Website maintenance starting Friday April 19 @ 9pm ET
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Website maintenance starting Friday April 19 @ 9pm ET
The secure site and tools will be temporarily unavailable starting Friday April 19 @ 9pm until 9pm on Saturday April 20 ET for system maintenance. Thank you for your understanding.
Gain a competitive advantage by using social media as an interactive microsite for your business. Your page provides an overview of your business and allows you to engage with your ideal clients, seven days a week. Where a website acts as a static place to find information, a social media presence is an ever-evolving representation of yourself. It’s an opportunity to demonstrate your knowledge and areas of specialty. It also gives people a sense for how you communicate and engage.
LinkedIn and Facebook are great social media options when it comes to promoting your business. Some key benefits of using social media for business are:
53% of all consumers have used social media to gather financial information and/or communication in 2022.1
49% of people searching for an advisor research them on social media.2
1 LIMRA 2022
2 LIMRA 2020
Social media starts with a personal profile. If you’re an independent advisor, a company page also helps to add more credibility to your profile and can include a direct link to your main website.
Your brand sets you apart from other advisors. Everything you write on your page, and every interaction you have should reflect your brand.
Your personal profile is your opportunity to share who you are, how you help clients, and how you got to where you are today. Personalise the different sections of your profile to support your brand. The more features you use, the more depth you bring to your profile:
Personalize your brand by having engaging content, such as photos and videos, that encourages interaction. Use albums to organize your content into key sections to highlight what differentiates you. Share your content to your newsfeed and engage with top clients and ideal prospects by posting, commenting, and liking to create awareness and show appreciation.
Interact with your audience by using your soft skills to show your authenticity and the value of your brand. This will help create a sense of familiarity, build long-term social growth, and help you stay top of mind. The most successful interactions aren’t always professional – personal can captivate your audience and encourages their comments.
Humanize your brand by being authentic and avoiding industry jargon. Captivate your audience by having a good text to image ratio while using a variety of multimedia approaches. Ensure each post has a purpose and is consistent with your brand. Suggestions of different types of posts include those that:
An engaging post will capture your audience’s attention and have them interacting with you. Your audience can interact in three ways:
Use each comment as a touchpoint to deepen a professional connection. Ensure to respond in a professional way to their comment within 24 hours, but don’t always rely on canned responses. If it is an inquiry for advice, let them know that you will connect offline.
Interact consistently with your audience to increase brand familiarity, build stronger connections, and help you gain clients for life.
Social media, such as Facebook for Business and LinkedIn, offer great tools to measure the success of your activity. Take full advantage of these to get the most out of the platform. If clients are engaging with your posts, their networks are seeing your posts as well. Including a call-to-action in your post to encourage engagement is a common strategy for increasing views.
If you aren’t seeing the results that you want, adapt your strategy. Take a look not only at the total numbers, but also at who is engaging with your content. Are you reaching the right target audience? Are clients seeing your posts? Are your centers of influence (COIs) connecting with you?
Based on your results, change your strategy or approach. Continue doing what’s working well, and change what isn’t.
Watch this 8-part video series to learn how to take your LinkedIn profile to the next level, grow your network and build your credibility.
Get your toolkit to create a strong social media presence today.
Ask your Sun Life relationship manager for access to the LinkedIn Profile Checklist to help you build an exceptional LinkedIn profile.
Get started on your profile and key strategies with the LinkedIn Guide for Top Advisors
Create an engaging company page using the Facebook for Business Checklist
Take your online presence to the next level by watching LinkedIn video tutorials
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