Why Social Media Delivers The Marketing Goods
Financial advisors and Facebook: in general, you wouldn’t think the two go together. After all, the former is about big-picture thinking regarding money and investments while the latter is about capturing micro moments that bring us together. Though these seem quite different, they actually go together quite well — and the people who benefit the most from this are local financial advisors who want to grow their business.
Facebook offers an advertising model that stands apart from competitors such as Google Adwords. While most social media ad campaigns target keywords and browsing history, Facebook connects based on demographic data only they have through their 1.23 billion users. That means ads can be displayed to specifically segmented audience, such as Stanford alums of a certain age living in Marin County. Through Facebook ads, financial advisors can:
- Build Relationships: Promoted posts and page-like ads can establish you as the go-to financial subject matter expert for that social network.
- Grow Brand Awareness: By engaging your followers and encouraging likes and shares of posts and updates, your digital footprint grows to increase brand awareness among your target demographic.
- Drive Actions: Through micro-level demographic targeting, specific messaging can be used to that generate business. An advanced option such as Facebook Exchange can also utilize browser data to offer unique value and messaging to targeted audiences.
Financial advisors may not have realized the marketing possibilities presented by Facebook. Not only can you get exposure to uniquely targeted demographics, your posts and updates can be the key to building long-lasting relationships. Like most marketing ventures, you get what you put into it, so simply creating a Facebook business account won’t cut it. However, as with smart investments, the return is often worth the price (or time and effort) of admission.
By Marc Apple