Social media marketing can be so powerful when done correctly
Is social media marketing a big part of your marketing mix? Are you making the most of one of the fastest growing marketing mediums in the world right now?
Today we are going to take a look at social media marketing and how your financial services firm can use it as to:
- increase engagement;
- boost your brand awareness;
- front of mind awareness;
- better your conversion rates;
- maximise your client retention
- increase traffic to your website;
- boost your search engine optimisation;
- improve customer service & satisfaction;
- gain more credibility; and
- become the leading authority in your niche.
Are you excited by social media?
It is easy to get excited about social media and the benefits it can have to your business when you read through the list above. Who wouldn’t want to increase their brand awareness, achieve front of mind awareness and convert a higher number of leads?
When we talk about social media, we are primarily looking at:
There are dozens of other top rated social media marketing channels, but we’ll stick to the top few.
The reason for sticking to the big ones is that we want to focus our attention on those areas that will provide the best results.
When it comes to financial services companies, the first three hold the most weight as far as results are concerned.
In particular, Twitter would be considered the top of the pile for financial news and updates. When it comes to B2B, LinkedIn and YouTube are head and shoulders above the rest.
Biggest challenge with Social Media
The biggest problem with social media is getting your messaging right and being able to talk to your target market in their language.
One of the challenges with financial services companies is they often put junior staff on social media. Once assigned to the task, they expect them to be able to create messages that cater all the way up to their most difficult clients.
This can be more detrimental to the brand than not doing anything at all.
Your number 1 goal
So your number 1 goal when creating your social media marketing strategy is to define who your target market is clearly and then create systems and processes to ensure your message stays consistent and speaks directly to all levels of listeners.
For example, if you are targeting Forex traders, you want to be as clear as possible who your ideal client is. You might create a picture of:
- someone in their 40’s
- they have a professional career
- trading part time
- they might have a high level of disposable income
- a preference to trade actively
- they use technical analysis
- preference to trading around the big news events like non-farm payrolls
- they are well versed in financial markets and like to read up on the news
- attended and paid for several weekend trading courses
- their favourite websites are zerohedge.com, calculatedriskblog.com, bloomberg.com, dailyfx.com & forexfactory.com
Now you have a clear picture of who you are targeting; it is much easier to create messages that resonate with them.
Don’t fall into this social media trap
Without running this step, you will find your team only creating social media marketing messages just for the sake of it. Keeping the numbers up and ticking the boxes. You don’t want that; you want engaged and inspired traders reading your messages daily.
Some results we have been able to get within 30 days of taking over a social media account in the financial services space is:
- total impressions up over 2 thousand six hundred percent
- profile visits up over four hundred percent
- and up to 15 extra clicks back to the main website or lead generation assets per day.
Watch the video below as we show the exact results we got for one of our clients in the first 28 days.
These results are not uncommon. One of the questions we often ask financial services companies is, ‘How much more authority and credibility can you build with your target audience if your social media was optimised for maximum impact?‘
If you are a financial or professional services company looking for higher engagement, better conversions and to gain more authority over your competitors, then get in touch with us today. We’ll map out a social media strategy designed to get results.
— Ashley Jessen (@ash_jessen) January 14, 2016