Marketing is a science, and science involves planning, projecting, resourcing, and data analyzing. Without proper planning and tools, marketing can leave you feeling frustrated and your efforts unsuccessful. Use this information when creating your content marketing plan to avoid common pitfalls.

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1)    Know Your Goals

Too often, advisors jump into content marketing with the notion that creating any type of content is better than no content at all.  Don’t make this mistake!  At the very least, set a goal for your content marketing.  

Some examples of goals to set may include:

          -       To gain community recognition

          -       To inform my current clients about new and exciting news within my practice

          -       To build my reputation as a thought leader

          -       To find new clients

          -       To generate more referrals

Once you set your goals, your content marketing should be used to support those goals.  If you are focused on educating the public about financial wellness, then a sales pitch about your company is not the type of content you should be focused on. Instead, do an educational webinar or Facebook Live (if your compliance allows it) that goes over a few financial wellness tips and tricks that will help your audience.

2)    Know Your Audience and Know Your Platforms

When designing your marketing strategy, you have the power to decide who your target audience is.  You do not have to appease everyone.  If your goal is to find new clients, who do you want those clients to be?  Are you looking for pre-retirees?  If so, then Instagram and TikTok will not be your “go-to” platforms.  Take some time to explore who your target audience is and learn where and how they like to receive their content.  In fact, create an entire persona for your target client.

Try this exercise: 

       -       Give your target client a name

       -       Write down what he/she looks like

       -       What stores does this person shop at?

       -       What are this person’s hobbies?

       -       Does this person have a family?

       -       What is their current occupation?

       -       What do they do on their days off?

       -       What is their favorite vacation spot?

       -       What do they drink?

       -       What is important to them?

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Create as much detail about this person as possible, then think like them.  

       -       What social media platforms would this person use?

       -       Do they check email?

       -       Do they read a physical newspaper?

       -       What makes them laugh?

       -       What makes them angry?

       -       What worries them?

       -       Do they have time to read articles, or are they always on the go?

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Now that you know everything about your target client use that information to base your content strategy.

3)    Explore Your Marketing Strengths

Are you an extrovert and feel very comfortable speaking in front of a crowd, or is your bread and butter the written word?  Does graphic design spark an interest, or would you prefer to use an audio clip?  Sometimes what you find appealing as content you consume does not always match who you are as a content creator, and that’s ok! Explore what content you are comfortable creating and that you can do with ease.  

Here is a test you can do on your own:

1)    Think of your most frequently asked question and answer that question in your head.

2)    Now, answer that question in the following ways:

       a.     Record a 30-second video

       b.     Write a short social media post

       c.     Develop a well-thought-out email including links and resources to support your answer

       d.     Create an audio clip

       e.     Design an infographic (there are free websites like Canva or Piktochart that can help)

3)    Analyze the content that you just created and decide which method best fits your strengths.

       a.     Which were you most comfortable creating?

       b.     Which do you feel was the most appealing?

       c.     Which was the quickest to create?

4)    Find ways to build on the method you just named.

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Example: If you decided that designing an infographic was the most comfortable, most appealing, and quickest method for you, explore other options using online graphic design tools.  In addition to infographics, you may find that creating flyers or social media graphics fit your strengths. Use these tools in conjunction with each other to develop your content strategy.

4)    Think Like Your Consumer, NOT as Their Advisor

The biggest mistake any financial advisor could make when creating their content strategy is designing content around what they believe their audience should know.  Your content should not be you talking AT your audience.  Know your audience.  Know your goals.  Then, create content that would keep both your audience and goals satisfied.  

5)    Diversify Your Marketing

You know better than anyone that you shouldn’t put all your eggs in one basket.  Just like you educate your clients on diversifying their portfolios, you must diversify your marketing strategy.  

According to HubSpot, here are some of the most effective content market ideas you could be using:

       -       Social media posts

       -       News articles

       -       Videos

       -       Online classes/educational games

       -       Interactive articles or tools

       -       Research content

       -       Blogs

       -       Business long-form content (like White Papers)

       -       Pop culture or news-related long-form content

       -       Podcasts

Of course, this list goes on and on, and your job is to find the most effective platforms for your business and create a content calendar, plugging in multiple platforms to satisfy your goals and audience types.  Make sure you always keep your audience and goals as top priorities! 

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We know you may not always have the time to develop and execute an effective marketing strategy. That is where we come in.  If marketing just isn’t in the cards for you right now, but you would like to continue growing your firm with high-touch marketing, White Glove may be your solution.  Reach out to an Executive Marketing Consultant by phone (844) 949-9497 or visit our website for more information.

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