Don’t count on readers for your financial advice or investment services blog posts to come to your blog. Grow your audience by making your content available the way your readers prefer.
A client recently reinforced this lesson for me. She said, “Susan, I love those links you post on LinkedIn!” I was surprised. This client had declined my offer to send her my e-newsletter, which is the main way my clients read my blog posts. However, my content developed greater appeal when delivered via LinkedIn, a way that suits her style. Linking to my blog posts in my LinkedIn status updates is a bigger success than I’d realized.
Here are some ways you can make your blog posts available to satisfy your readers’ preferences.
1. LinkedIn status updates. I explain how to post links in “Reader question: How can I share my investment commentary on LinkedIn?”
2. LinkedIn groups. If you’ve found a LinkedIn group that gets good traffic, then share your post there.
3. E-newsletter. An e-newsletter is a great way to package your blog posts for readers who’ll never visit a blog or use an RSS feed.
4. Other social media: Twitter, Facebook, and more. You can post links to your blog posts on Twitter, Facebook, and other social media sites much as you would on LinkedIn. Of course, link-posting will reach a point of diminishing returns. Figure out which sites yield your best results, and then focus on them.
You may find that more of your prospects are on Facebook than Twitter or other social media sites.
5. Guest posts. Appearing as a guest on someone else’s blog is another way to get your content seen. While many blogs want original content for their guest spots, some don’t. You can learn more in “How to guest-blog on personal finance or investments, Part I: Your approach” and “Part II Blogs that accept posts from financial advisors.”
If you’re not using any of these methods, it’s time to re-think your approach to blogging.