Ghosts In The Machine

Harnessing The Power Of ChatGPT

9 Ways advisors can supercharge their marketing

by Tiffany Markarian

Ms. Markarian is the founder of Advantus Marketing. Her conference keynotes and consulting have helped thousands of financial advisors and insurance professionals advance their marketing momentum since 1995. She can be reached at tiffany@advantusmarketing.com.

In an environment where scale and efficiency are crucial for financial advisors to operate profitability, quality organic marketing strategies often take a back seat. As a result, many advisors resort to random lead generation strategies in search of a game-changing solution. Unfortunately, this often leads to operational confusion, passive marketing, lackluster content, and unfulfilled returns on investment and effort.

Capturing the attention of prospects and clients requires innovative approaches to marketing content. One such game-changing tool that has emerged, among others, is ChatGPT, a powerful language model developed by OpenAI.

This article explores how financial advisors can harness the power of ChatGPT to transform their marketing strategies and gain more scale in the process.

What Is ChatGPT?

ChatGPT is an artificial intelligence (AI) chatbot. It’s like having an online personal sounding board that can respond to your questions or compose content for emails, articles, blogs, social media posts, and so much more. The tool has been making headlines since its launch for the vast amount of tasks it is capable of performing.

ChatGPT Service Models

OpenAI provides access to ChatGPT through both free and paid service platforms. The platform can be accessed through the link openai.com/chatgpt. The free service model gives advisors the basics to get started with content generation – although there can be limits to the number of chats or content per day. It’s also important to note that under the free service model, the data that is referenced has a cutoff date before January 2022.

With paid service models, known as ChatGPT Plus, users can gain access to more current data and services to create more complex projects with the platform. A ChatGPT Plus membership currently starts at $20 to $23.80 per month, depending on your region, as of January 2024.

Featured below are 9 powerful ways financial advisors can use ChatGPT to elevate their marketing and content strategy

Digital Marketing Content Creation

Creating compelling content is a key component of any successful marketing strategy. ChatGPT can create content for financial blogs, newsletters, email campaigns, social media posts, and more. The model can generate high-quality, informative content on a wide range of financial topics.

You simply ask ChatGPT to:

  • “Write a 750-word article/blog post on….
  • “Write a 125-word email to inform prospects and clients about ….”
  • “Write a social media post to celebrate National Small Business Week.”

ChatGPT will then craft your content in an engaging style. You can copy and paste the generated content into a Microsoft Word document and edit the content with your voice or add additional points. If you want ChatGPT to offer more ideas, simply ask the tool to “provide alternative suggestions or more details” on your last request.

The hard part advisors have with creating marketing content is getting started and organizing their thoughts – particularly if you are not a writer or marketer. ChatGPT removes these obstacles to streamline the content creation process, ensuring you have regular and relevant content when you need it.

Educational Seminars, Blogs, Tutorials, and Guides

Financial literacy makes you an authority in your field and educates prospects and clients about the importance of financial concepts. ChatGPT can help you develop educational resources, including outlines and scripts for workshop presentations, interactive tutorials, guides, quizzes, and video scripts.

You can ask ChatGPT to:

  • “Create a quiz on the basics of investment strategies.”
  • “Create an outline for a PowerPoint presentation on succession planning basics for business owners.”

You can then ask ChatGPT to:

  • “Provide the content and scripts for each PowerPoint bullet above.”

By removing the burden of creating quality content on your own, you can easily position yourself for future speaking engagements, panel discussions, video content, or interactive learning with your prospects and clients. ChatGPT creates informative content that elevates your status as a trusted source of information.

Website and Service Offerings Content

Financial advisors can leverage ChatGPT to create an engaging and informative web presence, including content for:

Website Pages – Use ChatGPT to generate well-written content for various pages on your website, including the homepage, about us, and service pages. You can frame the content on your background, expertise, and the services you offer.

Frequently Asked Questions (FAQs) – Use ChatGPT to help you organize and create an extensive FAQ section. You can generate responses to common questions prospects may have about financial planning, investment strategies, risk management and insurance, and other relevant topics. You can then edit the content for accuracy and your specific value.

Customized Service Descriptions – ChatGPT can you help write and tailor service descriptions to highlight the unique aspects of your practice.

Create a Dynamic LinkedIn Profile

ChatGPT can assist you in creating an engaging and dynamic LinkedIn profile by generating suggested content, providing ideas, and helping you articulate your professional achievements and skills. You can use the tool to help with creative suggestions to catch the attention of profile visitors, including:

  • ChatGPT can help you generate a well-crafted profile summary that showcases your unique value proposition and career goals, specific to your professional title or industry
  • ChatGPT can assist in refining and expanding your job descriptions, making them more impactful and engaging. The platform can suggest additional skills based on your industry and experience and provide you with ideas on how to express your proficiency in each skill.
  • Craft a compelling professional headline that succinctly conveys your expertise and professional identity to attract attention. Simply ask ChatGPT for LinkedIn headline suggestions based on your title and industry.
  • ChatGPT can help you articulate the impact and significance of each project, making your profile more impressive to potential connections
  • Use ChatGPT to personalize your connection requests and messages. The tool can craft introductory messages that are tailored to specific types of individuals, expressing your interest in connecting and potentially collaborating.
By removing the burden of creating quality content on your own, you can easily position yourself for future speaking engagements, panel discussions, video content, or interactive learning with your prospects and clients...

Remember to review and customize the content generated by ChatGPT to ensure it aligns with your style, tone, and professional goals. Additionally, keep your LinkedIn profile updated with relevant information and regularly revisit it to reflect any changes in your career or achievements.

Prospect and Client Communication Templates

Generate templates for client communications, such as appointment confirmations, follow-up emails, new team member announcements, awards won, industry designations achieved, etc. This ensures consistency and professionalism in your client interactions.

  • Multilingual Translation **

ChatGPT can be a valuable tool for translating your content into different languages for multicultural audiences. You can input the text you want to translate into the model and specify the source language and the target language, providing a convenient and efficient solution for multicultural audiences. This is particularly beneficial for financial institutions with diverse client bases, helping to enable effective communication and support for clients worldwide.

  • SEO Keyword and Optimization Suggestions

ChatGPT can help provide suggestions for the right Search Engine Optimization (SEO) keywords for a financial advisor’s website or social media pages. This can include keywords to include in your content pages for target audiences, services offered, or specific areas of expertise. Consider the competitiveness of keywords and aim for a mix of short-tail and long-tail keywords to optimize your website for search engines effectively.

You can regularly review and update your keywords based on industry trends, client needs, and changes in search engine algorithms.

  • Market Insights and Updates

Financial advisors often rely on third-party sources for accurate, FINRA-approved content to keep clients updated on market trends. These work well and are compliant with today’s regulatory environment. That being said, many advisors would like to offer general updates or occasional commentary in their voice – specific to the variety of services they offer.

ChatGPT can assist advisors in conducting market research and analyzing vast amounts of data. By processing and interpreting data, the model can generate insights and content into market trends, competitive landscapes, and economic updates. This information is invaluable for shaping marketing campaigns that keep your clients and prospects informed. Advisors can regularly update their website with content that analyzes current market conditions, economic trends, and potential impacts on investments.

  • Interactive Chatbots for Client Interaction

Depending on your compliance rules, the tool can help you implement a ChatGPT-powered chatbot on your website to engage visitors in real-time conversations. The chatbot can provide basic information, answer queries, and guide visitors to relevant sections of your website. OpenAI provides access to the GPT-3 model through its API, which is not free. Using GTP-3 would typically involve API usage, and there may be associated costs depending on your usage volume.

ChatGPT Content Ownership, Modification, and Redistribution

Users of ChatGPT, whether through the free or paid premium services, cannot claim ownership of the generated content. This is due to OpenAI’s policy on content ownership and usage rights. Users are provided with a license to use the output but do not have ownership rights over the generated text.

Users are allowed to modify the content generated by ChatGPT, but they are still bound by the terms of the license provided by OpenAI. Redistribution of the modified content should also comply with OpenAI’s usage policies. Pay attention to any specific guidelines provided by OpenAI regarding attribution.

While OpenAI does not provide a specific format, a suggested attribution on your documents could be “This content was generated with the help of OpenAI’s GPT-3 model,” as an example.

While ChatGPT can be a powerful tool for content creation, financial advisors need to review and customize the generated content to align with their specific brand voice, compliance requirements, accuracy, and the needs of their target markets and audiences.

Compliance with industry regulations, guidelines, and data security should be prioritized and followed when integrating OpenAI solutions into a financial practice. Always consult with your compliance department on any initiatives.

The Real Benefit To Financial Advisors

ChatGPT provides a cutting-edge opportunity for financial advisors who want to create greater efficiency with their marketing strategies. You gain the ability to engage with prospects and clients on a professional level, provide valuable content, and ultimately differentiate yourself. As the digital era continues to evolve, embracing innovative tools like ChatGPT becomes not just an option, but a game-changing resource for advisors who want to create a practice of distinction.

 

 

 

*As a reminder, the free version of ChatGPT only sources data before January 2022, and you will always need to submit any content to your compliance department for review.
**Note: You will need to discuss any content translation with your compliance department before translation and distribution.
The services offered by Advantus Marketing, LLC are not intended to replace the need for independent legal, regulatory, tax, human resources, financial, or operational business guidance. Individuals are advised to see the counsel of such licensed professionals concerning the application of these areas to their specific, unique circumstances. No guarantee of business or future profitability results should be inferred. This article was generated with the help of OpenAI’s ChatGPT model.

 

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