Hi, Dan Sheehan from Social Merlin back again for another Marketing Minute. Today’s topic: How Can Social Media Accounts Complement Your Email Marketing Campaigns?
One of the biggest challenges for financial advisors today is setting up ongoing marketing campaigns aligned to their niche strategy. With a limited budget for client acquisition and not enough hours in the day to generate a constant flow of referrals, you probably feel uncertain about where your time and energy will be expended best.
The top ROI on marketing campaigns today still comes from email marketing. People still check their emails daily, and it’s widely accepted as the primary form of business communication. That’s why I want to show you today how your social media accounts can complement your email marketing campaigns.
One of the significant trends in the email marketing space is hyper-segmenting your prospects and existing clients. In other words, your email content must be on point in its relevance to the recipient, or they will reroute your emails to the trash or unsubscribe. This is where your social media accounts become a highly valuable listening tool. You may have viewed your social media platforms as ways to broadcast and talk to your existing clients and prospects, but don’t underestimate its value in listening to them.
What are your clients and prospects posting on Facebook? Which couples are having babies, who are buying or selling houses, or nearing retirement? Are there proud new grandparents who may need to adjust their estate planning? Use LinkedIn to take note of job promotions or new employment. Your email conversation will include congratulations, but your client may also have new employee benefits to consider or a 401K rollover.
Your niche market has a lifetime of financial needs, and key milestones will result in a need for adjustments and varying financial advice and products. Create a client journey map of their key milestones and match it to your relevant service offering. You can draft content pertinent to match key milestones for your on-target email campaigns. Your social media feeds will provide you with the triggers to know when to engage.
Not only will the information you share be helpful, but you will undoubtedly gain trust as an authority by demonstrating that you know your clients and are proactive in deepening your relationship with them.
If you’d like to get more information, click the link below. Thanks, and see you next time.