Why Personal Finance Content Matters for Building Your Client List
The Power of Content Marketing
Content Marketing is a buzzword we hear a lot these days. But why does this even matter to you and your business in the first place?
Here’s something about content marketing you don’t hear often. If done right, content has the power to build a business from the ground up.
But not all content is created equal.
Some content is as dry as the Sonoran Desert and bore you to tears. Then there’s content that is so engaging that draws you in. And before you know it, you’re reaching for your wallet, ready to make a purchase.
Untapped Potential
Unfortunately, most businesses never harness the full power of content. It’s arguably the most cost-effective way to build any sales funnel. Why? Because organic search results don’t require you to pour in endless ad dollars.
So how do you create valuable content that attracts prospects and gets them to become paying clients?
Start With Empathy
First, begin with empathy for your prospects. By spending time with your clients and listening to them, you can learn the emotions that they’re experiencing as they deal with their problems.
When your client addresses your prospects’ problems accurately, you establish trust with them by meeting them right where they’re at.
Because no one group of people have the same problems, consider creating content that captures your prospects at different stages of their journey.
Different Strokes For Different Folks
As a financial advisor, you’re bound to interact with clients who are in different life stages. Some may be looking to retire in a few years. Or some might be young professionals who are looking to roll over their 401(k).
But even within these groups of people, each person has different fears, problems, and goals that many advisors aren’t addressing. That’s where you can fill a gap in the market with content that solves their problems.
Create Your Content Portfolio
Because everyone has unique problems and goals, it’s more important than ever to create a diverse portfolio of content that captures all kinds of prospects. Just as you create an investment portfolio for your clients to hedge against risk, you need a portfolio of content that captures different types of prospects.
Because of the internet, you have more opportunities now than ever to fill different gaps in the market. Many advising firms have underestimated the power of empathy, so their content and messaging fall flat.
Instead of speaking directly to their prospects’ problems, they speak about their accomplishments. Ironically, speaking first about accolades is the fastest way to turn away potential clients. Establish your business as a thought leader by providing relevant and valuable content for the people you serve.
Make People Feel Understood
Establish credibility with your prospects by accurately describing the problems your prospects desperately want to solve. Speak directly to the emotions they experience as they scramble through Google to find answers to their questions.
Instead of telling people to become your clients, show them why they should. Showcase your ability to understand and solve their problems through your content. Describe their problems better than they can.
When you accurately describe your prospects’ problems, you immediately grab their attention. Why? Because their problems have been eating them up from the inside all day. Perhaps for many days, weeks, and even months. It’s the reason people search for answers on Google. They want to fix their problems.
When your content shows empathy towards your audience about their problems and fears, they feel a sense of relief. Make a good first impression by showing them how well you understand how they feel despite never having a conversation with them.
Be the Voice for the Voiceless
Your content becomes more powerful when you write for groups of people who are often ignored and marginalized in society. When people feel like they’re heard, they’ll be ready to give you their undivided attention.
As they read through your content, you’ll establish more credibility and trust with them. And once you win enough trust, voila! They’ll be ready to speak with you to find out how you can help them reach their goals.
You Don’t Need a Marketing Team
Because content creation takes skill and time, it’s better left to the professionals. Not everyone has the budget for a content marketing team. In today’s market, you can’t afford NOT to have engaging content on your website.
But here’s the good news. You don’t need a fancy marketing team to create compelling content. All you need is one skilled personal finance copywriter. A copywriter can write your entire website content, as well as blogs that attract the prospects you want.
Social Media Marketing is Overrated
Despite the hype around social media apps like Instagram or Facebook, written content still makes up the majority of marketing efforts.
Just think about the last time when you searched for answers on Google. Did any of your searches lead you to an Instagram or Facebook page?
My thoughts exactly.
Written content is still the king of SEO. That’s why focusing on building a website with content that your prospects are searching for is nonnegotiable in today’s information-driven world.
Just how important is ranking high on Google? SEO beat out Social Media by driving 1,000%+ more traffic according to this Hubspot Research.
Written Content is the King of SEO
When people are searching for answers online, they are much more serious about a topic than someone scrolling through their Instagram feed. Stop wasting time on weak leads on social media.
Your time would be better rewarded by engaging with prospects who are ready for a change in their life. When it comes to spending money, a growing number of people are looking to make well-informed decisions.
In fact, 47% of online buyers read between three to five pieces of content before speaking with a salesperson according to this research by Impact.
Essentially, that’s what valuable content does for your clients. They’re there to provide answers to their questions so that they can make a great buying decision.
Hire a Personal Finance Copywriter Today
By hiring a personal finance copywriter, you can deliver content to your ideal client base. Stop losing clients to lackluster website content. Start building your business through high-quality content that attracts your ideal clients.
Set up your free consultation today to see how I can help you achieve your business goals.
Click this Calendly link for your free 15-minute discovery call now.
Fill out and submit this form below for a free website audit. You’ll receive free feedback during our discovery call on how your website can be optmized.
