Blogs are an important element of a successful social media campaign and yet many financial advisors still don’t have one. Here are four excuses for not having a blog that you need to jettison.
1. “I don’t have time.” Yes, blogging takes time. But the time you put into it will reward you many times over. Blogging has a plethora of marketing benefits. For example, a blog:
- Is inexpensive marketing. Period.
- Keeps you sharp. Composing good content can require a little research on your part, which can keep you informed about matters affecting your industry.
- Establishes your expertise. Potential clients have more reason to trust you if you’re continually publishing content illustrating your knowledge.
- Is great PR. A strong blog is like an automatic weapon: You can fire it off repeatedly. Post your blog to your social media platforms—Facebook, LinkedIn, Twitter, Google+, Pinterest—you name it. It’s an awesome way to get your name and brand out there. (Ninety-eight percent of journalists begin their research online—and they definitely look at blogs.)
2. “Nobody will read it.” According to a recent Spectrem Group study, “nearly one-third of investors worth $5 million or more say they either read or would read blogs by trusted financial advisers.”
Even if your blog doesn’t get the traffic you hope for, consider its impact on your search engine optimization. Your blog doesn’t need a four digit following to improve your search engine ranking. Use a common search term in your blog (“retirement portfolio,” for instance), and the next time a prospect searches for that term, he will be more likely to find you in his results.