How Often Should Advisors Blog, Post Status Updates, And Send Email Newsletters? Why The Frequency And Tone Of Client Communications Are As Important As Your Message

Sunday, January 05, 2014 21:54
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How Often Should Advisors Blog, Post Status Updates, And Send Email Newsletters? Why The Frequency And Tone Of Client Communications Are As Important As Your Message

Tags: client communications | content marketing | marketing

Financial advisors are not selling deals on electronics. They’re not Internet marketing hustlers. They’re not magazine publishers. On social media, financial advisors want to come off as professionals sharing specialized knowledge. The tone, style, and frequency of financial advisor email newsletters, blog posts, and social updates are as important as the message.

 

You don’t want to come off like an Internet retailer. You don’t want to be slick. And you don’t want to be trying too hard by sharing information that is a waste of my time.

 

Some advisors seem to think that the quantity of their communication on social media is most important, when actually the quality of the information matters much more.

 

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Maybe one half of 1% of the financial advisors I'm connected with socially tweet, blog, or email prospects three or four times daily. Producing multiple posts daily is time-consuming and quality inevitably suffers because you are not an Internet publisher or gifted communicator. 

 

An advisor I am connected with on LinkedIn regularly tweets famous quotations from Ghandi, Winston Churchill, Warren Buffet and other great leaders. He's producing too much content.

 

If people connected with you want a stream of quotes from great leaders, they can subscribe to a feed. Financial advisors are not helping people by posting updates about topics outside of your realm of expertise, and that content seems unlikely to boost your search engine rankings. If you don't have something intelligent to say, don't say anything. 

 

Try to provide content with specialized knowledge targeted to your local market. Intelligent financial tips builds credibility and opens the way for someone to get to know you. Tweeting once a day about investing, financial planning, and living well allows someone who does not know you to get to know you. Social media and email newsletters allow people to stay in touch without engagng you. That opens new opportunities.

 

What’s tricky is the content that advisors typically provide in email newsletters, status updates and blogs must also be aligned with their way of practicing and—most importantly—aligned with the interests of their target markets. For example, if your target clients live on golf courses, write about the local golf courses' financial condition, what they charge, whether homes sold in the past year rose in price.

 

If private wealth advisor annually publishes a study comparing the cost of the three most popular golf communities in the county, it could go viral of among golf community residents, who happen to be your target clients.

 

For a wealth manager or financial planning firm to annually rate country clubs and golf communities makes sense. It's also a good search engine optimization strategy because your firm will write posts of local interest about financial planning and investing--a combination of ideas that happens to cover your key phrases and search terms. Oh, and the local paper might want to publish your study annually and your firm could get wide exposure. 

 

How often should financial advisors post status udates?

Tweeting a wealth management idea once or twice a day is enough.

 

How often should financial advisors send email newsletters?

Sending an email newsletter once a month is enough. Twice a month would be better but is not worth the effort. Your email newsletter might contain snippets from your best originally-written posts over the previous four weeks, along with content you have not written but that is aligned with your way of practicing.

 

How often should financial advisors post to their blogs?

As often as possible. If you can blog daily, you may be the next Michael Kitces. However, not many financial advisors can produce that much content.

 

If you can post an original twist on current events once a week using key phrases and ideas likely to boost your natural search engine ranking with your ideal clients, you’re going to be successful over the long run.

 

Posting once every other week might be enough, depending on your keywords. But a daily post is best.

 

Keep in mind, it need not be lengthy. A few sentences may be enough if your words are well chosen.

 

To engage socially with the affluent, your blog post will need to be smart and entertaining. That's not easy.

 

Of course, you don’t need to write your posts. A post could be a slide or two about the economy or taxation that you narrate or a video of you talking. Keep productions to a minute or two to keep it simple enough so you won't need to edit your narration or video.

 

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