When it comes to online marketing and lead generation, having a website is no longer enough. Many advisers have realised the importance of social media as a marketing tool and there is now a large community on the likes of Twitter and LinkedIn.
However, there is another tool that all too often seems to be ignored: blogging.
The benefits are clear. According to ‘@ifablogger’ Richard Bishop, the concept provides the perfect platform to keep in touch with peers, existing clients and potential clients on a regular basis. It acts as a cost effective way to build your online presence and promote your skills without spending money on traditional PR.
However, many advisers are put off by fears of a lack of audience and content ideas. So where do you start? Here are our seven top tips:
1. Make a plan
According to internet psychologist, Graham Jones, many people start blogging with enthusiasm only to become bored of it a few weeks later as they run out of things to say. With this in mind, he strongly suggests planning ahead.
“Divide your expertise into five themes so you have a topic for each day of the week and then take those themes and divide them into four separate areas. This will give you a sub-topic for each day of the month,” he says.
Avid blogger Martin Bamford, managing director at Informed Choice, says there is inspiration for content everywhere.
“The world of personal finance is so diverse and active it is always easy to find something to talk about. If you do get stuck, ask your staff or family to help you brainstorm a list of titles, then spend a few weeks working through them,” he says.
2. Consider your approach
There are many ways to approach a topic from a news piece to an opinion piece, debate or an interview, says Jones.
Those uncomfortable with writing might want to consider another medium. Pete Matthew, managing director of Jacksons Wealth Management, suggests a podcast or a video, for example.
“Choose what works best for you; they all have their strengths,” he says.
3. It is not homework
Too many people are fearful of long word counts and tedious spell checks but according to Bishop “perfect is the enemy of done”.
“You will make spelling and grammar mistakes but remember bloggers are not professional writers! Do not spend hours checking: simply write and post. The blogging community is very forgiving,” he says.
Bamford adds some of the best blogs only consist of a couple of paragraphs. Those crafted to be concise and relevant are actually more likely to attract readers than a lengthy rambling essay, he says.
4. Make it regular
There is nothing worse than a blog with just two posts on it, particularly if the last one is from July last year, warns Matthew.
Although it is widely agreed blogging must be done regularly, it does not have to be every day. According to Bamford, aiming for two or three a week should be enough to demonstrate you are active and engaged.
The more regularly fresh and original content is added, the better for search engine optimisation and a returning readership.
5. Be yourself
Blogging allows individuals to engage with readers on both a personal and professional level and Bishop suggests making the most of this.
“Your blog could include news on a great service you offer together with news about a charity marathon your team is running, for example,” he says.
Jones says it is important to give a little insight into your personal life and the sort of person you are, in order for your readers to engage with you on a personal basis.
Another important point is to write like you speak, says Bishop. Do not use jargon and keep your message simple. Blogging should be written in an informal style.
6. Promote promote promote
Advisers cannot simply post a blog and expect immediate results. According to Jones, the average time for a blog to experience some real engagement is around six weeks – so persevere. Promoting your blog is the key to getting it recognised and it should be marketed like it is another product or service, says Jones.
Posting links on social networks is a good starting point. But there are many other ways: Jones suggests including the link on business cards; Bamford selects four or five of the best each week and sends them out with his Monday email newsletters; while Bishop suggests syndication. Syndiation involves posting your blog to ‘blogging communities’ in order to give your writing a wider audience. Bishop has just launched ProBord (probord.net) which syndicates hundred of bloggers to help promote their businesses.
7. Engage with your readers
For Bamford, the best blogs are those which start a conversation with the reader and have the ability to accept comments.
“You should actively invite comments, either asking for them within your blog or asking for comments when promoting it on Twitter or other social networks. Make sure you moderate your comments, saying thank you for each contribution and taking the time to reply,” he says.
