In a regulated market you need to make sure you stay within the confines of the regulations. But, the mistake everybody makes is they think social selling is about promoting your products and services and it's not, in fact further from the point. Because people think social selling is about push marketing, they think it falls outside of financial services regulation. Social selling is about building a digital resonance with your customers and this falls within the bounds of financial regulation. My recommendation is you look for a reputable supplier with a track record of doing us implementations AND one that offers a methodology so you know you have the rigour and structure you need to create the guard rails in which to work.

First, I focus on building trust through education. Sharing insights and explaining complex regulations in simple terms adds value and establishes me as a reliable source of information. Next, I make sure my content is compliance-friendly. This means consulting with legal or compliance teams to ensure everything I post aligns with regulations, avoiding any potential pitfalls. Then, I lean into relationship-building. The financial sector is built on trust, so I prioritize one-on-one conversations that focus on understanding pain points, not just selling. Lastly, I track engagement carefully. Analyzing what resonates allows me to fine-tune my approach to offer relevant, timely solutions.

Implementing social selling strategies are nearly impossible if you have to run every piece of content past compliance. So I suggest avoiding any social content that could have compliance or regulatory issues. In most industries, this means focusing on top-of-funnel content that doesn't specifically recommend any one particular product or service. It's teaching the fundamentals to your audience and inviting them into a deeper consult when they are ready.

When you are involved in tight regulatory responsibilities, ensure that you stay updated with the regulations. And also keep updated about the recent updates in the domain. At social level, when most of the world is engaged in SALESY and PUSHY approach, figure out what is it that your audience actually cares about. and start sharing information about that. Social Selling is not exactly for sales. It is to build rapport with your audience at various levels, depending on what they want at their stage. Give them that, by staying within regulatory limits.

S’aventurer dans le social selling lorsqu’on est dans le secteur financier peut sembler risqué au premier abord. Et pourtant, il y a des opportunités à saisir. En envisageant, par exemple, la vulgarisation des concepts et la pédagogie, vous pouvez changer l’image de votre secteur et favoriser vos ventes tout en respectant la réglementation.