Facebook marketing for financial advisors is the new frontier. Here are 5 tips that will help you rock your next Facebook Live (or host your first one)!
There are more than two billion monthly active users on Facebook.
That’s just one of many eye-popping statistics about the popular platform, according to statisa.com. And business owners who are using Facebook Live broadcasts strategically are winning greater visibility and more clients. Facebook marketing for financial advisors is something worth exploring, especially now that the Facebook algorithm is boosting live videos.
Why should advisors use Facebook Live?
Your personal Facebook page is filled with warm leads. Going live can help you stand out from the crowd, build relationships, and turn those leads into clients. If you observe those who host successful Facebook Live broadcasts, you will notice that most of them do three things. They offer high value, create engaging content specific to their target audience, and do Facebook Live broadcasts consistently.
If this post is giving you a bit of anxiety, I get that, too.
Facebook Live can be scary. Pre-recorded videos feel safer. You can do multiple takes, and if you fumble your words or say something not-so-perfect, you can simply edit it out. There’s comfort in being able to press “re-do” until you’ve captured the video exactly the way you like it.
With live videos, you’re more vulnerable.
But here’s the truth. Viewers enjoy engaging directly with you as you’re speaking to them. By providing this “live in the moment” factor, you’re building added excitement for your audience. You are also drawing more eyeballs to your other posts while improving audience engagement.
Yes, live streams tend to lead to higher engagement levels than pre-recorded Facebook videos!
Ready to go Live?
Here are a few tips that will help you prepare.
Think about the focus of your Facebook live. What’s the main point you want to get across to the audience today?
Create an engaging title.
Think of a title that reflects your focus of choice for the day. When appropriate, sprinkle in your personality. Here are a few ideas: ask a question in the title, provide a stat and why you’re diving into it today, mention you’ve got a free giveaway coming up in the live. You might also try this helpful formula: share (insert number) of your best tips on how to (insert topic) so people can (insert result), etc.
Open with small talk.
When you start a Facebook Live broadcast, wait a few minutes before discussing the meat of your content. This provides time for people to see that you’re live — and allows more viewers to join the conversation. Start engaging with small talk (i.e. ask people if they can hear you OK, say hello, ask them to post the city they’re chiming in from, talk about the weather, reflect on what your morning was like, why you’re going live more these days…) Remember, creating this period of ‘small talk’ gives people the time to actually see the ‘live’ happening in their Facebook feed. So, you aren’t just stalling — you are giving your audience a chance to join and get the value.
When possible, post on Facebook that you’ll be going live in advance. “At 3PM EST today, I will show you (this and that),” or “Tomorrow at noon, I will break down (insert topic),” are just two ways to do it.
Know your environment.
Pay attention to your surroundings. Choose your background wisely — and remove things and sounds that may be distracting. On the other hand, if there’s an obvious distraction that you can’t get rid of, get creative, create an analogy, and USE the distraction to help you make your point. In other words, don’t just pretend the elephant isn’t in the room! Use it — or simply laugh it off and enjoy your audience having fun with you.
Would you like more ideas to boost engagement on Facebook Live?
Here we go!
Reveal that you invest in your own growth. If you’re at a conference or a seminar as an attendee, let people know beforehand that you’ll be there and why. Then, do a Facebook Live showing them a cool aspect of the event.
Change the scene. Switch up your surroundings, if you’re always going live in an office, try going live at a park. Point out something that caught your eye.
Showcase that you are different. Explain to the audience how you’re different compared to others in your industry. What’s your philosophy? Why do some clients stay with you for years? What’s your enrollment process like? Do you only work in one niche? Reveal why you made that decision and how it adds value for your clients.
Get personal. Show your audience something that’s personal. Offer some insight into who you are. For example, you might share that your daily routine involves a morning walk by taking your audience with you. Explain how this environment keeps you focused and reduces your stress running your business, or share a relevant insight that has recently occurred to you while on that walk.
Give something away during a Facebook Live broadcast. Consider creating a “5-day free giveaway challenge.” Focus on a theme that would help your audience achieve their goals. Provide one or two major tips to help them break through their roadblock each day. Then, announce the item you will give away in the middle or towards the end of the live stream. Reward one person who could recall the quote/book/piece of advice you mentioned at the beginning of the live stream!
Now that you’ve got some tips to get going and engage with your audience, feel free to go live this week and start building momentum!
And remember, when in doubt, you can always click DELETE later!
Bofta Yimam is an Emmy® & Edward R. Murrow Award-Winning Journalist, Former TV Anchor, Media Personality, International Speaker and Executive Coach. She can help you craft and syndicate your compelling signature talk and message, so you can deliver with power, deeply connect with your audience, establish authority, and create high impact — from the stage to online platforms. Bofta offers customized corporate training and private coaching on public speaking, visibility, and branding.