Susan Theder
Susan Theder
ADVISOR MARKETING
makes them more likely to engage with your future posts and ultimately visit your website for a more comprehensive understanding of your services .
Think of zero-click content as the “ appetizer ” whetting your audience ’ s appetite for the main course — the in-depth content on your website . By providing valuable information directly on social media , you will ultimately drive qualified traffic back to your own site , even if it ’ s not through a direct link in every post .
2 . Make Use of AI This is also where AI can step in as a powerful ally . If you need help summarizing your larger social media posts , consider using artificial intelligence programs to speed up the process . It can be time-consuming to create engaging social media content , especially if you ’ re constantly having to craft summaries of your longer-form website content . AI can help with that . The technology has recently made significant strides , particularly in its ability to process and understand human language . This can mean exciting possibilities for advisors who want to generate ideas , create new content and summarize it — and in their own brand voice .
Imagine having an AI assistant that can help you brainstorm post concepts , extract key takeaways from your website articles , and even craft concise summaries for your social media platforms .
By using this technology to streamline your content creation , you can better focus on your higher-level strategy and tailor the AI-generated content to resonate with your specific audience .
If you ’ re feeling stuck for blog post inspiration , AI can help . You ’ ll want to start by describing your target audience and desired content themes to an AI writing assistant . It can then generate a list of potential blog post topics and even suggest outlines to get you started . This will jump-start your creative process and ensure you ’ re addressing topics relevant to your audience . Among the tools you can use are Claude AI , ChatGPT , Google ’ s Gemini , Perplexity , Writesonic , Copy Shark and Grammarly ’ s AI .
3 . Consider Making Short-Form Videos
Short-form video has exploded in popularity thanks to platforms like You- Tube , TikTok and Instagram . People like to watch short clips for work or fun , and even some advisors are starting to use such videos for talking to clients and prospects .
I find these videos highly effective when you include them in other forms of content — putting them on your website , for instance , or sharing them on social media posts , attaching them to emails or embedding them in blogs . They enhance the content and can be used to further promote it .
You might also turn to short-term video platforms , depending on the audience . For example , if you host a podcast and upload it to YouTube , you could cut parts of it into snippets to repurpose as shorts to promote the original podcast .
4 . Getting Referrals From Other Professionals
Many of you already get referrals from professionals in other industries , such as attorneys and accountants and other people with influence ( also referred to as “ centers of influence .”) But few advisors have a formal strategy they use to consistently grow their network of these professionals , count the number of referrals they ’ re getting and measure success .
By marketing to these individuals , you can build mutually beneficial relationships that involve cross-promoting each other ’ s services . Here are a few ways you can connect :
• Build a list of target professionals in your CRM : First is outlining whom you want to target . Many advisors think of estate attorneys and CPAs and stop there . But they should go beyond these traditional sources and include people like business succession planning consultants who work with established businesses , private college admissions coaches , highend real estate agents , executive business coaches and other people who are very connected in their communities .
• Build relationships , not transactions : You ’ ll want to build genuine relationships with these other professionals and offer them a value beyond just referrals .
Consider co-hosting educational workshops with them , providing guest articles for their newsletters , or simply connecting them with other professionals in your network .
• Share content : You ’ ll stay on people ’ s minds when you share valuable content with them , items that are relevant to their clients . You could share market updates , for instance , or financial planning tips or insights on new tax laws . Regular communication with influential professionals demonstrates your expertise and keeps you at the forefront when a referral opportunity arises .
• Refer to them : The best way to open the door and build a relationship with other professionals is to ask to speak with them about a client of yours who may need their services .
• Include other professionals as webinar guests : Invite them to your webinar — and ask them to invite their contacts . This will allow both you and your guest to cross-promote your services to your audiences .
• Track and measure : Don ’ t operate in the dark ! Develop a system to track your interactions and referral metrics . This will help you identify which relationships are most fruitful and allow you to tailor your outreach strategies for maximum impact .
5 . Start Hosting Webinars
Webinars are one of the best ways to convert prospects into clients . However , only about 23 % of advisors use them .
A webinar can cover your audience ’ s interests in an engaging format . And because it ’ s a virtual medium , it ’ s incredibly cost-effective .
As you plan your webinar , focus on topics that your audience is most interested in learning more about . Consider the other professional referral sources and whether you may want additional guest speakers . Guests can make it easier to plan your webinar agenda and reduce the pressure of presenting .
After that , you ’ ll want to promote the webinar . Email is the best way to acquire registrants . I recommend sending three emails — one a week before the event , one continued on page 59
20 | FINANCIAL ADVISOR MAGAZINE | JULY / AUGUST 2024 WWW . FA-MAG . COM