Generating content for social media may seem hard, but once you understand how to, it can become second nature.
From emailing coworkers to sharing a post online, technology has become an integral part of our day-to-day lives. It has taken over the way we communicate with others which is why you, as an advisor, should make sure that you are reaching out to your clients in a way that is most convenient to them.
Although social media may seem complicated, it is becoming one of the most impactful communication methods for the financial services industry due to its low cost and popularity. That said, generating and sharing engaging content is an important aspect to taking advantage of this effective business building tool. Feel free to check out the tips below on how to promote content that will further connect you to your current and potential clientele.
Consult with Compliance
Before we dive into content generation, the number one thing to consider before even creating a social media page is to consult with your Compliance Department. Many broker-dealers will require you to fulfill training specific to digital networking or even register for various applications to ensure that your social media use is monitored. This helps ensure that your online engagement is within regulatory standards of your broker-dealer as well as the industry.
After your social page(s) have been deemed compliant, you can start engaging with your clients and prospects. Consider sharing information about your practice, the industry that you serve or promotional content regarding your services through various posts.
You may be wondering where you can find the information to post. Keep in mind that the best place to source content is yourself! Content that you can feel comfortable actively engaging with will normally come straight from you.
Also, when you post original content, it assures your audience that you know what you are doing and are a reliable source. That said, increase engagement and credibility for your pages by sharing original, interactive posts such as photos, polls or simply sending out a kind message to your followers.
Although original content is an effective posting option, it is not always the easiest to create and can take a lot of time that you or your staff may not have. The next best route to take when you run into this issue is posting previously curated content.
There are many reliable places you can find content to share that focus on leadership, marketing, finance and much more. However, make sure to give credit to the original writers when sharing their content as the Compliance Department requires it and to better build your online network for engagement.
Now that you understand what types of content you can post and where to source them, it is important to also know how to integrate it into your audience’s newsfeeds. Not only do your posts need to be accurate, they also need to be interesting to catch the eyes of your followers and promote interaction.
One approach is to use hashtags that relate to your business in your posts. Get creative with your hashtags and taglines, and don’t be afraid to share the personality and culture of your firm.
Now that you know what content to post, where to find it and how to integrate it into your audience’s newsfeeds in an interesting way, you are ready to go. Just remember to keep things short, sweet and to the point. For optimal engagement, keep Facebook posts at a maximum of 40 characters, a maximum of 100 characters for tweets and a maximum word count of 25 for LinkedIn.
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