Droves of financial advisors are flocking to social marketing to establish their brands, engage their clients and find new prospects for their business.
With over 2 billion users visiting it every month, Facebook continues to be the premier social network. While many advisors prefer the professional tone of LinkedIn, due to its sheer size Facebook demands consideration when you are establishing your brand.
The nexus of your Facebook marketing efforts should be your company page. This is a dedicated profile for your business where you can list information, post links to your website, curate material you find interesting and share relevant information with your clients and prospects. By setting your privacy settings to be stricter, you will be able to manage the amount of information shown on your personal profile and drive people to your Facebook business page instead.
Set Up Your Profile
Set up your profile page and remember to include all the pertinent information. If you have captured your brand promise in a mission statement, the about section on your Facebook page is a great place to display this. Use a professional headshot for your profile photo and take a high-resolution picture to use as the background picture for your page. Once everything is set up, post a few pieces of content before you begin to invite your audience.
Email Your List
Once you have readied your page for people to see and engage with it, it is time to start inviting your core clients to become fans. It is worth crafting an email announcing your new page and sending it out to your primary email list. Be sure to issue a clear call to action for your clients to follow. Give them a link and ask them explicitly to go and like the page. Try including an incentive for them to follow through. One idea is to highlight an interesting piece of content that only exists on your Facebook page. Any excuse you can give people to access your page and give you a like will work.
Define Your Tone
Facebook was originally designed for people to stay in touch with their friends, family, and coworkers. It was not originally created to help them keep in touch with companies and brands. That is why when you communicate on Facebook you should try to keep a familiar and colloquial tone while still maintaining your professional reputation and expertise. It might seem like a fine line to walk, but discovering your voice on this social network can become an important aspect of your online branding effort.
The main job of your Facebook business page is to add value to the lives of all those who follow you. This will primarily happen through the sharing of valuable and actionable content. Not only will this provide your audience with a pleasurable and meaningful experience, but posts that receive more engagement are recognized by Facebook’s powerful algorithms as high performing and are promoted more than those that get little engagement. Encourage your followers to engage with you on Facebook by asking questions. It is a great way to get to know your audience.
Promote the Best Posts
Once you have established which of your posts are performing better than others, apply the 80/20 rule. Invest time and effort into content that is similar to the top 20% of your posts. Once you have established which posts are working, you can also take the next step to introducing your brand on Facebook by boosting posts and running ads. Facebook has a comprehensive targeting system that will allow you to mirror your existing clients and prospects by uploading their email addresses and creating a look-alike audience.
Facebook marketing is a huge industry in and of itself. It is high time that you invested some time and effort in launching your own brand on Facebook.
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