Many busy advisers find it tough to run their businesses and stay active across multiple social media channels.
Kristen Luke, the founder of Wealth Management Marketing, gave helpful tips on how advisers can stay engaged at TD Ameritrade’s National Conference last week.
Luke said that she has Google alerts set up to let her know when articles appear about a variety of topics. Advisers can do the same and then post or share those relevant articles with their community. They can also follow industry news and post that content as well.
Don’t think that you have to create all of your content yourself, Luke says. There’s no reason that an adviser can’t post an article from another adviser from across the country.
For most, it won’t be very practical to create a library and stockpile evergreen content. “If you don’t have time to post on a regular basis, you won’t have time to create a backlog," she said. But it’s a good idea in theory, Luke said, and some firms hire interns to generate this content.
Luke suggested advisers can use social media to share historical quotes or famous sayings or post a short tip of some sort.
“I’ll see people do ‘top 100 retirement planning tips.’ They can go on for days and days doing that,” Luke said. “It doesn’t take much time at all, but you are still getting in front of people on a regular basis.”
Advisers can also use social media to post about company events, send out holiday messages and reminders clients about deadlines on taxes. “It can be as simple as saying, ‘Happy Thanksgiving,’” Luke said.
Luke said she’s not thrilled about subscribing to content providers. She said that it won’t help planner’s search engine optimization because others are posting the same content. However, it is still a good way to get out there to connect with clients.
But, she cautioned, “Successful social media advisers are always creating their own content.”
Luke said one of her most important tips for advisers is to create an editorial calendar.
“This is really a part of the whole planning process,” she said. “Plan three months in advance and plan for all social media channels.”
“The content you should put on Facebook should be more visually rich: photos, videos,” Luke said. “LinkedIn should just be professional content all the time.”
And don’t over-post, she added. “If it’s not relevant, people will become irritated with it.”
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