6 content marketing tips for financial advisors

1. Don’t have a messy advisor page

If you work for a firm, chances are you a have an advisor page.

Is yours easy to read? Here are some ways to ensure it’s not:

  • Have plenty of obvious grammatical errors (like forgetting to use periods)
  • Misspell words
  • Have plenty of long sentences that are over 40 words each
  • Use complex jargon
  • Use financial acronyms without spelling them out
  • Make most of your sentences over 40 words long
  • Don’t break up your paragraphs

If you can refrain from doing anything from that list, your page will look a lot more appealing.

2. Don’t be afraid to get personal on LinkedIn

People like to do business with people, so don’t be afraid to humanize yourself in your personal LinkedIn posts. The trick is to appear both professional (i.e., not complaining or bad-mouthing anyone in your posts) and relatable.

I have a client who works for a larger investment firm, and he uses my services to help him come up with interesting posts for his LinkedIn account. Some of these have to do with finances, but others have nothing to do with his job.

For instance, he has posts that talk about his hobbies, his family, his favorite books, and his alma mater. Talking about relatable topics can help make you relatable. You’re a person, not a service.

3. Don’t overwhelm your audience (on your advisor page)

You probably can do a lot to help potential clients. But when folks go to your advisor page (if you have one), you don’t want to overwhelm them with an in-depth look into all your services.

I suggest giving a few points on some of the primary ways you can help your target audience.

But avoid using paragraph after paragraph to detail the ins-and-outs of your business. And avoid jargon when possible.

What you do is complex, so try to keep it simple, so that people can easily tell what you can do for them.

4. Find a niche, but be open to work with anyone

You know that financial planning is important for most (if not all) of adults in this country. But targeting all adult Americans isn’t likely to lead to sales.

It’s important that you identify a niche market. Even if you focus on a niche for only a month or two at a time to figure out who your real target market is, you should do so.

5. Repurpose content into educational posts

No matter the size of your firm, you likely have a lot of client resources at your disposal. Hidden within these resources are little educational gems that could be converted into social media posts. Stats, facts, and figures all have their place on social media.

6. Start or continue your blog (for small firms)

Most of the big firms already have their own blog content, so if you’re part of one of those, this tip isn’t for you.

But if you’re a smaller firm, and you don’t have a blog, you could be missing out on its benefits. Mainly, a blog’s ability to add value to potential customers before they even talk to you.

Bonus: Don’t forget to include a CTA

A call-to-action (CTA) is something you include in your content that invites the reader to do something, like click a button or link that invites them to schedule a meeting with you (yes, that’s my CTA for this post).

Not all blog posts need a CTA, but you should try to include one (and only one) frequently.

I think these tips will help you as you look for new clients. You know you perform a good service. The trick is to convince others how good it is. And that’s why we have marketing.

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