How financial advisors can use Facebook to increase client engagement.

How financial advisors can use Facebook to increase client engagement.

If you are a financial advisor wanting to build lasting relationships, engage with people that matter most to you and to your business, then Facebook can be used as a great tool to truly engage in ongoing conversations, and to increase client engagement.

It is an easy and a fun way to build a community of your most loyal fans and clients.

When you hear of astounding statistics like Facebook having over 1 billion users, you want to be visible where your clients are, and where your clients are spending their time.

So, build your presence, build your reputation, and start talking about your ‘story’.

Your ‘story’ about how you are changing people’s lives everyday, how your advice has helped people retire with the lifestyle they’ve yearned for, how your advice has enabled young families to purchase their very own home.

Imagine if you could talk about how you inspire people to achieve their financial dreams, and imagine how easy it would be for your clients to share this story with their own friends and families.

Even if you have a website, Facebook is the most widely used social platform for people to talk, connect, chat, learn, participate and most importantly, share, refer and recommend what they like to friends, family and social connections. This is powerful networking your fans and clients are actively doing on your behalf. It is like having a network of your own business ambassadors working for you 24/7.

I don’t feel comfortable using my personal Facebook profile with my clients?

Many people stay away from having a Facebook page for their business because they don’t want to ‘Friend’ clients or receive friend requests from clients, and feel obliged to confirm them as friends.

Your personal profile is to showcase you as a human being, and to highlight interests or passions others might share as well. It is the personality of you, the advisor shining through.

The way you build relationships is to start off with a common thread. This could be a love of wine, playing an instrument, playing golf or running a marathon. Whatever your interests, your clients have similar interests that may connect you together, and this could be the beginning of a relationship that could evolve into a business relationship.

Don’t forget, you control your personal profile on Facebook, and you decide with whom you want to connect with. On top of this, your privacy settings allows you to determine how visible you want to be, and with whom you share your posts with. I have set upCustom Lists, and have segmented my Friends into different lists. With Custom Lists, I can control with whom I share funny or silly photos with, and restrict sharing of photos to just family for family events and family photos. You are in control of what you want to share and with whom!

Why should I have a Facebook Business Page for my financial services practice?

Giving advice to people is a relationship centric service.

A relationship based services business requires regular contact, communication and engagement. Having a Facebook Page is like having an online communication tool that acts as a conversation tool.

It allows for two-way conversations, and not just information overload from you to your clients. It is a great ‘meeting place’ for clients to interact and ask questions as well as a great way for your clients to invite their friends, family and other social connections to Like your page, and become a Fan. This Fan may tip over to being a client as they get to understand more about financial planning and the impact it is having on their friends who already are clients of your practice.

How can I build lasting relationships and engage my clients on my Facebook page?

Think of your Facebook Page as a Discussion Board, a Q & A Forum, a FAQ page or a Client Education page. It is a ‘community’ for your clients to belong to, to share questions, to get informed and educated, and to get connected with other clients like a social networking event.

Once you set up a page, you want to build your Facebook Page with your clients and Fans. There are a number of ways you can do this.

1. You should be the first person to Like your Page. You need to be the ambassador of your own Page first so others can follow.

2. Ask your staff, team members and their friends to Like your page.

3. Invite your Facebook friends by sharing your Page.

4. Invite your clients, industry contacts, colleagues or other professionals to Like your page by sending them an email or by sharing your Page.

5. Ensure to amplify your Facebook Page via business email signatures.

6. If you have a website, place a Like our Page icon to further promote your page.

7. Share your Page across any other social networks.

8. Actively post and manage your page regularly using a Content Strategy.

I hope you have the inspiration to use social engagement tools like Facebook to connect more with your clients, and make it easy for people to reach out to you.

Related Video: How to Build your Facebook Page Audience?

Related Post: 6 Reasons for Financial Service Professionals to Use Facebook

Download: 5 Ways to Get Your Facebook Noticed


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About the Author:

Jenny Lee-Koksal
Freelance Digital Marketer - Love all things DIGIAL | ONLINE | SOCIAL. I currently help Australian small businesses and solo entrepreneurs who understand the need to go digital but simply lack the time and the knowledge to do so. I become part of your business and assist where I can with your digital marketing needs.

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