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”
Many financial advisors find themselves with a little extra time on their hands lately. There are no networking events, less travel, and people are working remotely. Now is a good time to reprioritize your schedule to invest in your marketing strategy. It’s important not to lose focus or momentum while we’re waiting for the economy to be resuscitated. As the first half of this year is ending, it is time to review your social media marketing strategy. Make adjustments to set yourself up properly for the second half. Social media is the ideal tool to amplify your authority, build trust, and attract new prospects.
So, where do you start? How can you align your social media strategy with your business goals? Over the next two weeks, I’ll share a plan that you can implement. It will help you create a reliable platform for the next six months and beyond on which to implement your social media strategy.
- Look over the fence, that’s right – it’s time for some competitor analysis. Have a look at the websites and social media pages of other financial advisors. Are people commenting on their posts? Is their messaging relevant, and are they producing good quality content that is well-designed? How do you benchmark against them? What can you incorporate that will improve your audience’s experience? It’s easy to become shortsighted in our outlook. That’s why it’s important to put yourself in the shoes of your target audience. What do they find when they’re looking for a financial advisor, and how do you measure up?
- Make sure you’re optimizing the right platforms. Perhaps you’ve only been focusing on Facebook and neglecting some of the other platforms. This year LinkedIn’s traffic has increased significantly. There have been major disruptions in the job market due to COVID-19, and people use LinkedIn as their go-to platform for new opportunities. With over 300 million active users, of which 40% access LinkedIn daily, you can easily reach your niche on LinkedIn. Twitter may not have been a platform that you’ve leveraged in the past, either. It is ideal for a broader reach and especially if you want to target entrepreneurs and thought leaders. Create a template for yourself to repurpose your content for all platforms within the character limits of each. Optimize the mileage you get out of your content by posting to more platforms.
- Check that all your social profiles are up to date. Do a quick audit on all your profiles to make sure that your details are up to date and relevant. Provide as much business information as possible so that people know exactly how, when, and where to find you. You can even include a link to a personal profile page on your website. Have you provided detailed info in all the fields in the ‘About’ section of your Facebook page? Make sure that you have claimed your username on all platforms, even if you’re not currently active on all of them. You can complete the profile and insert a link that will divert people to your active channels. You can also shorten and personalize your LinkedIn handle. Standardize your personal @mentions or hashtags to your profile on all channels. It will make it a lot easier for potential clients to find you. There are tools like Namecheckr that will show you the availability of your username on different platforms.
So – focus on competitor analysis, optimize the right platforms, and update your profile on all channels this week. Remember to put yourself in the shoes of your prospects and find ways to improve their user experience. I’ll share the second half of the plan with you next week.
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.