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Online Marketing Juice is on Twitter! Get your daily original digital and social media blog post updates…as well as added “curated digital marketing” with a Financial Advisor & #FINTECH specialization. Head over to the Twitter platform here: @Online_Juice

I cover digital marketing and social media strategy. Keep you up to date on the latest in SEO, Financial Advisor Marketing, Social Media, Digital Marketing & Tools, Website Design & Optimization, Landing Page tips, Content Strategy, Automation, #FINTECH, and much much more!

 

Small Business: Instagram Should Not Be Ignored in 2022

I shared the above graph way back in 2017. Instagram has become a critical platform for product marketing, particularly small business. The Instagram platform is evolving and raising the bar. Forward to today and the 2023 forecast below:

Instagram is a great way to tell a story and find customers. Once you’ve got a story going, an audience will grow organically (as pictured above). A key ingredient with Instagram is using # Hashtags to get your business found by customers. Hashtag marketing makes your posts searchable and gets your business found by local & national customers (especially relevant on Instagram where you can post 10+ Hashtags per post). Growing a dedicated following on Instagram won’t happen overnight. But the bright side is that Instagram users are very active and love to engage. The option to switch to an Instagram business account and use Instagram tools for checking insights and running advertisements has been life changing for small business (SMB).

With Instagram ads, you can reach new customers and extend your reach with customizable, trackable advertisements. You can target specific demographics, link to your website and collect valuable user data that can help inform your other social media marketing campaigns. Instagram is the ideal choice for SMB‘s. You can engage with your customers, advertise your products and build awareness for your brand of service!

Basic Content Creation Strategy for Financial Advisors in 2022 (updated)

Keep it simple but make sure its thorough! Content Strategy Answers the Question ‘Why’ You’re Publishing Content.

  1. Understand your firm and how it works. Clients and brand considerations. What do you specialize in? Retirement? Wealth Management? Trusts? Client demographics. The specialization (client persona demographics) will dictate the kind of content you should plan to generate.
  2. Collect data. Competitive analysis, Keywords, Customer (client) research.
  3. Audit your website. Google Analytics. Traffic data. Conversion and bounce rates, etc. SEO metrics.
  4. Prospect company’s key influencers and where your customers or potential live online. Do they live on Twitter? Facebook? Do you think they would gravitate to you via another platform such as YouTube if you made instructional financial videos? or maybe subscribing to a Podcast?
  5. Create useful, exceptional content (blog posts, landing pages, contact forms, eBooks, videos, infographics, case studies) according to steps 1-4. Rank them in importance and create content accordingly. Ensure that editorial standards are being followed. Make sure the content is compliant if you are a Financial Advisor. Pictures and videos should be high-resolution.
  6. Measure content performance. Google & Social Media Analytics. A/B testing, etc.

If you lack the resources for generating content, outsource to an agency or freelancer for help. Content strategy is the foundation on which successful content marketing is built. Content marketing is the journey towards success, content strategy is the blueprint that directs it.

Do you have a Financial Advisor Website with Amazing Content?

Content Post

Do you have a Financial Advisor website with amazing content? Original blog posts? Sticky landing pages? Videos? eBooks? Social Media is THE perfect platform to post & link all your SEC and FINRA compliant original content.

Social Media helps amplify the firm’s brand awareness. Showcasing original blog posts on social media will help push visitors (client leads) back to the home website. Presence on social media is also must if you want to get noticed and be respected. 79% of Twitter users like to discover what’s new, making it the top platform for discovery. Around one-in-five U.S. adults (22%) say they use Twitter

 

 

Financial Advisors – Why you want to “Follow” back on Social Media

I get this question all the time from Financial Advisors. Why do I need to “follow” back people I don’t know on my Social Media platforms?

Answer: Because it makes these new followers feel good. New followers also may become a future client! Why do you want them to feel good? = RETWEETS and SHARES! You want them to feel good as they follow and read your original content (and random musings) on social media. Better yet, if they retweet or share the post it will “amplify” the content post reach.

Social Media post amplification can drive new visitors (prospective clients) back to your website and into the client funnel where they will ultimately fill out a contact form and generate a lead.

Social Media Sales

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Forward-thinking salespeople are embracing a new approach to break down old communication barriers such as Cold Calls, and Email = Social Media.

While determining the best way to connect with prospects and help coax a consumer down your sales funnel, buyers are consistently going to social networks and the Internet to research products they have an interest in purchasing. Whether you are a B2B or B2C brand, potential buyers are looking on these social media platforms for product information. As the rise of smartphones are getting bigger form factors, consumers are apt to looking, researching with these larger handheld mobile screens.

Here is a brief breakdown of Social Media as related to the Enterprise:

Business to Consumer = Facebook

Business-to-Business products (or services) = LinkedIn (if you have a first-level connection in common with the executive or buyer who will sign off on a PO)

All types of sales = Twitter

*Twitter is the best for “all kinds of sales” as it’s a very popular network (across all demographics) that doesn’t have privacy settings that keep you from high volume searches and actions.

Social Media Sales strategies

Twitter. Make sure you “add” to the conversation a little before directly engaging:

  1.     Favorite a few Tweets
  2.     ReTweet one or two Tweets
  3.     Follow them

Friend, Follow or Connect with individuals with profiles that match you or your clients. Its VERY Important to build relationships on any Social Media platform. Not only can it help to generate leads, it can also help foster relationships with current customers.

Be in expert in your space. Provide solutions or tips and feedback to your customers or potential customers if they post a question or gripe on Twitter/Facebook. Prioritize the social channels and tools your audience is already using and that you’re familiar with, then organize those by their primary function.

Listening on social media is one of the most powerful tactics in a social selling strategy. Monitor for popular hashtags and keywords that are relevant to your industry or brand to find useful insights but also see what is being said about your competitors.

Never cold pitch on Social Media platforms. It comes off as desperate and will be ignored. If there is a conversation trending within your industry and potential customers, join in to offer meaningful commentary and interact with these potential buyers. Listening for these opportunities and finding out the pain points your potential customers are having will give sales people a feel for the conversation and allow them to add value.

Social media is “networking” more than it is “advertising”. The goal is to get them to call you (or vice versa), have an open mind about your product or service, and then make your sales pitch.

When its time to engage or pitch, follow these steps:

  • Ask for their email so that you can send them some info on your services.
  • Find them on LinkedIn and add “connect” with them.
  • Send a polite email and mention a conversation you had with them on Twitter or Facebook. You can also mention a tweet or Post that you “favorite” or “liked” from them.

Good Social Sales tools in this space that keeps track of conversations and engagement include:

Hootsuite. More for individuals and small business.

Salesforce Marketing Cloud. Enterprise grade and scalable.

Its apparent that Social Media like Facebook, Twitter, and LinkedIn are not fads anymore. These platforms are now mature options to generate leads and sales online. By experimenting with different Social Media sales strategies, you can find the best way to convert them into real quantifiable results on all levels.