Social Media

The 5 Social Media Mistakes Advisors Most Often Make + What To Do Instead To Attract and Convert Followers

Everyone wants to generate the most social media engagement as possible, but many do not realize that they are making constant mistakes while posting content. In today’s video Samantha Russell, Chief Evangelist for Twenty Over Ten and FMG Suite covers the top five biggest social media mistakes that advisors most often make, as well as what you should be doing instead to attract and convert followers.

Top 5 Biggest Social Media Mistakes

No one wakes up in the morning and think, Man, I really need a better tech strategy. I’m going to go on Facebook and see if I can find one. We laugh because when you say that loud, you realize how ridiculous it is. Yet. I have worked with so many financial advisors that post content on social media. And if prospects are doing just that, waking up in the morning and going to social media to find answers to things, when in all reality, if you have a question and you’re looking for an answer, what would you do instead? You would Google it, right?

Marketing Funnel Analysis

This comes down to knowing what type of content works for what part of the marketing funnel. So at the top of the funnel, where we have social media where we’re really just using social media for brand awareness, getting people to become aware of who you are and engage with you if we’re referring to prospects. So the type of content that you’re going to post on social media is going to be different from the type of content you use at the bottom of the funnel, which is where you want to really convert people that are really invested in learning more about you and much higher hot prospects, if you will. So today what I’m going to do is share with you five of the biggest social media mistakes that I see advisors making most often and what you should do instead. I’m Samantha Russell, the chief evangelist at Twenty Over Ten and FMG suite, and let’s jump right in.

Mistake #1: Starting Posts with “I,” “My” or “We”

So mistake number one is starting your social media posts all the time with words like I my or we when we’re scrolling through our feeds. I hate to say this. We care that much about other people. We want to learn about information that’s pertinent to us. We are all selfish by nature, that’s human nature. And Yes, we like hearing updates from family and friends sometimes. But when it comes to businesses, especially, we want to engage with content that is going to be helpful to us. What’s in it for me is the mindset money of us have, even if it’s subconscious. So when you’re writing your social media posts, instead of focusing on something like, Here’s my new blog post, or I always believe X, you want to frame it instead of, how does it benefit the person reading it in some way? So instead of my tax tips, you might frame it as how small business owners can use this little known to tax deduction to potentially save thousands every year. See the difference.

Mistake #2: Using the Passive Voice

Okay. Mistake number two, that I see people making all the time is using the passive voice. So take a look at check out this in marketing, that type of passive voice is what makes people Scroll right past your post. We want to be more assertive in what we’re sharing. So instead of saying something like, check out my latest blog post you would say, does all of this market volatility? Have you wondering what to do with your 401K? Use these five questions to determine if you’re allocated properly so you can see the difference there.

Mistake #3: Being too Broad Instead of Writing for a Specific Audience

Alright, mistake number three, being too broad instead of focusing on a specific audience. So I see this mistake all the time. Writing things that are pretty generic and could apply to so many people makes nobody stop and want to read it. So when you’re writing your post, you want to think about who is the person that’s going to be reading it that you most want to attract, that you want to engage with. What are they thinking about? What news is Trending right now that’s impacting the things that they’re talking about at the dinner table, the conversation that they’re having with loved ones, and then try to visualize what’s going through their mind and then use that in your post. Right? So back when the pandemic first started, I saw some people doing a really great job of focusing on writing posts that spoke directly to HR. So at all of these companies where maybe they had to let people go or they were wondering, can we still do our 401 K match or what’s going on with the PPP loan? All of those things that are really specific? If you work with business owners and you want to target the HR departments, even you would write specific posts about that content that those individuals that’s part of their job would be thinking about. Right? So again, getting as specific as possible rather than being really broad.

Mistake #4: Sharing a Link or Article With No Context

Number four, this is a mistake that drives me crazy sharing a link to an article or a blog post you wrote, or maybe even a New York Times article with no information whatsoever, no context as to why someone should read it that is going to never get you any engagement at all. If you want people to actually stop and read something or click something, you need to be telling them why you’re sharing it. Is it interesting? Do you disagree with the author? Is there something in there that’s really compelling information? So what you can do instead is copy and paste, maybe a paragraph from the article or quote and use that to hook people or a really compelling stat, or maybe offer a differing opinion as to why you disagree with this piece.

Mistake #5: Not Following the 80/20 Rule

1. 80% Engaging with others content

2. 20% Posting your own content

Those would all be good tactics to use and then number five, which is probably the most important, is not following what I call the 80 20 rule. So 80% of the time on social media you should actually be being social, which means commenting and liking other people’s posts, not just posting your own content, but the majority of us do the opposite. 80% of the time we’re actually posting our own content and maybe only 20% of the time engaging with others the way the algorithm works. If you want to continue to be in people’s feeds. You need to be active that’s number one. But number two, think about just in any social relationship. If it’s one sided, you’re gonna turn people away. So to build rapport to build engagement, you need to be commenting and liking on others posts. So when they see your information and their feed your content, they’ll be much more likely to comment and, like and engage with your content as well. So the 80 20 rule again, 80% of the time. You should be engaging with others content only 20% of the time posting your own, and the nice way to do this is set aside a time every day to pick five people in your feed and comment on their posts. So if you’re going to post once a day and you leave five comments a day, you will hit that ratio perfectly. If you follow these five strategies and reframe from making these mistakes to instead following these tactics, you will see a huge difference in your social media engagement. I hope you found these helpful talk to you next week.

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