Remember, there is a big difference between buying a cup of coffee from Dunkin Donuts and getting financial advice, so adjust your expectations accordingly. Everyone’s concerned about their financial well being and people have loads of questions about their money. The simplest way to engage people is to ask them questions or have them respond to questions. Here are a few ideas:

Record video of your financial expert responding to the 10 most common questions about personal finance they hear from his or her clients all the time. Toward the end of the clip, tell people how they can ask their own question. These days I would recommend Twitter and/or email. As you receive questions, record the responses to create more videos for your website. Eventually you will have created a deep archive of financial expertise for your website and your client’s website.

Question of the Week

Create a financial question of the day or week to challenge your community’s “financial intellect”. The first person to answer correctly, gets a fee consultation or a $25 gift certificate. You might even tell folks the answer is hidden somewhere on your client’s website as a way to engage with his or her content.

News of the Week

Everyday there seems to be a new financial issue in the news. Have your financial expert offer advice and perspective about the biggest financial news of the week and how it may or may not affect an individual’s personal finances.