Financial Advisors Should Embrace Social Selling

Financial advisors should embrace social selling to build trust and cultivate relationships with current and potential clients. With inflation looming, clients and prospects are cautious about spending and investments, and #socialselling offers a critical opportunity for financial advisors to reassure them during market volatility.

I'm thinking about four ways to empower you to build impactful relationships with clients and prospects using social selling:

1. posting consistently
2. uploading quality content to favor the algorithm
3. sourcing content from trusted third parties, and
4. encouraging authenticity.

Financial advisors can attract and retain clients even in tough economic times by using social media to become "financial influencers" in their local communities.

Clients must feel confident that their financial advisor will build plans to help them meet their financial goals, especially during market volatility. Social selling, using social media to sell a product or service, is a critical trust-building opportunity for financial advisors to meet investors online in meaningful ways.

To be successful at social selling, advisors need to meet prospects at the various stages of the Buyer's Journey. This may require investing time in comprehensive social selling campaigns to connect with investors to build trust and credibility. Most prospective clients are already getting financial advice on social media, so advisors must use social selling to become "financial influencers" in their local communities.

Consistency is essential when using social media to build trust, credibility and relationships, so advisors should post regularly and consistently to stay top-of-mind with investors while making the algorithm happy. Advisors should ensure they post high-quality content, including videos and images, and schedule posts for the ideal time of day for their target audience.

Trusted third-party sources are critical to ensuring advisors only share information from credible sources to facilitate trust-building with clients and prospects. And, you want always to be thinking like your compliance officer before you hit the "POST" button.

Authenticity is crucial to building relationships with clients. Therefore, advisors should be themselves when social selling, putting some of their personality into their social selling posts and talking about important things to them. Obtaining and keeping your prospect's trust is critical to acquiring and then keeping clients, even in tough times.

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