1. Don’t create too many social accounts
It’s common for people to embrace their employment in their Twitter handles and Facebook pages. They’re proud of where they work and want to let others know. Unfortunately, for the clients, fans and prospects who want to follow only official channels, sifting through hundreds of handles can be a real issue. Similarly, lots of financial advisory firms create official accounts on too many networks. This just isn’t necessary. There’s no benefit in creating an account on every network unless you’re going to derive value from and be active on all those networks. If your target buyers or influences aren’t using certain social networks, then you shouldn’t be on them. Limit the number of networks you’re on to only those that are necessary and that you have the time to devote to.
2. Don’t be vain
Nobody likes sitting next to people who rattle on forever about their successes, travels, adventures and war stories. They only care about themselves and are annoying in real life and online. You can advertise your stuff once in a while, but don’t make your social experience all about you and your company. People will get bored and leave. Too many financial advisers simply toss marketing junk onto social networks. To be successful, you must be social. That means creating your own voice and sharing other people’s content. Don’t view social media marketing as a one-way street.
3. Make a plan and execute
Don’t join a social network just because ‘everyone else is doing it’. Be strategic and have a clear plan. Consistency is critical. Don’t post material before an event and then go silent for a month. Create a content calendar and map, and get into a consistent rhythm of updating your social media pages.
If executed correctly, social media marketing can be very powerful. But create too many pages, only talk about yourself or go about the process without a plan, and it can be a huge disaster.
Andrew Taylor, Chief Executive Officer, Goldmine Media
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