SOCIAL MEDIA STRATEGIES
Far too many financial professionals talk at their audience instead of talking with them and inviting them into a conversation .
LinkedIn solicitations from page 19
Don ’ t be a yucky salesperson No one likes being a part of some online lead generation system that is impersonal . Yes , salespeople are trained that it is all a numbers game , so send out as many messages on LinkedIn as you can and something is bound to pop . However , with more and more people recognizing the “ game ” the likelihood that this ends up alienating potential customers while damaging your brand seems like the greater risk to me . There are also a lot of studies showing that client retention suffers when the basis for the relationship was built on “ sales scripts & tactics ” and not on relational understanding .
Be wary of how you use automatic content posting services While they have the advantages of being convenient , trackable , and offer the convenience of a “ set-it-and-forget-it ” auto-post dynamic , they are widely utilized which dilutes your brand and makes what you produce seem thoughtless and impersonal . People can tell how much thought goes into your posts , just like they can tell how much thought you put into a card or an email . Covet and protect your brand at all costs and be sure your messaging is a positive reflection of your practice and yourself .
Do connect to people for genuine and legitimate reasons Such as being interested in who they are and what they do . If you have well-developed ‘ buyer personas ” that are driving your niche market development efforts , then take some extra time to consider the connections you ’ re approaching . Read their profile and some posts before sending an invite request so you can add a personal note like , “ Hey , I really found your post about X interesting and would love to become a connection and see more of what you ’ re doing !”
Do take time to get to know someone virtually before approaching them for business Be interested ! No one likes spam emails , robocallers , door-to-door donation grabbers , or used car salespeople , so be the opposite of that . When you demonstrate that you listen and know someone this creates a level of understanding that is a much better basis for starting a business relationship than “ hey , I am short on my sales goals and need to find some new leads fast !”
Do be considerate If someone responds negatively to your request or your posts , be respectful of that . There ’ s plenty of fish in the sea , so no need to constantly re-approach people who have responded negatively before .
Do be authentic Being the best version of yourself trumps slick language , scripting and tactics by a landslide . When you ’ re personal and genuine people can tell and will respond a lot more favorably than if you ’ re scripted or methodical .
20 Perspectives Q2 2021
Do understand the power of two-way communication Build better relationships by connecting to your audience and drawing them in with engaging content that sparks thought-provoking conversations . Find the practical places ( platforms ) and spaces ( groups ) where you need to be in order to thrive .