70% of the U.S. population has a profile on at least one social networking site, which means effective social media marketing can connect your advisor business to a huge population. Additionally, 71% of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to their friends and family. If you’re using it right, social media can become one of your most valuable marketing assets.
Clearly, social media is a crucial part of any digital marketing strategy and is a natural place to reach new and highly targeted potential clients. If your advisor business isn’t on social, you’re definitely missing out on a fast, inexpensive, and effective way to reach a large audience. Adopt these five social media habits so your advisor business isn’t left in the dust!
1. Be yourself
With all of the brands on social media, you need to find a way to stand out. Take a minute to think about the brands you follow on social media. What makes them different, and why did you choose to follow them? More likely than not, it’s because their content and the way they post it is authentic and relatable.
Creating a stellar online presence isn’t only about informing current and prospective clients, but also about making meaningful connection with them. Other than simple company updates and sharing content, go above and beyond by showing your business’ personality. A good way to do this is posting about your team, conferences you’re attending, trips you’re going on, or even holidays.
Try to make potential clients feel like they’re a part of your team. Your social media shouldn’t be completely about selling your services. It should be about connecting with your clients!
2. Educate your clients and prospective clients
Not only is social media a way to connect with your clients, but it’s also a way to share valuable information and resources with them. When someone wants to see that you and your team is an expert in the financial services industry, they want to read something that will teach them something new, solve any problems they may have, and give them something that nobody else is able to give them.
By monitoring relevant third-party content providers, you can find articles that your clients could benefit from reading. However, keep in mind that anything you post needs to be credible, so only share content from sources you trust! Treat these posts as valuable advice that will earn you new leads because it contains high quality, trusted information.
Providing valuable content on social media will show that your business cares about more than simply getting business. Since you’re an advisor, potential clients are looking to see if they can trust you. Posting helpful and educational pieces rather than sales pitches will help build that trust.
3. Provide valuable content that keeps them coming back
On LinkedIn alone, more than two million pieces of content are published in the platform feed per day. Anything you post needs to be valuable to your brand and worth your audience’s time. Center in on your niche and create and share content that is relevant and to them specifically. Valuable content can be content from your website or content from third-party sources, but it should always be related to your niche.
Make sure your audience will understand the content you’re sharing. If you’re writing it yourself, leave out jargon they might not understand, include only important information, and keep your paragraphs short to keep their attention.
An important part of any content is including a call-to-action! A call-to-action will provide your clients with information about what to do next. Whether it’s an introductory call, a link to your website, or a social sharing button, a call-to-action will provide value to any piece.
4. Be consistent
Consistency is just as important as the actual content you’re sharing. Being on social media means more than posting every once in a while. An effective social media presence involves a specific schedule that you can stick to. Posting consistently will make potential clients keep coming back to your profiles, prove your accountability, and form a strong connection with your audience.
As a busy advisor, you might think social media is the least of your worries. But sticking to a schedule is easier than it sounds! We recommend using a scheduling service like Hootsuite to help make your life easier. With a service like this you’ll be able to load in content once or twice a week instead of remembering to post in real-time. For busy advisors, this can be a huge help.
5. Encouraging shares and engagement
There’s a reason why we call it “social” media. Simply broadcasting content and advertising your services will result in low referral traffic. Social media engagement measures the amount of shares, comments, and likes that your content gets. Rather than simply talking to your clients, get them involved in the conversation on social.
Keeping these tips in mind will help work towards more engagement on your posts:
- Write a short, catchy caption. This should tell the audience what your content is about and can even include relevant hashtags and emojis for some fun!
- Include an eye-catching graphic or image. According to HupSpot, visual content is more than 40 times more likely to get shared on social media than other types of content. Relevant images are easy to find on websites like Unsplash, or you can even make your own graphic for free on a site like Canva!
- Ask questions to get your audience involved. This will encourage more comments!
- Engage back with your audience. If someone shares or comments on one of your posts, be sure to reply to or like their engagement!
- Tag any third-party content providers or people related to your post. This will help them see your content!
- Encourage your employees to share your posts. Employees are the best brand advocates ever, and their networks often are much larger than your business alone.