The internet is one of your most important tools as an advisor, especially when it comes to marketing your firm and attracting new clients. Most people look online first for financial advice or to find an advisor, which means that having a strong presence is crucial to building your brand and standing out.
But online marketing isn’t just about glossy pictures and Google ads. Some of your most effective outreach can come from content marketing or showcasing your thought leadership in blogs, videos, articles and social media posts. These posts can educate and bring in potential clients, establish yourself as a leader in the field, and forge meaningful connections. But before you jump into online content marketing, you need to identify your voice. Let’s dive into why it matters and how to do it.
Why Your Online Voice Matters
The internet is noisy. Stand out by being consistent in your voice and branding so that people automatically recognize your content based on how it sounds and looks.
Consumers see thousands of ads every day, ranging from billboards and commercials to online ads, blog posts, and sponsored content. Experts believe it takes a person seeing an ad five to seven times before they even realize what it’s for. In the context of marketing your firm, potential clients need to see your content and branding multiple times before they will likely even notice what it’s for.
A consistent voice ensures they connect your content to your brand and realize that every piece they see is from the same firm or advisor instead of not putting the pieces together. Write with a similar tone across your posts so people know what to expect and can feel a connection with your writing.
4 Ways to Find Your Voice
There’s not one secret recipe to the perfect online voice. Instead, advisors must experiment, adjust, and tailor their voice to their brand and audience. Here are a few tips to find your online voice:
Understand Your Audience
People speak differently depending on who they are talking to. Establishing a voice that connects with your audience starts by understanding who your audience is. You’ll likely write or talk differently if your target audience is Gen Z versus retiring baby boomers. Similarly, you might speak differently to entrepreneurs in big cities than to a more rural audience. Clients who work in various industries likely have their own jargon and tone. Understand the audience you’re trying to reach. Not sure where to start? Look at your current client base and consider how you talk to them. You’ll likely reach a similar audience online.
Know Your Goals
There are many reasons to communicate with your audience online. Your voice will likely sound different when trying to persuade or sell a product than when you’re trying to teach, give an opinion on a current financial issue, or ask for client feedback. Your online voice is part of your larger online brand presence. Define your purpose and goals by understanding the type of content you’re trying to create.
Be Authentic
More than anything, people want online thought leaders to be authentic. You can’t use an online voice that’s drastically different from your genuine voice or personality, or people will see right through it. Think about how you naturally talk to and interact with people. Are you chatty or more reserved? Casual or formal? Friendly or professional? Your online voice will be more effective when it’s authentic. You can adjust the tone and voice to match your firm’s brand, but don’t stray too far from your authentic self.
Adjust and Polish
The right online voice for you might not come right away. You may start creating content and find the voice doesn’t come naturally to you or resonate with clients and potential leads. It’s perfectly fine to adjust, polish, and even change your voice throughout your career as your goals and clients’ needs change. The key is to be mindful of your voice and pay attention to how it feels and the results it gets.
Online branding and content marketing are crucial for firms to compete in our digital age. And that starts by identifying (and adjusting) your online voice.
