Hi, Dan Sheehan from Social Merlin back again for another Marketing Minute. Today’s Topic: “A Plan for Financial Advisors to Take Their Online Marketing to the Next Level – Part II.”
Last week I shared the first steps of a plan to help you align your social media strategy with your business goals. To get you out of the starting blocks, we discussed competitor analysis, optimizing platforms, and updating your online profiles. I also pointed out the importance of viewing content from your audience’s perspective. You want to create a positive user experience to build trust and credibility. Your next challenge is to create the momentum you need to keep your audience engaged. This brings me to the second half of our plan.
Consistency is key when it comes to social media marketing. Keep stoking the fires of engagement with your target audience. Stay focused on letting your niche know where, when, and how to find you and how you can add value to their lives. Remember, you are building a solid foundation of trust with your prospects. There are a few key things you need to have in place to maintain your social momentum.
- Keep your content library It is important to have a centralized repository of content ideas. Ideally, content should be categorized according to your financial services product offerings. The key to effective content marketing is serving relevant content to your prospects at the right time. You can save pertinent questions or topical research in the library for later use in social media posts. All content does not have to be purely educational or informative. You can also include some carefully selected heartfelt or funny videos – but add relevance by personalizing the post text copy. Get into the habit of saving content directly into the library, as you come across it. It will save you a lot of time rather than trying to find it again later. Now that you have a pool of content at your disposal, you are ready to create a content calendar.
- A content calendar will keep you consistent and improve the quality of your content. You can pre-plan themes or a content series in advance—schedule relevant posts for the Independence Day, Labor Day or other important public holidays. You’ll know in advance how much time you have to finalize your post text, design, or video. I know it sounds like extra work, but you’ll be happy when you see how much time it saves you with improved efficiency. The quality of your blog or posts will also improve because it won’t be a last-minute rushed job – just to ‘get something out there.’ An important principle to remember is that quality is always better than quantity.
- Use content templates for each social media platform. Again, keep the user experience in mind. Your target audience doesn’t want to encounter links that don’t work or cut off images. Format according to the post specifications for Facebook, LinkedIn, Twitter, etc. There are also different character limits for post text on each platform. You may need to upload a video directly rather than resharing across platforms, which could result in losing the preview display.
- Finally, you can save yourself even more time by automating your post scheduling once your content is ready. You can use tools like Buffer or Hootsuite, for example, to preload and schedule your posts for each platform at the beginning of the month. It will ensure your posts go out on time and consistently.
It is vital to reply to online comments or questions, as soon as possible. This plan will help you gain momentum and save time so that you can focus on day-to-day interactions. Your responsiveness and prospect engagements are crucial for lead nurturing.
What is your biggest marketing problem? If it is getting high-value leads let us help; that’s 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.