Photo by William Iven on Unsplash
Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.
Click here to watch a video and learn more about Evidence-Based Advisor Marketing
For investors, the Holy Grail is a big reward without risk.
For advisors, the Holy Grail is a flood of qualified leads using social media.
Neither is realistic.
At my digital marketing company, all our business comes from referrals or those who see something I’ve written on social media.
I’m active on Twitter, Facebook, and LinkedIn. I use Buffer to post and schedule my social media contributions.
I conducted an experiment to see what kinds of posts generated the most interest on social media.
The results surprised me. I want to share them with you.
Blogs
I post blogs on social media based on articles that I’ve written for Advisor Perspectives and for my weekly newsletter. I usually add text to my postings so people will understand the gist of the blog.
My blogs are typically 500 words. They are labor intensive because my work is research-based. I hyperlink to any significant source.
On average, I get 100-200 views from my blogs on LinkedIn. I have around 2,500 connections on that site.
Video blogs
Video blogs are shorter and much less labor intensive than printed ones. Mine are primarily geared to investors. We use Lumen 5 as our platform to produce these blogs.
I have my designer do the creative work. I could learn how to use the software, but it’s not the best use of my time. She’s much better at it than I would be.
You can see an example of one of our video blogs here.
These video blogs get 3-6 times the views, “likes” and shares of printed blogs.
Short comments
Here’s a short comment I posted recently. I use Buffer to post these comments on Facebook, Twitter and LinkedIn:
Here's my definition of "equity strategist": Someone who pretends to have an ability to predict the future, but probably knows this expertise doesn't exist. Akin to astrologers, but featured on financial media sites like CNBC, giving them credibility they don't deserve.
I hyperlinked to an article from CNBC, featuring the predictions of an “equity strategist.”
It received over 3,500 views on LinkedIn.
Here’s another one:
I enjoy watching the financial commentators who predicted disaster on Monday, trying to “explain” the uptick today. Nothing fundamental has changed, except their contorted “explanations.”
It received over 4,100 views on LinkedIn.
Some of my comments have received over 7,000 views.
On average, my short comments attract significantly more views than either my printed or video blogs.
Diversify your social media input
Diversify the type of input you provide on social media.
Printed blogs give you credibility.
Marketing Services For Evidence-Based Advisors
We offer consulting services on how to convert more prospects into clients through Solin Consulting, a division of Solin Strategic, LLC. Our evidence-based persuasion strategies have significantly increased conversion rates for our coaching clients
We offer a full range of digital marketing services exclusively to evidence-based advisors through Evidence Based Advisor Marketing, LLC (EBAM). These services include: web and content creation, video creation, production and post-production, social media consulting and e-mail marketing consulting. You can see websites we have designed, content we have drafted and videos we have produced here.
Click here to request a free, no obligation website evaluation.
For more information, please contact:
Dan Solin
[email protected]
(239) 949-1606
Schedule a call with Dan here
Video blogs appeal to more people, who may not have an interest in reading a printed blog.
Comments appeal to everyone. They have the additional benefit of not taking any meaningful time to compose and increasing your exposure on social media.
The key to using social media effectively is consistent, high-quality content and posting as frequently as you can.
Dan Solin is a New York Times best-selling author of the Smartest series of books. His latest book is The Smartest Sales Book You'll Ever Read. His sales coaching practice includes helping advisors convert prospects into clients and generating leads through videos and other elements of marketing. Dan is not affiliated with any advisory firm.
Get Dan's investing insights by signing up for his free, weekly newsletter here.
Subscribe to Dan’s YouTube investing channel here.
To be listed on our Middle America's Plan website as a Preferred Advisor who offers MAP to clients, click here.
More Fixed Income Topics >
Photo by William Iven on Unsplash
Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.