Is social media marketing an option or a necessity for the successful financial advisor today? Although, in the words of Mark Twain, “All generalizations are false, including this one.” The following can be said.
Social media is fast becoming an essential component of the forward-looking financial advisory business.
Even senior advisors who work with Silent Generation clients who might be completely un-hip to the ways of Twitter/Facebook/LinkedIn…will want to find channels to connect to the 2nd and 3rd generations of their older clients. Social media is a critical tool for financial advisors who want to “refresh” their book of clients, and build credibility with the upcoming wave of Gen X and Y investors.
Marketo is a 5-year old company that builds innovative marketing software. They have recently published a lucid and succinct e-book, “How to Optimize You Social Channels for Lead Generation”, which you can download here.
In this e-book, they list the 6 Golden Rules of Social Media Marketing:
- Don’t take yourself too seriously. It should be obvious but social media is about being social and that means you need a good personality to make your brand likeable.
- Inbound is not enough. All social media tactics and strategies can work on their own. But, for a business to benefit fully from them, they should be combined with outbound marketing. Never underestimate what a bit of paid promotion can do for your business.
- You must have good content and solid offers. Without a well-produced, engaging content, any and all tactics you employ will most likely fail.
- You will need a strong call to action. The tried-and-true, strong call to action is just as important in social media as it is anywhere else. Be clear about what you want your audience to do after consuming your content or engaging your brand.
- Always add value. If you are not providing some sort of value to your prospects and clients, you are not doing your job and social media will never work for you. Here is an easy test: put yourself in your prospect’s shoes and ask if you find what you are offering of any value…from their perspective. If not, stop it and start over.
- Never forget that social media is a two-way street. No one likes being talked at. Yes, broadcast your message, but remember to keep the lines of communication open in both directions. When contacted, always respond quickly and sincerely. Be sure to mix up your messaging and use a combination of content and offers.
Social media may not be for every successful financial advisor today. However, social media marketing is an increasingly important marketing channel for many financial advisors who are thinking ahead with their financial advisor marketing. For those of you who are embracing social media, the six golden rules make good common sense, and are a thoughtful beginning towards using social activities that generate leads beyond your current database and community.
For additional insights on how to use social media, especially for your client acquisition, please download the ClientWise Learning Tool below: