This is why your social media is failing to land any punches
An effective social media presence is essential for every business.
In the financial planning profession, getting social media right can have multiple benefits.
It helps existing clients refer their friends, family members and colleagues for your services. It can help you connect with professional connections. It makes you more visible online, allowing the right clients to find you when the time comes for seeking advice.
Social media is also a very useful tool when it comes to networking with your peers and finding expert answers to difficult questions.
Despite having all of these benefits, social media isn’t necessarily an easy thing to do well.
Here are some of the reasons why your use of social media is failing to land any punches – and what you can do about it.
You’re cross-sharing posts between platforms
We call this lazy social networking.
Automation is brilliant and saves a lot of time, but each social media platform needs a slightly different approach to be effective.
Posting something on Facebook and then using a ‘recipe’ to post the same thing on Twitter, Instagram and LinkedIn might save you a few minutes a week. Sadly it does little to advance your marketing goals.
It results in the wrong size images, poorly formatted links and (worse still) having to leave your current platform to view the content on another.
Instead of cross-sharing, pick just a handful of the most suitable social networks and focus on those, creating tailored content for each one.
Your message can stay broadly the same on each platform, as long as you make the right adjustments before posting.
You’re broadcasting, not conversing
Social networks are social places. If you’re spending too much time broadcasting your message and not enough time engaged in conversation, you’re efforts are likely to be failing.
Getting the balance right is key. Maybe 20% of what you post on social media can consist of broadcasting messages, including links to your blog posts or latest video.
Make the other 80% of your social media activity direct engagement with your followers and those you follow.
There’s nothing wrong with jumping into an existing conversation if you’ve got something genuinely useful or interesting to add.
You don’t get personal enough
We often see financial planners reluctant to share some of their personal life online.
This isn’t about revealing secrets or oversharing really personal stuff from your life. It should be about giving your audience a glimpse into what makes you tick, as a human.
We all know that people buy people. Being authentic and occasionally vulnerable on social media allows people to get to know the real you.
We don’t advocate sharing photos of your lunch each day – unless of course you’re a foodie and this is a passion you wish to highlight.
But the occasional personal post in a sea of business-related content can only help to build a picture of who you are, what you care about and why people should engage with you as their financial planner.
You lack consistency and patience
Social media is not a place for overnight results.
You can get great results from using social media, but only if you’re consistent and patient.
This all starts with having the right strategy and a clear idea of your online marketing goals.
Too many financial planners jump straight into the use of social media without a clear understanding of what they want to achieve.
Consistency comes, in part, from having defined brand standards; the repeated use of the same colours, types of images and even font.
It’s not about repeating the same message over and over again. In fact, this can be a real turn-off for your followers.
Instead, it’s about consistency of overall message; what do you stand for and how do you communicate this on your chosen social media platforms.
Be prepared to wait for results. One of our clients recently experienced a flurry of enquiries from a blog post they published eight years earlier.
The best time to plant a tree was 200 years ago. The second best time is today. Start building your own long-tail of content and social posts now.
You don’t post enough
It’s a noisy world out there. With such a vast quantity of social media posts being shared every minute of the day, you have to make yourself heard despite that volume of noise.
A common mistake we see financial planners making is failing to post frequently enough.
There’s nothing wrong with posting ten times a day, or even more, on Twitter.
Scheduling software allows you to batch this task, so you don’t need to log into Twitter multiple times a day to share your latest posts.
Don’t be afraid to post, post and then post some more on the various social media platforms.
More frequent posting will ensure your messages are seen and lead to higher rates of engagement.
Need to land more punches?
Speak to us about how we can help make your use of social media more effective, raising your online profile and resulting in better engagement with your prospective and existing clients.
We can work with you to build a social media marketing strategy or take the heavy lifting off your hands altogether, managing your chosen social media accounts and reporting back on the results.
Call us on 01483 901472 or email firstname.lastname@example.org to find out more about how we can help.