Hi, Dan Sheehan from Social Merlin back again for another Marketing Minute. Today’s Topic: “How Often Should a Financial Advisor Post on Social Media?”
Financial advisors often ask me how often they should post on social media. There are so many different opinions and viewpoints about post frequency. I usually respond by asking them what their social media marketing objectives are. If you’re not evaluating the success of your posts against your social media strategy, then it doesn’t matter how often you post. How else would you know whether your posts are effective or not? Ultimately you want to generate new leads, but there are different tactics to employ for different objectives. Some of these could include:
- Creating awareness of your services within your target market
- Expanding your network
- Driving more traffic to your website
- Amplifying authority and nurturing leads through engagement
- Retargeting stale leads
I want to discuss some guidelines today to help you determine the ideal post frequency for your objectives.
For starters, do not take on too many social media platforms at once. Choose one and master it, then add one at a time making sure to master each before expanding. Be realistic about the time and resources you have available to produce quality content. Don’t start a Twitter feed if you’re never going to tweet, for example. Consistency is key. As an advisor, I’d recommend that you actively produce content for Facebook and LinkedIn each week as soon as you can. Aim for at least three Facebook posts and one LinkedIn post. Facebook’s algorithm ranks meaningful interactions the highest. So, you want to generate content that produces more than just a “Like.” LinkedIn ranks content by engagement and the degree to which people are connected, so it’s essential to grow your network on this platform.
Make sure that your content and call-to-action all support your strategy. For example, if you’re objective is to drive traffic to your website to grow your e-mail marketing contacts list, then you need to produce a very compelling lead magnet.
You will find it a lot less time consuming if you write the bulk of your content in advance. Try to generate content for at least 3 months. You can publish it through a scheduling tool like Sendible, Hootsuite, or Buffer. It makes content recycling easy for each social network. These tools also offer a single dashboard where you can track all your messages and engage with your audience. Ideally, you want to respond as soon as possible to people’s comments. The tool’s reporting analytics will give you a clear view of how your content is performing on each platform.
Your posts do not have to be very long either, especially if your objective is engagement. You’d be surprised by the effectiveness of a cleverly worded, short, text-only post in LinkedIn to generate engagement. Yes, people love consuming video; it draws clicks like a magnet. But if you’re after engagement or a conversation-starter, a text post can be extremely useful. Remember to use related hashtags to attract a wider audience.
When you are clear on your social media marketing objectives, then you should able to measure the success of your posts. Analytics will point you in the right direction. Once you’ve determined what works, you can quickly scale your posts to other platforms. Revisit your post frequency adjusting as necessary to build on the momentum by leveraging your most successful content.
Post frequency is fundamental to create momentum for you on social media. This will only happen if you’re producing quality content designed with your target market in mind. In other words, knowing what to post is just as important as knowing when or how often to post it. Your consistency will establish trust with your audience. You want to remain at the top of their minds when they think about financial advisory services and you will start to see more and more ideal prospects getting engaged with you on social media.
What’s your biggest marketing problem? Before you lose another ideal client get this and other issues resolved today by going to my website, socialmerlin.com, or click the link here now. You can also ask a question, make a comment or just get more information, and I will personally respond to you super-fast. Thanks, and see you next week.