Generating relevant and attractive content for social media can be challenging for advisors. In fact, many advisors are often clueless about what their investors want to read.
While many advisors share account statements through WhatsApp, others post trending news on personal finance on their social media account. However, you can do much more on social media to engage with your clients. Here are a few tips that will help you increase your social media visibility.
Post your own articles
The most sought-after content by investors is articles from advisors. Mumbai-based Suresh Sadagopan of Ladder7 Financial Advisories says that there are three distinct advantages of putting up own content. The first advantage is that advisors have a better perspective on their client needs and concerns. “I usually write articles based on most frequently asked questions. By addressing these questions in my articles, I educate not just my clients but other investors with similar concerns,” he says.
The second advantage according to Suresh is enhancement of the advisor’s brand value. He says that advisors who put up their own articles on social media stand a better chance of being recognized as thought leaders.
“Finally, when you are writing an article, you do a lot of research to ensure that it is factually correct. This helps you gain better understanding of the subject. Investors too will sense this when they see your output,” says Suresh.
Different forms of content
An advisor’s social media profile must have educational posts says, Warangal-based, Shiva Prasad Konduru. “The articles and infographics I share are widely circulated. In fact, I recently acquired a client who came to know of my offerings through a WhatApp message that his friend had forwarded him,” he says.
Konduru says that investors look forward to reading educational articles, research and whitepapers as these posts help them understand complex financial jargon and emerging investment trends. “Investors find such posts useful. In fact, I have even received requests for sharing insightful infographics from people who are not my clients,” he says.
Answers their queries instantly
People want their financial queries to be addressed immediately. Mumbai-based Amol Joshi of PlanRupee says that advisors must answer these questions immediately. “I get a lot of queries from investors both on Twitter and WhatsApp. Often these questions relate to the type of fund to choose and ideal asset allocation. I answer all the questions to the best of my capacity. This has helped me increase the number of followers on social media,” he says.
Amol believes that other investors also read these responses. These people can be your prospective clients, he says.
Social media group to discuss with other clients
Investors also want to join social media groups where they can meet other investors. Mumbai-based Ritesh Sheth of Tejas consultancy who runs multiple WhatsApp groups for his clients based on their interests, says that by forming groups for clients, advisors can encourage free flow of thoughts. “Many clients ask me to add their friends to these groups. These groups have helped me get closer to my existing clients and acquire new ones. Recently, I got an overwhelming response from group participants when I hosted an event for WhatsApp group,” he says
Ritesh feels that such groups give investors an opportunity to discuss their problems and doubts.
