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