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  • Writer's pictureMarlon T. Wesh

Reframing Your Approach: The Content, Not the Algorithm, is Key

One of the most common gripes I hear from financial advisors is that they're not growing because the "algorithm sucks". Let me clarify - it's not the algorithm's fault. If you're facing this problem, it's time to consider that perhaps your content isn't up to par.

The Algorithm Dilemma

Many financial advisors are caught in a relentless cycle trying to keep up with every shift in algorithms, hoping this time they’ll find the magic bullet to success. This pursuit can lead them down a labyrinthine rabbit hole of YouTube videos claiming to reveal the "secret" to "hacking" the new algorithms and growing followers.

But, in reality, the continuous effort to decipher algorithms isn't the actual issue. The real problem is that you've been spending all your time serving platforms like Facebook, Instagram, Twitter, and YouTube, instead of letting them work for you.

You might be puzzled, thinking, "I'm not working for these platforms!" But consider this: if you're continuously adapting to every new trend, creating an increasing workload for yourself, jumping from photos, to videos, to reels, to stories, to carousels, to live streams, aren't you simply playing by the platforms' rules?

It's no wonder you're frustrated! Keeping up is a ceaseless struggle, and it's demoralizing when you put out content only to have it go unnoticed. You're producing more posts but only attracting a smattering of followers who don't seem interested in your services. Often, your followers might mostly consist of other advisors, and the rest could be bots leaving irrelevant comments promoting the latest "FOREX investing god."

So, what does this mean for your business? You're still incurring overhead expenses, still printing business cards for networking events, yet your online efforts seem futile.

Beating the Algorithm: The Key is in Your Content

The good news is that it's never too late to adjust your strategy. You don't need to remain at the mercy of changing social media trends. Instead, you can leverage a strategy that gives you the freedom to disregard the latest fads and prevents the algorithm from dictating your marketing efforts.

With the right approach, you can put your best work out in the world and be confident that your content is working for you strategically and effectively, irrespective of likes or comments. Let other advisors bask in their vanity metrics - you'll be the one landing clients.

We collaborated with an advisor who had never managed to accrue more than 2000 followers on their primary social platform. Their post interactions rarely garnered more than 30 likes and a handful of comments. However, after shifting focus from chasing the algorithm, they started filling their calendar with roughly 12 new prospect leads per week.

How did they achieve this? They discarded conventional wisdom and concentrated on one essential question: "What problems do my ideal clients need solved?"

This focus is the real key to outsmarting the algorithm. Because if your content is good, it will rise to the top. And if it's not, it won't gain traction.

So, if you're finally ready to stop endlessly searching for "algorithm hacks" and watching countless YouTube videos about going viral, we're here to help.

Click the link below to book a breakthrough call with us. Let's shift the focus from the algorithm to creating quality content that truly serves your audience.

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