Five Tips As You Build Your Presence
Your social media strategy will round into form as you gain more experience. Here are five considerations to keep in mind as you build your own online community:
- Grow your own network. As you set up your LinkedIn profile, connect with friends and acquaintances that are on the site, join relevant groups and engage in discussions. Those who participate in these conversations receive four times as many profile views as those who don’t, Mashable says. These digital interactions can often move beyond the computer screen, potentially leading to phone calls and in-person meetings.
- Start blogging. Blogging allows you to regularly push content out to search engines, social networks and e-mail in-boxes. Write on topics that can help millennials with investing challenges, such as saving for retirement.
- Stay current and cross-pollinate. The shelf life for online content is short, so stay active. Devote time each week to connect online and write updates. Also, make your content into a digital “spider web” by publishing it on multiple sites.
- Know your audience and be timely. The White House recently created a video campaign to promote an initiative geared toward millennials. The tone and texture was “young” in style and the theme revolved around college basketball’s popular March Madness tournament, making it extremely timely. If the government can use social media to connect with millennials, you can too.
- Be accessible and valuable. Accessibility accelerates relationship building. Don’t make people jump through hoops to get in touch with you. Also, make sure you’re always adding value. Use your posts and updates to pass along something you’ve learned or read that could be helpful to your clients.
Strong relationships in this business have always been forged by consistently bringing the right message, voice and tools to bear when working with each client. Social media is permanently changing the game, and more advisors need to get on board. If you do it correctly, you will be pleased with your return on investment.
Ted LeClair is a senior vice president of Natixis Global Asset Management and director of the Natixis Advisor Academy, which works closely with advisors to help them grow their practices and deepen client relationships.