Try these guaranteed ways to attract readers to your blog.
I’ve been saying since the early 2000’s that financial advisors should blog to differentiate themselves and to harness the power of the internet. As a financial advisor coach since 2004, I’ve greatly enjoyed helping advisors gain leads and build their email lists.
Get more prospective clients on your list: Every blog post you publish is an opportunity for you to share your expertise and allow people to learn more about you and the services you offer. But a blog post’s power is limited by the number of people who take time to read it.
By investing time and effort into growing your blog readership, you open opportunities for prospects to learn about you and for them to become your paying clients.
But before you can reap the rewards of a successful professional blog, you need to put in the work to grow your audience. Luckily, you won’t have to fumble about trying to figure out which tactics work best. I’ve listed below tried and true techniques to apply to your blog. Check them out below.
Be Ready for Traffic
If you attract lots of traffic but haven’t set up your blog, many potential readers won’t stick around. So, before you move forward, you need to make sure that:
- You have at least a few blog posts for visitors to read.
- Your site is well-designed.
If you’ve got basic blog content ready and you’ve put together a professional-looking blog website, you’re ready to start bringing in traffic.
Write Enticing Headlines
The quality of an article’s headline can mean the difference between a successful blog post and an un-clicked link.
There is no one-size-fits-all rule for headlines since there are several types of headlines you can use for each blog post. But there are a few guidelines you may want to follow.
Curiosity-driven headlines tease your readers with a small amount of information and tempt them into clicking. The trick is to give just enough information about the article that moves readers to know more about the topic.
Have you ever read a Buzzfeed article? Many of Buzzfeed’s headlines use numbered headlines. And if you’re familiar with the popular website’s success, you already know how effective numeral-based headlines are.
A study by Conductor found that headlines with numbers performed best out of five types of headlines.
Also, note that one of the research conclusions is that typing out numbers (10) is more effective than writing the word (ten).
Why do people pay attention to numbers? The answer points to subconscious branding! We are programmed to notice things that stand out. When we write out a number, say the number eight, it simply blends in with our written content. But when we say “8 reasons your blog is not being read,” well the number calls us to attention!
Another type of headline you may consider is a promise-driven headline. This type of headline gives readers a clear picture of how they’ll benefit from reading your blog post.
An important thing to keep in mind while using a promise-driven headline is to let the readers know what’s in it for them. If the reader asks, “why should I read this?” and your headline can’t answer, then you don’t have a compelling promise-driven headline.
Putting into words how a prospect will benefit — like in a headline — is one of many sales skills you’ll need to succeed. To maximize your chances of success, consider learning more about sales and prospecting.
Create an Automated Way To Send Out Your Blog
A newsletter is a useful tool for driving more traffic to your blog; you can use newsletters to drive email-checking prospects to your main website.
You don’t need to write separate content for your newsletters; instead, you can automate your newsletters to reach your mailing list subscribers every time you publish a new blog post. You can use many tools to do this, but Mailchimp is one of the most popular services and is — perhaps — one of the most beginner-friendly.
To learn more about adding newsletters to your toolset, consider checking out my other article on newsletters; alternatively, feel free to reach out to me for more resources to help you get started.
Stay Active on Social Media
Love it or hate it, social media is a terrific way to connect with an audience.
While you’re still growing an audience for a blog, you can start on social media and direct your connections to your blog.
Here are a few meaningful actions you can take on social media to reach the right audience:
Post in a big group related to your niche.
Share links to your blog posts on your own page.
Interact and build relationships with other financial advisors.
You don’t need to waste hours every day on social media — but it helps to post consistently.
Don’t forget that you’re using your social media platforms to attract new visitors to your website. Otherwise, you may end up building a massive following on social media and end up neglecting your website.
Create Quality Blog Content
Writing style, tone, and structure — many factors go into creating high-quality blog content. But for the purposes of writing quality blog content to grow your readership as fast as possible, we’re going to focus on two main tips.
Identify the Types of Content Your Reader’s Prefer
It would help if you learned as much as you can about your audience; creating a reader persona may help you solidify in your mind who your readers are.
Once you know who your readers are going to be, experiment with various kinds of content with your blog and pay attention to what performs best. A few metrics you can watch to track content performance include views, shares, and comments.
Once you find the highest-performing type of content, you should focus on mastering the creation of these and focus your efforts on creating more of them.
Here are a few content types for you to consider for your audience:
- Long-form articles
- Industry news
- Listicles (list-form articles)
- Instructional guides
Regardless of the type of content you choose to focus on, always consider what your audience is searching for, why they search, and what problems they are trying to solve.
Stick To a Blog Calendar
A blog calendar that lists what type of content you’ll be releasing and when you’ll be releasing them will help you stay consistent. And loyal blog readers love consistently released content. But how do you figure out your blog posting schedule?
First, think about the type of content you’ll be making — and how long it’ll take you to make it. Your content type — and its creation time — is one of the critical factors that will decide how often you’ll post on your blog; the longer it takes to whip up blog content, the less often you’ll publish.
Next, you’ll need to consider your reader persona. What time of day are your readers online and are most likely to have the time to visit your blog? How often will they visit?
Once you’re clear on how often you’ll be releasing blog posts based on the type of content you’ll release, you need to start scheduling your releases.
You can easily set up a publishing schedule by using a blog editorial calendar. Establishing a plan may seem like extra work, but there are many templates online that you can use for free. And in the long run, making a schedule will cut your blogging efforts and streamline your workflow.
Above all, remember that your blog posts’ frequency isn’t as important as the consistency. Whether you post once a day, once a week, or twice month, it’s essential to stick to that schedule.
Always Use the WordPress Platform
If you’ve ever dabbled in website creation, then you’ve at least heard of WordPress.
Thanks to the wide range of features available on the platform, WordPress has become the go-to website creation service for one-third of all websites in the world. From personal blogs to the complex websites of major companies like Sony and NBC, WordPress powers many of them.
You can use many site builders and content management systems to set up your financial advisory firm blog website, but WordPress is one of the best picks available today. Let’s dive a bit deeper into some of the top reasons you should be using WordPress to grow your blog readership.
WordPress Sites Rank High
Searchability is vital if you want your website to rank high on Google and other popular search engines. Luckily, you’re already ahead of the game if you build your website using WordPress; the platform includes various easy-to-use tools for optimizing your content for SEO (search engine optimization).
Plugins Extend Functionality
If you’re looking for a feature that vanilla WordPress doesn’t offer, don’t fret. Many third parties offer plugins that extend the functionality of WordPress websites.
The WordPress plugin directory lists hundreds of optional plugins that extend your website’s functionality. Shopping carts, galleries, contact forms — plugins allow your website to perform specific tasks that it would otherwise not be able to do.
Massive traffic for your blog won’t come overnight. But you significantly increase your chances of success by following the tips listed in today’s article.
As a financial advisor in the digital age, your blog is one of your most powerful digital assets. But it isn’t the be-all and end-all of your financial advisory practice. To learn more about the other aspects of building a successful financial advisory business, check out my comprehensive coaching program today.