I have seen a ton of websites and blogs owned by financial advisors over the last couple of years. Some look great, some not so great. But what I have discovered over the years is that your website’s looks aren’t all that important. At the end of the day, smart marketers only care about how well their website is converting. Of course, if you can have a great looking website that converts at the same time, then Huge Bonus! Same goes for landing pages, social media sites, and financial advisor blogs.
So what is the #1 mistake that I see happening on most financial advisor blogs?
Well it probably isn’t what you think it is. In fact, it is NOT any of the following variables that do come up often on financial advisor blogs:
- Powerful blog headlines
- Using keywords correctly
- Forgetting to put in tag words and tag phrases
- Making sure to use pictures and titling the pictures correctly with your keywords
- Placing a call to action in each blog
- Making it easy to share
So what is it you ask?
The #1 mistake that I see happening on most financial blogs is that the financial advisors ARE NOT creating the content themselves! I have come across more sites by advisors who have clearly either copied and pasted someone else’s content (which is not ethical or legal), or they have hired some freelance writer to post random retirement articles.
No wonder so many financial advisors have a bad taste in their mouth about blogging and claim they never get any traffic or leads!
Let me ask you a question…if you were on a website and you could clearly tell that the blog or article was not done by the person claiming to get credit, would it turn you on or off? Would you be bending over backwards to give your information up on the site or to “set an appointment”? Of course not! You would prefer to read real content from a real person with a real personality.
How do I know for sure that “fake advisor blogging” is going on?
Well for one, many of you have told me that is what you are doing on your sites. The excuse is that you are too busy seeing clients that you don’t have time to blog. Either that or you hate writing. And I get it. I hated writing for the longest time myself. But after much practice, I finally realized how to stop “faking it” and put my personality into my writing, and it actually became fun.
Secondly, over the past few weeks my brother Luke and I have been approached by numerous advisors who simply want the entire thing done for them. And I am not just talking about building a website and a good funnel (we actually encourage you to hire that out). what I am talking about is advisors asking us to do all of their content, including blogs and videos. Frankly, I think they are making a grave mistake. In fact, I know that they are.
And it would really just be a huge waste of money to have someone else write for you. Because at some point you will be exposed, not to mention if your personality isn’t in your content, it won’t excite people. And it probably won’t excite Google to send traffic to your site for having unique content. Unfortunately, this “Mistake” of having others write for you is a big reason that financial advisors think blogging doesn’t work. It is because they aren’t taking the time to do it the correct way.
Some of the biggest names in our industry (who are having record-breaking months of new business) all do their own blogs. I would even be willing to bet that 100% of the financial advisors that are having mega success with free (organic) traffic and internet leads are doing their own content. I haven’t found one yet that isn’t.
What are your thoughts on this? Do you know any financial advisors that are actually having digital marketing success without doing their own content (or paying out the wazoo for internet leads)? Let me know your thoughts in the comment section below.
And don’t forget to share this blog please!
P.S. – The step-by-step digital marketing instructions for financial advisors that we discuss on this hangout can be found by clicking “Ultimate Digital Marketing Recipe”