“Content builds relationships. Relationships are built on trust.” – Andrew Davis
Every organization needs to prioritize building trust and relationships with its audience. That’s a given. However, when I consider industries that need to place this at the forefront of their marketing, financial services rise to the top.
Financial professionals – such as insurance agents, estate planners, and wealth advisors – are privy to some of the most personal details about their clients. They’re among the first consulted during very high and very low points in families’ lives. People rely on financial professionals to help them make decisions that will have ripple effects on their lives and the lives of everyone they care about.
With great power comes great responsibility!
That’s why, when marketing yourself as a financial professional, you need to prioritize a strategy that builds trust and thought leadership. One of the best ways to do this is to create marketing content that proves that you are competent and trustworthy. This, in turn, helps you build brand credibility and grow your business.
What Makes You Special?
Before you dive headfirst into creating content, it’s important to take a step back and define what makes you unique. Let’s face it; there are most likely dozens of competing financial advisors and insurance agents in your local area. Why should someone choose you?
Do you have a unique process? Is there something about your client experience that is different from your competitors? Perhaps there’s an aspect of your career journey that contributes to your approach now. Or maybe your office team is set up in a unique way that your clients enjoy. Define your “secret sauce” and build your thought leadership content around that.
Another way to approach the question “what makes you special” is by picking out a niche audience. It’s tempting to say, “I’ll work with anyone” (and you certainly can accept a wider range of clients than the ones technically within your defined niche), but it’s a mistake to use very broad messaging in your marketing.
Instead, identify a niche that aligns with your expertise and personal interests. Maybe you have a passion for working with teachers and public service employees. Perhaps you gravitate toward families with young children. You could also choose to focus on high-net-worth individuals or people who own businesses. The sky is the limit!
Targeting a specific audience will lead to more meaningful connections online. While you can still serve other clients, finding a niche will make your marketing more focused and effective. This target audience impacts everything from your imagery on your website to the words you use in your social media posts.
External Marketing Impacts Client Retention
By the way, marketing yourself isn’t just about acquiring new clients. It’s also about educating and informing your current customers, too!
Producing content like email newsletters and blogs that are valuable to your clients solidifies their loyalty to you. Happy clients are more likely to recommend you to others, too. So if you’re reading through this article and thinking, “I don’t really need a ton of new business right now,” consider how creating content can help you achieve your retention goals, too.
Content Marketing Best Practices for Financial Professionals
I’ve worked with many insurance agents, financial advisors, and estate planners over the years. Check out my tried-and-true content marketing strategy that is both consistent and achievable!
Use a Content Calendar
Create a content calendar one month or quarter at a time.
12 Posts Every Month on Social Media
Post three social media posts every week on your personal LinkedIn account, company Facebook page, and (optional) company Instagram page. Highlight your community involvement, post teasers for your long-form content, and promote yourself using the “what makes you special” guidance I covered earlier.
1-2 Pieces of Long-Form Content Every Month
Produce 1-2 pieces of long-form content every month (blogs, podcasts, and/or videos). Publish these on your personal LinkedIn and your company website. This content should be educational and value-driven, not promotional.
2-4 Email Newsletters Every Month
Send 2-4 email newsletters every month to your client list. You can also add prospective clients to this distribution list, if they have opted in. Include links to your long-form content and other relevant information. Engage them with insights, share industry trends, and provide tips that can enhance their financial well-being. You can even include links to fun local events!
Build Your LinkedIn Network
Spend 10-15 minutes every week on LinkedIn, building up your personal network with current and prospective clients. Spend time engaging with your current network during this time, too.
Bonus Tip: Enhance Your SEO
SEO is the backbone of web visibility and traffic. It involves optimizing your website so that it ranks higher in search engine results, making it more likely for people to find you online.
Publishing long-form content on your website is an excellent way to keep your SEO strong. You should also optimize your Google Business Profile, which can improve your local web traffic. This helps potential clients find you when they search for your services in your local area.
Find Your Content Writing Match
As you consider your content marketing plan for your financial services practice, think about working with a team that understands your industry. At Emily Writes, one of our favorite industries to serve is financial services! Our superpower is seamlessly fitting into your brand voice to craft compelling, irresistible content that inspires, engages, and converts.