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IFAs should become expert bloggers

The whole financial sector has come in for a battering in recent years, so it is no surprise that most people involved in the world of finance want to adopt a low profile. And that means you'll be hard-pressed to find many IFA bloggers around. 

Indeed, you will find it tough to find financial bloggers in anything like the amount of blogs on fashion, travel, technology, science, or health. Blogging appears to be a minority sport amongst the financial adviser community.

Keeping this comparative low profile might seem sensible; after all, if you don't put your head above the parapet, it won't get shot off. And it is not just the bitter public which could be out to "get you" for what you might write on a blog, there's the FSA putting your web presence in its sights too.

It logically therefore makes sense to avoid financial blogging and spend your time doing other things, like meeting clients and talking to them; except logic isn't always actually that well-informed.

Back in 2009 a study of the world's top 100 brands found that those companies which used blogs had the greatest increase in profits, compared with businesses which did not blog. Of all the industry sectors in the top 100 brands the financial services sector was the worst performer. Not only did they use blogs less than any other industry, the financial services sector as a whole was the worst performer in terms of profits. There might be a link.

For the past three years there has been a study conducted each year on the use of blogs and other social media for lead generation. The company which runs the study – HubSpot – has found that the companies that generate the most leads online are those which blog regularly. Indeed, the HubSpot research shows that the more you blog, the more leads you generate – there is a direct relationship between blogging and business leads. Not only that, the HubSpot research shows that the more you blog the greater your web "footprint". Companies who blog the most get more pages indexed by Google, more links shared on Twitter or Facebook and more mentions in places like LinkedIn. Blogging leads to greater web visibility.

But it does more than that too. It establishes you as an expert in your field. Hang on a minute – why do people use IFAs in the first place? Because IFAs are experts in finance who can give them the latest information - and that is exactly what blogs achieve.

In other words, blogging is exactly the same as what you do already as an IFA – providing up-to-date information to your clients. It is nothing different. Except one thing, it brings you to the attention of even more potential clients than you could ever achieve using the phone and going out to meet people.

The result is IFAs who blog are likely to get more business. Do you want your competitors to do that? Perhaps it is time to stick your head above that parapet.

Graham Jones
Internet Psychologist

About the Author

Graham Jones is a psychologist who specialises in understanding how people use the Internet and then provides businesses with ways of tapping into that behaviour to make more money.  His own blog at is one of the most widely read blogs about the Internet.  Graham advises business owners on blogging and provides companies with a complete blogging and strategy consultancy as well as mentoring


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Author: LifeTalk Admin (Bella)
Posted: Thursday, September 06, 2012 | 7:03:47 AM

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22 November 2013 | 2:54:56 PM  Adeline Luther wrote:
Once we agree that we as IFA's need to make our presence felt in the web world, the second logical step would be that we should be ready to take the plunge to blog. As long as you are disseminating correct financial information, you have nothing to fear. Be up-to-date technically, mentally review what you wish to speak about, be sure you have the latest information, be sure of the problem it is addressing and you are ready to blog.

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