Wouldn’t it be nice if all you had to do was write great content, post it on your website’s blog section, then just watch your traffic increase? Unfortunately, that would only be possible if you were the only financial advisor blog on the web.
The reality is, creating content is only half the battle. You also need to vigorously promote your blog posts and articles before it can start gaining traction organically.
If you’ve worked hard on your content strategy and content creation, it makes sense to want to see results for all the effort you put in. If you truly believe that your content provides lots of value and can help people, you need to be proud of it and make sure it gets noticed by the right people.
How you do this depends on a number of factors, including how much time you can dedicate to promoting your blog and what industry you are in. As a general rule of thumb, you should spend as much time promoting your content as you did creating them.
How do you do this effectively? Take a look at our favorite ways to promote a financial services blog.
One of the most effective methods of promoting your work is by forming relationships with people, brands and organizations that are relevant to your industry or local community. Once you’ve made a connection with these groups and widened your network, you need to maintain a healthy relationship with them both online and offline.
You can help each other out by promoting their stuff on your website and social media profiles while they promote yours on theirs. When these established brands and personalities share and recommend your posts, their audience will be more likely to believe in your expertise and gain confidence in your brand.
Ideally, you want these relevant people linking to your site and in exchange, you can add links to their pages on a few of your posts, through either your blog or social media posts. Having links to your site show up on an established website also sends signals to Google that your site is trustworthy, which will give your search rankings a boost.
Here are two easy ways you can get this done:
Ask an authority figure for a quote – This is a good way to begin the relationship. Approach it like an interview and ask what their take is on the topic you’re planning on writing about.
Mention your expert sources – When you create content, make sure to mention the experts who influenced your work. Tell them that you mentioned them and they are likely to share and repost your work to their own network.
Social media promotion is one of the most cost-effective ways you can use to increase your reach and generate new leads.
According to a LinkedIn study, 36% of mass affluent customers use social media to learn more about financial services, products and companies. And 63% said they took action after discovering it on social media.
By being active on social media, you can increase brand awareness. It also allows you to engage with your audience and gives you the opportunity to manage negative comments promptly. This is especially important for businesses because you can turn negative comments into opportunities where you can demonstrate your integrity and professionalism.
You should also put some effort into crafting new content specifically for your social media posts and not just post links to your blog or website. Take some time to create compelling descriptions, captions, detailed summaries, infographics and images so that your followers get some value from your posts even without visiting your page. A lot of people will share posts just because the picture, headline and caption look interesting.
All major social media platforms like Facebook and Twitter provide sophisticated analytics and tools so that you can better understand your audience and what type of content they like to see. Once you identify these trends, make sure that the posts you share and the new content you create are able to satisfy your target market’s expectations.
This analytics data is especially important when you want to boost your posts and advertise on social media. A smaller niche audience and a more targeted ad campaign allows you to conserve your budget and get more bang for your buck.
While targeting a very broad audience may seem like a good idea, it’s going to be more difficult to please everybody. When you focus on a smaller target market or a specific niche, you can address their concerns more effectively. You’ll make a bigger impact on your audience which will lead to better conversions.
No matter what niche you’re involved in, there’s going to be a group that’s passionate about it. These are the best kind of people to share your content with because they’re always looking for new content. They also like to actively engage with people who share the same interest in the topic, and their feedback is really useful.
After you join different Facebook and LinkedIn groups, it’s better if you participate first instead of just posting your content. People are more likely to check out your posts if they consider you as a thought leader.
Look for online forums, as well as communities in Reddit and Quora that will be interested in the content that you’re creating. You can also create your own mailing list and include links to your content in your regular newsletters.
Marketing your content is just as important as the development and creation process. You’ll need to familiarize yourself with different promotion methods and be comfortable with the whole process because you need to do it regularly to get your posts in front of a larger audience.
If you need help with copywriting and digital marketing, send us a message at AltaStreet through the contact form below. We’ll help you come up with a proper strategy and provide the additional resources necessary to carry it all out.