Educate to Inform, Not to Sell: What the Gold Industry Should Do

Educational content can serve as a conduit for turning first-time visitors into long-term customers. But rushing to secure a sale can tarnish a company’s efforts. Many financial firms, including gold IRA providers, have shifted to publishing articles, hosting webinars and releasing videos that educate prospective precious metal investors.

Gold industry leaders use educational content to boost sales, but a company’s ability to prioritize long-term relationship building over short-term pitches will influence its ability to command revenue growth from its educational resources.

These are some of the strategies the gold industry can follow to turn its content production into more customers.

Use educational resources to answer common questions

Many investors have questions about buying gold. Not everyone knows the basics, such as what makes gold an attractive investment, how to store it and the different precious metals you can buy. While some investors know every little detail about buying gold, others can’t tell you if current economic events are bullish or bearish for the precious metal.

Educational resources can answer some of the most common questions. This type of content serves as a good foundation for gold companies, and after the basic questions are addressed, gold IRA providers can produce educational resources for more complex topics.

Answering many common questions can turn a company into a reliable source of information. Instead of surfing the web and hoping a good article shows up, some people may visit specific gold IRA websites that have sufficient educational resources. It’s even easier to create this effect if gold companies have search features on their websites.

Thor Metals Group, for instance, offers a free gold IRA quick start guide that can help prospective precious metal investors get acclimated before deciding if that type of account fits their long-term goals.

Produce well-written, regularly published precious metal investing content

Creating educational resources can help a gold company stand out, especially if they are consistent. While some companies only publish monthly articles and stop after a year, gold IRAs that provide ongoing articles give themselves a better chance of appealing to investors.

Well-written educational resources aren’t guaranteed to drive traffic — or convert into sales — but they go a long way in establishing trust with potential clients who were previously unfamiliar with the precious metals investing landscape.

Beyond complex SEO tactics like keyword research, getting backlinks and meta descriptions, the core framework for gold IRA providers’ educational content should provide subject matter expertise on topics people are actively seeking to learn more about.

Offering a free opt-in to continue the conversation

Educational content brings people to gold IRA websites, and opt-ins can nurture visitors into long-term customers. These opt-ins promise a free eBooks, video series, webinars or similar resource in exchange for a person’s name and email address.

It's optimal for companies in the gold industry to offer multiple opt-ins based on the type of content they publish and revolve some opt-ins around their most popular articles. In doing so, they are fostering a relationship with investors who are looking to gain knowledge — and use the gold IRA provider’s services — to grow their wealth.

Educational content can increase the number of people who visit a gold company’s website, but the companies that offer free opt-ins are demonstrating that they want to continue that conversation with prospective customers.

Each industry is different. For gold IRA companies, educating to inform can be mutually beneficial (to the company and the client) if the providers do it properly. When people get to know, like and trust gold companies, it creates a more fluid transition into the first purchase or opening a gold IRA.

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