For this episode we will answer the following question:
How can I refocus my financial service blog website to be a helpful resource to my prospects?
Let me share you share you a story. Back in my university years, I was taking a marketing class where we were assigned to help real companies with their marketing activities.
My team helped launched a blog for a company that we were assigned to. Little did we know about blogging, we were going full force on selling as if the blog page was an ad space.
Shortly after publishing a few blog articles, the owner told us that blogs should be insightful and helpful or else no one will read them. Basically, we were told to stop promoting the company.
In my mind, i was thinking If we don’t promote the company product or service, how will people know what we do and what we sell? I was skeptical but I did what I was told. We shifted our focus and saw a dramatic improvement with traffic.
I am sharing this story to point out that If your blog is all about you, you and you, it may be time to refocus.
People buy why you do what you do. Not what. Could you remember as to why you started this business? What opportunities are you providing to your customers? As an example, If your why is because retired people deserve a stress free financial lifestyle, what can you blog about to reinforce your why?
What problems are you good at solving? What are you especially good at that people can come see you for advice. Shift your focus on their needs and helping their cause. For example, If you’re an expert in portfolio management to help diversify assets, what are the steps for an investor to select the right options?
There are definitely a ton of questions your prospects could be asking related to the industry. Gather your advisors and ask them what are the common questions that they hear from their customers. What are the challenges that they are facing?
Once you have a list of questions down, you could answer each of them through blog articles.