As social media has taken a front seat for many advisors, there is still a high percentage not taking advantage of this prospecting tool. Many advisors simply don’t have the time, knowledge or staffing to implement a social media platform. The benefits of having a social media presence will out-weigh the efforts you invest developing your prospecting strategy.
The fundamental element needed to implement a successful prospecting plan at your firm is to systematically position your practice to attract new clients. Choose activities that will put you at your best in order to invoke natural enthusiasm with the purpose of cultivating trusting relationships. Within your marketing plan, you will need to develop a comprehensive prospecting strategy appealing to new clients. Begin with the 7 strategies Ironstone recommends as your foundation. If you missed our blog, “How to Write a Prospecting Plan for Your Firm,” https://aeschlapia.wordpress.com/2012/04/05/learn-how-to-write-a-prospecting-plan-for-your-firm/you can read it here.
Top financial advisors have one common denominator:
- A marketing plan and a follow-up strategy
The biggest difference in this common denominator is what is within the marketing plan and how committed each firm is to their follow-up strategy.
Adding Social Media to Your Prospecting Platform
Ironstone suggests starting small and simple. Establish your social media goal. Don’t feel you need to take on the world. Facebook, Twitter, LinkedIn and Blogging are all easily managed social media channels you should be using; START TODAY! By using social media, you will gain:
- Name recognition
- Establish credibility
- Client acquisition and retention
- Deepen existing relationships
Follow Ironstone’s simple guidelines to get started with your social media presence. By following these basic steps, your social media goals will be easier to reach and more rewarding.
Create Basic Profiles on the Social Media Channels You Wish to Engage – You must realize social media is an active exchange of information. In order to establish relationships, you must engage in and actively participate in discussions.
Add Your Photo – Use a professional photo. If you don’t have a professional photo, make the investment to have one taken.
Be Yourself – Engage in social interaction. Relationships are developed when you allow others to get to know you. Talk about your family, your interests and things that will interest them. Consider scheduling random posts or blogs about health and wellness or other generalized topics that pique interest levels.
Target Market – Pick a small niche. Remember, you don’t need to take on the world. Find out where your target/niche market hangs out online. You might find your COI’s on Linked In while retirees are making posts on Face Book. Connect with your clients in these various social media channels.
Provide Value – Being the solution to a prospect is the key to landing new business. Provide information that will genuinely help others. Review profiles; find out the interests of your clients and prospects. Gather relevant content you can post and distribute on your social media channels that are devoted to your target market.
Provide A Capture Funnel – Add a form that is short and simple to capture information from readers and those who are downloading your content. Do not simply ask readers to call you; they are online and that is where they want to stay for now. An Ironstone best practice tip is to provide a capture form that leads readers to valuable and relevant information; example: “The Top 5 Ways To …………..”
Manage Time – Define your own unique publishing schedule and pick a specific time to post and read updates from those in your network. Make adjustments as needed, test different times and days. If you find you get more interaction on certain days and times, stick with it. Maintain a continued presence online, but be cautious of overdoing it!
Follow-Up – It is imperative and courteous that you follow up with those who have accessed your information. Be ready to provide them with additional information that will be useful to them and offer a solution to their needs.
Ironstone can assist you in developing a social media plan for your firm. Let us know how you are using social media in your firm!