Your online presence says a lot about who you are as an advisor. In my conversations with advisors across the country, this is one area that is most often underutilized and underestimated. If one of your clients refers you to a friend of theirs, where do you think their friend will go first? The answer is Google. They will search the internet in order to get an idea of who you are and what type of clients you work with. It’s very important that you are accurately showing who you are and what you can do by having an up-to-date website as well as actively managed social media pages. Potential clients can find these and quickly see if you relate to them and their financial goals. A strong and accurate online presence helps you attract the right clients with ease.
If you have yet to establish this aspect of your business, here are a few steps to help you get started:
When advisors tell me what they are trying to achieve with their social media they usually aren’t 100% sure. They know they need to focus on this aspect of their business to make sure they aren’t behind their competitors but they struggle with their reasoning. Having a clear reason will help you decide what content you post and what keywords you include on your website.
By what date do you want your website updated? How often do you want to be posting to Facebook, LinkedIn and Twitter? Look at a calendar and map it out. You don’t need to know exactly what you are posting each day but deciding whether it will be a relevant article or a company education piece will help you create a consistent schedule.
Using content that is already created will help you leverage your time. It is important to make sure your content is coming from trusted and reputable sources.
You will most likely only need an hour or so each week to decide what content will get posted. Once you have decided which article or content piece you are going to post, you can schedule it using a social media scheduler such as Buffer or Facebook’s Creator Studio or have someone on your team execute the posts.
As the famous quote goes, “The best time to start was yesterday. The next best time is now”.
HeyAdvisor is a digital content library for Canadian financial advisors. We provide infographics and videos that can easily be integrated with email and social media. Review our plans here.