News article

5 things you need to do to make the most out of your Yardstick guides

Over the last couple of years, we’ve been putting together in-depth guides for Yardstick members. They’ve proven hugely popular and now, with the launch of our online shop, you can purchase some of the guides, whether you’re a member or not.

In the last 12 months, we’ve covered a varied range of topics, from behavioural biases to the Bank of Mum and Dad – and we’re already working on exciting content for 2022.

When you order one of our guides, they’re branded with your logo, colours, and contact details. It makes them a useful marketing tool. Here are some of the ways you can use your guides to connect to clients, pass on information, and help grow your business.

1. Add the guide to your website

Adding your guide to your website, so that’s it’s accessible to both clients and prospects, is a logical first step. You may want to create a “guides” page on your website so that visitors can find them all in one place. Or you can add them to your blog page with a link to download a PDF copy.

While it may be tempting to keep content out of the public domain, showcasing it can be useful. It’s a way to demonstrate your expertise, pass on information, and show the value you can add to clients.

2. Make the guide part of your newsletter

We often talk about how newsletters are an excellent way to stay in touch with your clients and help grow your business.

If you’re regularly sending out a newsletter, adding a guide section means your contacts will know when a new guide has been uploaded to your website and keeps them in the loop. It can drive engagement with the guide and means you, and your clients, will get a whole lot more out of your update.

3. Share the guide on social media

Social media is a great way to stay in touch with existing clients and expand your reach. Sharing useful content can help you reach a wider audience that could lead to new clients.

Don’t just share a link on social media when you first receive your guide. You can use different sections of the guide to create posts that may appeal to different audiences. There may be times when a guide can be linked to the news or seasonal events too.

Use an image of the front cover of the guide or another relevant photo to draw attention when posting on social media. According to data published by HubSpot, Facebook posts with images receive 2.3 times more engagement than those without one.

4. Keep your guides in mind when creating future content

Once a branded copy of the guide has been added to your website, don’t just let it sit there gathering dust.

Keep your guides in mind next time you’re adding a blog to the website or emailing an update. A blog explaining how the Inheritance Tax freeze could affect clients is the perfect time to give readers another nudge towards your Inheritance Tax and gifting guide for further information.

It could help answer some of the questions a reader may have, or prompt them to reach out to arrange a meeting.

5. Send a guide to prospects

If a prospect has reached out to you with a particular concern or query, a guide can be a useful tool to pass on information and make sure you’re at the forefront of their mind when they think about financial planning.

For a prospect that would like to discuss creating an investment portfolio, the 12 key points to consider before you start investing guide could be a useful place to start. It can help them get to grips with the basics and come prepared with questions when they arrive for a meeting. It can lead to a more productive discussion and demonstrates from the outset how you’re here to help them.

In some cases, you may find that sending clients a guide after their initial discovery meeting can be beneficial too. If they want some time to think about if financial planning is right for them, a guide can provide a useful reference for them to refer back to.

If they’re considering other options, including competitors, a branded guide that features your contact details can help make sure it’s you they think of when looking for advice.

Find the guides in the Yardstick shop

You can find a selection of guides at the Yardstick shop, as well as other content that could add value to your clients. We’d love to hear what content you’d like to see offered to Yardstick members and financial planning firms in the future.

You can order your copy of a Yardstick guide and more via the online shop. If you have any questions about the guides or other services we provide you can email or call 0115 8965 300.

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