improve your fee only financial advisor social media marketing

How to Improve Your Social Media Marketing in 2018 and Beyond

Smart Fee-Only Financial Advisors always keep abreast of the latest marketing trends so they can adjust their strategy and tactics for a better return on their marketing investment; and the sooner you can spot a trend, the better. Many Financial Advisors often wonder how to  improve your Social Media Marketing in 2018 and Beyond

An excellent way to spot trends early in the social media realm is to look at what Facebook is planning. On January 11 of this year, Facebook CEO, Mark Zuckerberg, shared a post that said, in part:

“We built Facebook to help people stay connected and bring us closer together with the people that matter to us. That’s why we’ve always put friends and family at the core of the experience. Research shows that strengthening our relationships improves our well-being and happiness… We started making changes in this direction last year, but it will take months for this new focus to make its way through all our products. The first changes you’ll see will be in News Feed, where you can expect to see more from your friends, family, and groups.”

Did you catch the nuance in that quote? Facebook is making changes aimed at strengthening what?

Relationships with the people that matter to us. Now read the last sentence in the quote. Did you notice that he excluded business pages from the list of things that Facebook users can expect to see more of?

There are two takeaways for marketers here:

  1. Businesses will have to become more sincerely engaged if they want to show up in people’s News Feed.
  2. Other social media platforms are likely to follow Facebook’s lead in refocusing on the fundamental point of social media – to be social.

With this in mind, here are 5 tactics that will help you become more engaged on social media and, in turn, boost market awareness, lead generation, and sales conversions:

1. Facebook Groups

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Mark Zuckerberg said it himself; Facebook will be showing more from groups on users’ timelines. To be clear, your Facebook business page is not a group page – they’re two separate things. Pages act as profiles for businesses and other entities. Groups are places where people with like-interests can interact. Both are very useful as marketing tools, and you should continue to maintain a Page for your business, but you should also create a Group so you can engage your market even more effectively.

Note: LinkedIn Groups and Twitter chats are also great social engagement tools.

2. Facebook Cover Video

Video is certainly nothing new in social media marketing, but a surprising few businesses take advantage of this highly engaging feature. What better way to tell your company’s story than with a well-produced, 20-90 second video? If you’re on the fence about this, ponder this question: Is a visitor more likely to scroll down your page if it only has a static cover image with your company name, or an interesting, informative cover video that makes them want to learn more?

3. Live Streaming

Live streaming has also been around for a while, but many are afraid to use it because they don’t want to appear unprofessional. But that’s a good reason to use live streaming. As important as a well-produced video is as a cover video, it’s equally important to show the human side of your business with live streaming.

4. Cross-Promote Social Media Posts

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You probably already promote your various website and blog content on social media; why not do the opposite too? Just don’t confuse cross-promotion and cross-posting. Cross promoting involves using other channels, including social media, blogs, and your website to promote your social content. Cross-posting, on the other hand, is when you post the same content on multiple channels. Cross-promotion is a wise tactic; cross-posting is not.

5. Ephemeral Content

Snapchat, Instagram, and Facebook stories have led to the growing popularity of ephemeral content. This content only lasts for up to 24 hours, yet it’s a very effective marketing tool – precisely because it only lasts a short time. It’s this brief window of time that elicits a FOMO (Fear Of Missing Out) response.

2018 may be almost over, but the time is always right to explore coming trends.

Learn More Social Media Tactics

This is especially true in social media where things can change in the blink-of-an-eye. A good way to ferret out trends is to create a Google alert and regularly (at least weekly) scan the results for clues. Over time, you’ll develop a keen sense of what’s meaningful and what’s just clutter; and this practice will keep your business in front of the social media marketing learning curve.


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