Sharing compelling content is the most effective way to engage an audience on social. The challenge is that there is an endless supply of material coming from every possible direction. At a certain point, it all just starts to sound like noise.
So how can advisors rise above that noise to deliver information of value to their customers? How do you decide what’s best for your social channels?
Hearsay Social recently signed content partnerships with Broadridge, LifeHappens, NewsCred and Trapit so that agents and advisors can always access high-value, compelling industry and general interest content to share on social and engage their audiences.
By working with these great companies, we’ve come up with a few important tips for social media publishing that will help investment professionals clear through the clutter to drive meaningful interactions with clients.
1. Relevance and Quality Matter
The easiest place to begin is by listening. Uncover what your clients are talking about and why. What are the main issues facing their personal and professional lives? Do you have many clients getting married? Having children? Changing jobs? Being aware of their life events will help an advisor find and pass along the right content.
Know your audience. It’s not enough to simply pass along information, you need to curate the news. It is vital to pick the best sources and provide insight into issues in order to rise above the noise. Address why people should care about the items you post and use it as an opportunity to showcase that you’re knowledgeable, trustworthy, and interested in what’s best for your clients.
Easier said than done, right? Getting the right news to customers can seem like a daunting job, but the reward is worth the effort. If you need help, engage a curation service. Just be sure that you know the reason behind every piece that you post.
2. Make an Emotional Connection
Authenticity is key on social so when you use content to connect with clients, put your own spin on it (as long as it’s compliant with regulatory standards). Show your personality and that you’re human, not just someone who posts news because corporate says so. Establishing an emotional connection plays a vital role in customer acquisition and retention.
A key point to remember is that it’s not just what you’re selling but why. This is an extra layer on top of curation. Once you’ve found the right content, highlight for your audience why it is so important. Think about your clients’ goals and how certain content may help. For example, you may have clients whose kids are heading off for college. Curation would dictate you find content on tuition. But to create the emotional connection, find content specifically around how to budget and save money to put towards tuition.
3. Build Relationships That Last
The wisest money you can spend is on customer retention. Loyal customers are crucial to the long-term viability of your business, and in today’s competitive environment, building trust is key. I know that I would continue to use the advisor who understands me, who grows with me and who I believe looks out for my best interests over someone new and unproven who may claim offers of better coverage at a lower cost. The reason comes down to trust.
How do you build and maintain trust with clients via social? Engage, not just with content but with the audience as well. Depending on your comfort level, you can use social to find ways to turn online conversations into offline meetings. You can respond to comments or participate in dialog. Things you notice on social media might prompt you to pick up the phone or schedule a meeting.
Social media can lead to a far more personal degree of service than you’ve ever delivered before, and it can be grounded and tied to clients’ real experiences in the moment.
Publishing relevant content provides another channel with the potential to create meaningful client interaction. What you choose to do with that opportunity is up to you.
Related onThinkAdvisor: ‘If You Don’t Have a Social Presence, You Don’t Count’