February 17th, 2017
Using social media to connect with customers and attract new ones is a standard business practice in today’s digital era, but not everyone understands the most effective way to put social media to work. Here are some basic social media tips designed specifically for mortgage and finance brokers, to help you take your first steps into the online world of posts, tweets and shares.
Where to start.
The first basic you need to master is choosing the social media platforms that are right for your business. For a mortgage and finance broker, the best social media platforms will be LinkedIn and Facebook as these are commonly used by people looking to connect with professionals and their services. If you are looking for a third option, Twitter is also a popular choice as it has a very wide audience.
It’s important to remember that no two social media platforms are the same. While they share many common elements, like news feeds, followers, friends, likes and shares, each platform has its own culture and talks to its audience in a different way. Take the time to familiarise yourself with the social media platforms you choose. Both LinkedIn and Facebook are ideal because they allow you to easily manage your relationship with your clients, as well as share valuable content so you can position yourself as a thought leader and industry expert.
Develop your social media voice.
You may be familiar with using social media to broadcast personal messages and stay in touch with family and friends. However, when you use social media for business purposes, you need to keep your posts relevant to your business’ audience. Most importantly, you should focus on making your posts valuable and interesting to your audience so they share them with others.
While millions of Australians engage with social media on their phones, tablets and laptops every day, their reasons for doing so are largely dedicated to entertainment, the location of services and social engagement. Always give them what they want and provide value and you’ll be much more interesting than the average broker! Sure, it’s fine to advertise products, offers and services sometimes, but the majority of your content should meet the basic expectations of the channel audience if you want them to keep coming back for more.
The best way to discover your social media voice is to spend some time on your social media pages engaging in conversations about mortgage and finance without promoting your business too heavily. Observe what key influencers talk about and the tone in which it’s communicated, then evolve your own messages in line with these trends.
Provide a healthy mix of content.
When we talk about ‘content’ we are referring to what you post on your social media pages. This can be just about anything – short comments or posts, infographics, photos, links to informative stories or articles, videos, memes, or your own outbound blog. Titbits that are easily shareable are a great place to start, but a healthy mix of different content will help to keep your audience engaged and interested.
Unique content that you prepare yourself is great and provides you with the opportunity to showcase your expertise and build trust with your audience. However, churning out lots of content can be a time consuming and expensive exercise, so do go for quality over quantity. Remember that your number one goal is to provide value to your audience, whether its entertainment value, valuable information or an opportunity to save money.
Save time by sharing valuable content from other sources (but remember to give the right attribution to the creator). It’s also a great idea to post links or quotes from trending news articles that are relevant to your audience – you can include government press releases, commentary from industry influencers and anything else your audience is likely to share. This will help to build your professional reputation and position you as being well connected in the mortgage and finance industry.
Stay on top of customer service.
Unlike other forms of advertising, social media is a two-way street. Remember, your audience goes online for social engagement and that means they want to talk with you! You can use social media to really connect with your audience and provide better customer service – answer questions, recommend solutions, respond to feedback and handle complaints.
Set aside a little time each day to personally engage with your audience on your social media sites. When first starting out, it’s a good idea to limit your social media presence to just one or two platforms so this task does not take up too much of your time.
Do I need a company or personal LinkedIn profile?
The answer is both! A company page is the voice of your business, while your personal page allows you to highlight your personal expertise and connect with other professionals in your industry.
In order to set up your LinkedIn company page, you must first have an active personal page with a minimum profile strength of ‘intermediate’. You should also have your company listed in your current experience and a unique domain name for your business. For more information, take a look at our article How to Set Up a Company Page on LinkedIn.
Go big or go home!
If you are looking to use social media to market your business, it’s important to commit yourself to making regular posts and engaging with your audience consistently. Taking a half-hearted approach could make you appear less committed than your competitors and actually do damage to your professional reputation. Remember, social media is a learning experience. Observe and evolve and you’ll soon be confident enough when broadcasting your voice to become recognised as an authority in the mortgage broking business in no time!
Connective brokers enjoy support for their social media and content marketing efforts by subscribing to My Marketing and Connective Socialise. Click here to find out how we can help you succeed, simply get in touch today. If you’re already a Connective member and want to know more, just have a chat with your local Broker Support Manager – they’ll be happy to help