While it’s physically impossible to be everywhere, all the time, the same isn’t necessarily true in the digital space. And while your content can’t be everywhere, omnichannel marketing for financial advisors is a strategic approach for your advisory firm that if leveraged effectively—can make it feel like your content is everywhere even if it’s not.
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That’s why it’s critical to have a solid (and targeted) omnichannel financial advisor content marketing strategy before diving straight into multiple marketing channels. But where do you start? And how can you create the most effective multichannel financial advisor content?
Read on for tips and best practices that you can get started with omnichannel financial advisor content marketing right now.
Identify Your Audience and Their Needs
For some, omnichannel is another way of saying omnipresent. One of the keys to appearing “omnipresent” to your target audience, is to find them where they are. By creating personas for your audience, you can help identify traits that characteristics that are shared by those in your target audience(s).
With that data, you can then place your financial advisor content marketing in the places those audience members are likely to be. So, for them, it seems like your financial advisor content is “everywhere,” when in fact it’s in select places where those consumers are likely to see it. This highly targeted approach is not only more cost-effective but can also be more effective overall.
Take Stock of Your Current Financial Advisor Content Marketing
This is no time to reinvent the wheel. In fact, this can be a time to utilize and repurpose content that you may have considered outdated or possibly even forgot you had in your library. By reviewing this existing content, you can not only get more mileage out of content that you already created but can assess where there are gaps in the types of financial advisor content you have and what your target audience is looking for.
Additionally, you can also use this as an opportunity to create more of the type of content that is popular amongst this target audience. To discern this, there are multiple ways to gauge the popularity of pieces of content. For your financial advisor website, Google Analytics is a robust (and free) tool that provides data on all aspects of the site, including which content is the most popular and which content isn’t performing as well as it could.
For the content not performing as expected, you can take a deeper dive into the analytics to see if there’s an obvious disconnect between the message and delivery, as well as the intended audience.
When it comes to social media content, each individual platform offers its own analytics dashboard that can highlight your most popular content in terms of engagement and other critical factors. This will not only tell you if there are certain types of your financial advisor content that are performing better than others but will also give you details about the makeup of that audience.
This is critical because it could show that there are different audience personas utilizing your financial advisor content than you previously thought. With this information, you can then create content specifically catered to this audience because you now know not only what they “look like” in terms of their digital footprint, but also what kinds of content will appeal most to their current financial goals and needs.
Be Consistent, But Avoid the One-Size-Fits-All Approach
Content plays a huge role in omnichannel financial advisor marketing. And omnichannel as the name would suggest, includes all the possible channels for delivering your financial advisor content marketing. That includes your financial advisor website, all the way down to each social media channel, direct mail piece, billboard, radio ad, and the like. And while content can be shared amongst all these platforms, there can sometimes be confusion between being consistent and having a copy/paste approach to omnichannel financial advisor content marketing.
And yes, when it comes to any content marketing, consistency is extremely important. But that need for consistency must be balanced with what works best on each marketing channel. For example, a blog format is great for longer-form content that goes into greater detail than a post on Facebook. And while the length and style of how that content is presented is different between those channels, the content itself is derived from the same source (the blog post) and therefore remains consistent.
Not only does this consistency provide a unified message for your financial advisor omnichannel content marketing, but also helps with SEO. This is because search engines—such as Google—like to see consistency across platforms, but enough variation to show that the content was shared with that platform in mind. Additionally, certain channels simply can’t support the same content as others. In the case of Twitter, there are only 280 characters allowed per tweet. Instagram doesn’t allow for links in posts. And TikTok only supports videos. A best practice is to consider both the audience and platform when mapping out omnichannel financial advisor marketing content.
Find the Right person (or Team) For the Job
And there’s no shame in admitting if that’s not you. Yes, there are all the available platforms and tools that can make it easier for financial advisors to manage their financial advisor omnichannel content marketing strategy. However, even with those tools, creating a successful and lasting omnichannel content marketing strategy for your financial advisory firm can be a full-time job.
Since you already have one of those, you’re likely not looking for another one. If that’s the case, then it’s time to find the right person (or people) for the job. This “help” can come in many different forms, from hiring an in-house content marketing manager to partnering with a full-service digital marketing agency. The key is to find the support that would best serve the content marketing needs of both your financial advisory firm, as well as the needs of your audience.
