Building a Brand as a Financial Advisor
As a financial advisor, you might be asking yourself why is it important to build a brand? In reality, there are numerous reasons why you should focus on making a name for yourself in this highly competitive industry. Below are the five tips for building a brand that are simple enough to start implementing today.
Be yourself online
This seems simple enough, but you’d be surprised how many people put on a facade when posting to social media. However, consumers want to know the real you! So, share pictures of your interests, hobbies, family, pets, and even your best selfies on occasion. Whether you’re posting to Facebook, Snapchat, LinkedIn, Instagram, or even TikTok, just be the real you! If you seem interesting, genuine, and like an all-around right person, people will want to learn more about you. At the end of the day, most consumers will hire someone they can relate to and feel comfortable with.
Sharing is caring
What does that even mean? Well, by providing real, valuable content to your audience without expecting anything in return, you build trust. Your potential prospects will see your tips and tricks online and eventually try one of them. When it works and saves some money or implements a new financial skill, you’ll secure a spot as an expert in their eyes. In time they’ll have a more advanced problem they may not solve on their own. That’s when they’ll turn to you, the expert, for help. Whether they need advice with insurance planning or investing, eventually, you’ll be the person who they’ll reach out to. So, share some of your knowledge online and then sit back and wait for it to pay off. It may take some time, but eventually, you’ll secure a new client who’s been quietly reading your posts for years.
Don’t go overboard
People don’t want to be bombarded with business posts and statistics every day. If all you do is focus on your career and sharing financial planning tips, you’ll probably lose followers. In most cases, people want to see what their friends and acquaintances are up to on Facebook. That’s where sharing the real you with the world comes into play again. So, although it’s fine to post about your businesses every so often, 75% of your posts should be social and engaging. Try to limit any business-related social media to one out of every four posts for the best results.
Networking is key
Stay active on your social media feeds and comment on your friends’ posts often. A simple, “Awesome pic – looks like you had a great trip!” can open the door to so much more. Typically, we all have dozens of high school and college buddies online. When was the last time you got together with them for a bite to eat or a coffee cup? Granted, Covid-19 threw a monkey-wrench in our social lives in 2020. But putting that aside, the best way to drum up business is to socialize with people you already know. Keep it natural and friendly when trying to rekindle friendships. Please don’t force your business or product down their throats — the topic will eventually come up on its own. You’ll have much better luck that way, and some new ‘old’ friends to boot.
Speaking of COVID, online learning has become the new norm these days. Keeping that in mind, it’s a great time to offer free webinars to your audience. They can be live or evergreen, and the viewers on demand can access the broadcast. Share some of your best practices, tips, and knowledge with your audience during the webinar and do NOT go for the hard sale at the end. Provide your YouTube, LinkedIn, IG, and Facebook platforms with the audience and let them follow you. The rest of the magic should happen organically if the webinar information resonated with them.
If you’re in this business for the long-haul, it’s essential to brand yourself now and play the long game. Implementing one or more of the five tips above will have an immense impact on your branding strategy and overall success.
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