4 lame excuses for not having a financial blog

By Amy McIlwain

Financial Social Media Marketing


Although blogs are one of the most important elements of a successful social media campaign, many financial advisors still grapple with the idea of having one. Why?

Among a variety of reasons, financial advisors think the return from blogging is not worth the time investment. And while blogging may take a little time out of your week, the potential rewards are too great to pass up. Blogs not only allow you to communicate your expertise and earn trust, they also drive more traffic to your website.

If you hear yourself saying or thinking any of the following excuses, it may be time to reconsider creating a blog.

No. 1: I don’t have time

Like I already mentioned, blogging requires a little extra time. But that little extra time can go very far. Blogging has a plethora of marketing benefits. Here are a few:
  • It’s inexpensive marketing. Period.

  • They keep you sharp. Often, composing good content requires a little research on your part. But this research keeps you educated and strongly informed about matters in your industry.

  • They establish you as a leader and expert in your industry. Potential clients have more reason to trust you if you’re constantly publishing content illustrating your expertise.

  • It’s great PR. A strong blog is like ammo. Once you have it, blast it out! Post your blog to your social media platforms — Facebook, LinkedIn, Twitter, Google+, Pinterest — you name it. It’s an awesome way to get your name and brand out there. P.S.: Ninety-eight percent of journalists begin their research online — and they definitely look at blogs.
No. 2: Nobody will read it

According to a Spectrem Group study from August 2011, “nearly one-third of investors worth $5 million or more say they either read or would read blogs by trusted financial advisors.”

If that doesn’t entice you, consider search engine optimization. With the power of SEO, your blog doesn’t need a four digit following to be effective.

Loosely defined, SEO is the process of improving visibility of a website via natural or algorithmic search results. By researching keywords and strategically implementing them into your blogs, you will improve your search engine rankings.

Let’s say you compose a blog entitled, “Five Tools to Create A Retirement Portfolio.” A month down the road, Bill Smith conducts a Google search: “how to create a retirement portfolio.” He will be more likely to find you in the search results based on common keywords.

No. 3: I have nothing to talk about

At first, it may take a little time to get used to the writing style of blogging. But let’s face it — you are the expert.

You already know what you’re talking about. All you need to do is present that knowledge and information in a fun, easy-to-read format. By nature, blogs are short, less formal and easy to digest. Once you get used to it, it’s a relatively simple process. Here are some tips to get your juices flowing:
  • Brainstorm the points you want to make.

  • Have a short introduction that draws readers in.

  • Use bite-sized bullets that address key points.

  • Keep language conversational — no big, fancy jargon.

  • Keep blogs short — 300-700 words.

  • Use visually appropriate and appealing images.

  • Use hyperlinks.
No. 4: I’m not a good writer.

Pen shyness and writer’s block should not prevent you from having a blog. Here are a few examples of how you can dodge the anxiety of writing.
  • Hire a ghost writer.

  • Compose a video blog instead of a written blog.

  • Re-purpose existing content. Meaning — find what else is out there and repurpose it to fit your needs.

  • Have your team take turns writing the content.

  • Invite guest bloggers to contribute content. This is not only a great way to attract more readers; it also relieves the responsibility of producing all of the content on your own.
Blogging is just one of many elements that must be a part of your social media marketing campaign. In one way or another, it will give you a huge leg up in the industry. What are your opinions, experiences and questions about blogging?