Creating an effective social media presence requires an emphasis on learning about the special features of your target audience. So, keep self promotion in the background when you are getting to know new groups on social media and working to develop strong, new connections with that audience, advises Geoff Evans, founder of the Social Media Coach in London, Ont.
Don’t worry that you won’t be successful right away at increasing people’s knowledge of the details of your practice. “If you’re building a relationship, that’s the ‘sale,” Evans says. “People are buying you before they’re buying anything else.”
Here are three ways to develop a stronger online network:
1. Join conversations
While you should be proactive in joining online groups (as noted in the previous installment in this two-part series, posted January 14), you should hang back when it comes to beginning new conversations within these groups. Instead, let the other members of the group get to know you by adding your perspective to a conversation that has already started.
For example, you may have just joined the Facebook page for a local business association because you want to know more people within the community. Make your first post a response to someone else’s question looking for recommended restaurants. Let your name become more familiar to the group before you take the next step, which may include initiating your own discussion.
2. It’s not about you, it’s about your audience
Far too many advisors on social media spend too much time talking specifically about their business and providing links to articles on financial matters, according to Evans.
“Advisors are not giving any consideration to the fact that these people have more going on in their world than an interest in investment [topics],” he says. If you rely heavily on these subjects, you risk boring your audience.
The solution is to target your social media posts to your audience’s particular needs and interests, which requires knowing what those are. You want anyone reading your social media content to relate to it on a personal level.
So, if your client base includes young parents, many would likely appreciate lifestyle articles that deal with managing extracurricular activities for children, in addition to your own blog post on budgeting for those activities. Just ensure that not every post leads the reader to believe you are only looking for new clients.
3. Focus on the relationship, not the sale
As part of learning about your social media audience, it’s helpful to encourage online interactions between you and the individuals who read your posts and the content you supply.
Asking questions about your readers’ thoughts on your content is one way to accomplish this goal. Responding to those comments and any questions they may have is also important.
Evans likens the process to talking to someone at a networking event. “If someone asked you a question and you just ignore them,” he says, “you’ve lost a huge opportunity to build a relationship. The same holds true online.”
Don’t forget to ask others questions about themselves, which is another important way to build rapport with your social media connections.
For example, maybe you have noticed someone from a Facebook group page that restores classic cars and shares information about such vehicles. Ask that individual a few questions about his passion and don’t be surprised if the conversation eventually turns to how you fill your time. At that point, you can introduce topics that relate to your financial advisory practice.
This is the second part in a two-part series on improving your social-media strategy