For an Investment Manager or Financial Advisor, the stats tell the right story why having a blog is a good choice… 15 median monthly leads generated by companies that blog and 46% of companies have acquired a customer through their blog ⁽¹⁾ . Before an Investment Manager or FA  just jumps into the deep-end blogging,  have they answered a critical question? Hint, we’re not talking visual design or Blogger vs. WordPress here…

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Having a blog as part of your marketing and social media efforts is a good decision as blogs have proven to be a great source of inbound lead generation ⁽¹⁾ , over the likes of Twitter, LinkedIn and Facebook:

But a key question that needs to be answered before establishing your blog is:

“What is the ASPIRATION for my blog?”

Defining a clear and concise aspiration will allow the Investment Manager or Financial Advisor to stay on track and stay true to the objective that has been chosen. The answer to this question will be unique depending on goal you have for your blog and there is no right or wrong answer.

Getting to the heart of the matter, the answer to the question “what is the aspiration for my blog?” is likely to be one of the following:

• I want my blog to be a source for news (notify and inform)
• I want my blog to serve as a platform for commentary (reflect and react)
• I want my blog to establish a position of thought leadership (credentials)
• I want my blog to help clients and prospects increase their knowledge (educate and  instruct)

The only wrong answer is one that is not consistently employed. Visitors to your blog need to establish a comfort level with the writing and content they expect to encounter on your blog. Stray from your established objective, and you will only confuse and frustrate your clients and prospects.

Have you taken a moment to think about what objective has been established for your blog?

What answer have you chosen and why?

⁽¹⁾ Source: Hubspot: State of Inbound Marketing 2010 (link will open PDF report)