You own your own practice and would like to spread the good word about your excellent services and level of expertise. Great idea! If you’re not already on social media, have you considered it as way to promote your business? A fast, effective and free way to show your prospects and current clients who you are, social media can help you connect and build those long-lasting relationships. And in this line of business…. it is all about those Advisor-client relationships.
But is social media right for you and your practice? There are certainly a few things to consider…
Where are my prospects and current clients?
Are your prospects and clients online? Are they even on social media? If so, which platforms do they visit and where exactly can you reach, connect and engage with them – for example, are they on LinkedIn, Facebook or Twitter? Essentially, you want to be where your clients are, so be sure to find out which social platforms they frequent and make your business visible (don’t forget interesting and informative!) there.
Where is my competition?
Are your industry competitors on a social media platform, but you’re not? If your competitors are active on social media and you’re nowhere to be found, you may be missing out on valuable opportunities to connect and engage with your ideal clients. And the fact is that if you’re not there, your competitors will surely benefit from that – do not give them the upper hand!
How is my business unique?
Once you have determined where your clients and competition are, it is now time to identify your unique value and specialty. Every Advisor has a unique voice, expertise and brand – what is yours and how do you stand out? If what you have to offer, your business process, your specialty and knowledge can be communicated through this mode of modern marketing, then press on. You have something special to offer and it should be shared online.
Where should I communicate?
Think about what makes the most sense for your practice – should you be on social media like LinkedIn (business-facing) or Facebook (family/client facing)? Should you write an informative blog or create a podcast? The most important thing to consider here is which platform can deliver your message in the clearest and most effective way to your ideal audience.
What content should I share?
Think about what you want to communicate to your audience – do you have enough and the right type of content to share? Can you create your own content (how about a video or PPI’s Your Link Between?) or do you have another rich source for content? It’s not enough to just exist on digital platforms, you need to have interesting, entertaining, informative and/or thought-provoking content to share with your audience. You have their attention… now how are you going to keep that attention?
What tools and resources do I need/have to implement my marketing strategy?
You’re busy, you have a fast-paced practice to run and can’t be spending your precious time on social media. We get it. But digital marketing is still important so what tools and resources do you have that will make these tasks easier and more efficient for you to action? For example, can you implement tools to schedule your social media posts in advance? Save yourself some time (and stress!) by getting the right tools to help you manage your online presence.
How often should I post?
Well, first things first – you need to be consistent with your posting. But consistent may not mean the same thing for each platform. For example, consistency on one platform may entail posting twice a day, while consistency on another platform sees you posting once a week or even once a month. It really depends on the nature of that particular platform, your audience and what type of content you are promoting.
How do I transition prospects into active clients?
The next item to consider is, do you have a system or process in place that allows you to transition prospects from social media to your business sales funnel? You don’t own Facebook, LinkedIn or Instagram, so you’re going to want to move your clients from those platforms to your own business website. Do you have your own platform and how are you going to get them there? Some ideas to consider are hosting an educational webinar, offering a free consultation or providing a free resource to download.
What are my objectives and goals?
And lastly, it’s vital to think about your social media objectives and goals. Have a plan, understand your objectives and visualize what success looks like for you and your business. Having this awareness will help you make wiser business decisions and help you navigate your business on social media strategically, rather than just posting when you have a spare moment. Put a solid plan into place and watch your business grow.
For more information on the wonderful world of modern marketing, read Building Connections Through Direct Response Marketing… More Than Just Social Media and Social Media Platforms – What You Need to Know.
And if you have any questions or need a helping hand with your digital marketing, please reach out to PPI’s Digital Sales Enablement Team.