Updated: Dec 13, 2022
What the internet allows us to do is find our people. Not almost our people, exactly our people. This is what causes so much trouble for so many advisors, they act like generalists. You don’t have to, and you shouldn’t because it is probably hurting you.
Know your audience. My audience is financial advisors in their 40s who believe that value is created beyond delivering services and products. They are focused on a very narrow target audience; they know that what makes them successful is staging better CX. They are married, have children, and prioritize time with their families.
Me too! So what? I learned a long time ago that everything you do share will elicit one of two responses, me too or so what? The more narrow your niche, the better.
Show up regularly. You don’t have to post all day, but you do have to post every day. What if you can’t? Then post 3 times a week. What if that’s too much? Then post twice a week. The point is consistency. If you post twice a week, make sure it’s twice a week at the same time on the same platform.
Engage with others. It took me a long time to figure this out. I think I felt that I was in competition, when I’d read an excellent post by someone else, I’d think “Damn! That’s what I should say!” Now instead of thinking that, I post it in the comments of that great post I found. “Great Post Marilyn, I’m sharing this with my network.” People learn about you by what you post, whether it is a blog, article, opinion or comment on something someone else posted. As they say, the magic of social media is the ‘social’ part.
Share your values. People want to know who you are so if you feel very strongly about helping your team achieve better work-life balance (for example) then tell the world. If you raise money for charities or feel strongly about team retreats or personal development for team members don’t keep it a secret. For the zillionth time, people want to know who you are and what you believe, they already know for the most part what you do.
Use social media to learn more about others. Are there other advisors who use social media very effectively? What do they do? How do they do it? Can you do it? What about your prospects? What can you learn about them? What do they like to share? What do they comment on? What do they ignore?
Pictures. When I post anything without a photo, I wish I did. When I post something with a photo it does better. When I post something with my smiling face on it the results are much better. Pictures, short videos etc. go a long way to capturing people’s attention and keeping it.