Year-end Social Media Primer for Agents & Advisors
Social media marketing is an often-covered topic here on Marketing Corner. And for good reason. The world of social media is fast-paced and always evolving with constant internal changes and shifts in user demographics.
Agents and advisors need to prioritize the social media aspects of their 2019 marketing plans. Below is a brief look at four of the most commonly used platforms and the value each carries.
Facebook is still the go-to platform for social media marketing. 2018 saw Facebook remove all “Partner Categories” from its ad targeting options. The move threw a wrench into the gears of many a business owner. Data gleaned from third-party vendors is no longer available when building a custom audience for ads and promoted posts. This includes income, tax bracket, and place of work. That said, Facebook still has a bigger user base than other platforms. And there are still plenty of ways left to reach those users. While you might need to get a little creative when targeting your ads, a strong Facebook presence is a vital part of any good marketing plan.
The social network for professionals is an absolute must for agents and advisors. According to LinkedIn’s Marketing Solutions Blog, the site hosts profiles for more than a half-billion users. Fortune 500 recently named LinkedIn as the most used social platform by companies. LinkedIn’s ad targeting options are more attractive to advisors trying to connect with those professionals. The platform uses detailed user info, such as their education, and job title to build custom audiences. To put it simply, LinkedIn is where the “big fish” swim.
Twitter isn’t as valuable as Facebook or LinkedIn for prospecting and conversion. However, the “microblogging” site can be great for brand awareness and consumer engagement. Many use it to share blog posts, articles, or other relevant content. Keep in mind that Twitter moves fast. Tweet strategically and use relevant hashtags to keep them from getting lost in the mix.
The jury is still out on the potential Instagram hold for agents and advisors. The Facebook-owned photo-sharing platform is more focused than ever on becoming a viable promotional tool for businesses. That said, Instagram users come for the visual aesthetic. Posts aren’t made to be text-heavy. And third-party software is needed to include clickable links. Additionally, Instagram has a younger audience than Facebook. Instagram overall probably isn’t the best place to find your target market.
Social Media Usage Stats
The following infographics reveal important details about social media usage. (Source: Pew Research Center.)