What Advisors Should Post on Social Media
In previous articles I’ve shared how often you should be posting, but now I want talk about what you should be posting,
And one thing to be certain is – it shouldn’t be 401k all the time. It should never be all business all the time.
I understand the 401k industry is one of those very professional industries where we all put on a very professional look and appearance , even using corporate speak. But I think that social media is not for that. Social media is actually an opportunity for people to get to know you and like you and trust you. And it builds authority and credibility when you post valuable 401k educational content, but it doesn’t really give people an opportunity to get to know you.
Post on Topics You’re Passionate About
So as far as what you should post about, you should post on topics you’re passionate about.
401k should be one of them, obviously – you’re financial advisor. But you should pick three or four topics outside of the 401k industry that you could post about regularly as well to build connections with your prospect and deepen the connections with your clients.
For example, my topics are:
- 401k – I do an awful lot of 401k posting,
- I’m starting to add in homeschooling because I’ve been homeschooling for 11 years and it might resonate with the other 401k advisors who have struggled with homeschooling or who would like to try homeschooling.
- Books I’m reading. I am an avid book buyer 😉. I won’t say I’m an avid book reader, but I will say I’m an avid book buyer. And I have great intentions to read every single one of the books I buy. I have a huge bookshelf in my office with tons of books on it and a list of what books I want read in what order. And at some point I’ll get organized enough to start reading them and publishing them.
- I also post about my pets. I have a new dog named Archie. He has an older sister who’s a terrier. Archie is a border Collie mix. Not sure what the mix is, but he’s adorable.
- Another topic I post about is anything military. I spent four years on active duty in the Army, so it’s near and dear to my heart.
So when prospects and clients see my posts, they might resonate with them and it helps to build stronger connections.
Think about topics outside of the 401k industry or financial industry. Come up with three to four topics you can share about that will help people relate to you, share a common interest with you, get to know you on a more personal level.
This business is all about relationships and if all you ever post is information specific to 401ks, you’re missing the true benefit social media has to offer.
What Types of Posts Should You Share?
As far as the type of posts, you can (and should) mix that up a little bit. They don’t all have to be graphics. Sometimes you want do text post, sometimes a short video, sometimes pictures, sometimes even a poll – asking for an opinion on something.
You definitely want to post about more than just 401k and you want them to be variety of types of posts as well.
So if you want a few more ideas, in the Free Resource area of this blog, I’ve posted a one-sheet with 20 new post ideas for you (in the free template section at the top of the page). They’re still professional, but they’re way more personal than just 401k education – and you can download the PDF for free.
Just find the free resources link at the top of the this blog. And I hope they give you a good start – and I encourage you to come up with a couple more topics of your own that you could also post about regularly.
Listen to the Podcast episode of this topic here.
Or watch the video on YouTube here (coming soon).