As a small financial planning firm, you've probably heard that blogging can serve as a valuable addition to your existing inbound marketing efforts, but maybe you’re not quite convinced that it is worth the extra time or expense.
Our schedules seem to be overflowing with important tasks such as attending meetings, running planning sessions, attending conferences, etc. I get it, you don’t have a lot of spare time to commit to writing a blog.
And besides, there’s that monthly e-newsletter you send out. That should be enough marketing, right?
Well, not if you intend to attract new leads.
Having a website without a blog is like driving a car without gas; it just won’t get you very far.
Here, I’ll share with you five surprising benefits of starting a blog and why your firm would benefit from launching one TODAY. I’m willing to bet that by the time you finish reading, you’ll have been converted into a blogging enthusiast as well.
1. Creating content can generate new client leads.
Emailing monthly newsletters, printing up business cards to hand out, and advertising on U.S. News’ website and in local newspapers are all considered traditional methods of growing your business. It’s also known as outbound marketing because you’re basically the only one doing the talking, and some ads can feel like you’re using a megaphone. One-on-one consultations are great, but they only serve to develop existing relationships.
What you need are new client leads, and the best way to get them is by creating assets such as blogs, e-books, and infographics that will attract complete strangers to your content. Using keywords in your posts to match what people are looking for, you will draw people who never would have heard of you or your business otherwise.
Based on the relevancy of your content and the number of blog posts that you’ve published to your website, you have the potential to cast a wider net to draw more visitors. Through this organic process, former strangers could very well be following the route to becoming long-term clients.
Route to Winning Customers
The blog serves as the linchpin that drives more visitors to your site. The more content they engage with, the more likely those visitors could become leads, and eventually customers. The best part is, if your clients are enthusiastic about your firm’s mission, they will become your ambassadors, passing along their praises to their friends and family through word-of-mouth.
But what about the metrics of blog conversion rates? Statistics Based on a study of over 13,500 companies, small businesses (comprised of 1-10 employees) saw the highest return on leads when they blogged more than 10 times per month. When small businesses published 11 or more blog posts per month, they generated almost twice as many leads as companies that published 6-10 blog posts per month. Imagine what you could accomplish for your business if you were able make twice as many connections.
2. A low cost and easy marketing channel
With an average cost of just $135 per lead, inbound marketing can be a much cheaper alternative to traditional marketing efforts. Blogging equals free PR. And unlike old advertisements and printed materials, blog posts will continue to work for your firm ad infinitum.
3. Connects with potential clients on an emotional level
In the financial planning business, connecting with your clients on an emotional level is the key ingredient to building long-term relationships. Blogging is a great platform to build this strong connection from the very beginning, before you even know your readers on a first-name basis.
You are still advertising your expertise in a blog, but it’s handled in a much more subtle and less intrusive way. By sharing content that is informative and entertaining, you won’t have to get out your mega-phone to grab their attention. Readers will want to come back to your site again and again on their own volition. Imagine that!
4. Helps establish your authority as an industry expert
What does your firm specialize in? Retirement planning? College Planning? Investing? Whatever your area of expertise, your blog will help you stand out against the static noise of your competitors.
By providing helpful information, you will let your readers know that you seriously know your stuff.
And what will that do for you? Well, for starters, you’ll have other bloggers, journalists, industry players contacting you, leading to more opportunities for guest blog posts, speech opportunities, seminars, and more.
It may seem obvious, but if you want people to contact you directly, you have to increase your firm’s visibility through SEO and other social content sharing. Blogging is an easy way to reach your audience no matter which platform they prefer, since linking your posts to other networking sites is as simple as a click of a button.
5. Delivers long-term results with Evergreen content
As I’ve mentioned before, once a blog post is published, it will stay on your site forever. This is good news, considering 75% of website traffic is driven to old blog posts. If a particular statistic you used becomes inaccurate or out-of-date, consider making small revisions to popular posts on an annual basis. This will ensure that your content is evergreen, meaning it will still be discovered through Google’s search engine no matter how many years have passed since you first posted it.
Either way, the more content you have available, the easier it will be for new readers to find you and interact with your business.
So, what do you think? Ready to try your hand at blogging?
If you still find the task to be overwhelming, the first thing to do is to stop thinking of it as a chore. Make it fun by writing about what interests you. Keep it conversational. And remember to keep your content aligned with your firm’s mission and values.
P.S. Drop me a line in the comments section below or by email about how your blogging efforts have helped your business.