The financial services industry is built on trust, and trust is built through relationships. Social media is all about relationships, making it a perfect medium for financial professionals to find and engage with clients and prospects. Using social media tools appropriately can help financial professionals effectively communicate with their existing customers, as well as connect with potential new ones.
Social media is nearly ubiquitous among consumers – two-thirds of Americans have a social media profile on at least one platform, according to a report published this year by Edison Research. Among financial professionals, LIMRA research found that 7 in 10 were using or planning to use some form of social media.
Financial professionals use social networking in a variety of ways, including prospecting and lead generation, referrals, brand awareness, relationship building, business retention, and networking. At its core, however, social media is simply about connecting with people. To use social media effectively, understanding your audience and how to build a relationship with them is key.
Click next for the five recommendations to improve social media engagement.
1) Your social media presence conveys your personal brand
What you say and how you say it provides your audience of existing and potential customers a glimpse into your personality and values. This can impact whether they trust you to help them become financially secure. Consider your posts with this in mind.
2) Content is key
Whether content is created by the home office, a financial professional, or a combination of both, having a sufficient variety of content available via a fast, convenient process is critical to adoption and successful implementation. Content must be useful, timely, and relevant to the audience.
When using social media, ask yourself: “Is this something my audience would be interested in? Am I providing value here?”