Your Facebook Marketing Checkup
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Your Facebook Marketing Checkup

By Stephen Boswell and Kevin Nichols | @stephenboswell | @kevinanichols

We often hear comments from advisors saying, “My clients aren’t on (insert social network).” Sometimes it’s LinkedIn, sometimes it’s Facebook, sometimes it’s Instagram. Sometimes they’re right, but oftentimes these advisors aren’t on the networks themselves, thus having limited information about who uses them and who doesn’t. 

We thought it might be helpful, as part of our 2019 research on investors with $500,000 or more investable, to determine the sites most frequented by the affluent. For us, it doesn’t matter the network as preferences shift over time. We just know that if your ideal client is there, you want to be too. Here’s some of the data we uncovered: 

Facebook is the clear favorite overall, with over half of the overall respondents reporting it to be their network of choice. LinkedIn is the runner up with those 45 and older, while Instagram takes second position in the under 45 group. 

This tells us clearly, even if LinkedIn is a natural first step for many financial advisors with social media, that Facebook deserves the bulk of your energies. So let’s take stock in how you’re using Facebook in your business. 

Facebook Marketing Checkup

Do you have a personal Facebook account?

No

Yes

Do you have a Facebook business page?

No

Yes

Are you personally connected with clients?

No

Yes

Do you engage with your clients’ and prospects’ posts?

No

Yes

Do you publish regular content to a business page?

No

Yes

Do you actively work to build business page followers?

No

Yes

Are you running advertising campaigns to ideal prospects?

No

Yes

Are you running advertising campaigns to your existing contacts?

No

Yes

If you answered “Yes” to the first two, you’ve got the infrastructure needed for a solid Facebook presence. If you failed to notch many “Yes” responses after that, this checklist serves as a roadmap for improving your Facebook outreach. Why is this so important? Look at how much time affluent consumers are spending online every day: 

 

The under 45 crowd is deeply wired into social media. 81% are spending more than 15 minutes per day on social networks, while those at 65 and older aren’t all that far behind at 43%. Go where the money is. And for now, that’s Facebook.

Ready to step-up your social media game?  Consider our Social Media Outsourcing Program…

A social media marketing manager would cost $60,000 a year, plus benefits. We’re only $6,000/year and you don’t even have to invite us to your holiday party.

  • We curate the latest and greatest social media content on the web and post regularly on your behalf. We’ll even work with compliance.
  • We interact with your clients, COIs, and prospects across your social networking sites. This strategy is all about top-of-mind awareness.
  • We run Facebook and Instagram ads designed to drive engagement and capture lead information.
  • We leverage LinkedIn to start conversations with prospects on your behalf.
  • And much more!

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