May 12, 2009
Don’t overlook micro-blogging sites like Twitter which brings millions of people together into a community. If all of this is still too much research, LinkedIn is a good place to start, since it caters to affluent business professionals, an appealing demographic for most advisors.
Once you have chosen a site, start connecting with as many people as possible. Each site has its own mechanism for doing this, so you will have to take time to learn the ins and outs of the site you have chosen.
Step 2: Provide Compelling Content
If you aren’t interested in creating new content just for your social media marketing strategy, you can leverage your existing marketing. Take inventory of your marketing.
- Do you host any events, live or online, for your clients or prospects? If so, you can promote your events on your chosen social networking site.
- Do you write articles for your client newsletter? Submit links to these articles for discussion.
- Do you host a radio show? Ask the station to provide you with a copy of the recordings to post on your social networking site profile page.
- Have you made a television appearance on the local news? You can embed the video in your profile or share the link with a group.
- Do you have PowerPoint presentations or other documents that you use as marketing tools? Applications like SlideShare can share these documents and slides with your network.
Each site has its own idiosyncrasies and you may not be able to accomplish all that I have discussed, but in most cases you can easily integrate your current marketing with social networking sites.
Choose compelling information to share with your network. Rarely does a prospective client choose an advisor after one interaction. They key to social marketing success is to entice the prospect to visit your content over and over again. Eventually, you will be regarded as a trusted subject matter expert.
Kristen Luke is the Principal of Wealth Management Marketing, a firm dedicated to providing marketing advice and support for financial advisors. Kristen works with independent advisors to develop effective marketing plans and provides the back office support required to implement the strategies. For more information, visit www.WealthManagementMarketing.net.
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