Utilising Facebook for your content marketing strategy

Content marketing is all about creating relevant and compelling content in order to change or enhance consumer behaviour that’s favourable to your financial advisory firm and business proposition. And where else to better utilise this strategy than Facebook – a social hub consisting of billions of people?

Here are five ways of utilising Facebook for your content marketing strategy:

1. Content creation through social listening
Probably the greatest thing about Facebook from a financial adviser’s perspective is that you don’t have to guess what your consumers are thinking since they’re going to post it anyway, so this is the best time to listen. Find out how people relate to your business and how they see it, and use it on a daily basis by searching hashtags.

Through this method, you can gain consumer perspective and use such information to better your readability and strengthen your fan/consumer base. Check out the frequency and quality of hashtags you get from your consumers. You may also use this to check for criticisms and respond accordingly.

2. Enhance social media presence through shareable content
In a website which feeds on a multitude of information every day, it’s almost a crime to just browse and not share anything in return.

One way to entice clients is to create content that would make them want to share it with everyone else. That means creating valuable content that is thought-provoking, starts conversations and triggers an emotional response with your consumers.

Images, especially relatable ones, are usually your best bet since they cross language barriers and are instant attention grabbers. You can also use other visual content like videos, GIFs, etc.

3. Project a brand persona through personal engagement
In this day and age, people are becoming immune to ads and promotions – almost anything that shouts ‘BUY ME!’ Use Facebook to engage your clients and get personal. The more you personify your brand, the more people will appreciate you and interact with you.

Since Facebook is interactive and operates on a real-time basis, it enables a two-way communication in the fastest way possible. Take advantage of this: answer your clients’ comments/queries ASAP so as not to lose their interest, and, in the event of misinformation, immediately correct them.

4. Reach your market through targeting options
The beauty of Facebook is that it’s a global phenomenon. And what makes it even better is that Facebook is all aboard the marketing ship, giving you the free hand in targeting specific demographics that comprise your consumer base and prospective clients.

The more specific you get, the more consistent your branding will appear, allowing you to focus on those people that really matter to your business.

Should you want a wider reach, you may choose the ‘Broad Category’ option for targeting instead.
This will bring your business right to your target market’s doorstep. Just be cautious of appearing too much of a heartless and faceless ad AND of spamming their news feeds, otherwise they’ll easily dismiss you as just that – a spam. Sometimes, less is more.

5. Engage clients through gimmicks
Hosting contests and/or events, giving out discounts, having sales, etc. are great ways to engage your clients and prospects. Facebook is where things spread like wildfire, and nothing doubles that than a sale or contest online. Once you get some of your clients clicking and sharing, you want to make sure their friends would want to click and share too.

These are just some of the many ways you can utilise Facebook posts for your content marketing strategy. Experiment with it, but don’t get boxed in. Making use of a work breakdown structure helps to not only increase productivity but also to know which aspect of your content marketing strategies work and which don’t.

Constantly update yourself on Facebook’s feature updates, be in the know and use this to your advantage. In this digital age, being present on the Web isn’t enough. Learn how to leverage social media sources to your firm’s (and heart’s) content.

Paul Bearman, Senior Editor, Goldmine Media

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