As a business we use a range of different social media tools to get our content out to our readers.
We use an online tool called Buffer. You can connect this to all of your social media websites (Twitter, Facebook, LinkedIn ect…_ the each morning your top up x amount of posts which can be anything you like and buffer will send these out throughout the day. Therefore it automates the posts you want to put onto your social media sites.
We also use Hootsuite, which is an online social media management system where you can access your multiple social networking accounts from one web-based dashboard. From here you can see what people are saying and help you to respond instantly, you can also automate comments and links to be posted on each social network that it is connected to.
Below you will find the script that I used for the presentation video at the top of this page.
Hi. My names Chris Daems and what I’d like to do today is talk about using social media not from a position of a social media expert, or from the perspective of a big corporate, but from the perspective of a financial planner and small business owner and some of the things I’ve learned about using social media to attract new clients, build professional relationships but also connect with people I can learn from.
So there’s three things I want to get three things from this presentation…
Firstly, I want you to know that social media can be beneficial for your business.
Secondly, I want you to feel that you need to explore the opportunity this medium gives you to explore your business further.
Thirdly, I want you take some of the things we talk about and give you some clear action you can take in order to make these tools work for your business.
Would that be useful?
But before we do that let’s cover the reasons why financial advisers and professionals say they don’t use social media.
Firstly many say it’s pointless when actually the power of social media if used correctly is incredibly powerful.
Secondly, many say they don’t know what to do. However I’m sure the other people will give you plenty of guidance on how to make use of some of the tools available to use social media effectively. However the one thing I’d suggest is that it is way easier than you think.
Thirdly many say they haven’t got the time to work with social media. This is a fair comment however I subscribe to the argument that actually using social media as effectively as possible is the most efficient use of your time. I’ll be telling you why a bit later on…
Now let’s talk about the reasons to use social media
Firstly whilst social media is a great way to get your message out….it’s also a great way to learn. There’s some people I’ve connected with on social media who have changed the way I market and communicate my business, given me the opportunity to improve some of my business practices as well as pointing me in the direction of some fantastic resources.
So, although social media is really useful for communicating your message it’s also great to build relationships, learn from others and collaborate.
You wouldn’t have heard me say this 4 years ago….but people I’ve met at events, connected with online are now professional partners of mine.
Secondly let’s talk about influence. Firstly, let me check how many of you have read this book?
I firmly believe that this book is a must read for anyone running a business.
The reason for this is that it talks about a number of things you can do which improve your influence within a particular profession or market.
Caldini’s book talks about a number of things you can show by using social media really effectively…
You can show your authority by publishing articles which show you’re the expert in your field.
You can show how reliable and consistent you are by doing this regularly.
You can build relationships where most of your audience like you by showing a bit of what makes you, you.
Which leads me onto my next point…
I want my business to be a magnet
Once your business is a magnet it enables you to attract clients as opposed to having to go out and search for them.
What I want in my business is both my corporate and private clients to find me, contact me (either through a professional introduction or directly) and ask to work with me.
I also want to be able to start to show my clients even before we’ve ever met that we’re the business they want to deal with.
The fact that we now attract clients and don’t go out looking for them gives us an advantage when we’re talking about how we work, how we’re paid and whether they want to work with us as they’ve usually quite close to deciding that they want to work with us before we’ve even sat down.
It also enables to attract journalists which allow us to increase our profile and other professionals we can partner with.
Now financial planners and professionals use social media in loads of different ways….
However I firmly believe that the key to getting authority and helping people understand enough to like you and to show that you’re consistent enough to be trusted is to deliver content.
I was having a chat with my 10 year old daughter and her mate the other day and talking about the power of delivering content online….
When I was growing up….advertising on the telly, or on radio, or even in their local paper cost money.
Now we’ve all got access to our own TV station (via Youtube), or Radio station (via podcasts) or Newspapers (by the ability to write blogs).
And I was getting really excited about the potential that provides…
“Yeah Dad” she said “I know. That’s normal.”
The reason is that she lives in a world where that’s how she gets her content. But she’s not alone…It’s rare that I buy newspapers as I rely on the web. I listen to a lot of radio but mainly online….and all the telly I watch is on demand.
and if our clients aren’t doing it now (and I know that many of mine are) they’ll be doing it more in the future.
Since I’ve started to do this (and we’ve produced video and audio content too) I’ve found I writing is the medium that works for me.
However regardless of what medium you choose there’s a few things which are really important….
Tell Stories. If you just try to dump facts when you create content it’s unlikely you’re going to get traction. However if you tell stories that engage your audience you’re more likely to get success…
Use your own ideas to create unique content…My blog entries are unique. I’ve recently managed to include Greek and Chinese philosophy, Social Psychology and Investment Theory all the way to Barry Manilow, The 80’s show “The A Team” and the Delorean from Back to the Future.
Now I’m not suggesting your content should include any of that….but it will get an audience if you make it unique enough for people to come back time and time again, even if it’s just to see what you’re going to write about next.
Also, and this is something which is really important (which actually I need to do more of) is ask questions of your audience.
When you write an article, or produce a video or podcast make sure there’s some sort of call to action at the end….
That might just be for the reader to ask themselves a particular question although sometimes it might be to get in touch with a query….but try to use a call to action whenever appropriate.
So…how has taking this approach worked for me…
So, when I first started the business we built a portfolio of clients through traditional networking.
A few days every week I was attending networking events. But I was finding that although I was building some decent connections. A lot of the time, people were so busy worrying about their own pitch, or eating their breakfast, or chatting that they weren’t listening.
So one day, I thought that there might be a better way to do this and I started to write content for the business and spread it out over the web.
Now because of that we started get an audience, all of who were taken the time to read our content.
However I nearly gave up as the audience we had I could count on one hand!
But I persevered and carried on writing and we started to see the audience build from a handful to tens to hundreds until finally we now have thousands of people visiting our sites regularly every month, regularly appearances in the press and both corporate and individual clients us working to work with us.
So we know that social media if used correctly can be an incredibly powerful tool for our business.
Thanks for listening any questions.