2. Stick to the rhythm
Consistency is the key to building a following on social media. If you don't continue the conversation, the conversation won't happen. Best practices vary by platform, so it's important to consider how often you participate in social media when choosing where to focus your efforts.
For example, X requires multiple microblogs each day to remain relevant. Instagram requires you to post stories every day to stay noticed. If you want less frequent engagement, consider Facebook or LinkedIn, where users expect him to post several times a week, or YouTube, where one high-quality video per week is the norm. If you don't keep pace with other influencers on the platform, you'll lose visibility, so be realistic about the pace you can commit to.
Advisors who are successful in acquiring clients using social media activate their platform an average of 35 times per month.1 In addition to posting content, this may include liking, commenting on, and sharing posts from other contributors. Your overall activity on the platform – your posts and reactions – increases the visibility of your presence on social media. For each of your posts, please comment on her 3 other posts by different contributors. This will ultimately increase traffic to your post. Make sure to only select and respond to posts that are interesting and align with your philosophy and the clients you serve.
3. Captivate with content
Effective social media posts spark ongoing, meaningful conversations with clients and prospects. Draw your post topics from conversations with your clients. What have your best clients asked recently? By answering the questions that matter most to them, you can attract like-minded customers and prospects.
Post content for three different purposes.
- educate – We analyze the most relevant issues for our clients today and provide solutions and ideas for them to consider. These topics may be seasonal, such as tax loss recovery, or lifecycle-driven, such as saving for college or estate planning. Video is a particularly effective format for informative and educational “how-to” content.
- Connecting – Share news about your team, celebrate milestones, highlight volunteer work, and reflect on recent events and news headlines. Being personal allows you to humanize your practice and foster a genuine connection with your audience.
- invite – Encourage both clients and prospects to attend webinars and in-person events. Offer free consultation to prospective customers.
Optimize your social media strategy for the future of your practice
Growing your social media presence by intentionally focusing on three pillars: Platform, Rhythm, and Content will help you stand out from your competitors and have a meaningful impact on your practice’s growth and sustainability. Helpful.
We've teamed up with FiComm Partners*, a leader in financial services communications, to provide you with online resources, tools, and guidance to create high-impact social media strategies for your business.
BlackRock is your digital-first advisor to help you grow your business. Learn more about the BlackRock Business Consulting team.
