by Tony Vidler
Every financial adviser should have a blog by now…especially now when so many consumers have so many questions about money, and so much time to google them, and so many opinions to read that it is overwhelming. Becoming a trusted voice online has probably never been easier for an adviser in reality.
It has been one of the best business development tools for professionals wanting to establish expertise and authority publicly for some years of course, but with the rise in local search together with the abundance of opinions out there it is probably easier than ever to become the accessible adviser who consumers turn to in order to turn off the noise.
The statistics tell us that blogs matter to the people who we want as customers, even if you personally don’t feel there is much merit in blogging. Some of the stats I have read from various sources include:
These statistics should provide some reassurance to professional advisers that putting your thoughts, opinions and expert guidance into generic written content has commercial merit. Tomorrows clients are reading todays blogs from people positioned as thought leaders and experts.
Blogging is a shortcut to establishing professional credibility and authority, and it helps articulate your particular areas of expertise along with your style. You write about what you know about, and bring your own perspectives, style and opinion. Today’s consumers are actively looking for professionals with expertise and the ability to articulate it. Blogging also helps potential customers find the right professionals through search, or to find out more about a topic before deciding to engage anyone in particular. The professional they are likely to choose to work with is the one who they have been taking online guidance from and whose opinions they already respect and subscribe to.
Blogging will get you more business opportunities than your competitors who do not do it consistently – and consistency is incredibly important.
It is undoubtedly one of the smartest marketing tools for professionals today. It is also still woefully under-utilised by financial advisers. Producing a regular professional blog that provides relevant content for your target audience will:
I think the business rationale is compelling: Advisers really should be providing a professional blog if they wish to be seen as an authority.
But I suppose that is true only if they want more customers.