In the dynamic and competitive investment advisory world, sharing investor-focused content is one key marketing strategy that stands out most. As advisors strive to set themselves apart and attract and retain clients, presenting content tailored to them becomes crucial. The Digital Wealth News team recently interviewed Teresa Leno, CEO and Founder of Fresh Finance, regarding why she believes investor-focused content, from website to blogs, newsletters, and social media posts, should be the starting point for all advisor marketing campaigns.
This content marketing strategy seeks to understand investors’ problems, needs, preferences, expectations, and concerns and then offers options, guidance, and assurance accordingly.
“An investor-focused content marketing strategy means the advisor’s or organization’s website, newsletters, social media, and all shared content provide information and insights that resonate with the audience—the investors. An investor-focused content strategy builds deeper connections and increases engagement with potential and existing clients, translating into steady business growth,” says Leno.
A focus on current clients
Investor-focused content is pivotal to resonating with current clients because it helps ensure that the advisor speaks directly to them, addresses their diverse needs, and helps guide their financial decisions. Clients want to feel understood and appreciated and know their portfolio is in good hands. Therefore, creating investor-centric and genuinely empathetic content can significantly enhance the advisor-client relationship.
An approach centered around investor-focused content often results in the creation of valuable resources. Examples include insightful blog posts, informative eBooks, persuasive white papers and helpful guides, engaging video series, podcasts, webinars, and more. These advisor marketing assets become powerful tools for advisors to share with their clients and draw attention from investors scouting for reliable financial advice.
Today’s savvy investors seek clarity, transparency, and insights to navigate the complex investing world. They value an advisor who takes the time to understand them and provides tailor-made recommendations. Therefore, an advisor’s marketing strategy must start with investor-focused content demonstrating their knowledge, commitment, and willingness to customize advice and investment strategies. By showing this through content, advisors help boost investor confidence.
“Creating and delivering investor-focused content requires a clear understanding of the target audience, investment goals, risk tolerance, and time horizon, among other factors, such as their problems and how you as an advisor solve them. It demands consistent and ongoing engagement, staying atop industry trends, and delivering timely responses to market changes.
I encourage advisors to leverage multiple platforms to share investor content – websites, social media, newsletters, seminars, etc. It’s vital that advisors regularly use these platforms to reach out and connect with their audience effectively,” adds Leno.
Straightforward, simple content is best.
Leno comments that an advisor’s ‘content voice’ should be professional yet relatable in every shared content. The content must reflect your expertise, reliability, and genuine interest in investors’ financial confidence. However, presenting complex, difficult-to-understand content can do the opposite and deter investors. Trying to validate oneself using complex words and information with clients can overwhelm them or make them feel they’re being ‘talked down to.’
In conclusion, investor-focused content is the cornerstone of advisor marketing because it forms a bridge of trust between the advisor and the investor, proving instrumental in growing an advisor’s practice. Advisors must remember that their ‘content voice’ must speak directly to the investors, assuring them of the personalized and professional services you offer, catered to their unique needs.
Click to Learn More About FreshFinance
Teresa Leno worked as a financial advisor and experienced firsthand the importance of financial education to help clients make more informed decisions before a crisis. Through her experience, Fresh Finance was started as a financial content marketing solution to help advisors validate their expertise through sharing content.
