relevant. You won’t have that opportunity to build trust with someone before they become your client. Blogging accelerates that process significantly.

#3) Publicly (and Subtly) Demonstrate Your Value to Thousands

Studies show that higher net worth investors value the expertise of the advisor over everything else. Blogging is a great way to showcase your expertise online and illustrate how you help your clients solve their financial problems and achieve their financial goals. It’s a subtle way to self-promote your knowledge and expertise in a format that can reach thousands. You’re not blatantly marketing your services through blogging, you’re subtly promoting the fact that you’re smart, you’re good at what you do, and you’re providing proof that you have helped people in similar situations achieve positive financial outcomes.

There is no better venue for expanding your reach and visibility than blogging. Think of the potential size of your online audience of ideal clients versus getting 30 people in a room for a workshop. You can be demonstrating your expertise and value online through your blog and social media activities, which exceed the limitations of a workshop, direct mailings, or cold calls. Arguably it’s much less expensive to blog than utilizing traditional marketing methods.

To see all 10 tips, check out the full blog post here.

Stephanie Sammons is the CEO and founder of Wired Advisor. Stephanie spent a total of 15 years in the financial services industry at two of the largest global wirehouse firms (including 10 yrs at Merrill Lynch) and served as a Financial Advisor, Branch Manager, and Regional Sales Manager. Stephanie is a CFP and also served as a financial advisor to high net worth clients during her entire 15 years of service.

You may also be interested in:

3 Ways Your Blog Can Win Referrals from Financial Professionals (Blog post by Susan B.Weiner, CFA)

Why Financial Blogging Works: The Bottom Line (Blog post by Maggie Crowley, Digital Marketing Coordinator, AdvisorsWebsites.com)

Amplifying Word-of-Mouth to Drive More Referrals (Podcast by Cynthia Stephens, VP of Marketing, ByAllAccounts)

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