The average person spends 3 hours on social media per day. In a digital space overflowing with information, advisors are begging the question: how can I produce content people will actually want to engage with? How do you make valuable content that people will want to spend time looking at?
We’ve compiled a collection of social media “before and afters” illustrating the best strategies for maximizing engagement on your posts. Check your own feed for these common social media bad habits, and learn exactly how to revamp them for better results.
The first post may not immediately jump out to you as a red flag, but the edited one is much more effective. Why?
It’s about the client. The “me, we, I” trap is easy to fall into when you’re marketing your firm on social media, and that’s exactly what happened in the initial post. This by no means means your post is rendered useless or that you can’t speak in the first person at all, but read through the second post: it’s focused on what the advisor offers to his clients and the clients’ needs specifically, even though it’s about the advisor’s personal philosophy. Talking directly to your audience and enticing them to leave comments will undoubtedly boost engagement.
It’s specific. The first post is to-the-point, but the second post actually provides more insight into what the post is promoting. Adding more details (but not too many) will draw prospects in and give them a better idea of what you actually stand for.
The firm doesn’t make any drastic changes in this post, but the changes are still just as affective. When writing social media posts, you want to avoid using the passive voice: that means saying anything along the lines of “check out” or “take a look.”
Instead of using the passive voice, the revised post introduces a problem its viewers might be facing and then follows it up with a solution. Again, it’s specific, summarizing exactly what kind of information you’re going to get if you click the link. Also, the post transitions from being about me and my blog post to you wanting to sell and things you should consider.
Here’s the catch with this one-there’s nothing explicitly wrong with the example on the left. It’s client-focused, informative, and uses relevant visuals. However, consider these as being the circumstances: the firm specifically serves pre-retirees and retirees. The blog post in question is focused on pre-retirees that move for family purposes.
This is why it’s so important to consider your audience. If a 23-year-old sees this tweet, they might click on it and be shocked to learn that the information isn’t relevant to their demographic. You need to think about your typical client, the language they use, and the problems they face.
The improved post specifies who it’s directed towards, in addition to promising guidance about retirement and relocating before you retire. The featured picture is also adjusted to be family-oriented and therefore more fitting to the subject.
This one might seem obvious, but it’s actually a common mistake, especially if you’re using marketing automation software. You need to provide context when you post. There’s a misconception that just because you share a photo, video or link, people will understand what you’re trying to say. Well, even if that photo, video or link is interesting (like the infographic in the example), what do you have to say about it? Why did you share it? How does it apply to or help your clients?
If you don’t know what to write, consider the following:
- Share your opinion. Do you agree? Disagree? What did you take away?
- Share a fact, quote or statistic from the piece. Doing this doesn’t require a lot of extra brainpower from you, and it leverages compelling information to grab people’s attention.
- Explain what the piece’s merit is. Directly tell your audience how this will help them and what they’ll learn.
Social media tends to be a game of trial-and-error. The more you educate yourself about what not to do, the more you’ll be able to correct your mistakes, build a solid foundation of content, and increase your following.
Remember: don’t make it about you, don’t use passive voice, be specific, write for your audience, and provide context.
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About The Author
A part of Twenty Over Ten’s digital marketing team, Katrina is passionate about creating content for others to enjoy. You can typically find her with an Americano in hand as she makes (yet another) bucket list, writes songs or watches wedding videos.