Financial advisers are at the frontline of financial services. You have navigated your clients through the global financial crisis while simultaneously reengineering for RDR and the refreshed regulator, the FCA.
While big financial services brands like Banks have used social media to improve client engagement, you have had to operate with one hand tied behind your back by compliance, until now. So here is our quick myth buster about social media for financial advisers.
Be Where Your Clients Are
The oldest adage in marketing is go to where your clients are. We can see evidence of this in every high street, see how businesses of a similar nature cluster. Why, because it makes economic sense, if your clients are going there to see products like yours, then be there too.
The same applies for social media, if your clients have a Facebook account (and according to Ofcom over two thirds of us in the UK do), then you should at least have a business Facebook page that you can ask your clients to ‘Like’.
People Buy From People, Not Big Firms
Trust is a powerful commodity. It always has been as UK Retail Banks have learned to their cost. In the new paradigm that is post the global ‘Credit Crunch,’ now more than at anytime in our careers, consumers like your clients are looking for someone they can trust.
Share useful information your clients can use to develop their understanding of their finances and you can move to the forefront of their decision making process.
Listen Before You Speak
As with any social situation, the most effective communicators listen before they speak. When you know what your clients concerns are or what they need more information about, be the person that provides it.
As positive as the recent economic news has become, there is still uncertainty. When will mortgage rates increase, will we face more inflation, will employers resume pay raises over recruitment? Your clients are being bombarded by news stories on these topics, so ask yourself what knowledge you are sharing to help them.
Don’t just rely on sharing lots of content. Actually interact with your clients through social media. Like their posts and retweet what they have to say. Comment on their blogs and videos. Show how are interested you are in what they have to say and they will reciprocate.