Having a formalized structure to organize your social media connections is important to success, says Sara Gilbert, founder of Strategist in Montreal. But so, too, is having a detailed “content map” for the kinds of information you share.
A content map helps focus your posts on ways that you can help clients rather than just trying to pitch them new products.
“Too often, advisors don’t offer the perspective and insight that clients want,” Gilbert says. “That’s the difference between using social media as a business-development tool and just another widget to communicate with clients.”
Gilbert offers some insights on how you can map out content that will capture your clients’ interest:
1. Go “eight for one”
As a simple rule of thumb, Gilbert suggests using the “eight for one” rule.This approach states that for every post about you or your practice, you should have eight posts that aren’t directly related to you but that do fall within your realm of expertise.
So, for example, if you share your latest newsletter over LinkedIn or Twitter, that would be considered a self-promotional post. Following the rule, your next eight posts should be third-party sourced, such as relevant articles from newspapers or research reports from your firm.
It’s a good guide to follow in order to give your clients the information they need to make good decisions without coming across as a product-pusher.
“If you offer content that helps your clients, they will listen,” Gilbert says. “But if it is about selling something or telling them how great you are, they will shut you down.”
2. Connect with “big thinkers”
If you are new to social media and don’t have a vast network of contacts — or the time to research industry publications — use your 15 minutes per day to build connections with those in your industry who you think provide useful big-picture posts.
Following and charting where these powerful users draw their content will lead you to websites and other sources of valuable information.
Also, don’t be afraid to share their content, or “retweet” or repost what they have posted. Doing so can help you build relationships with others in your field while providing better content.
3. Focus on LinkedIn
Twitter can be an excellent tool for gathering information that can be relevant to your clients and for directing followers to longer posts on other media. Gilbert, however, recommends you focus your efforts on LinkedIn.
First, a post on LinkedIn has a much longer shelf life than one on Twitter, which changes minute by minute.
Second, LinkedIn is naturally geared toward professionals, so you will be able to better target your audience.
Third, Twitter’s short, 140-character limit makes it hard to convey a complex message, such as the value of retirement or estate planning.
4. Post consistently
Whichever social media platform you use, it is important to keep up a consistent stream of information. To do that, be sure to post one or two relevant articles per week.
“It shows that you have a plan with social media,” Gilbert says. “And that you are there and always wanting to connect.”
Next: using social media to plan your client appreciation event.