When it comes to creating an advisor website and driving traffic to your site, then you MUST have a strong social media strategy intact. There were 3.196 billion global social media users in 2018, which makes for 42% penetration.
Those statistics are pretty remarkable, and they go to show that if you are not on social media, then your business is really missing out on some opportunities to connect with other like-minded companies and people. However, simply BEING on a social media network is simply not enough…you have to get started. This can seem like a daunting task, however, so where do you get started? We have got five steps to help you get started if you are a financial advisor.
5 Steps for Your Social Media Strategy
As a busy financial advisor, we know it can be hard to get started, so check out the steps below for some guidance!
Goal #1: Set Your Goals
Okay, so this is the kick-off. Why are you doing what you do, and why do you think that social media will improve your business. You need to pinpoint what exactly you are looking for in order to narrow it down. Ask yourself some simple questions. Is it to increase brand awareness, drive traffic and sales, improve ROI, or just get a feel for how things are going in the financial industry? It’s so important to narrow this down otherwise you will be grasping at straws. If you can figure out what is going on, this can really help you to get started.
Goal #2: Know Your Audience
It’s important to understand WHERE your clients and prospects will engage with your brand. Who are you trying to target? The content that you post for millennials fresh out of college will be very different than trying to connect with someone who has been working for 35 years and is looking to retire. Because of this, you need to get to know your audience and see what brings in the most engagement and helps you to gain traction with your visitors.
Think that Twitter is not as relevant as it used to be? Think again! According to Hootsuite, 500 million tweets are sent EACH DAY. That is a huge missed opportunity if you are not one of the users engaging on this platform. In addition, 75% of B2B businesses market on Twitter. That’s a very large chunk of people, so if you are looking to network with others and drive traffic to your advisor site, this is a great platform to do so.
Who is on Facebook these days? Well, 68% of Americans are, so it’s definitely a platform that you want to be using for your business!
Additionally, 88% of users access Facebook via their mobile device, just another reason why it’s so important to have a mobile-friendly advisor website! Even though Facebook has been around for quite a while now, it is still the TOP platform for both B2B and B2C businesses! With those kinds of stats, why wouldn’t your firm be a part of this?!
LinkedIn doesn’t have quite the growth that Facebook and Twitter have since it has more niche in the types of people that it attracts, however, it is the largest professional network and provides B2B companies with awesome opportunities to network and market with each other!
As you can see in the graphic above, LinkedIn by far outshines Twitter and Facebook in terms of lead generation, which is why you need to be utilizing this platform to connect with others! Additionally, social media B2B leads actually come from LinkedIn!
Goal #3: Create, Engage and Listen
Social media is a two-way street. It’s important that not only are you creating killer content to share, but you also have to engage with others and listen to what they have to say. Remember, you are not a robot, so you need to humanize yourself. Put a face behind the brand and use this as an opportunity to communicate and network with others.
With social media, you can engage directly with your target audience, which is what you need to do regularly in order to establish a meaningful relationship. Additionally, timing is everything! You need to be responsive to any inquiries or interaction with your posts with your posts in order to boost sales. When someone comments or asks a question, try to respond as quickly as possible…waiting 3-4 days is just not quick enough. They will have moved on to a competitor that responds much quicker!
Just like in your everyday life, relationships require attention and patience, and the same goes for your interactions on social media with other businesses and potential clients or customers. It’s just one interaction, but rather keep an open line of communication with your audience that will increase loyalty and sales for your business in the long run!
Goal #4: Determine a Cadence
This is all about finding the right times to post on social, creating an editorial calendar to hold yourself and your team accountable for posting. It can be a lot to keep track of, so many people purchase scheduling software, such as Hootsuite or CoSchedule.
There are certain times that you should post in order to receive the most engagement and it varies from platform to platform.
Best Time to Post on Twitter
The best times to post on Twitter are Monday through Thursday. Read below to learn more about when to post on Twitter, featuring information from Sprout Social.
- Monday Through Thursday are the best days to post.
- Thursday is the most recommended day to post in the week.
- Noon on Thursday is the most active time in the week.
- It’s a good time to post any weekday between noon and 3 p.m.
- Early mornings and late nights are not the best times for posting.
Best Time to Post on Facebook
According to a study by Sprout Social, these are the best times to post on Facebook:
- Just like Twitter, Thursday is the best day to post.
- 1 p.m. on Thursday to be the most active time.
- Relatively safe to post any day between 9 a.m. to 3 p.m.
- Early mornings and late nights are the least optimal posting times.
- Wednesday through Sunday are the strongest days to post.
Best Time to Post on LinkedIn
The best times to post on LinkedIn are Tuesday through Thursday, especially Tuesday, according to Sprout Social.
- Tuesday through Thursday are the most recommended days to post.
- Noon and 5 p.m. on Tuesday through Thursday are the best times to post.
- Every day from 7 p.m. to 6 a.m.is the least effective time to post.
- The weekends are not a good time to post.
- It’s okay to post from 8 a.m. to 5 p.m. on weekdays.
Goal #5: Track Your Metrics
How will you know what you need to improve or keep the same if you aren’t measuring your progress and numbers? You can’t! Google Analytics is a great way to see how your company is measuring up on social and see if the work you are putting in is paying off. This is a great and FREE tool that you really should utilize. If you regularly check and understand it, it will help you to have a much more effective online marketing strategy and better understand your website, thus increasing SEO and driving sales.
What Does It Say About Your Website?
There are over 10,000 metrics that you can view about your site, which is pretty amazing! We wanted to include a few of the examples that you can find out:
- How much traffic is coming to your website?
- Where is your traffic is coming from?
- What are visitors doing once they arrive on your site?
- Which of your blog posts are the most popular?
- Where are your site visitors located?
When you find out these types of statistics, you can better tailor your advisor site to fit your audience. These are just touching the surface, but it is a great tool to try out to better improve your site!
If you follow these five main tips, we think that you can begin to create an awesome social media strategy and make your site a lead generation machine!
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About the author
Blair is a digital marketing assistant at Twenty Over Ten and has a passion for uncovering what drives online traffic and the highest engagement. She follows more animals on Instagram than humans and her greatest achievement is her daughter, Grey.