With the tools and technology we have available to us today, anyone can be a publisher. In fact, most of us have the ability to be our own miniature personal media company because we can publish our ideas, insights, thoughts, comments, and opinions online through blogging, email, and social media participation.
This phenomenon is also creating a lot of noise. When everyone can publish online, the volume of information becomes overwhelming to say the least.
So how do you stand out in all this noise? How do you grab and keep the attention of your clients and prospects to remain relevant in their lives? How do you differentiate yourself from all of the other financial advisors out there in the age of social media? The answer may not be what you think.
Be a financial advisor thought leader
Let me give you a hard truth. You can’t differentiate by product, price, and performance anymore as a financial advisor. Consumers have come to expect that you already have these things, and these things don’t inspire people. It is fantastic that you are knowledgeable, experienced, and credentialed, but that’s not what people really care about. They don’t care about you! They care about their own dreams, experiences, challenges, problems, and opportunities.
Your clients and prospects are desperate for someone to lead them. They need and want a leader to guide them through their life experiences so that they can feel confident in their decisions regardless of what’s going on around them. They need your leadership, guidance, reassurance, and emotional support!
If you’re not leading your clients and prospects in the age of social media, someone else will be
To remain competitive in a wired world, you’ve got to claim your online real estate and publish your thought leadership insights just as you were your own personal media company. You can systematically publish your insights through a blog, an email newsletter, and through social media participation! These new media tools can help you to be visible and valuable to your clients and prospects!
Most importantly, you’ve got to make sure that you make the short list of your clients and prospects as a relevant and important leadership force that they allow into their busy lives.
Your clients have a choice, just as you do, as to what they read, watch, and listen to. To remain consistently visible and valuable to them, you need to be publishing relevant thought leadership content that speaks to the needs, concerns, issues, life changes, goals and dreams of your clients and prospects.
It’s a false sense of security to believe that your clients are loyal to you and only you. There are so many competing forces, and the innovation is just beginning as smart financial advisors and financial services firms find creative ways to build trust and capture client assets.
A Great Example of Thought Leadership Content
What is thought leadership content? One of the best examples I can think of to help you understand this idea of thought leadership content is Nick Murray‘s awesome book entitled The New Financial Advisor. If you haven’t read it, I would highly recommend it even if you’re a seasoned veteran, and even though the book is 10 years old. It is full of inspiration and wisdom. It will inspire you, and it will remind why people so desperately need YOU to guide them through the financial jungle to help them realize their dreams. The book is a timeless call for financial advisor leadership!
Your Thought Leadership Content Marketing System
As you create and develop your online presence, you are going to need a system for delivering YOUR thought leadership content to your clients and prospects. That hub of that system should be a professional blog site, but it doesn’t end there. The word “Blog” is a simple word, but it’s a powerful technology that allows you to easily publish your insights, ideas, opinions, expertise, and guidance in order to be visible and valuable to your target audience. A blog is an online library of your intellectual capital available 24/7 and it can include articles, images, videos and audio files!
Beyond a professional blog, you need a comprehensive social media presence, an email newsletter, and a well developed library of your thought leadership content that you can deliver to your clients and prospects through these channels.
All of these pieces make up your Content Marketing System. Your blog site holds and displays your thought leadership content. Your thought leadership content gets automatically distributed to your social media profiles, groups, and to your email subscribers. All of the pieces of the portfolio work together to create your system.
We need financial advisor thought leaders NOW!
Thought leaders know how to weave their own life experiences, the power of storytelling, and the wisdom of others to bring a fresh perspective and creative angle to content. Thought leaders constantly coach, inspire, and support their followers! Thought leaders have the confidence to publicly build their personal brand and voice their insights and opinions. Thought leaders are interested in thriving, not just surviving.
If you truly want to be known as a financial advisor thought leader and GROW your business in a wired world, it’s time to start putting yourself out there. The thought leaders are going to win the business in the age of social media.
To read the previous article in this series entitled Thought Leadership Content Marketing in Social Media Times, CLICK HERE!
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