- Mastering Financial Content
- Posts
- From Likes to Leads
Did you know that nearly 50% of financial advisors acquired new clients through social media last year? Are you tapping into this powerful pipeline?
Consistent visibility is crucial for advisors trying to build their client base. However, the challenge for many advisors is finding the bandwidth for consistent content creation. That’s why your content strategy must be valued by time efficiency to ensure you don’t burn out and can always keep up with your content, whether it’s social media or newsletters.
If you’re new to our Mastering Financial Content newsletter, welcome! You’re joining thousands of other financial professionals learning how to use content to build their online presence and attract more clients on a busy schedule.
The Importance of Consistency
Content marketing generates over 3x as many leads as outbound marketing and costs 62% less.
Many advisors fall into the trap of writing one great post per month when they have free time, sending a monthly market overview, or occasionally updating a blog. This approach doesn’t build the habit or presence necessary to drive recognition and client engagement. It’s not a good return on time. Consistent visibility is what keeps you top of mind for your network, so it’s critical to find a pace you can manage. The moments when your prospects should be hearing from you most are often when you’re at your busiest, caring for your clients.
To achieve this, focus on creating small, efficient, and repeatable content pieces that you can maintain consistently. Establish a baseline of regular content, and when you have extra time, invest in more detailed posts.
Step-by-Step Guide to Consistent Content Creation
44% of consumers say they typically consume 3-5 pieces of content before engaging with a vendor.
Step 1: Identify What Your Audience Wants
A common pitfall is creating content that showcases your expertise without considering what your audience wants to hear. Start by surveying your clients or using social media polls to discover their interests. Think about your client conversations. Make a list of these topics to have a ready reference, ensuring you always address their needs and interests. This will also help you reduce ideation time and avoid procrastinating when you don’t know what to write about.
Step 2: Develop Repeatable Content Themes
Creating new content from scratch can be time-consuming, leading to posting inconsistency. Instead, identify core concepts and messages of your financial advice, such as foundational tips for debt management, investing basics, and relatable retirement planning questions. Over a few months, create posts on these themes with your core messaging that can be easily refreshed periodically with new examples or updates. This approach significantly reduces drafting time since editing existing content is faster than starting anew.
Step 3: Create a Consistent Posting Schedule
Posting sporadically doesn’t help build a habit or presence with your audience, reducing the return on your time. Set aside 30 minutes once or twice a week to schedule your social media posts. Aim to post at least 1-2 times weekly on platforms like LinkedIn to maintain visibility. Consistency in posting keeps you at the top of your network’s mind and builds a reliable online presence.
Step 4: Build a Newsletter as Your Lead Pipeline
Neglecting newsletters means missing out on a powerful tool for consistent client and prospect engagement. Create a newsletter that blends personal finance tips with current news to make sure the content is always fresh. News content will establish you as a resource for your prospects. If you can’t write new, curation is also valuable. While monthly updates are okay, weekly newsletters are best for building a habit with your readers.
Step 5: Link Social Media and Newsletter Efforts
Promote your newsletter on social media to capture prospects’ email addresses, turning social media engagement into direct leads. This direct line of communication ensures you nurture your social media engagement into valuable client relationships. Your clients will feel more connected to you, and you’ll have a full email list of prospects already coming to you to feel informed each week. Convert them with timely recommendations and advice.
Step 6: Use Content to Improve SEO and Build Trust
Many advisors underestimate the importance of Search Engine Optimization (SEO) and the cumulative effect of consistent content. Regularly posting valuable content enhances your likelihood of appearing in online searches, helping more prospects find you organically. Your social media and newsletter content acts as a reference point, building trust with new clients.
70% of people would rather learn about a company through articles, and 82% say custom content improves their impression of a company.
Remember: Consistency is Key
Many advisors aim for sporadic, high-effort posts instead of a steady stream of valuable content. Start small with manageable content goals. Focus on maintaining visibility and building your pipeline for free by becoming an accessible resource.
Final Note
Remember, the goal isn’t massive growth overnight but steady, reliable visibility. Stay consistent, and you’ll see your network of prospects grow, ultimately converting likes into leads and leads into clients.
Getting Started
If you’re looking for an efficient way to build your pipeline through a strong social media presence and engaging newsletter content, Share Scoops offers a content creation platform that streamlines the process. Our mix-and-match financial news and education bites, infographics, and templates allow you to create personalized social posts and newsletters in a fraction of the time, helping you stay consistent and visible. Click here to schedule a free 15-minute demo.