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Social Media Snapshot: 10 tips to Help Break Through Your Online Marketing Barriers

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Jul 9 • Practice Management, Social Media • 3576 Views • No Comments

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For many financial advisors, the thought of diving into social media for their business is frightening. The most common objections are “I don’t have the time” and “I have no idea where to start and how to use social media,” however those reasons alone should deter you from using social media for your business. If done right, it can be a powerful tool to build rapport and relationships with existing clients as well as prospects. Keep in mind this is a long-term strategy, so don’t look at this a quick-fix for your marketing and lead generation ailments.

Different CourseFor those bold enough to use social media, they quickly understand that you can’t be all things to all people. In addition, you can’t be everywhere all of the time. My recommendation is to start small, build a foundation (choose 1 or 2 platforms) on platforms with the highest density of your clients and ideal prospects. To help you get started, here are 10 quick tips to maximize each platform.

linkedin-iconLinkedIn – the social media gateway drug for the financial services industry (most widely used platform for financial advisors)

  • Tip 1: Optimize your profile
    By this I mean complete all of the components, including a picture (and not one that is 10 years old), and used key words in your profile to explain how you can help your target audience (makes you more searchable)
  • Tip 2: Join Groups and Interact
    The key here is to join groups with like-minded individuals (industry professionals), but also join groups that have your potential audience (i.e. small business owners in Phoenix), then begin to ask questions, respond to postings, and start building rapport

facebook-iconHow Financial Advisors are leveraging digital marketing to differentiate themselves in a crowded marketplaceFacebook

  • Tip 3: Create a Company Page
    If this is where your clients are on a regular basis, shouldn’t you be here as well? In addition, it will create another record of your company and enable you to connect with your clients/prospects and build relationships. The key to Company Page success is to give them a reason to come back. One time visits won’t help your efforts.
  • Tip 4: Build the Experience
    Facebook is a great way to show the lighter side of your business. For those doing client events, share pictures of your events on Facebook and connect with your clients and prospects. It’s ok to show the light-hearted and quirky side of you and your staff (in moderation of course)

twitter-iconTwitter – The information and education tool you never knew you needed.

  • Tip 5: Start Following Lists, News Outlets & Industry Organizations
    There is a wealth of companies (@Actiance, @MorningstarInc, @RegEd, @CTCapp etc…), news outlets (@WSJ, @BW, @finplan, @Marketwatch, @WealthChannel), and experts (@BillWinterberg, @MichaelKitces, @rpseawright, @BehaviorGap, etc…) to follow and learn from on Twitter.
  • Tip 6: Listen and Learn
    Most people when they think of Twitter think about the noise and distractions. In reality, people are sharing more than what they had for lunch. Breaking news happens every day on Twitter. Leverage this tool as a listening tool to learn and stay current on industry trends. I get my news first from Twitter (not Facebook, LinkedIn, or even the TV)

youtube-iconYouTube – Great for building a diversified content strategy (more than just text and pictures). Video shows the real you!

  • Create a Channel to Show Your Personality
    Video can bring out the personality in everyone if done right. Unlike other content mediums, video allows you to showcase your personality. It is also one of the most engaging forms of content to receive.
  • Compliance is Key: Have Scripts reviewed before you shoot the video
    Nothing could be worse that taking the time to create a video, only to find out that your compliance department won’t approve it. Have them review the scripts in advance and stick to the script during production.

google-plus-iconGoogle+

  • Tip 9: Build a Personal Page to Maximize Google Author Rank (Essential for Bloggers)
    For no other reason than claiming authorship for your work in Google Searches, you should have an account and set up the authorship links in your profile to claim your work (“Contributor To” in account profile)
  • Tip 10: Build a Company Page
    By creating a company page, you also create another record of your company (name, website, logo, etc…) in the search results besides your standard website. This simply makes it slightly easier for Google to identify your company in a search because there will be multiple records for your company.

Remember, you don’t have to be all things to all people and you don’t have to be everywhere. You simply have to be the best you can be at a few things that really matter to your clients and provide them with the level of service and support that exceeds their expectations. Make yourself memorable.

Todd Greider

Todd Greider is a seasoned professional with more than 11 years of sales, marketing, as well as learning and development experience. Now as an independent consultant, he focuses on designing and implementing comprehensive learning platforms for organizations to help them reach their organizational development and revenue goals. He also focused on coaching small business owners on how to maximize their efforts using inbound marketing strategies to build their brands.

For the past 9 years, he was responsible for designing and managing a comprehensive learning platform that offered mentoring, live training, distance learning, and coaching for financial professionals across the US. These educational opportunities covered the areas of marketing, social media, financial planning, and insurance and investment product education to help financial professionals build sustainable and profitable businesses.

Todd received his bachelor’s degree in Marketing & International Business from Pennsylvania State University and is a Certified Professional in Learning & Performance (CPLP) designation holder from the American Society for Training and Development. Outside of work, he is a proud family man, soccer fanatic, amateur cyclist, and scuba diver. You may find him on Twitter (@toddgreider) or via other connection points at www.about.me/toddgreider to share ideas.

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The above article is for educational purposes only. Investment professionals should consult their compliance departments before accessing or implementing any of the marketing ideas, practices or advice found in the DigitalFA. Your use of the DigitalFA website tells us you have read and agreed to our Terms of Service.

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