Hi, Dan Sheehan from Social Merlin back again for another Marketing Minute. Today’s Topic: “What 3 Things Financial Professionals Should Do During This Pandemic?”
The COVID-19 pandemic is raging on, and people are forced to slow down and rethink the way they work and connect with others. It is a juggling act between work, relationships, and new financial constraints. City-wide lockdowns have forced people to interact on screens instead of in-person. We find ourselves reprioritizing and decluttering our lives in the face of this pandemic. As a financial advisor, you have a crucial role to play as the world faces another recession. So, what should you do during this pandemic? What are the 3 key areas you need to focus on right now in your social media marketing strategy?
- Focus on your message. Now more than ever, your posts must convey a calm and comforting tone. Simplify your messages where possible so that it is noticeably clear what you do and how you can help your target audience, especially now! Most people need practical advice on budgeting, ways to save, and prioritizing expenses. Sadly, as the death toll rises, many are also reconsidering their estate planning. If you offer practical tips and advice, you will be both relevant and helpful to your audience. Invite people to ask you questions and start meaningful conversations. Your empathy and willingness to help will gain their trust. Your ability to convey your humanity and care while sharing relevant and accurate information related to financial topics will differentiate you.
- Focus on the frequency of your posts and engagement. Resist the temptation to withdraw despite social distancing and lockdowns. Your financial services are essential, and you have the tools and platform to get “out-there” and offer your help. Reach out to people in your network and find out how they are coping. Stick to your posting rhythm and respond to people’s comments and questions about your content. Use their input to create fresh content that is highly relevant to your niche. Adjust your new blog content to be appropriate during the pandemic. Your consistency and commitment throughout this crisis will also establish trust, the lifeblood of us all.
- Widen your network. Use this time to search for more online forums or Facebook groups that you can join. Through social listening, you can determine the hobbies and interests of your prospects. Perhaps you have shared interests that can be a conversation starter. Some financial advisors have also found it helpful to join peer groups. You may gain valuable insights as well as support in discussions with other advisors. Perhaps you have neglected your LinkedIn profile and connections. Now is an excellent time to send out invitations to connect, send friend requests, and grow your network. It is imperative to keep your niche at the forefront of your mind. Connect with people that you would consider an ideal client.
These focus areas will help you maintain your social media momentum. Seize the opportunity to attract new prospects. Nurture them throughout the conversion process with consistent quality content. Winning their trust will take time.
We are all affected in one way or another by this health, economic, and social crisis. For many people, it has been so overwhelming that they have become hyper-focused on work. A financial advisor needs to maintain a balance between work and personal relationships. Remember to prioritize your relationship with your loved ones. Pick up the phone and speak to your relatives. Many people have used social media to reconnect with alienated family and friends. Perhaps it is time to forgive and let go of past offenses. Make a concerted effort not to look back on this crisis with any regrets and looking forward to brighter days – they will come!
What is your biggest marketing problem? If it is getting high-value leads let us help; that is what we do! Before you lose another ideal prospect 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, stay safe, and see you next week.