When it comes to social media, simply being on it is not enough. Digital platforms like LinkedIn, Facebook and Twitter have become a staple for advisors to connect directly with clients, colleagues and other key audiences. In fact, according to Hubspot, about one-third of the world uses social networks regularly, with a whopping 74% of people saying they use Facebook for professional purposes.
Social media can generate immense opportunities if used effectively. For advisors looking to cultivate their digital footprint in an impactful way, here are four ways you can build an online network and establish inimitability for yourself and your practice:
1. Build a reputable online presence
When a prospective client Googles your name, what do they see? If the answer is not much or nothing at all, you’re missing out on potential new business opportunities for you or your practice. Thanks to social media platforms, it’s easier now more than ever to control what pops up when someone searches you.
You can optimize your LinkedIn and other social media profiles through search engine optimization, also known as SEO. By using keywords in your LinkedIn tagline and bio, it helps brand your identity. For example, I’ve optimized my bio so that my profile appears in a variety of different searches, such as “top independent women advisors” and “independent advisors in Los Angeles.”
Another tip that’s easy to implement is updating your generic LinkedIn title. A title such as “Senior Vice President at X Bank” only scratches the surface of what you do at work every day. Again, I’ve updated mine to read “Forbes Ranked Top Wealth Advisor, Independent Financial Planning & Investment Advice.” These key words instantly make my profile stand out from a sea of other advisors. In today’s internet age, utilizing social media helps build credibility and establishes your distinct brand, so you don’t want a simple Google search to yield zero results.
2. Create a powerful online network
Another way to use social media to your advantage is by connecting with others online, both inside and outside of your industry.
There are differing opinions on who you should connect with online. Some say you should cast a wide net and add people on Facebook or connect with everyone who sends you a request on LinkedIn. I only network with people that I know personally. If you’re adding your coworker’s aunt’s brother, whom you’ve never met in person, you’re essentially diluting your professional network.