With three billion social media users, it’s safe to say that your clients are engaging on at least one network. In fact, many consumers desire to connect with their favorite brands on social media.

So there’s a great opportunity for fee-only financial advisors to use these channels to increase awareness, grow their following and genuinely connect with their social media followers.

However, many small businesses are failing to connect with social media followers. Perhaps you’re sharing content on a daily basis, but you’re not receiving the desired likes, clicks and shares that measure social media marketing success.

Or, maybe you’re still in the process of understanding how to market effectively.

Whatever your plight, we’ve highlighted three reasons why you may not be creating the engagement you’d like on social media…and how you can change that in your fee-only financial advisor marketing strategy.

#1 Have No Clarity of Target Audience

The first step to a working social media marketing strategy is having a clear understanding of who your target audience is and their pains, problems and challenges. You see, at the heart of inbound marketing is sharing content that offers solutions to your market’s problem.

social media followers for fee only financial advisors

The key to attracting your ideal client on social media is knowing who they are, so you can publish content that resonates with their interest.

Yet, many businesses are simply sharing content hoping it will connect with their followers and foster engagement. They haven’t done their due diligence in developing detailed buyer personas, which help them paint a clear picture of who their client is so they can deliver exactly what they want.

Actually, everything you post on social media should be to appeal to this one audience or audiences, who are your buyer personas.

Therefore, take the time to create your buyer persona. By doing so, you’ll glean valuable data such as their job description and responsibilities, what their role is in the buying process, their problems and pain-points, keyword phrases they’re likely to use when searching, their unique goals and more.

It will serve as a guide in helping you create content that your audience wants to see more of, making your strategy highly effective.

#2 Post Without a Long-Term Strategy

Simply sharing content without a true end-goal will yield fickle results. If your social marketing has no plan, it has nowhere to go. It’s important that marketing aligns with your ultimate business objectives so your posts are purposeful.

Your long-term content strategy gives your social content direction. Thus, your posts will build upon one another, share your story, and take your followers on an unforgettable journey with your financial planning and wealth management firm.

So, what do you want to accomplish with your social media marketing? Are you seeking to increase brand awareness? Do you want to boost your lead generation through social media?

If the goal is brand awareness, for example, then implementing keyword or hashtag best practices are vital to getting in front of new, targeted followers. Knowing what you want to accomplish helps you modify your fee-only financial advisor marketing strategy to meeting these goals.

Additionally, your fans are more likely to stay engaged with your content because of your increased visibility. Your content is more aligned with their interests and they connect with your story, making you highly relatable.

#3 Not Actively Engaging with Followers

The final reason you may not be connecting with your social media followers is that you’re not actively engaging with their fans. Social media is about being social.

Users don’t log onto their networks with the intent to purchase their next investment or build their portfolio. They’re there to stay connected, remain in the know and be inspired.

However, many businesses simply promote their products and services, believing this is the right approach for their social media marketing strategy.

This only turns followers away. Yes, you want to promote your business, but it’s important to do this in a way where you’re offering value and positioning your brand as a reputable source in the industry.

Additionally, take the time to interact with your followers. Reply to their comments to show you appreciate their responses. Like and share their posts, particularly when it relates to your industry.

social media followers for fee only financial advisors

Finally, get in their inboxes and thank them for being an active follower on your page. You’ll discover that small doses of interaction will create lifelong loyal fans of your brand.

Improve Your Social Media and Fee-Only Financial Advisor Marketing

Many businesses are failing to connect with their social media followers because they’re not clear on their audience, they publish posts without a strategy and they’re not actively engaged with their followers.

If you’ve found your social media strategy to be at fault with any of these blunders, the good news is you can easily turn your results around by doing social the right way. Take the necessary action-steps to begin reviving your social media marketing as a fee-only financial advisor.

Learn More Social Media Tactics

With consistency, you’ll experience a boost in engagement, greater awareness and an increase in followership.

Much success.

Photo by Jakob Owens on Unsplash

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