media-insight

How Financial Advisors Can Use Media to Educate Clients

Why is it important for financial advisors to learn how to educate prospects and clients? Educational media content increases brand loyalty, trust, and engagement. By covering the right topics, you can achieve higher conversion rates, manage customer expectations, and improve customer satisfaction. By producing different types of educational content, you can gain influence among your audience. As the go-to resource for information about your area of expertise, you can guide prospects through your sales funnel and help them make decisions. Loyalty and engagement can lead to more referrals, and interesting content gives your audience something to talk about, engage with, and share with others. Here are 4 best practices to educate your prospects and clients:

Use Different Types of Media for Greater Reach and Accessibility

Financial advisors can expand their reach by using different types of media to educate clients. Combining broadcast, TV, radio, and digital media allows you to expand your reach and connect with your audience in various ways. Limiting yourself to digital content can restrict your reach. Options make it easier for your clients to access information about your brand and the services you offer. People have different learning styles, so producing educational content in different formats allows people to choose how they want to obtain the information. If you need help getting started or want to produce higher quality educational media, our team at 3Stage Media is available to guide you through different types of media production and placement.

Try Different Types of Educational Methods to Boost Engagement

Start with something easy, then learn how to use different methods to educate prospects and clients. Financial advisors can cover one topic over an extended period, by switching up the way information gets shared. Try sharing quick, actionable tips during a short segment as a radio show guest. Then, dedicate an entire podcast episode or educational video series to a deep dive on one topic. Tutorials and how-to guides perform well as video content which you may convert for social media use. If you get the opportunity to interview other experts and share personal stories on TV or broadcast media, you can share this content on your website, social media, and email campaigns. Once you have high-quality content, learn how to manipulate and use assets on other platforms. This helps you generate more content and opportunities for your audience to engage with your brand.

Show Your Audience You Care by Covering the Right Topics

Take time to learn what your audience needs and wants to know. Make a list of common questions and concerns you hear when speaking with prospects and clients. Then, note common misconceptions about your business and the services you provide. This could include misunderstandings around common terms or vocabulary used by financial advisors. Go through customer service history to recognize common problems and issues. Finally, pay attention to the information that sparks your audience’s interest the most during your meetings. Use your findings to create topics for your content. Then, use educational media to address pain points without trying to sell anything. This shows you have a genuine interest in helping your audience. Picking the right topics and sharing helpful information builds brand credibility and trust. Learn more about creating educational content for the buyer’s journey by signing up for this free HubSpot lesson.

Learn How to Let Your Personality Shine Through Educational Media

Create content that shows the real you and offers insight into your personality and experiences. These aspects help you stand out and give your brand a human touch. Share lessons you have learned and mistakes you have made throughout your life and as a financial advisor. Remember to avoid “sales” talk and keep all media content informational. If you offer advice that benefits your prospects and clients, make sure the content is not focused on selling your service. Tell personal stories that resonate with your audience and offer valuable information about common scenarios or situations. The idea is to educate your audience through relatable and personable content. 

To successfully educate clients and prospects, financial advisors should focus on providing value. It’s important to learn how to use different types of media and develop a variety of content. Creating educational content allows you to communicate with clients and break down barriers that prospects have put up in response to more direct sales efforts. Providing consistent, relevant, and interesting information gives you the opportunity to influence early stages of the buyer journey. Then, when it comes to the final decision, the familiarity and trust you have earned as a helpful resource make you the easy choice.

Written by Mark Richards

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