Marketing Corner – Maintaining Your Digital Presence
Maintaining Your Digital Presence
While there are many components of a good digital presence, many advisors simply build a decent looking website or claim their social media profiles and leave it at that. This is like buying a new sports car and leaving it in the driveway. To really get the most out of your company’s digital persona, you need to put a little time in. You might not be the most tech-focused agency, but investing a little bit of time on your digital presence can draw new consumers and have a positive impact to your overall business plan. Here are seven simple ways to stitch up your digital presence.
Complete Profiles and Update as Necessary
In a previous post, we discussed how you should claim your profiles on social media platforms like Facebook, Twitter, or LinkedIn. Building a profile goes beyond claiming your business name and slapping a company logo. For instance, within a business Facebook page, you have the opportunity to provide a business bio/mission statement, hours of operation, website links, directions, and calls-to-actions. There is also the ability to “verify” your business. Take a little bit of time to make your profile a complete as possible. As things change; maybe your business moves or has different hours of operation, update accordingly. Other platforms, may have more or may have less opportunities to provide supporting information about your business. Twitter for example, limits the details you can provide, while LinkedIn allows you to provide a great deal of information within your profile.
Completing your profiles also means that you should size and format supporting branding appropriately. Most platforms will tell you recommended sizes. A profile picture, even a good one, will not inspire confidence if it looks pixilated or overblown. Same goes for banner photos, backgrounds, avatars, etc.
Update Branding And Visual Collateral
Is it time for new headshots? Has your office been renovated? Are your logos and branding out-of-date? Updating your visual collateral can make your digital presence really shine. Just as you wouldn’t want to pass around a business card that follows the design ethos of the 1980s, you don’t want to have visual collateral that is outdated or otherwise skirts principles of good design.
Commit To A Regular Content Strategy
Content marketing is an effective way to engage with your clients and new prospects. (This article is itself is a piece of content marketing, meta!) Often agents will pursue this activity and then give up. There two important things to keep in mind with a content marketing strategy: create relevant content and commit to a regular schedule. Most agents can do the former but struggle with the latter. Fresh content is beneficial to you in many ways—it helps with ranking, allows you to address the various concerns and pain points your consumer base has, and demonstrates your expertise. Get in at the level that is appropriate for you, but stick with it.
Have A Process For Cross-Platform Coordination
Don’t just hide updates, links, or good content on your website’s blog or maroon it on a solo LinkedIn or Facebook post. Disseminate amongst your various platforms and profiles. This means having a process for shepherding content or updates through your digital portals. This can be as simple as using the cross-platform utility inherent in many of these platforms (the Tweet/FB share buttons on a LinkedIn post for instance). Or you may adjust the settings within a platform to automatically post on your other profiles. Or you may even use third-party software that helps you manage your social media.
Recognize The Limits, Styles, Purpose, and Functions of Each Platform
A long blog post is not a Tweet. A Tweet is not an in-depth breakdown of new social security changes. A casual Facebook post may not be appropriate for a LinkedIn status. Each digital platform, whether it’s your own website or a social media tool, will have its own unique features, style, and “visual grammar” and utility. You can coordinate pieces through your various digital portals (see point above), but consider how the post or update will mesh within the particular “language” of the platform.
Promote and Share Updates/Content Multiple Times
If you have a piece of content or an update you might share it through your digital platforms as discussed in point 4. However, you can push the same piece multiple times over a relevant timeframe. What’s a good frequency? That’s up to you. You certainly don’t want to overshare, and you especially don’t want to overshare the same status, update, or content. However, if the piece is still relevant and you feel there are portions of your audience that may have missed your news, it’s probably okay to share again to keep it floating in the feeds.
Boost Good Content And Events
Let’s say you have a great piece of content you are proud of. Or let’s say you have an upcoming seminar event that you are excited about. In addition to posting about it through your digital channels, put a little adspend together and promote it. Sponsored content can help you grow your audience reach and promoted events can help with attendance.
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