3 steps to a successful social media campaign

By Greg Preite

Advisor Online Marketing


Social media can be used to generate leads, share useful information, build your firm's reputation, develop online credibility, increase Web traffic, and more. Here are three steps to a successful social media campaign.

1. Get specific about your goals: Knowing what you want is critical when determining which platforms are most important and how much time and effort needs to be invested. Unless you are fully educated and informed about social media, you'll likely need help deciding which direction is best for your firm. Beware of cookie-cutter approaches; no two financial firms are identical and likewise, neither are their social media needs.

2. Identify your target audience: You wouldn't shop for an engagement ring at a gas station or look for a suit and tie at the corner grocery store. Engaging in a social media campaign without a specific plan is similar to misguided shopping. Where you go and what you do depends entirely on who you are looking to attract. A precise discovery process is needed to properly determine the social media platforms that are most appropriate for your marketing strategy. Make sure you are consulting with experts who understand the different platforms available.

3. Consistency: A Facebook page that your firm has abandoned or seldom updates can be far more detrimental to your firm's reputation than not having one at all. A LinkedIn profile that is incomplete or incorrect serves no benefit and is likely a waste of time. Having a Twitter account but never following anyone results in a lack of credibility. The bottom line is that making the decision to embark on a social media campaign demands that your platforms and profiles are complete and consistently updated. It usually makes far more sense to outsource these tasks to expert content managers rather than trying to incorporate the task into your firm's already hectic schedule. You must ensure that your campaign gets the consistent attention it needs.

See also:

Where is social media marketing headed in 2014?

Jackpot! 3 extreme social media success stories

Top 50 social media terms all advisors should know