We are living in unprecedented times. And investors need guidance from their advisors more than ever before. The value of advice is clear – and a great path to adding more value is through your social media accounts.
Here are eight tips for using social media to inform and help your clients:
1. Limit your opinions about COVID-19
Leave the health policies and science to the experts. Your thoughts on this pandemic might end up being wrong – and could make your clients more anxious in the process.
2. Focus on long-term trends
Rather than focusing too much on short-term market events, try to steer your clients’ attention to their longer-term financial goals, such as retirement and education savings.
3. Use LinkedIn as intended
LinkedIn was created to help advance peoples’ careers. During the COVID-19 pandemic – which has become an era of high unemployment – you might want to share interesting tips and articles about job hunting in the current work-from-home reality.
4. Share with a strategy
Here at ext., we recommend resharing content that has been written by your centres of influence. This is a win-win because you are sharing trustworthy content (we do, however, recommend you review anything you share regardless). And if your clients engage with this content, you can make an introduction, which will strengthen your network and reputation.
5. Connect, connect, connect
Now is the time to connect with as many of your clients and peers as possible on social media. While this should be part of every advisor’s growth strategy, now is a good time to offer to help clients and prospect any way you can.
6. Focus your efforts
If you have been struggling to find success on a social media platform, this is a good time to decide if it is even worth the effort. For example, if Facebook is a dud for your business development while LinkedIn is showing potential, consider doubling down on your LinkedIn networking efforts.
7. Vet your sources
As a corollary to #4 above, be sure you are sharing content from trusted sources. By only sharing high-quality content, you will become a trusted source for informed content.
8. Offer to answer financial questions
There are many investors out there who aren’t getting the advice they need or the attention they deserve. Use this to your advantage by offering to answer questions via direct message or inviting these individuals to leave comments to your post. You can also offer to set up calls or answer questions over email.
A final thought. Periods of great adversity also tend to be times of great opportunity – and we are here to help you succeed.