X

X

How to build a digital adviser Part 4: social media

Is social media really worthwhile? This is one of the questions I get asked the most by financial advisers. And I understand why.

Being active on social media channels can seem like a daunting prospect with too many potential pitfalls to make it worth the time and energy. Love him or hate him, David Cameron was right when he said “Too many tweets might make a twat”.

But it you look at it as a key part of your marketing activity, then social media starts to make sense. It offers four main benefits:

  • Credibility – it makes your business seem relevant and up-to-date
  • Networking – it helps to develop connections in a less formal way
  • Lead generation – it helps drive people to your website where you can nurture them into prospects
  • Search engine optimisation – it helps to improve your website’s ranking on Google

It’s also free.

But if you want to use it as a way of marketing your business, then you need to approach it strategically.

A Twitter account with one lonely Happy Christmas tweet from 2018 and 3 followers is not a great look.

However, a bustling social media channel full of lots of regular, helpful, engaging posts that show your expertise, your approachability, and your brand personality is an important piece of your marketing puzzle. So let’s begin.

Choose your channel

There are lots to choose from, but before you do, you need to carefully think about where your ideal client ‘hangs out’ on social, and go where they are.

Instagram, which is mainly used by younger people, is going to be a waste of energy if your clients are mostly 50+. The same goes for channels such as Snapchat and Ticktock (which apparently even today’s Millennials are too old for).

A general rule of thumb is that Facebook and LinkedIn are the places to be. Facebook because it’s loved by the older generation – its usage has grown the fastest among ‘silver surfers’. LinkedIn is especially good if your target clients are professionals approaching retirement, business owners or consultants for example.

Twitter is more of a platform for thought leadership, which is great if you want to discuss topics with others. You can connect to anyone, ask questions, debate the issues, and get ‘known’ for having a certain standpoint. But it’s less likely that you’ll engage with clients here, unless they’re also particularly passionate about the debate between active and passive for example.

Continue reading article…

This Week’s Most Read

  • Baronsmead VCTs exit first sterling unicorn after Ideagen sale

    Gresham House’s Baronsmead VCTs have exited their stake in compliance software business Ideagen following its sale to private equity firm Hg Capital. The deal values

  • Fund Research Governance: is ‘fine’ good enough?

    Written by Laura Bampfylde, Director, Global Assets – Wealth, at Redington One of the most enlightening books I’ve read was written by husband-and-wife psychologists, Alan

  • ONS: Repossessions by county court bailiffs increase from 45 to 770 (1,611%)

    Following the latest Mortgage and landlord possession statistics published this morning, which reveal repossessions by county court bailiffs increased from 45 to 770 (1,611%) between

  • Creating a profitable HNW/LNW advice service in specialist markets

    By Simon Binney, Business Development Director, Wealth Wizards For financial planning firms targeting new clients, often the problem is not attracting clients to their business,

  • PIMCO: US CPI Preview

    By Tiffany Wilding, North American Economist, and Allison Boxer, Economist at PIMCO  This week focus turns to inflation, where recent commodity price weakness will become

  • #Podcast episode 7: JM Finn’s Sir John Royden on his superhuman swim for The Brain Tumour Charity

    This week’s podcast episode is something a bit different for IFA Talk…but certainly not an episode to be missed! Sue and Bex talk to Sir

  • FCA issues letter to alternative investment firms’ CEOs – experts comment

    The FCA has today issued a six page letter to CEOs of alternative investment firms about their supervisory strategy for such firms. David Newman, chief

  • Tackling Burnout in Financial Services

    Financial services professionals are increasingly suffering with stress which can often lead to burnout – a state of physical and emotional exhaustion. Latest research tells

  • PIMCO’s Tiffany Wilding: The Era of Kinder, Gentler Central Banks Is Over

    By Tiffany Wilding, PIMCO’s North American Economist Last week, the Bank of England (BoE) was the first major central bank to admit that it is

  • Advisers concerned clients are risking HMRC fines over trusts

    Advisers are concerned about their clients risking HMRC fines, by failing to register trusts with the Trust Registration Service (TRS) by 1st September, according to

Latest IFA Magazine Podcast Episodes

Keep updated on the most important financial events 

Make sure you are an informed

wealth professional..

Adblock Blocker

We have detected that you are using

adblocking plugin in your browser. 

IFA Magazine