If you’re focusing on growing your financial planning business, have you considered the role your blog can play?
According to Demand Metric, companies with a blog produce, on average, 67% more leads each month. Overlooking your blog page when setting out a growth plan could mean you miss out on some serious opportunities.
But how does a blog help you reach business goals? Here are five ways your blog can boost business.
1. Maintain contact with existing clients
With millions of active blogs available, you may think clients will overlook your blog. However, research shows consumers are keen to connect with businesses. Some 60% of consumers say they enjoy reading relevant content from brands, the research from Demand Metric found.
Blogs are a useful way to remain connected with clients between regular meetings. It can also serve as a way to make clients think about other areas you could help them with.
You may provide retirement advice to a couple that is now thinking about a will and could benefit from understanding their estate, how they want assets to be distributed, and whether Inheritance Tax needs to be considered.
2. Encourage clients to share your content
Not every blog you write will be relevant to every client, but they may know someone that could benefit from the content. Covering different topics can encourage clients to share your blog and contact details with family and friends.
For example, while a blog explaining why organising your pensions during your working career may not be relevant to retired clients, it could be useful for their children or grandchildren.
Recommendations from family and friends are powerful. With research suggesting more than four in ten people don’t know where to seek financial advice, turning clients into advocates can help you reach a wider audience.
3. Drive search engine traffic
Blog content can also help you to reach people searching for services like yours through a search engine. It could open your business up to a whole new audience.
According to Hubspot, business blogging leads to 55% more website visitors, providing you with an opportunity to turn visitors into clients.
There are many ways search engine algorithms decide what websites to direct users to. However, one factor that plays a role when using Google is content. Websites with fresh content are given a higher priority.
Regularly updating your blog means there is a higher chance that potential clients will come across your website when searching for services like yours.
Thinking about the keywords prospects will use, or the topics they’d be interested in reading about can help you create content that will drive traffic.
4. Provide a boost to your social media pages
Social media has become an essential way to share business updates and connect with both existing clients and prospects. But what are you sharing on your social media pages?
Blog content provides you with an opportunity to share original content that’s tailored to your audience and can encourage them to share it in return. Again, it’s a step that can drive more traffic to your website and give you a chance to convert prospects into clients.
5. Build trust
Trust plays an important role in the relationship between financial advisers and clients. Between meetings, blogs can help you foster this sense of trust by providing relevant, useful content. It’s a step that can support long-term working relationships and give clients the confidence to pass on your details to others.
Blogs are also a great way to remind clients that you’re there for them. They may be worrying about their finances or have questions, so knowing they can get in touch can put their mind at ease.
Need help writing your blog content?
When it comes to blog writing, consistency is key. If you don’t have the time or inclination to update your blog regularly, we can help and allow you to focus on working with clients. To learn more about our content packages email hi@theyardstickagency.co.uk or call 0115 8965 300.
