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How Financial Advisors Can Leverage Social Media
- 1. Advisors Ask How to Leverage Social Media
- 3. What is Social Media? “Social media uses web-based technologies to transform and broadcast media monologues into social media dialogues.” - www.wikipedia.org
- 4. WHAT IS SOCIAL MEDIA? ● A level playing field ● Communication without borders ● Marketing at its finest
- 6. WHAT IS SOCIAL MEDIA? ● A level playing field ● Communication without borders ● Marketing at its finest ● Word of mouth on steroids
- 8. Where do I start? 1. Define your target audience Know your ideal client and create a buyer persona
- 9. Where do I start? 2. Set goals ● Awareness ● Brand Differentiation ● Innovation ● Community Engagement ● Decrease Marketing Expenses ● Increase Leads ● Customer Support ● Increased Client Referrals ● Faster Closing ● Increased Revenue ● Increased Traffic to Website ● Manage Risk
- 10. Where do I start? 3. Connect ● Carriers ● Agents ● Consumers ● Centers of Influence ● Associations ● Competitors ● Media
- 11. Where do I start? 4. Content
- 12. The Foundation A Modern Website ● Clean layout with easy navigation ○ Who you are ○ What you do ○ How are you different ○ How can that help me ● Strong aesthetic appeal with powerful imagery ● Clear messages and calls to actions
- 13. Good content: ○ Speaks to your ideal client ○ Gets shared on social A Good Website has Good Content
- 14. With a modern website, join the social conversation.
- 15. LINKEDIN: WHAT IS THE ROI? $17.9 BILLION IN MOTION LinkedIn reports that 3 of 5 advisors using LinkedIn have gained new clients as a result Nearly a third of those brought $1 MILLION+ in assets under management ~20% of connections will change jobs this year, and they’ll take their 401(k) accounts with them With a target network of 1.2 MILLION contacts, that’s 240,000 money-in-motion events totalling
- 17. TIPS TO OPTIMIZE YOUR LINKEDIN PROFILE The basics: 1. Create a custom URL 2. Upload your profile picture 3. Complete your contact info
- 18. TIPS TO OPTIMIZE YOUR LINKEDIN PROFILE 1. Maximize your anchor links 2. Link to your company page
- 19. TIPS TO OPTIMIZE YOUR LINKEDIN PROFILE Use keywords ● Short and long-tail keywords ● Weave in current and past job titles, personal summary
- 20. NOT ALL KEYWORDS WORK THE SAME Headline > Title > Summary > Skills Headline Title
- 21. ● The Pub ● More personal ● Connect with clients and prospects ● Share photos, thoughts, comments Interact and comment ● Shopping mall analogy ● Follow media, partners, competitors Facebook
- 22. ● Cocktail party ● What’s happening right now ● Connect with anyone. More public ● Share photos, thoughts, comments ● Interact and comment – very open ● Follow clients, advisors, competitors, centers of influence, associations, media Twitter
Editor's Notes
- Sophia: So to start it off, Amy, what is social media?
- Amy
- Amy
- Amy: Real stats from client. Later, we’ll speak more about LinkedIn and how it can be a powerful tool in generating leads.
- Amy: Ever hear of Word of Mouth? Of course you have. Social is word of mouth on steroids. It has scale and flexibility.
- Sophia: Thanks Amy. So where do you start as a financial advisor?
- Amy: First you want to make sure you have a target market. You can’t start building your network unless you know the audience you’re trying to attract. Sophia: Absolutely. They say, if you’re targeting everyone, you are marketing at no one. That is because marketing should speak to specific groups of people. Understand their pain points, understand their interests. Only then can you strike up a conversation. Lester: We recommend that you create Buyer Personas. Buyer personas represent your ideal customer, inside and out. They address the challenges, pain points, objections as well as demographic information shared among a particular customer type. In short, these personas are your target audience. And knowing them is key if you want to earn customers using inbound marketing. So take the time to create your personas properly. Identify your audience targets. Conduct interviews with existing clients. Learn why they love you. Or why they don’t. And then come as close as you can to breathing life into your personas so they can keep your entire Inbound campaign on message. So a tip for you. If you haven't yet defined Buyer Personas for your organization, you should stop "marketing" right now and do that first.
- Amy: Examples of goals in the financial services space.
- Amy: Regardless, you can’t accomplish any of those goals without connecting.
- Amy: Regardless, you can’t accomplish any of those goals without connecting.
- Sophia: All of your social media efforts should connect back to your online presence. Your website should be the best representation of your personal brand and your business. Lester: Unfortunately, many financial advisor websites are stale, outdated, and built on cookie-cutter templates. If that applies to you, the first step is getting a website refresh or complete redesign. Referrals, prospects, and clients are all looking for you online, so consider what they’ll want to see when they find you. A well-designed website includes: • Clean layout and easy navigation to help visitors find the information that answers, ‘who are you?’ ‘what do you do?’ ‘how are you different?’ and ‘how can that help me?’ • Strong aesthetic appeal, with professional, yet personal imagery - real images outperform stock images by ~95% • Clear messaging and calls to action. Make sure visitors understand your value and have an opportunity to take the next steps. Sophia: Agreed. Your social media efforts in sharing your content is wasted if your website or your content is a poor representation of you and your business. You’ve gotten your audience’s attention. Make sure you retain it and earn their trust.
- Sophia: A good website has good content. This means that the content you post speaks directly to the interests and pain points of your target audience, your ideal client. If this is so, your readers will want to share your pieces with their networks, in other words, on social. Amy mentioned how social media is about joining the conversation actively. Having good content is the perfect and most effective way to do that. Lester: And having good content doesn’t have to be hard. At advisor websites, we help by providing you a periodical content library. Why? Because we know your time is valuable. Do note that people only view 28 percent on your whole site. So use your time wisely to nurture your visitors. Remember that the design of a website is what attracts viewers, but it’s the quality of content that gets them to stay.
- Amy: Brief overview about each platform and how they each bring visitors to your website content. We will focus on LinkedIn (top performing, highest ROI)
- Amy
- Amy. Source: Linked in 2013 studies
- Amy
- Amy
- Amy: A keyword is a search term someone uses to find your profile. Create a list of keywords that people may use when searching for you or someone in your field Use a combination of short- and long-tail keywords, for example: “retirement planning” or “401k advisor” Weave your keywords into your current job titles, past job titles, personal summary
- Amy: A keyword is a search term someone uses to find your profile. Create a list of keywords that people may use when searching for you or someone in your field Use a combination of short- and long-tail keywords, for example: “retirement planning” or “401k advisor” Weave your keywords into your current job titles, past job titles, personal summary
- Amy: Read bullets
- Amy: Read bullets