Advisors should employ blogging as part of their marketing strategy since consistent posts can establish them as experts in their field and attract new clients, Seeking Alpha writes.
How to Blog as Effectively as Possible
Advisors should blog often because Google favors new, original content and so more posts mean a higher ranking and a greater chance of being found, the publication writes. HubSpot reports that if a firm publishes 16 posts per month, they get 4.5 times more leads and 3.5 times more traffic than those who publish one to four posts, Seeking Alpha writes. Posts should be between 1,000 and 2,000 words and well written — Google gives more consideration to pages with high traffic, the publication writes. If writing is not an advisor's strength, or there are time constraints, they should consider hiring a blogging company, Seeking Alpha writes. The company must have a good grasp of finance as only original content helps with search engine optimization, according to the publication.
High-quality content will provide users with answers, making them more likely to explore the site and hire that advisor, Seeking Alpha writes. Furthermore, blog posts should be personalized so readers associate that positive experience with the advisor, the publication writes. This can be done by including a call to action, such as recommending an ebook download or a relevant event to sign up for, according to Seeking Alpha.
It is important for posts to include keywords that will be picked up by search engines, the publication writes. Terms such as “financial planner” will be used in initial searches, but the competition for ranking can be fierce with popular keywords, according to Seeking Alpha. Advisors should eventually carry out a keyword analysis, but initially they can pick several keywords that are related to their field to include in posts often, the publication writes. Keywords should be in the headline and the first paragraph, but they must appear natural to avoid getting penalized, Seeking Alpha writes.
Posts should also include an image and be broken up into manageable sections using bullet points, subheading and infographics, the publication writes. They should include internal links to other parts of the site or relevant blog posts, and headings should be active, snappy and avoid industry jargon, Seeking Alpha writes.
