Although social media tools have grabbed the online communication spotlight lately, don’t forget about the value that a blog can bring to your practice, says Stephanie Holmes-Winton, CEO of the Money Finder in Halifax.

“Social media and blogs are ideal bedfellows,” she says. “It makes sharing information and ideas easy.”

A blog is a relatively simple way for you to express your value to clients in a more descriptive way. When working in tandem with social media tools, it can help you spread your marketing strategy across multiple platforms.

Holmes-Winton offers the following advice to help you get your blog off the ground:

> Pick a platform
As in social media, there are multiple platforms you can use to set up a blog. Typically, the most popular is WordPress, but there are many other options you can use, including platforms from Google or Tumblr.

If you are uncertain about which platform to choose, Holmes-Winton offers a simple test: take a closer look at some of the blogs you follow or that you think are attractive. Scroll down to the bottom of the page and find out which platform that blog uses. If you like the presentation and layout, then feel free to use that platform.

> Define your audience
When you are putting together your blog, it is important to keep in mind who your audience will be.

Will it be a blog that helps start discussions with other advisors about how to address common concerns? Or do you want to use it as a tool to communicate directly with your current clients?

Knowing whom you will be writing for will be critical in determining what kind of topics you want to address in your blog.

> Don’t be afraid to ask for help
Your blog is a professional piece of marketing material that should reflect you, Holmes-Winton says.

So, if you don’t consider yourself a technical whiz, you should seek professional help — and there is lots of help available. Many large firms have support services to help you design your blog – which will likely also come with a mandatory compliance briefing.

If you run an independent practice, you can choose from the many professionals who can help you navigate the “back-end” of blogging platforms.

> Create a plan
As is the case with social-media activities, consistency is essential. Set out how often you plan to blog and stick to that schedule.

“It’s important that advisors be reasonable with what they can fit into their schedule,” Holmes-Winton says.

For example, if you are able to write only one blog post every two weeks, then stick to that schedule. That is better than publishing a deluge of blog posts in the first couple of weeks and then leaving it idle for months.

Holmes-Winton suggests you begin with a trial run, writing one blog post per week. See how long the process takes and then adjust your schedule accordingly.

Your posts need not be long. Often 200-300 words will be sufficient to express what you are thinking and hold the attention of readers.

This is the first instalment in a three-part series on how to start blogging.

On Monday: How to select good topics to write about in your blog.