Success with social media is just like success with anything else. You need to have a strategic plan.
Many advisors get tripped up not knowing what to share over social media. They get a great looking profile, then get stuck about what to do next.
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That next step is to create a plan that matches your professional goals. If you’ve identified a niche you want to fill, create a plan that will facilitate that goal.
You should think of social media as simply another way to communicate with your target audience. The most important thing to remember is to be authentic.
Plug and play social media programs designed for advisors do not reflect who you are and they certainly don’t relay your passion about what you do.
Social media is also a fabulous relationship development tool. So often, advisors think that marketing is about selling. Marketing is about relationship building.
Relationships are what sustain and also help you grow your business. Any topics that would be of interest to your target audience—your niche—are good topics to share.
This doesn’t mean you can’t share information from third parties. But you should only share reliable information from third parties you trust.
This is also another way you can show your clients that you are a resource for them—one of the top criteria they have in choosing an advisor.
Your sharing should be consistent. Staying in front of your audience on a regular basis, even if it’s with a short message, is much more powerful than just calling them once a month or once a quarter.
Social media is a time-saving and efficient way to keep your clients thinking of you when a friend asks them about investment matters.
Regular social media sharing also establishes you as an authority. Using appropriate key words for your niche will help those in your chosen niche find you when they do queries over a search engine.
And don’t underestimate how much of your book uses social media. Older people are the fastest growing segment, although they are not the largest.
Social media is nothing to fear. It is everything you need to enhance your brand and cement existing as well as new relationships.