Your vibe attracts your tribe – authentic blogging for financial advisors
Be real, be authentic.
As a Coach for financial advisors, I recommend blogging as a digital marketing strategy in your Business Plan. Because our lives have become more and more digital or virtual, we tend to crave something genuine. We may want real relationships and authentic experiences.
Right off the bat, it’s essential to understand that your clients do not only want your service as a financial advisor. In addition to your service, your clients want a pleasant experience. Your clients want an experience that is more honest, transparent, and authentic.
One of the best ways for you to showcase your authenticity is through blogging. As the saying goes, your vibe attracts your tribe. As your true colors shine through your blogging and your brand, you’ll find that you’ll attract the perfect audience for you as if by magic. But how do you make sure your blogging is authentic? Read on below to find out.
What Is Authenticity?
Simply put, being authentic refers to how you stay true to who you are, what you do, and who you serve.
As a financial advisor, your business is highly service-oriented. Therefore, “human” elements matter. Authenticity creates value and benefits for your clientele.
Why Be Authentic?
1. Being authentic allows you to get your point across.
By telling your blog readers a bit about yourself and your experiences, you make it easier for them to understand your message. You’re giving your readers sufficient context, allowing them to know what you’re trying to say.
2. Being authentic brings novelty to the conversation.
No matter how hard you think, it’s probably difficult to find a topic to write about that someone hasn’t already covered. So, how do you spice up your blogging? By adding in your unique personal angle to the topic.
Assume that everything you could write about has already been written about. However, not a single one of those ideas has been written from your perspective. Authenticity allows you to add your unique twist to a topic, creating interest for your readers.
3. Being authentic engages and inspires readers.
You can get people interested and engaged in the conversation by opening up and telling people about yourself in your own words.
One of the blandest types of writing is technical writing. Technical writing is dull because it focuses on the topic at hand while distancing the personality of the author from the writing. Therefore, the more honest and authentic you are in your writing, the more your readers will engage.
4. Being authentic allows you to learn about yourself.
Writing in your voice and tone allows you to discover more about yourself. By letting your personality shine in each blog post, you learn a bit more about yourself.
Honest and authentic blogging forces you to get your ideas in order. Authentic blogging also forces you to be specific and take sides (in most cases). Through authentic blogging, you may learn more about your opinions, desires, etc.
5. Being authentic is easy.
Being yourself is more comfortable than pretending to be someone else. By writing the way you want to write about the things you want to write, you’ll find that you’ll enjoy yourself more. You’ll end up sticking to consistent blogging, and your audience will enjoy your work.
Have you ever had writer’s block? Try writing in your voice from your perspective. Blogging becomes easy when you think of it as yourself telling a story to your friends.
Define Your Target Market
What is a target audience or target market? A target audience is the specific group of people you want to connect with through your blogging. They are the people who are most interested in your content and your services. Characteristics, such as behaviors or demographics, can unite your target market.
You’ll want to define your target market because you can’t speak directly to your best potential clients if you’re trying to talk to everyone at the same time. After all, everyone has different desires, interests, and needs.
As you slowly define who your target market is, don’t be afraid to get hyper-specific. You can start with broad categories such as retirees. However, it is best to narrow down your target market as best as you can.
As mentioned earlier, being authentic allows you to attract the people who work with you best. You’ll want to make sure that your target audience is a group of people that would be attracted to who you are.
How Do Blog With Authenticity?
1. Be Real
First and foremost, you’re going to want to be real. You can start by going back to the basics. Who are you? What motivates you? Who do you want to serve? Remind yourself of the answers to these questions.
The best way to make people see you as authentic is to be authentic. Therefore, build a purpose for your business that you care about (beyond earning money). Apply your goals, beliefs, and core values to every blog post you write.
Additionally, being real in your blogging means taking time to listen and understand those who are involved. Determine what your audience wants to read about. Don’t merely self-promote.
2. Be Consistent.
Inconsistency can confuse your readers. If, for example, you write separate blog posts that contradict each other, your readers will greet you with suspicion and mistrust. Inconsistency in blogging is a surprisingly common mistake committed by small bloggers and large corporations alike.
Your key message, identity, and style should remain the same throughout all your blog posts. Eventually, your readers will identify you with the identity, style, and messaging that you convey and will see your business as self-assured and trustworthy.
3. Be Charitable
Notice that large enterprises are trying to win over consumers by becoming more like people. Businesses such as Nike have their code of ethics that they adhere to and charities that they donate to. Companies try to portray themselves as charitable because it garners respect from consumers.
Aligning your financial firm with a charity and running campaigns around it goes a long way to winning potential clients over. However, making donations once or twice a year just isn’t going to cut it. Having promotions and events that contribute to your causes can mean a lot t to your target audience. In addition to making donations, use your blog to write about important causes and movements you believe in.
4. Back up What You Say
“All mouth and no trousers” is an old English expression that refers to a person who can talk big but never delivers on promises. A more modern version of the saying is “all bark and no bite.” People who are all bark and no bite gain a negative reputation, and people learn not to believe anything they say.
Readers these days are intelligent and discerning enough to distinguish people who blog about things with no substance.
Authenticity goes hand in hand with being transparent. Therefore, it is wise to never write about things you cannot prove. Instead, back up all your claims with evidence, whenever possible. Also, never write anything misleading about your business and services.
5. Be Responsive
Give your readers as many ways as possible for them to contact you quickly. By no means should they be greeted by a machine or an autoresponder. You’ll want to be able to respond to them promptly, politely, and effectively.
The easiest way to allow people to respond to you is by turning on the commenting feature on your blog (if your business model is as a Registered Investment Advisor). Additionally, you can leave your social media information or email address at the bottom of your blog posts.
Allowing people to contact and interact with you adds a personal touch to your customer service, and helps you build a solid and authentic reputation.
6. Be Accountable
Hold yourself accountable. If you make a mistake, be professional enough to admit it and take the blame for it. Owning up and apologizing as soon as you realize your error allows you to release your statement before anyone else can publicly judge you and damage your reputation.
Say, for example, you write a blog post with false information. Rather than simply editing the post and saying the incorrect information was never there, leave a message at the top of the post saying what part of the post you revised and why.
Everyone has flaws, that much is true. If, however, you handle your mistakes correctly, your readers will end up respecting you more.
7. Highlight Your Reputation
It is a fact that your reputation has much sway over whether or not potential clients will work with you. So, feel free to write about your achievements on your blog. Remember, however, never to exaggerate your reputation.
There is such a thing as “too good to be true.” If you write a blog post about a challenging project that you overcame but “forgot” to include the part about your challenges, you’ll strike a blow of disbelief into the hearts of your readers.
If you win any industry awards or have recently joined any respected groups of associations, don’t be afraid to blog about it!
8. Nurture Your Following
Give, and you shall receive. Take an active role in nurturing dialogue with your followers to keep them engaged and enthusiastic. Do your best to define your target market (as we discussed earlier) to know what interests them.
Also, interact with your followers through the comments of your blog posts. Perhaps something is not clear in your post, and a reader commented, asking a question. Give them a (free) answer, allowing you to show off your expertise and experience.
You can’t create an authentic image in your blog overnight. If you put in the work, however, your efforts will be rewarded.
Follow the tips listed above, and you’ll build a loyal following in no time. Readers will come back over and over again to read your blog posts. After all, your vibe attracts your tribe.