3. Share On A Regular Basis

Advisors often do not stick to a regular schedule for creating content. To build up an audience, there needs to be consistency. For some firms that might mean monthly, weekly or event daily contributions from the team. 

To do this, someone needs to own the content calendar and keep the contributors on track.  Some things can be planned out in advance, while other things are more spontaneous, as they might need to be when market or geopolitical issues are grabbing headlines.

A content strategy that has a long shelf life can be the best.  That is because the content can be shared over and over again.  Do not assume an audience sees every piece of content that is shared, so consider ways to revive content that still can be effective.

Questions to ask: What is a reasonable number of articles, videos and graphics to be shared each month? Who will create the content? Who will manage, edit and share the content?  What content will live on for one to five years, so it can be reused when appropriate

4. Monitor Results And Improve

One of the reasons online marketing is so great is because it is trackable.  Social networks provide free tools to measure engagement. Also, a tool like Google Analytics will show things like where is the website traffic coming from so you can know which social networks are driving the most impressions.

With any marketing tactic, there should be a strategy behind it. Know what the business goal is and then make sure it is delivering the results needed to improve success. For example, if the purpose of sharing content via social networks is to win new business, measure if social networks are successful at getting prospects in the lead funnel. Know if there is a positive return on investment. If not, improvements are needed.

No online strategy should be set in stone. Even if things work, the world evolves and certain marketing tactics come in an out of favor. Be open to always measuring and then improving the marketing strategy.

Questions to ask: What are the goals and how can they be measured? What is working?  What is not working? Where are changes needed?

5. Consider Getting Help