When it comes to online marketing channels for financial advisors, social media may be the most powerful option. When properly executed, it can make prospective clients feel as if they have a connection to you. It can also make you more accessible without eating into time you should use for other things. One major problem with social media marketing is that almost everyone thinks they’re an expert. Another is that it’s easy to get it wrong if you’re not familiar with the ins and outs. These tips won’t make you an expert, but they can help you do social media marketing the right way.
Pick the right platform
There are multiple social media platforms, and not all of them are suitable for reaching your target demographic. Before you create one account or send out one tweet, it’s important to understand which platforms your intended audience use most. This information is readily available for free online. Sites like Sprout Social go so far as to break down targeting data for each platform in one blog post. There’s no excuse for skipping this step, and doing so can lead to wasted time and money — especially if you use paid advertising.
Make yourself visible
You can’t market your services to people who aren’t aware of your social media presence. Edit things like your website and email signature to include links to your accounts. Once you let people know you’re there, be sure to keep your accounts active with quality posts that have some kind of value add. You can also post events, and stream live video on sites like Facebook. These features are free to use which allows you to use your marketing budget for other outlets.
The whole point of social media is to interact with your connections. That doesn’t change when you use social media to promote your brand and services. If someone asks a question in the comment section of a post, be sure to respond on the post or via direct messaging. When you receive direct messages, respond to them in a timely fashion. You don’t have to give away services/information, but you can steer prospective clients toward a more formal conversation.
Social media is a valuable resource when you’re building out your marketing plan. While the paid advertising features are great, there are also a lot of free features that you can use to grow your business. For more tips on succeeding with social media marketing, download our free report Social Media Hacks for Financial Advisors.