Want to be recognised as an expert financial adviser? Then you need to publish content about saving, investing, superannuation, retirement planning, estate planning and the like.
It’s not enough just to be an expert; you also need clients to recognise your expertise. Content marketing is a great way to show off your knowledge.
There are about 17,000 financial advisers in Australia, according to Rainmaker Information. With so much competition, it can be hard to stand out.
That’s why it’s so important to make clients realise you’re an expert financial adviser, not an average one. Once clients recognise your expertise, you’ll find it easier to:
So does that mean that when a financial adviser starts publishing content marketing, they immediately generate an enormous number of leads?
No. Unfortunately, life doesn’t work that way.
Content marketing is like fitness. Just as you won’t lose weight by doing only one gym session, you won’t attract clients by publishing only one blog or social media post or email newsletter. The way to lose weight is by consistently going to the gym over the long term; and the way to succeed with content marketing is to consistently publish quality content over the long term.
There’s another way in which content marketing is like fitness. Just as some people make the mistake of quitting the gym once they’ve lost weight (“Now that I’m slim, I don’t need to exercise anymore!”), some financial advisers make the mistake of switching off their content marketing once it starts delivering leads. If you stop exercising, you’ll stop being slim; and if you stop doing content marketing, you’ll stop generating leads.
Being an Australian financial adviser is hard, what with all the regulation and compliance. So don’t make it harder for yourself by putting yourself in a position where you struggle to attract clients.
Content marketing is a great way to attract clients and differentiate yourself from the thousands of other financial advisers out there. To be clear, content marketing is not a silver bullet – it won’t deliver immediate results. But if you make a commitment to publish quality content on a consistent basis and over the long-term, you will generate more leads.
The more content marketing you publish, the more clients (and referral partners) who will discover you.
Dump it on an expert and help your financial advice firm do great content marketing today.