How Felicia Gopaul Can Drive More Financial Clients With SEO

If you deliver what you say you do, you deserve to win in social media and digital marketing. That’s what we believe.

Felicia Gopaul, one of the key team members at the Certified Financial Planner Board and the founder of Financial Control Mastery, has a strong personal presence on platforms like LinkedIn, Instagram, X, and others. However, her challenge lies in turning that personal presence into a system that consistently generates leads and drives real business results.

Felicia has valuable relationships and a wealth of experience, but her brand isn’t actively represented. It’s like driving a Ferrari with a flat tire—you have the horsepower but aren’t moving forward without that essential component.

Audit of Felicia Gopaul’s Online Presence

Social media is flooded with people who are louder, not better. But she got the real value, somehow it hasn’t fully translated to her online presence.

Lack of Clarity and Visibility

Felicia’s online presence lacks clarity regarding her target audience, making it difficult to connect with them. While she has professional credentials, they don’t resonate with many potential clients. 

Felicia has the experience and knowledge to establish her brand, but her content remains invisible. While her background on the CFP board is impressive, her LinkedIn and website lack meaningful visibility and ranking. 

Ineffective Content Repurposing

The main issue isn’t her expertise or media presence; it’s her ineffective content repurposing. She hasn’t posted anything in years, leaving valuable videos on YouTube unseen. She needs to break down these long videos into shorter clips for social media, such as “Three Ways to Approach a Financial Challenge,” to generate traffic and spark deeper conversations.

She has some of the right elements, but she needs to make them more visible. For example, she did a great interview with Inkandescent Women Magazine, but it’s not getting any traffic. Even though the YouTube video is embedded on her site, the page isn’t optimized, and that’s why it’s not performing. If I were her, I’d pull the transcript from that interview, highlight key points, and add them to the page. That way, it provides more value and drives traffic.

Under-utilized Assets

This is a classic case of under-utilized assets. I’d suggest running Dollar-A-Day campaign to promote her book on Amazon and podcasts. Her book came out eight years ago, and it’s a good asset, but it needs fresh promotion. Targeting middle-aged Black women entrepreneurs through LinkedIn or Facebook ads would be a smart move. Even a second edition of the book would give her a new promotional angle and a chance to gather all her media mentions into a content library.

In terms of content production, Felicia scores high—an A for producing great material. But there’s room for improvement when it comes to processing, posting, and promotion. Right now, she’s sitting at an F for processing, a -C for posting, and an F for promotion. But that’s not a bad thing. It means she’s done the hard part—creating deep, meaningful content. Now she needs to organize and repurpose it.

Non-Clickable Media Mentions

Her main site, Financial Control Mastery, shows more power with backlinks from 66 different domains, but again, it’s not ranking for anything because it’s content-poor. She has logos from various media outlets on her website, but they aren’t clickable. That’s a missed opportunity. The media mentions are legit, but I can’t verify them, and that’s a problem.

Generic Testimonials

Another issue is her testimonials. They aren’t real stories; generic endorsements like, ‘Felicia is knowledgeable, committed, and supportive.’ Sure, that’s nice, but it doesn’t resonate.

Testimonials like, ‘My biggest concern was knowledge and preparation, but Felicia made everything simple,’ don’t add much value unless we know who Stacey Morris is. It’s just another testimonial, a common marketing mistake—thinking generic testimonials will help. They don’t. Stories do.

Use of Stock Images

If I were Felicia, I’d focus on building a community of women, but I’d do it by showing real women, not stock images. Authentic photos build trust.

Neglected Podcast Content

Felicia has a podcast with over 150 episodes, yet she hasn’t repurposed any of them into articles or posts. This content holds great potential. While her site looks good, it lacks the core elements that connect with her audience. If the web developer doesn’t understand who Felicia is, how she serves clients, or what sets her apart, the site won’t reflect that.

Even though the podcast doesn’t directly connect to her financial planning focus, it highlights her expertise and experience. These episodes likely contain stories aligned with her core values, which resonate with her target audience—middle-aged Black women. Clients prioritize trust over technical details or credentials, making shared values essential for building that trust.

This is a people business. You know that. But with all the technology and internet distractions, people often forget the fundamentals, which is why your background and values are so important.

Lack of EEAT

Felicia’s site isn’t ranking yet, even though she has incoming links. That’s because Google needs to see EEAT—experience, expertise, authority, and trust. She’s created the content, but it’s stuck in phase one. Now, she just needs to move it to phases two, three, and four—processing, posting, and promoting.

Pro-tip: If you’re in a service business, you need to show your face and tell concise, relatable stories that connect with your audience, even if they come from longer podcasts or content.

Building Authority Through Strategic Content: Real-Life Examples from Financial Planners

I love using real-world examples to make my point. Take Kim from Prosperity Thinkers, for instance. She ranks for thousands of terms related to Dave Ramsey and creates reaction videos about his life insurance advice. Kim’s done an amazing job building authority, with five books and countless interviews on top podcasts. Her husband, Todd Langford, also plays a role, providing SaaS software used by many financial planners. Together, they’ve created a strategy that builds their presence while helping others.

Then there’s Caleb Williams from Better Wealth. He’s a younger financial planner who’s crushing it on YouTube and social media. He co-creates content by interviewing top industry figures, focusing on topics like infinite banking and tax minimization. Caleb connects with entrepreneurs, helping them use life insurance as an investment vehicle, and his book, The And Asset, adds even more credibility. Both Kim and Caleb show how you can build authority through strategic content, leveraging the relationships and expertise you already have.

What Should Felicia Do:

Content Mining and Repurposing:

Repurposing existing content is the easiest form of digital marketing. By recording every interaction, podcast, or conversation, she has all the material needed to showcase her work and attract her target audience. Client calls, especially Zoom recordings, offer valuable insights. When a client says something meaningful, ask for permission to share it—most will agree, as it highlights them positively. This will boosts both her credibility and theirs.

Leverage One-Minute Videos

Felicia should create one-minute videos to discuss different topics or share tips for different situations. Her book on the five D’s is solid, but she needs to add a video saying, ‘Hi, I’m Felicia Gopaul, and I help women master their money.’ That creates a personal connection, especially when she addresses the financial struggles her audience is dealing with.

Organize and Promote Content

Organize media assets into one folder and focus on sharing trusted articles and podcasts. Use Dollar-a-Day strategy to promote 20 to 30 content pieces, knowing 1 in 10 will succeed. Refine and invest in winning content to boost visibility and showcase her expertise in the marketplace.

Show Stories

Felicia should add stories from real and satisfied clients that demonstrate her expertise. A real connection comes from stories. If a client named Barbara shared how Felicia helped her navigate a divorce or another financial challenge, that’s a story other women would relate to. It’s the emotional connection that matters.

Leverage Unique Selling Propositions

Felicia’s unique selling proposition (USP) is her focus on connecting with and supporting successful Black women navigating significant life events. She should leverage these USPs to further strengthen her brand and appeal to her audience.

Take my approach, for example. I share stories about training young adults and helping business owners, and I weave these stories into my ‘topic wheel.’ Felicia can do the same. What are her six core topics? How do these intersect with her network and media mentions? The trust she’s built through relationships is solid, but she needs to show it.

Networking and Collaboration

If she wants to stand out, leverage the people she is already connected to. For example, Felicia works with a gentleman named Mark Batson, who is getting ready to launch a book. When someone launches a book, they are in promotion mode. That’s her opportunity to interview them and showcase their story.

It aligns with the Geo-Grid strategy, as it effectively builds a powerful network that boosts her online presence and credibility.

The beauty of this approach is that she is not just featuring their book—she is tapping into their audience. People will see she is connected to people like Mark and think, “If they’re working together, I want to work with them too”. It attracts clients who follow the featured individuals, leading to valuable referrals.

Maximizing Efficiency with a Full-Time Virtual Assistant

Hiring a dedicated full-time Virtual Assistant (VA) will boost her productivity by providing tailored support for $500 to $1,000 a month, especially with trained professionals from the Philippines. By implementing a framework like the Content Factory, your VA efficiently manages content creation and ongoing tasks, utilizing AI tools like Descript and ChatGPT to refine and process content into various formats. It will allow Felicia to focus on producing high-quality content. 

In financial services, people connect best with those who share their backgrounds, communities, and life experiences. Otherwise, they’d just go to big firms like Charles Schwab. People naturally gravitate toward those who reflect their own stories.

Next Step:

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