Social media marketing is continuously evolving, and marketers are learning that it is important to go beyond the numbers and focus on actually engaging this consumer base they have built.
There is real potential in gaining a large following that is also willing to engage with your financial advisory brand. By providing the type of value and content your target audience wants to see on its news feed, there is a high potential for ROI.
Make your social media audience trust you
Having the content your target audience is interested in is crucial to your social media success. This goes beyond Facebook and Twitter, however. Your financial advisory firm should also have a blog that is regularly publishing high-quality, interesting content. Websites with blogs have more traffic and indexed pages than those that don’t.
The ‘media’ of your social media content is important as well. Blog posts with photos are great for Facebook, as updates with photos generally get more clicks and engagement than updates with text only. This can help personalise your business and make your audience trust you.
What the client wants
Promotional content is something that can also affect audience trust. Whenever you are self-promotional on any social media platform, do so very wisely. Make sure it is something clients actually want. A Facebook-exclusive promotion for your worst product that has terrible reviews won’t be effective at all.
Ask your clients what they want and follow through. See what others in the financial industry are doing and strive to be better than they are. All users like free shipping, free gifts and discounts they aren’t getting anywhere else. Just make sure it is free shipping for products they want, free gifts they will use and discounts on products they need.
A client service channel
Social media isn’t just for telling people about your products and services or sharing videos. Many consumers now prefer to contact firms via social media rather than by phone or a traditional support form (after all, isn’t composing a tweet so much easier than filling out an entire contact form?).
This means financial advisers have to use social media as a client service channel, no matter how much influence a person has. People can get loud and angry on social media, so being prompt, friendly and understanding makes a big difference.
Also, it doesn’t make a difference if it makes you mad that consumers use social media and blogging to complain about companies. They are, so take it as an opportunity, not a nuisance.
Getting your online content seen
Besides complaining on social media, users are interacting with firms in a big way on these platforms. The key is getting your content seen.
If you’re looking to grow your online presence, paid campaigns can help. Promote clever posts on Facebook and important messages on Twitter. Many posts don’t take a large budget (especially if you are targeting a specific area or age demographic) and can get you a larger, more engaged following.
Just make sure you have ample calls-to-action and links to your website to make paid campaigns (and time spent on digital marketing) generate a higher ROI. Tabs to newsletter sign-ups, free high-quality ebook downloads and even exclusive discounts are all ways to make your social media marketing go beyond the likes and into a crucial part of your online presence.
Paul Bearman, Senior Editor, Goldmine Media