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How to Create the Right Expectations for Your Social Media Marketing

Why is it important to have realistic social media expectations?

Having the right expectations will help you create realistic goals. Common goals for financial advisors include establishing themselves as thought leaders, building brand awareness, creating a positive brand association, acquiring clients, and improving interaction with key audiences.

When you understand how social media works and how it fits in with your business, you can avoid thinking social media is not for you just because you are not getting the results you thought you would.

Here are two common unrealistic expectations to avoid:

 

  • Unrealistic Expectation #1: Forgetting That Social Media is Only One Part of Your  Marketing Strategy

 

Many advisors who decide to add social media to their list of prospecting tools don’t consider that it is a part of their overall marketing strategy. This leads to expecting unfeasible results and not approaching social media like any other marketing effort.

In reality, social media is = an extension of your overall digital marketing efforts. Whether that includes updating your website with content that converts visitors, using search marketing or pay-per-click ads, social media is a supporting member. When you see social media as a part of your overall marketing strategy, you become more patient with the process and open to finding what works for your brand.

 

  • Unrealistic Expectation #2: Expecting to Cut Right to the Sale

 

There is a common unrealistic expectation that financial advisors have when they start using social media: They expect prospects to swarm in once they’ve churned out a couple of posts.

The reality? That’s not how it works. Especially in the financial services industry — no one wants to give a stranger his or her money to manage.  Social media is a place to build confidence and establish authority with prospects before moving on to securing business. In short, success on social media requires relationship building.

Now you have the right mindset, how do you come up with the right goals?

Questions That Help Define Your Social Media Marketing Goals

As I mentioned earlier, social media marketing is a supporting member of your digital marketing plan. Therefore, whatever goals you set for your social media should flow naturally from your business’s marketing goals. The purpose of the medium is also going to influence the types of goals you set. Here are some questions that can help you get started:

  • What are you hoping to achieve through social media?
  • Who is your target audience?
  • Where do they hang out on the web?
  • How do they use social media?
  • What key messages do you want to communicate?

Regulatory Restrictions for Social Media

To not expect regulatory restrictions to guide what can and cannot be posted on social media is to forget what industry you are in. Many financial advisors are only permitted by compliance to use LinkedIn, Twitter, and Facebook. While this might sound limiting, the average person has 5-7 social media accounts according to brandwatch. So it’s likely that your prospects are on at least one of the social channels you are using. Consider how your prospects might use each channel for (e.g. using Facebook to see family updates) and craft your social media posts accordingly. This post on knowing your audience and marketing to them has some great tips to help you understand your audience better.

Conclusion

So how can you make sure you’re creating the right social media goals? It begins with having the right mindset and setting realistic expectations. Through social media, you can help prospective clients identify themselves as a good fit for you and vice versa. And finally, keep in mind that it isn’t always about asking for a prospect’s business: It is about providing relevant information through content and interaction.

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Ep 151 – Equal Pay Negotiations with Katie Donovan

To finish of Women's History Month, your host Matt Halloran welcomes pay equity expert Katie Donovan to discuss what you can be doing to decrease the wage gap in your business.

Katie is the first pay expert to be featured on Top Advisor Marketing Podcast. She began the movement in Massachusetts to ban use of salary history in hiring and compensation decisions which has had a dramatic impact on lessening the pay gap. She is now a consultant and owner of Equal Pay Negotiations (EPN). Her work their strives to achieve equal pay for all groups who are systemically underpaid including women, people of color, members of the LGBTQ community, and people with disabilities, through pragmatic solutions similar to ending the use of salary history.

Discover ways you can change your hiring process, optimize your current payroll employee and learn what finance as a whole can be doing to decrease the wage gap. Listen in today!

Links: Katie Donovan LinkedIn | Equal Pay Negotiations 

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Episode 150 – Part 3: The Compounding Impact of Marketing to Women with Podcasts: How to Maximize Your ROI Featuring Adri Miller-Heckman

Your host Matt welcomes returning guest Adri Miller-Heckman for the final installment of their  three-part mini-series titled: The Compounding Impact of Marketing to Women With Podcasts: How to Maximize Your ROI. 

For their final segment together, Matt and Adri discuss how you go about bringing products and services to market. With all things in business, you need to be willing to take a risk with your marketing. Not every strategy or idea is going to work 100%.  From today's episode, you're going to walk away with the answer to three key questions:

1. What are the benefits? (And get ready because it's not what you think!)

2. Where do I start and what steps will I need to take?

3. How do I make my marketing a defining moment?

With some help from Matt and Adri, your marketing is bout to get easier. Learn how to plan strong marketing strategies, put yourself out there, and understand the multidimensional benefits of your marketing.

Adri is a globally recognized speaker, author, and consultant in the financial industry. She is the founder of femXadvisor™, a professional training and coaching business designed to help advisors generate exponential growth with the femXadvisor™ process to create a female-friendly, results-oriented financial practice.

Top Advisor Listener Special!

FREE 30-Day Trial! 

Whether you are actively pursuing the female market or simply want to develop a stronger relationship with your existing female clients, our Engaging Email Marketing Membership program will make the process easier and more effective. As a member, you receive female-friendly engaging nurture emails that are easy to implement; tools to engage women, making your efforts more effective; and ideas, strategies, and live coaching to make marketing to women FUN! Try our 30-Day Free Trial! Learn more at http://adrimillerheckman.com/tools/topadvisor/

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Ep 149 – Part 2 of The Compounding Impact of Marketing to Women with Podcasts: How to Maximize Your ROI Featuring Adri Miller-Heckman

Your host Matt welcomes returning guest Adri Miller-Heckman to part two of their three-part mini-series titled: The Compounding Impact of Marketing to Women With Podcasts: How to Maximize Your ROI. 

On today's episode, Adri discusses the most common questions and concerns she hears from women about podcasting. With Adri hosting the interview, listen in and learn from your host Matt how you can overcome some of the apprehensions about podcasting and sharing your story. In addition, you'll discover the value of podcasting for women in the financial sector and the impact it can have on maximizing your ROI.

Adri is a globally recognized speaker, author, and consultant in the financial industry. She is the founder of femXadvisor™, a professional training and coaching business designed to help advisors generate exponential growth with the femXadvisor™ process to create a female-friendly, results-oriented financial practice.

Top Advisor Listener Special!

FREE 30-Day Trial! 

Whether you are actively pursuing the female market or simply want to develop a stronger relationship with your existing female clients, our Engaging Email Marketing Membership program will make the process easier and more effective. As a member, you receive female-friendly engaging nurture emails that are easy to implement; tools to engage women, making your efforts more effective; and ideas, strategies, and live coaching to make marketing to women FUN! Try our 30-Day Free Trial! Learn more at http://adrimillerheckman.com/tools/topadvisor/

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Ep 148 – The Compounding Impact of Marketing to Women With Podcasts: How to Maximize Your ROI featuring Adri Miller-Heckman

Your host Matt welcomes returning guest Adri Miller-Heckman to part one of their three-part mini-series titled: The Compounding Impact of Marketing to Women With Podcasts: How to Maximize Your ROI. 

Adri is a globally recognized speaker, author, and consultant in the financial industry. She is the founder of femXadvisor™, a professional training and coaching business designed to help advisors generate exponential growth with the femXadvisor™ process to create a female-friendly, results-oriented financial practice.

On today's episode, Matt and Adri discuss the importance of branding when its come to marketing to women. Listen in to discover some of the critical elements of honing your message to create a real and authentic experience that appeals not only to your women clientele but men as well.

Top Advisor Listener Special!

FREE 30-Day Trial! 

Whether you are actively pursuing the female market or simply want to develop a stronger relationship with your existing female clients, our Engaging Email Marketing Membership program will make the process easier and more effective. As a member, you receive female-friendly engaging nurture emails that are easy to implement; tools to engage women, making your efforts more effective; and ideas, strategies, and live coaching to make marketing to women FUN! Try our 30-Day Free Trial! Learn more at http://adrimillerheckman.com/tools/topadvisor/

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Ep 147 – Tips to Creating Your Marketing Calendar with Kaley Lewis

Your host Matt Halloran is welcoming back a returning guest and one of Top Advisor Marketing's very own Kaley Lewis to discuss how you can create timely and engaging marketing calendars.

The two social media veterans discuss the value in adding timely and sometimes humorous posts to your regular social media calendar, how you can use an annual structure to create content for your podcast or blog, and some of their favourite “days” to celebrate.

Let Matt and Kaley help you build your marketing calendars by listening in today!

Links: Kaley Lewis LinkedIn | Tips For Creating Engaging and Timely Marketing Calendars

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Tips For Creating Engaging and Timely Marketing Calendars

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When it comes time to sit down and create your social media calendar for the month it can become daunting. 

First off, as an advisor, you’re trying to keep your social media human — which means stifling your natural urge to talk about the markets. Secondly, you’re worried about making sure you’re targeting the right audience with every social media post. Then once you factor in how you’re going to keep your profile engaging and your online presence memorable well… you’ve got a lot on your plate and likely only a little bit of time to create that impactful, human, and memorable social media presence.

So, what’s an advisor to do?

One of the easiest ways to fill your calendar and appear human (I’m talking to you robots!) all while engaging and targeting your audience is to recognize that each month presents you with a variety of posting opportunities. Why? Because we as a society now celebrate pretty much everything.

Yesterday was March 14th, aka 3.14, aka Pi Day (or pie day, depending on whether you’re that robot who snacks on binary or a human who favors a slice of pecan). Did you talk about it?

For instance, did you post about your favorite pie, or a tag a local joint celebrating this internationally recognized day (that’s right, people love pi(e) just about everywhere)? If not, what stopped you?

Just about every day the of the calendar year celebrates something. Big into BBQ? There’s a day for that. Love donuts? There’s a day for that. Have an obscure interest in the use of ampersands? Guess what, there’s a day for that as well (it’s September 8th, in case any of you font fanatics are curious).

Each “day” was designed as a marketing opportunity. And it doesn’t just stop at donuts or hobbies — these catchy “holidays” also carry over into the finance world. So why aren’t we embracing it?

In addition to days that can add value to your social media content (or possibly your blog or podcast), there are also whole months dedicated to some very important topics in finance.

Financial Literacy Month

April is coming up and it’s Financial Literacy Month — a big month that can be used in any financial sector (and beyond, because financial literacy is something we as a society need to work on embracing). So how do you post about it?

Here are some ideas on how you can incorporate Financial Literacy Month into your marketing calendar:

  • Do you have any existing resources on finance? Share them! Whether you have blog posts discussing the different values of traditional vs. Roth IRAs or you have budget samples or checklists, let people know! All of the resource you produce help people become more financially literate with every read.
  • There’s an app for that. Whether it’s an app you love to share with your clients, or an app you’re interested in exploring yourself, let people know about it! Ask for feedback as a way of getting some engagement and to see what your audience thinks about financial apps.
  • Showcase an expert! Perhaps financial literacy for children isn’t in your wheelhouse, but you know someone who is an expert and has the resources to help parents or grandparents teach financial skills to the next generation. Give this person a shout-out on your social media, invite them to be a guest blogger, or host them as a guest on your podcast! Also, if you don’t have a podcast — we’ve got you covered.
  • Share some quotable financial tips with a graphic one day a week. Creating visual content can enhance the look of your social media and it’s a great opportunity to reinforce the fact that you are an expert at what you do.
  • And finally, if you’ve got the time and knowledge, why not make some resources for this month and share them? I realize this post is supposed to be about saving some time on your social media calendars, but worksheets and checklists on finance are evergreen, so if you’re looking through your website and coming up empty-handed, this may be the opportunity to make it happen.

And that’s just the tip of the iceberg when it comes to creative ways to discuss financial literacy!

Just about every month of the year has opportunities like this, and they’re often easy ways to share your knowledge, highlight your expertise, and engage your audience.

Other Notable Months

 

January – Taxes Month

With the new year comes closing out the old, and taxes are on everyone’s brain. Be sure to recognize this time in your clients’ lives, and perhaps invite a local CPA you’ve worked with to speak to your audience.

February – Insure Your Love

There’s nothing like taking a Hallmark holiday and transforming it into something valuable. This is a great space for you to discuss life insurances and the long-term benefits for your clients. Not an insurance expert? Find someone who is and coordinate with them!

March – Women’s History Month

While they’re 51% of the population, everyone knows the financial world is a male-dominated field. Why not take this opportunity to showcase some of the inspiring women you know in finance?

May – Disability Awareness and Gap Coverage Month

In May you’ve got two for the price of one! Discuss some of the unknowns that make gap coverage so valuable or bring on an expert to discuss disability awareness. Let people know these services are out there and be sure to provide some great story examples to highlight their value.

June – Annuity Awareness

Annuities are often an important part of someone’s retirement plan, so let’s talk about them! Here’s a great space to discuss the basics of annuities or the 5 things you need to know about them. And if you happen to know an annuity expert, even better! Invite them to share their expertise

September – Life Insurance Awareness Month

Did you miss out on your message in February? The year affords you a second opportunity to discuss the importance of life insurance.

October  – Critical Illness Awareness Month

Life altering illness happen. Critical illness insurance is an area of coverage that’s easy to overlook. Find some awesome infographics, or share a blog or podcast that highlight why you should have protection against critical illnesses.

November – Long-term Care Awareness Month

This month coincides nicely with the Medicaid enrollment period which makes it easy for advisors to highlight the value of long-term care insurance as a way to compensate for what Medicaid fails to provide.

December – Business Planning Month

Depending on your client base, business planning month may not be as influential in your content. However, if your niche market is business owners, this would be a great opportunity to sit down with a business planning expert and highlight some of their tools and tips on your blog or podcast. Perhaps you’re not creating a lot of your own content (which is okay too!) so this would be a great opportunity to highlight a couple of experts you know or share some of your own business planning tips.

So before you sit down to sketch out your next social media calendar, be sure to check out what content themes or days you can use and create your calendar. Both personal interest and professional days are going to help give your social media depth and engagement, and provide some great content for your audience. Now, let’s get planning!

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Ep 146 – Creating Your Story Brand with Amy Huth

Your host Matt Halloran welcomes Amy Huth, founder and CEO of Due North Brand Consulting to today's show to discuss how you can use storytelling to further develop your brand.

Story branding has been in the industry for a while now, but many advisors haven't been executing the practice to it's fullest potential. With over 16 years of experience, Amy understands what it takes to make your brand a priority and how you can take your brand and your bottom line to the next level using storytelling with a purpose.

If you're looking to grow your brand, or discover how to build a brand that tells the story and success of you, be sure to listen in today!

Links: Amy Huth LinkedIn |Due North Brand Consulting |

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Ep 145 – Flourish Financially with Kathy Longo

On our second episode of Women's month, your host Matt Halloran welcomes Kathy Longo, CFP®, CAP®, CDFA to discuss her newest book Flourish Financially: Values, Transitions, and Big Conversations.

Kathy brings 25 years of experience and her extensive knowledge and wisdom working as a wealth manager, financial planner, firm manager, and business owner to her writing and this podcast!

Kathy's new book, Flourish Financially: Values, Transitions, and Big Conversations, explores how the concept of money is a lot more than the dollars and cents we earn, save and spend.

Get to the know the author and learn more about this incredible book, what it takes to become an author, and a few marketing tips to make your next book an incredible success!

Links: Kathy Longo LinkedIn | Flourish Financially |

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Social Media Changes February 2019

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The social media world is constantly changing. It can be hard to keep up with all of the latest features and policy changes, so we’ve made it easy for you to stay up to date by creating a monthly roundup of what’s new on Facebook, LinkedIn, Instagram, and Twitter.

This month, Facebook added new features to Groups, while LinkedIn spruced up their hiring tools. Meanwhile, Instagram started to push its spin-off app, IGTV, a little more, and Twitter began testing a host of new features to help make conversations flow better than ever.

Read on for more noteworthy social media changes that happened in February 2019.

Facebook

Groups

In their latest update for Groups, Facebook added new post formatting tools for administrators, along with new tools to help admins manage their Groups. These new features include tools for informing members when they violate a rule, the ability to filter content in their admin activity log by date, and the ability to search through membership requests by name.

The platform is also said to be launching a new pilot program that will allow Groups to collaborate with brands and will also allow Facebook Pages to join and participate in Groups.
 Other changes in the cards for Groups include the expansion of Group subscriptions to more partners and the expansion of the Group mentorship program to all Facebook Groups.

 

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Advertising

There’s going to be a big shift in Facebook advertising this year! According to Search Engine Journal, starting September 2019, all ad campaigns will be transitioned to “campaign budget optimization,” which will give advertisers “one central campaign budget across all ad sets.” With just one budget for a campaign, Facebook will then “automatically distribute the budget to top performing ad sets” to generate the best results while saving costs and time for advertisers. Right now, optimizing your budget is optional, and advertisers can set budgets for each individual ad set. With this change, optimization cannot be turned off and will apply to old and new campaigns.

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Android Location Controls

Starting this month, Android users will finally have more control over how Facebook tracks them and stores their personal information. With a new update to Android’s location controls, you can now choose if you want to allow Facebook to continue collecting location information about you even when you’re not using the app. Before, when location history was enabled, you would share your location even when not using the app, which allowed Facebook to store a history of your precise locations. If you’re an iOS user, don’t worry — these controls already exist for you!

LinkedIn

Hiring Tools

Finding job candidates or jobs will soon be easier than ever with LinkedIn’s new platform, Intelligent Hiring Experience. Tools like LinkedIn Recruiter, LinkedIn Jobs, and Pipeline Builder will soon be moved to the new platform to streamline the job/candidate hunting process.

Along with the new platform, LinkedIn launched new tools for job hunters, including one that provides “more in-depth salary comparison between current and prospective jobs” and will show users suggestions for “Jobs Where You Could Make More Money” within job listings. Another new feature includes push notifications for job postings and a new “Job Title Highlights” tool, which provides “a quick look at specific job titles to help you get ahead in your job hunt.”


Now, when you search for a job title, you’ll see:


  • The top skills possessed by people with that title
  • The top companies hiring for that title
  • And any first-degree connections you may have with that title

To access this tool, just use the search bar in the LinkedIn desktop site and search for a job title
. Happy hunting!

Groups

LinkedIn has also introduced new additions to LinkedIn Groups this month. The platform is starting to roll out a feature that will compile Group notifications into a single update so that Group notifications don’t clog up notification feeds.
 Also coming up in Groups is the ability for admins to notify members of important conversations happening in their Group and a new process for admins to review and approve posts for “a proactive way to ensure that the content which gets shared in their groups is relevant and valuable.” Also coming soon . . .  cover images!


Instagram

IGTV

You’ll soon be seeing more of Instagram’s spin-off app, IGTV, in your Instagram feed. With a new update this month, users will start getting videos from IGTV in their main feed among regular posts. These IGTV posts, however, will have a tag to identify them, and users won’t see any videos from people they aren’t following — unlike in the actual IGTV app.

Direct Messaging on the Web

Another new feature to watch for is the ability to use Direct Messaging on your computer! Instagram is said to be testing a new feature that will let users use Instagram’s DM feature on the desktop version of its site, which as of now remains rather limited, with no option to upload photos or message others.

 

Twitter

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Testing New Features

This month, Twitter started testing a host of new features that could indicate what’s to come in the future. Among the features being tested are:

  • Profile Overlays: a new feature that will enable users to preview other users’ profiles without having to go to their full profile page
  • Moderating Replies: a feature that will allow users to hide replies to their tweets, replacing them instead with an option to show the hidden replies for other users who still want to see them
  • Clarifying Tweets: CEO Jack Dorsey revealed that the company is considering adding this new feature that would be “kind of like retweet with comment . . . to add some context and some color on what they might have tweeted, or what they might have meant”


[/et_pb_text][/et_pb_column][et_pb_column type=”1_2″][et_pb_code admin_label=”Code” _builder_version=”3.0.50″]<blockquote class=”twitter-tweet” data-lang=”en”><p lang=”en” dir=”ltr”>We’re testing an easier way to check out profiles on iOS without leaving your timeline! Simply tap any @ handle in a Tweet, take a peek, follow, and get right back to it. Let us know what you think! <a href=”https://t.co/dIUFxI2r4C”>pic.twitter.com/dIUFxI2r4C</a></p>&mdash; Twitter (@Twitter) <a href=”https://twitter.com/Twitter/status/1095784011845324801?ref_src=twsrc%5Etfw”>February 13, 2019</a></blockquote><!– [et_pb_line_break_holder] –><script async src=”https://platform.twitter.com/widgets.js” charset=”utf-8″></script><!– [et_pb_line_break_holder] –>[/et_pb_code][/et_pb_column][/et_pb_row][et_pb_row admin_label=”Row” background_position=”top_left” background_repeat=”repeat” background_size=”initial”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text” _builder_version=”3.0.50″ background_layout=”light” text_orientation=”left” border_style=”solid”]

Livestreaming With Guests

Ever dream of becoming a talk show host? Well, now with Twitter’s latest addition to its livestreaming app, Periscope, you can live out your dream! This month, Twitter added a feature that helps users become more interactive with their viewers by inviting them to join their livestreams. As of now, you can add up to three guests at one time in addition to the host, and if any guests leave, the host can replace them with other users.

That’s it for now! We’ll be back next month with more social media updates. In the meantime, you can find our full social media changes report for February 2019 on AdvisorU.

 

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