Marketing

How Financial Planning Practices Can Use Content Marketing to Grow Their Business

Content marketing is the practice of creating ‘content’ in the form of blogs, social media posts or videos to share online that sparks interest in your business and your services. 

It allows you to establish your business as a leader in your industry, promote brand awareness as well as keep your current clients engaged and happy. 

Content marketing also helps you keep your business in your prospect’s thoughts when they want to engage in your services.

Read on to learn more about tips for content marketing that financial planners need:

It’s Important To Pinpoint Your Target Audience

To ensure that you get content that leads customers effectively through the sales funnel until they make a purchase, you have to identify who they are. 

Products and services used to be marketed on a more general scale. Brands would essentially cast a net and hope they catch a good enough haul. Unfortunately, it was largely inefficient and ineffective in the long run – not to mention very expensive

Thanks to the advancement of technology, today’s marketing strategies allow businesses like yours to directly target their ideal clients. 

Establishing a buyer persona is a great way to start. Getting to know your target audience includes grasping particular behaviours they show. In doing so, your content can be better tailored to their needs and wants. Some demographics will, for example, prefer using a computer instead of mobile apps.

A website design and custom content aimed at set preferences will help high-quality leads come through. These will be incredibly effective efforts since it will increase conversions. 

Make Sure Your Content Is Useful

The whole point of taking the extra effort in content marketing is to make sure it is seen as truly valuable by your audience. 

The whole point of content marketing is to promote your services and encourage prospects to become clients.

In truth, most consumers (70% according to Demand Metric) prefer content over advertisements. This ensures the concerns of customers come first and you instantly become credible experts in the field.

A great way to make sure your content is valuable and useful is to conduct SEO research. By identifying what people are searching for online, you can not only match your content to high-intent search queries but also increase your Google ranking and online visibility. 

Plot the Buyer’s Journey Of Customers

All prospects and clients go through a specific “buying journey” to become loyal clients. This buying journey includes awareness, consideration and decision. 

Various content types are needed for different stages so it’s important to understand what type of content prospects in each stage will want and react to.

The 3 Stages of the Client Journey:

  • Awareness Stage – This is a customer hoping to learn about a service. Educational blogs will do very well here.
  • Consideration Stage – At this point, the customer might have realised that their needs aren’t met by their existing circumstances. They start actively trying to find a solution at this point. Advertisements and good SEO performance will help  these potential leads to find you.
  • Decision Stage – A customer will discover that your brand has a service that could serve their present needs well. Ensure they can easily contact you. Ensure you are top of mind through brand awareness campaigns and aim to promote your value and unique selling point that helps you stand out from your competitors. Google Ads could be good here, as well as a great website and great social media content.

When you give customers content as needed, they’ll move smoothly through the buyer journey at the right time. It helps to build a long-lasting relationship and achieve higher conversion rates!

Is Your Content Marketing On-Point?

It’s important for businesses that offer financial services to have a user-friendly, secure and compliant website.

One of the most important components to that is content marketing. Key tips to help that along include making sure content is useful, planning consumers’ buyer journeys and pinpointing your target audience. 

Do you need help with content marketing? Contact MBS today! 

We help the growth and success of financial services through evidence-based, industry-leading digital marketing. 

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