Your relationships with clients and prospects need to be strong to weather 2017’s potential storms—the DOL fiduciary rule, a new president looking to draw back government regulation, Brexit kicking in by April, increasingly unstable international markets, and more.
Building that relationship is a matter of regular communication. While your existing clientele may communicate with you via phone, visits and email, the majority of the population is now acquainting itself with new advisers online—specifically via blogs. Yet many advisers still aren’t blogging regularly.
Here are five reasons advisers can’t afford NOT to blog in 2017.
1.) It’s the fastest, easiest way to dispel client fears in a year packed with unknowns. The markets are off to a better start than they were last year, but who knows what tomorrow holds?
Most advisers could set their watches around the calls they get from their more anxious clients when things get bumpy.
Answering client questions is a great way to connect, but answering the same questions over and over can be a major time-eater. Save yourself some time by blogging regularly and sending out links to old blogs that address their concerns when market news goes south.
2.) Last year, Google acknowledged that content is king when it comes to search rankings. While Google’s search ranking factors are largely a mystery, just last year they said that new content is one of their top measurements.
The easiest way to regularly add new content to your site? You guessed it: blogging.
Bonus tip: Google also said outbound and inbound links are high on their list.
Outbound links point to other sites from your own site. The best and easiest place to include outbound links? Your blog. Shoot for one to three in every piece.
Inbound links point to your site from other sites. These are more difficult because they require someone else linking to you. But no one wants to link to your “About Us” or “Services” page. Most links between sites point to one place: blogs.
3.) It’s a good way to build trust with prospects (although, admittedly, not the best). If everything goes through with the DOL’s upcoming fiduciary rule change, a lot of advisers will no longer be able to use their fiduciary status as a differentiator. How will you prove you can be trusted?
The best way to establish trust? Actually, it’s face to face interactions—not blogs—but your blog isn’t too far down the list. You don’t have to look far for people who have established themselves as trustworthy authorities, thanks largely to regular blogging (and a fresh perspective): Michael Kitces, Carl Richards, and Wade Pfau, among others.
4.) It’s the best digital driver of new leads. Blog posts are great because they’re a permanent fixture on your site. If you write a post on tax loss harvesting and then a year later someone is searching for that subject, they could happen upon your site.
But old blog posts have nothing on new ones. In my experience, a blog post will typically earn 98 percent of its traffic within the first five days.
The best way to keep new leads rolling in is with new blogs.
5.) Stake your claim with your personas. In the financial industry, not everyone is blogging, but 2016 saw the number increase exponentially. That means countless advisers are out there blogging directly to their desired audience, which quite possibly overlaps with your audience. If you’re not blogging about stuff your personas care about, you’re probably not on their radar.
You might have all the knowledge in the world, but if you haven’t written it down somewhere online, it might as well not exist.
So make 2017 the year you start blogging, and stop missing out on prospects. If you’re still not sure how to get your blog machine up and running, check out this offering from Mineral and Wendy J. Cook Communications, one of our favorite content providers for advisers.