Are you on social media? Should you be? It seems like these days everyone – celebrities, politicians, established businesses, startups, kids, adults and maybe even your pets – are all on social media for everything from entertainment and advocacy to information gathering and staying connected.
But social media can be a valuable marketing tool for financial advisors in growing your practice, attracting new clients and deepening engagement with existing clients.
A social media strategy
When developing your go-to market social media strategy, here are some best practices to help guide the long-term benefit of your practice:
- Be authentic. Trust and credibility are critical components in developing your social media presence and establishing a network online. Don’t stray far beyond your areas of expertise and let your experience and work speak for itself without being too promotional.
- Don't pitch or sell products. The goal in establishing a social media presence should be to expand and deepen relationships with clients so you can continue to deliver comprehensive financial planning advice in a personal, one-on-one setting.
- Keep it fresh. To be successful and make an impact with your social media strategy, offer relevant and timely content for your audience. Be sure to leverage trending news topics within your sector and area of expertise.
- Don’t mix business with personal. Keep your business and personal profiles and activities separate on social media channels. Develop your own business page(s) with dedicated professional photos of you and your team, content that is relevant to your clients and contact information that is up to date.
- Know your audience. Each social media channel has a different agenda and audience, so choose your platform and tailor your messaging accordingly:
Increase your referral network, connect with other financial professionals and potential clients.
Enhance relationships with clients and build your professional brand.
Stay up-to-date on industry trends and establish thought leadership.
- Understand your compliance policy. Check your company’s compliance and/or social media policy before setting up your own business account.
- Leverage your social media capability offerings. Manage your social presence from an integrated platform with pre-approved content and a built-in Compliance workflow.
Social media is increasingly becoming a more integrated part of our everyday lives –that includes our business and professional activities as well. And that trend doesn’t appear to be slowing down. A well-defined social media strategy and brand will be an important marketing tool to help you grow your practices long-term and deepen client engagement and outreach.