The shelf-life of a tweet is 4 times shorter than anything you share on Facebook, so it’s easy to get lost in a sea of tweets. Don’t let this discourage you, however, as Twitter is a great way to make connections for your firm. There are over 330 million active monthly Twitter users, and so when utilized correctly, this is a very useful tool for financial advisors.
10 Twitter Tips for Advisors
Follow these ten tips and watch your social media efforts climb as you expand your reach and drive more traffic to your site.
1. Schedule Regular Twitter Visits
You want to put your tweets out there consistently, but when it comes to juggling your work schedule and your day to day, it can be difficult to keep up with your posts. And while scheduling your content through a platform such as Lead Pilot can help with this, it’s still important to log into twitter natively. It’s a good idea to check-in on your posts, respond to conversations and overall engagement with your audience there and just make sure there weren’t any typos or scheduling errors.
How Often Should You Do This and When?
It depends, but two times a day should be a sufficient amount to check natively though you can do more often! As far as the best time to log-in, check the analytics and see when your audience is most likely to be using Twitter. This is the best time to engage with people online, so see when the highest traffic is based on your analytics and check-in at those specific times.
2. Expand Your Reach with Hashtags
Hashtags are very popular on Twitter, and when used correctly, they can do A LOT for your business. Remember to keep it to no more than 2 hashtags per tweet, otherwise, it can come off as “spammy.” Additionally, make sure you are using the right hashtags, so use tools such as Twitter analytics to see how certain hashtags are performing.
Advantages to Using Hashtags:
- You become visible to people who weren’t even following you, so make sure you check what is trending not only in your industry but in the news.
- It boosts engagement as people are more likely to like, retweet and comment on posts that use hashtags
- You can build your brand by setting up a branded hashtag specific to your business.
Tips for Using Hashtags
- Be specific. If you are using creating a post about creating content for your marketing strategy, rather than using the tag #marketing use #contentmarketing instead.
- Don’t use spaces in hashtags
- Don’t use punctuation
Lead Pilot user, Smith Bruer Advisors implements hashtags in many of their tweets.
In the above image, they share a Lead Pilot blog, “How Age Impacts Your Investment Decisions,” using the hashtags #investing and #financialplanning, which will now allow them to be found by others searching in those hashtags.
3. Keep Your Tweets Short
Keep it short and sweet! Even though Twitter has increased its character count to 280 characters, research shows 71-100 characters is the best length for a tweet. You don’t have a lot of time to capture the attention of your audience, so get straight to the point and use relevant keywords, as well.
4. Have a Ratio
Make sure that you have a set ratio of sharing versus engaging. Start with a 3:1 ratio of links to other content. Also, remember that quality is better than quantity. You can post all you want, but if you aren’t engaging with your followers and audience, then you are really missing out on the opportunity to connect with others.
Ways to engage are by replying, retweeting and favoriting your followers’ posts on Twitter. It’s kind of like networking via social media platforms, as this is a great way to grow your follower base. When someone asks a question about something that you posted, respond quickly with a helpful answer, showing that you are attentive to them while also a thought-leader in the industry.
We suggest scheduling four posts each day into your Lead Pilot account to make it easy to plan ahead and to stay true to your sharing ratio, with a mixture of third-party and original content.
5. Avoid Selling All the Time
Remember that Twitter is not for selling, but rather it’s for generating engagement with your customers and targeting new audiences. This is not the platform to post hard-selling content, so don’t sell a product or service.
Rather, posting useful blog content that your readers can use at their own firm. It’s like you are giving out free content in a sense, showing that you
6. Be Visual
Twitter is fast-moving, so adding visuals to your post can really create that scroll stopping experience for your audience. There are over 500 million tweets processed on Twitter each day, and Twitter’s own research has shown that tweets with photos can generate up to 313% more engagement. That is HUGE!
Relevant photos do wonders for your posts and can add more context to your post since Twitter has limited word count space. Including infographics that drive your point home with stats are great options or just creating an image in a free and useful tool, such as Canva is also a great strategy to implement.
7. Follow Industry Influencers
Following as many people in the financial services industry as you can enable you to connect with relevant people and build a following yourself. You can see the type of content that they put out that has made them influential and get ideas, while also engaging with them yourself. If you respond to one of their tweets with relevant content from your firm’s blog post or a webinar, this can cause them to take notice of you, as well. If you retweet something they post, they can see that, and that engagement will market them more likely to retweet your content, as well.
Additionally, following relevant people also boost your brand image, as it shows that you care about learning more in the industry and don’t follow “spammy” accounts.
Some great accounts that we follow on Twitter are:
8. Schedule Tweets at the Right time
According to Sprout, the best times to post on Twitter are:
- Best times: Wednesday and Friday at 9 a.m.
- Best days: Wednesday and Friday
- Worst day: Saturday
- Best times: Tuesday from 1–5 a.m. and Sunday at 2 p.m.
- Best day: Tuesday
- Worst day: Saturday
For Media Engagement:
- Best times: Wednesday at 9 a.m. and Thursday at 9 a.m. and 8 p.m.
- Best day: Thursday and Friday
- Worst day: Saturday
- Best times: Tuesday at 9 a.m.
- Best days: Tuesday and Wednesday
- Worst day: Sunday
What’s even better is that you can do this in the Lead Pilot platform, making your efforts streamlined.
Please note that this won’t start your campaign, it will only save it
To Start or Schedule a Campaign
1. Click “Campaigns” at the top of your screen or visit the “Campaigns” page.
2. Click the “…” to the right of your campaign to select “View/Edit/Start/Stop”:
3. Click “Start Campaign” in the top right corner to start your campaign at 9am EST:
4. Click the arrow next to “Start Campaign” to select “Custom Start Date” from the dropdown:
5. Select a date to begin your campaign:
9. Search for Potential Clients
By doing a couple of quick searches, you can discover tons of people speaking about financial issues that your services can help solve. For instance, let’s say you offer help to families who are budgeting for college and higher education. You could do a Twitter search to find people complaining about budgeting for college. Here are a couple of results from a search we did with just the term “can’t pay for college.”
The people in this tweet would be great leads for your business. From here, you could offer some quick tips on how to properly budget for higher education and direct them to your website for more information.
10. Measure Success
Don’t measure your Twitter success purely based on follower counts, as it’s important to take into consideration your engagement and even leads generated from Twitter. By checking your analytics, you can see the types of posts that get the highest engagement, the best time to post and then tweak your future content from there.
Viewing your Insights:
Insights give users the best sense of how their content has been performing and how many leads have come from their landing pages.
Understanding the numbers
1. The first analytic that appears in your Insights is “Landing Page Impressions.”
This shows the number of times a person opened and viewed your landing pages as a result of clicking on a post shared on one of your social networks:
In the above example, we can see that posts on LinkedIn sent 5 people to my landing pages, while Facebook and Twitter posts sent 22 and 25 people.
2. The next analytic in your Insights is “Lead Generation.”
This shows how many landing page visitors filled out your subscribe form and became leads. The numbers again correspond to your social networks:
In the above example, we can see 2 leads came via landing pages shared on Twitter.
3. The last bit of analytics in your Insights is “Email Engagement.”
This shows how many individual emails you’ve sent to subscribers, how many times subscribers opened your emails, and how many of those subscribers clicked in an email to view your landing pages:
Insights can also be filtered to hone in on specific content. Click here to learn more.
It’s more important than ever to be connecting digitally as we continue to navigate these difficult times. Even though the country is slowly starting to open back up, many businesses are still working from home, so it’s pertinent that you are making connections digitally and on social media platforms.
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About the author
Blair is a digital marketing assistant at Twenty Over Ten and has a passion for uncovering what drives online traffic and the highest engagement. She follows more animals on Instagram than humans and her greatest achievement is her daughter, Grey.