Why IFAs should bother blogging

December 12, 2014

Most digital marketers will tell you that blogging is an absolute necessity. It’s the most powerful way, they’ll argue, to communicate your company’s mission and values, to engage your clients and attract new ones online.

While it’s true that blogging can be an effective way to do all that for any independent financial advisor, it’s not always right for everyone. Whether or not you should blog depends on your individual business and the nature of your market. If a blog doesn’t make sense for you then don’t waste your time and resources on it, even if your competitors are doing it.

But the simple truth is that as long as your blog is informative and engaging, it will usually be a worthwhile venture. For IFAs, blogging is an ideal way to promote your services to a wide audience and one of the most economic methods of distributing information to a target market.

Engaging your clients with useful content

Whether you write your own blog posts or brief a professional writer to create them for you, visitors to your blog can get to know you and your company in a professional but informal way. Your website will have the formal, professional image synonymous with independent financial advisors but a blog gives your users the kind of insight into your products and services that you can’t give with other forms of marketing.

When new products or services become available your blog can carry this information and be distributed more rapidly than any other form of online marketing. Links can be placed on social media platforms, forums and other relevant websites promoting the content to millions of people at once.

It’s important that IFAs are trusted, and by posting something interesting on your blog on a regular basis, you can build the confidence potential clients need to make that important decision to choose you over one of your competitors.

Search engine optimisation (SEO)

IFAs often believe that search engine optimisation is akin to rocket science. It’s a fact that some aspects of SEO are time consuming and slightly complicated, but in reality the contribution that blogging makes to enhance the rank of your website is huge.

Google is constantly looking for fresh, valuable content for their users, and blog readers are usually looking for specific information. By blogging about your industry, whether it be commentary on the latest news, beginner’s guides to the more complex parts of your business or an investor insight from the experts, you can connect with your users by giving them the valuable content that will, in turn, cause Google to rate your website higher.

Users and other websites may want to link to particularly relevant blog posts, and these links will have a positive impact on your search engine rankings. The more links you have from good quality sources, the more Google will see your website as trustworthy and valuable.

If the link to the blog is placed on other relevant high ranking sites this is even better because Google will track the popularity of the link too. Placing the links on Facebook, Twitter, LinkedIn or any other social media platform, will get your post more widely read and shared when someone considers it a useful post.

A blog post two or three times a week, depending on how quickly you want to see your website on the first page of Google, is an excellent online marketing strategy for IFAs. Imagine what someone might search for when looking for independent financial advice and then ensure that you integrate those keywords naturally into your blog post. In this way the user doesn’t get bored reading the same words dozens of times and Google’s search engines will pick up the keyword and categorise your page more effectively.

Information seekers look at blogs

It’s a fact that when people are looking for specific information they are more inclined to look at a blog than a website. Blogs contain a wealth of information that is updated on a regular basis, whereas websites tend to have fairly static content.

You should, however, ensure there is at least one hyperlink back to whichever of your website pages is relevant to the content of the blog post you are writing. For example, if you are writing a blog post about mortgages, you should place a link in your blog back to the main mortgage information page of your website.

So IFAs, if you don’t have a blog attached to your site or one that you can regularly post to, you are losing out on a potentially rich marketing channel and, more importantly, losing out on business.


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