The Number One Reason Financial Bloggers Fail

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Blogging is an outstanding way to enhance your online credibility, position yourself as a thought leader with your clients and prospects, and attract new business into your practice.

Blogging can help you demonstrate your expertise, personality, and style in an industry where you can’t publish testimonials and recommendations about the good work you do for your clients.

What you can publish through a financial blog is your perspective, your insights, your opinions, and your ideas. You can educate and inform your clients and prospects to help them navigate through the challenges of their financial lives.

Over the last 4 years of helping financial advisors establish and grow their blogs, I’ve been able to determine the key difference between those who succeed and those who flounder or fail.

In fact, there is significant evidence of the key differentiator between those financial advisors who succeed with blogging and those who don’t.

First, by succeeding, I mean that these financial advisors are getting recognition in the media, gaining traction within social networks, getting speaking engagements, strengthening client relationships, developing new leads and prospects, and more.

The financial advisors who are having success with blogging are differentiating themselves online through their blogs and reaping the benefits of doing so. They don’t look like every other financial advisor out there.

Assuming that you have a targeted content strategy plan for your blog and that you are consistently blogging, success is achievable without a doubt. Achieving measurable results through blogging is not difficult.

So why do some financial blogs fail while others succeed? Why don’t they see the success that is so easily attainable? What’s the secret?

The answer is simple. The number one reason financial bloggers fail is because they give up too soon!

They give up before they ever gain enough traction to reap the benefits.

What we’ve seen here at Wired Advisor over the years is that it takes anywhere from 12 to 18 months of consistent blogging to start getting somewhere. Again, that’s assuming you have a targeted content strategy plan (which we help our advisors develop). Also, it’s assuming you are publishing content on a regular basis to your blog.

Interestingly enough, we see even greater results after 3 years of consistent blogging.

You might be thinking that 1 to 3 years is an awfully long time to work hard on something without seeing tangible results. That is true, on the surface.

However, what if I told you that once you hit the 3 year mark with your blog, those benefits would continue to endure just like dividends earned on a stock portfolio?

When you launch a blog, you need to think equity before income.

You’ll be a long-term growth stock in the first few years of launching your blog and then you’ll begin to mature into a dividend-paying stock over time.

Successful blogging isn’t rocket science. There are certainly ways to optimize your blogging efforts and give yourself a better chance for success from a strategic and structural standpoint. Ultimately, success with blogging is all about longevity.

View blogging as a long-term marketing practice rather than a short-term marketing transaction.

I’ve always stated that 80% of financial advisors will never blog because it’s not simple, it’s not automated for them, and it’s not a short-term endeavor. For those 20% of you out there who launch a blog and stick with your blogging efforts, you will dominate the digital landscape.

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About Stephanie Sammons

Stephanie Sammons is the founder and CEO of Wired Advisor™. She's been named one of the Top 25 Social Media Experts You Need to Know by LinkedIn and a Top Financial Industry Blogger by RIABiz. As a CFP® and former 15-year financial advisor, Stephanie combines her "in the trenches" industry experience with her extensive digital marketing knowledge to teach financial advisors how to earn and keep clients in a wired world. Follow Stephanie on Twitter and Google+.

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3 Responses to The Number One Reason Financial Bloggers Fail

  1. Joe Simonds June 5, 2014 at 10:27 am #

    Excellent advice on blogging Stephanie! Like you, I blogged tirelessly for many months before I saw any real proof of it working. Most people would have probably given up (which is why there are so few financial advisors who are seeing mega success with blogging), but I kept my head down and just kept putting out unique content each week just like you did.

    The challenge that I like to throw out there to financial advisors is that I have yet to meet or hear about a single advisor who has consistently put out unique and sharable content for a full year that didn’t see incredible success over time. The tough part is just having the persistency to last the full 12 months.

    Once again, thanks for putting out this great advice. You rock!

    • Stephanie Sammons June 5, 2014 at 12:44 pm #

      Right on Joe it’s so true. Attracting the right clients and building trust with them has always been a longer-term endeavor in this industry. Digital certainly creates all kinds of new possibilities, but there are still no magic bullets :).

      Thanks for your comment!

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