Getting your content published across popular media channels is one of the best ways to establish yourself as a thought leader. Advisors who write regularly in popular publications are more likely to be trusted by investors.
Gaurav Mashruwala, of ACE, cautions advisors from publishing blindly in all media. “The first step is to introspect and figure out who your target audience is. If you know who you are writing for, it will be easier to decide what type of articles your audience likes,” he says.
Giving the example of an advisor whose target clientele are residents of a particular area, he says, “If your target clientele is from your locality, it is better to be published in a vernacular or local newspaper rather than a national daily.”
Similarly, if you want to target lawyers, law journals and magazines will be the ideal medium.
Steven Fernandez, of Proficient Financial Planners, says that the biggest challenge is for advisors to identify their target audience. “Most of the time advisors just hit in the dark hoping something clicks. This strategy does not work in the long run. Instead, advisors must have a clear-cut definition of who their ideal clients are,” he says.
The first step in this direction is making a list of those whom you cannot serve. D Muthukrishnan, of Wise Wealth Advisors, says that by listing qualities you do not want in a client, an advisor can gain clarity on the type of client he would be comfortable with. “Advisors must ask themselves, can I provide consultation round the clock. Will I be able to travel to accommodate my client’s schedule? Will I be okay working with a small AUM? First, know your capacity and then see which investor groups can be served by you,” he says.
Suresh Sadagopan, of Ladder7 Financial Advisories, suggests exploring your existing client base and identifying clients whom you are most comfortable working with. "Knowing who your target audience will go a long way in developing content which targets them. You can write articles that help overcome problems specific to that demographic or publish case studies that are more relevant to them," he says.
Another way to decide on the content is keeping a track of frequently asked question on websites like Quora.
Here are a few facts about demographic based media, which advisors need to consider: Regional newspapers and magazines are ideal for targeting regional investors. Financial magazines and dailies are more likely to attract HNIs and millennials. Articles in trade magazines can reach out to traders, businessmen and professionals, depending on the type of magazine it is.
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