How financial advisers can build a successful social media marketing campaign

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For any financial advisory firm, social media is one of the easiest and most reliable ways of communicating with its clients. Before launching a social media marketing strategy, it is vital to fully understand the benefits of each platform, as well as the goals you want to achieve.

Here are a few points to consider when planning your next social media campaign:

1. Goals
Think about your business and your goals. This can be to increase brand awareness, promote products, launch new services and increase sales leads. This is the very first step and an important element in determining further success of your social media marketing strategy.

2. Target audience
Think about your target audience. In this step, you should clearly build your client profile and understand how they think and behave. Use images to visualise and create a specific persona. You need to look at their demographic characteristics as well as their buying behaviours, so you don’t waste time and money on someone who is not interested in your product. Create a few client profiles so that you create the right content at the right time and place.

3. Social media platforms
Each social media platform has its unique way of connecting financial advisers with the right target audience. Do your research and find out what different social networks are used for. Register on the most popular channels, including Facebook, Twitter, Google+, Pinterest, YouTube, LinkedIn and Instagram. It seems that nowadays nearly everyone is on Facebook and Twitter, so it’s a natural choice for any financial advisory business to be on there.

4. Content
Creating great content is a skill, and sometimes it’s easier to work with experts or a professional copywriter. However, if you think you want to face this challenge, here is where you think about your goals, targets and social network. Great content tells a story, therefore do not be afraid to be personal. This way, you will achieve a higher engagement rate with more likes and shares.

5. Listen
Always listen to your followers. The big downfall is when you ignore your followers and don’t respond to their posts and messages, which are your potential sales leads. Don’t be afraid to take on a negative comment, as ignoring it can have an even more detrimental effect.

6. Analyse
Every business with a serious approach analyses their results to see whether their campaigns are successful. Whenever we use social media, we leave our footprint, so make sure you check your Google Analytics regularly or sign up to a different online tool to manage and measure your interactions. With such data, you can make sure your future moves work better for you.

Andrew Taylor, Chief Executive Officer, Goldmine Media

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