The use of social media has been a large factor in building my professional credibility and growing my practice. If you aren’t currently using social media, you are missing out on the opportunity to engage with the more than two billion active users.[i]
I strive to use each type of media (Twitter, Facebook, LinkedIn,etc.), as appropriate, for building my network. Whenever a new social media channel is introduced, I set up an account and take time to become familiar with it and see if it can help me connect with my community in new ways.
However, I don’t use my social media accounts for selling, because that’s a huge turn off for your followers. Instead, I use social media to build credibility and relationships with new and existing clients. As advisers, we should use social media to show everything we’re doing in the industry and be creative about how we communicate and build our brand.
Here are a few key ways to use social media:
- Showcase your expertise: whatever way you are working with the media, share your articles, radio clips, awards, etc., via your social media channels to show potential clients and industry professionals areas in which you have expertise.
- Build your credibility: listing media opportunities or awards that show my abilities and how the industry views me, builds credibility to new and prospective clients.
- Network with other professionals: social media is a great avenue to reach like-minded professionals in your industry for joint work together on areas in which you may not have a strong expertise. I do joint work with many types of planners, but if I didn’t have a presence on social media they never would have found me.
You can use social media to create your own “brand” for users to engage with, on Facebook alone, nearly one-third of users engage with brands regularly.[ii] While marketing via social media is not my overall approach, the vast majority of my business comes via referrals from clients, outside advisors and carriers. Having a social media presence opens this opportunity up even more and gives prospects complete background that references can share with them.
Using these tips on my social accounts, mainly LinkedIn and Facebook, have helped me to create strong relationships with my current clients and fellow colleagues, but also to develop new relationships with prospective clients.