Maximize your marketing with social media
Posting regularly on social media can drive traffic to your website
Cost-effective, targeted and measurable, marketing on social media is the perfect medium to communicate your financial and investment knowledge and allow your relatability and authenticity to shine through. It is also a great way to engage the next generation of clients. Below we have outlined helpful ways to establish and build your social media presence across the major platforms.
POST PRE-APPROVED CONTENT
Preapproved content makes posting to social media convenient and easy. At Raymond James, advisors can choose from a robust supply of content via the RJConnect tool, including digital articles, newsletters, white papers and more.
CREATE YOUR OWN MATERIAL
Of course, for even greater personalization, you and your team can create custom content such as blogs, videos and podcasts. It’s important to infuse content with your own branding and authenticity. Keep in mind that compliance approval will be needed prior to posting.
DETERMINE WHERE TO POST
Now that you have content, where should you post it? First you will want to determine what audience you are trying to reach and where to find them. Then you will want to consider the type of content you’re posting and what social media platform is most suitable for it. Below you’ll find a synopsis of each and the type of content it hosts best.
Facebook is ideal for personable and staying-in-touch content. You can use it to promote short videos, community involvement and office happenings. In addition, if you’re looking to reach an older audience, Facebook is the most-used platform of seniors – according to a 2022 AARP survey, 71% of respondents use Facebook. (YouTube came in second at 51%.)
X (formerly Twitter)
This platform is ideal for conversations, timely and authentic content and is good for promoting continued education, accolades, blog content, industry news, market updates and events. Photos and infographics work well here. The majority of Twitter users are between 25 and 49 years old. (Statistica, 2021)
YouTube
Videos can be informational, entertaining or relatable. YouTube is ideal to teach, solve problems and be authentic. Promote your point of view, give advice or post how-to guides. Content can include your team, educational material, FAQs or timely financial topics. If you’re interested in video but don’t have time to script, shoot and edit yourself, partner with approved Raymond James vendors such as Oechsli, Idea Decanter and Snapwire.
Spotify
Podcasting allows you to connect with your clients and prospects on a more intimate level than any other form of marketing. It is a great way to introduce your company and what it can offer. It is also ideal for presenting longer material, in part because people typically tune in while multitasking (listening when driving or exercising.).
This is the top social media platform for professionals, the go-to venue for businesses to establish thought leadership in their industries and recruit top talent. It is well suited for longer-form content and is ideal for professional and industry developments, continued education, accolades, market updates and events.
With this popular platform, you can showcase your services and share a wide range of content such as photos, videos, stories, reels and videos to engage your target audience. Instagram Professional at Raymond James offers more social media marketing tools and services than a personal Instagram account, such as analytics for reach, impressions and follower demographics.
REVIEW YOUR RESULTS
Now that you’ve posted social media content on specific channels, it’s time to gauge its effectiveness. In addition to the analytic resources provided by each social media channel, RJ Connect provides a variety of in-depth metrics you will want to use to check your progress. From click-through rates and bounce rates for email to likes and shares for social media, reviewing them regularly will give you a sense of how successful your efforts are or if any adjustments are warranted.
MAKE SOCIAL MEDIA WORK FOR YOU
Having a consistent presence on social media can help you attract prospective clients and enhance your relationships with your current clients. Consider making it an integral part of your communication and marketing initiatives moving forward. Tap into its potential to build your brand and book of business!
TIP: Appoint one of your team members as your dedicated social media manager.
NEXT STEPS
- Schedule time for planning and execution
- Collaborate and involve others on your team
- Determine channels and engaging content
- Start small; limit your tactics to a few ideas
- Seek feedback and measure results
- Repeat tactics that are having positive results
Connect with a consultant to discover
Raymond James advisor marketing capabilities.