Okay. We are gonna go ahead and get started, and this session is all about the five reasons you’re not getting any results on social media and how to fix it. I would love to know in the chat if you heard about this session, from social media.
We’re always interested to hear how people heard about it. Email is still for invitations like these, the number one place that we hear people, that the conversion is the highest. Right? But we’d love to know if anyone did hear about it from other social. So let us know.
Okay.
So just to start off, for those of you who may not be familiar with FMG, we are the only all in one compliant marketing solution for financial advisers. Every year, we win awards, which we’re so proud of, for being the number one, in advisor software surveys as, you know, the number one digital marketing provider or practice management solution provider for the year. And Susan and I love hearing the feedback from all of you that you love that we do sessions like this to just help you amplify your marketing and give you real world tips. So whether you’re a first time person joining us or have come to many, welcome. We’re so glad you’re here.
Alright.
Wonderful. And we just have to mention some of the things that we do. Again, for anyone who’s new, we offer beautiful websites that are so easy to update, and we’ll help you be found, you know, share your marketing and your messaging. The automated campaigns, we’re gonna talk about some of that today, specifically the social media campaigns that we can run for you. But we also do amazing things for your email and keeping in touch with both current prospects and clients, and we have award winning support. So if you’re interested in learning more about FMG, we will give you all of the ways to get in touch with us.
But that’s just a little bit more about us and how we work with advisers like you.
But let’s That’s this.
We got the the housekeeping. Yes. You will get a presentation. You’ll get a copy of the slides and a recording afterwards. So if you miss anything, we talk too fast, it’ll all be there.
Oh, yes. And I we should mention, Susan and I both run are on the marketing team. Susan, you wanna introduce yourself, I guess, because we do have some newbies here.
Oh, Susan Theater, and I’m the chief marketing officer of FMG.
Yes. And I’m Samantha Russell, the chief evangelist. And, yes, we are best friends and love working together.
Yay.
Okay. So let’s just go through the five mistakes, and this applies to all social platforms, and then we’ll dive into more platform specific. And so many of you submitted, I don’t know if you saw, Susan, some amazing questions.
Yes. No. Too many. Like, we could basically have made the webinar out of answering the questions. So we are going to try to thank you for everybody that submitted those. We tried to aggregate them and categorize them, and we’re gonna try to hit as many of them as possible.
Yeah. And we really love to go into the platform, so we’re gonna do that. We’re gonna go into LinkedIn, in the Instagram, into the FMG dashboard and show you a lot, but we can’t help ourselves. We love to give away slides that you can save and have for later.
So just like this one today. So the first one, the first biggest mistake we see people making all the time is not knowing how to hook the audience. Right? So, Susan, we talk about this all the time.
The hook is really that first line of your social post that someone is standing in front of. I like to think of it as a gate, and it determines whether or not they’re gonna open the gate and keep reading, keep scrolling. Right? And so these are just some of the buckets that I like to think about when I’m crafting content is, can I ask a question?
Can I play on people’s curiosity? Or can I help them solve a problem in order to write that great first hook? And these are just obviously, kinda templates, but you could use this for all kinds of content.
The main thing you don’t wanna do is just say, check out my blog post. Yep. Because that is not a hook. That’s all about you, and it doesn’t make it about them, and it doesn’t intrigue them to want to keep reading.
And I think this is I honestly for me, I think this is the hardest part of the post and the most critical, and I don’t know anybody that does a better job of it than you, Sam. It is it’s an art, but I will say that, you know, the AI platforms, you know, whether it’s chat, cloud, perplexity, whatever, it is helpful. I mean, I don’t think they nail it all the time, but sometimes when I’m when I’m posting myself, I will say, this is the kind of you know, I wanna talk about this. Give me ten hooks that would be really interesting.
What do you think? Sometimes I’ll use a stat, like, something really surprising that’s, you know, a a stat to hook them in. But a lot of these are questions. Like, this might shock you as a great, like, intro to a stat.
Right?
Yes. This might shock you. Exactly. I think the idea is, the intrigue, the curiosity, and then also, you know, people want to feel like social media is a conversation, not a monologue.
So when you’re, you know, saying, are you struggling with this? Or if this is the way you’re gonna you know, this will change the way you think about this or this might shock you, it’s kind of inviting that conversation to start because people will say, you know, I think I just posted something the other day, and I said, am I the only one who’s just learning this? You know, people want to comment and write back. So tell us in the chat, do you struggle with writing hooks, or what is one of the biggest struggles for you with social?
And, maybe, like, a fun, you know, tactic you could do is to go back and look at one of your more recent posts. And could you change the first line of the post to use one of these hooks? Try reposting it. Tag me and Susan in it. We’d love to comment and see, and we’ll see if we can get higher engagement just by changing one of these hooks.
I think that I I actually this slide might be one of the best.
I actually I’m seeing this for the first time. Don’t tell anybody. But, this is a new slide. We have never used this one before as far as I know.
This is a gold. So, I mean, I’m literally gonna print this and leverage it, so everybody should do the same.
Yes. So this is interesting. Kelly said for a firm account, many of these feel too personal, and I think that’s feedback.
However, you could change a lot of the I to we. Right? So, instead of what if I told you, what if we told you? Right? You could and, obviously, you wanna keep it within your firm voice. The other thing to remember is that the most engagement will come from personal pages, not business pages.
I was gonna say that was one of the I would you know, if we had to bucket the, you know, the questions that we got pre webinar, there were a lot around business versus personal page. That might be an interesting segue. Just what is your you know, what are your thoughts on business versus personal?
Yes. So, actually, this is a good chance for us to let’s escape out of here. Can you still see my whole, screen here, Susan? Yep.
Okay. So, right, if we go into FMG versus Samantha Russell’s pages, Of course, we wanna have both. Right? So if somebody’s searching FMG, we want them to land on this page, and you’re gonna see the type of content that we have down here.
Right? You can see all the like, our market volatility kit, which, by the way, if you haven’t downloaded that, you’re missing out. Yeah. Great great info there.
So you can see all these different posts, and they do have a certain aesthetic. They’re not just plastered pictures of of certain people. They’re, you know, all different info. So here’s an example of one on AEO where it’s coming from the business page, but it’s using some of my tips for how to be to be seen more.
Right? And so we’re using it to be more of a carousel, but it really matches our brand, our logo. It’s very professional. When I did the same when I did a similar post about AEO, I could write it very differently because it’s coming from my page.
So I’ll just show you this one. So here is one that I did, and it’s the difference between SEO and AEO.
Forget SEO. Your business is invisible without AEO. We wanna talk like that from the FMG account, but I can talk like that from my account. So you do need to have both. Be prepared that your personal whoever is writing the personal post from your company or sharing those, they will always get more engagement than the firm ones. They do.
And I think, you know, just to elaborate a little bit more to be more prescriptive, if, you know, if you struggle with just having the time and resources to do both, the personal pay you have to have you know, you need to have that business profile, but you should spend more of your time on the personal page. You should be posting on the personal page, and part of your business page strategy can be sharing what you post on your personal page with just a little bit of a an intro to it. So and you could do the same where you share something that’s on your business page, on your personal. But I I think if you if we had to give them you know, if you don’t have time to do both super well, really focus on that personal page and then share those things on your business page.
Great point. Yeah. Because you can always, again, right, you can, from the company page, reshare or repost anybody else’s, content.
Alright. Keep the questions coming. I love it. You guys are awesome. Alright. The second mistake is really we call it the eighty twenty rule, but, really, what it’s all about is engagement.
So you can work with a firm like FMG. You can outsource to an source to an individual person and have them, you know, create all kinds of content for you. We think it’s much better to hire us and, you know, much more economical. But we can create the very best content in the world for you, but you’re it will only go so far if you do not engage with other accounts.
And this is the thing is that this is the part that you can’t really outsource to another company, another person outside your business. You could have someone internally on your team that really knows the business, knows who those, you know, primary connections are. But, really, for every one thing you’re posting, so if you’re posting once a day, then you need to be engaging, leaving comments on five other people’s posts. And I have heard over the years as we’ve taught this, Susan, from so many people who said, I just wasn’t growing. I wasn’t seeing any results, and I started doing this, and this was the game changing thing.
Yeah. Totally. And this actually this was one of the questions. This relates to one of the questions we got from a lot of people, which is, how do I get my post seen by more people?
And it won’t be seen by more people unless you are connected to more people, and, also, the algorithm is looking to see whether you are engaging. And I love the tip that you give where if you engage with, let’s say, five people in the thirty minutes prior to posting, it will boost your post much more than if you just come in cold and post it. Sometimes I need to remember that one. But it really is this you know, success is completely dependent upon, yes, your content, but, b, growing your network.
And we’ll talk about making connections, which is another common question, but also engaging being part of a conversation on the platform.
I love that. And, actually, you might not know, but on LinkedIn, they specifically make it easy. We’ll talk about Instagram and some of the other platforms too. But if you go to your page and under here under analytics, if you click show all analytics, I’m doing bad.
I just got back from Ireland, and I have been out out of Oh, yeah.
Terrible. But you can see all the post impressions.
But look at the week the weekly sharing tracker. I love this. So it will tell you how many posts you’ve done and how many comments. So you can see your ratio here. So I normally have, like, fifty comments and three posts.
So go back and show show the click path to getting to that again.
Oh, sure. Okay. So you’re just gonna go to your own LinkedIn page. And then here under this analytics section, you’re gonna click show all analytics, and that is gonna give you this little tracker.
There’s your report card. One post, three comments. Sam’s getting an eighty.
I am getting an f today, but I bet you by the end of the day, I’ll be back to my a plus everyone.
So We have a question whether you could delegate this to an assistant or somebody else. And is have we ever heard of that? And I think absolutely to some degree. Right?
I think the main thing is that that person needs to be embedded in the business enough to know what to look for. So one of our tips is you don’t wanna just be commenting on just any old person. Right? So we could go into my feed here, and I could leave a comment on Derek’s, and that’s great.
But I really let’s say I am a financial adviser, and I wanna work with more physicians. Right? I wanna specifically maybe work with physicians at the Mayo Clinic. It’s gonna be a lot better for me to come in and look at the Mayo Clinic, look at who works there.
Right? So we can see the people that are working at this, place. I can even look at my connections that already work there, and I can see all the people I’m connected to that work at the clinic and go and leave comments on their post because they’re gonna be connected with those doctors and physicians I wanna connect with.
So I think as long as that person that you’re delegating it to can be strategic about who they’re choosing to interact with, it can one hundred percent be outsourced.
And I think one thing you just did here that I don’t think most people do is you’re seeking out who to comment on. You’re not just looking in your feed and saying, oh, Derek posted again. You’re already super connected with Derek, and that’s all good, but that’s not gonna grow your business. It’s actually having an intentional strategy around who you want to grow your network with. We also talk about advisers that have grown their network with other advisers. So their followers are all their peers, you know, that they see at their, you know, broker dealer conference or or at a industry conference. That’s not gonna help you.
It’s it it’s because that’s happened unintentionally. But Yes. Taking time to think about where do I wanna grow my connections and then going into LinkedIn and finding those people and then commenting on them, it might feel kinda uncomfortable because you don’t even know them. They might be second connections.
But we, like, we just need you to trust that you can literally become friends with somebody just by commenting on their posts a couple times. They will feel like they know you. You send them a message in LinkedIn, and you’ll have a meeting.
So just to kinda show that strategy in action, Alan Smith is a friend of become a friend of mine through LinkedIn. He’s based in London. And so when I was thinking, okay. I’m coming to London.
I wanna connect with a lot more financial advisors in London. If I just come here to his connections, I can click on that, and I can see I can filter and say I only wanna see his second degree connections. I don’t wanna see anybody that’s first degree with me because I’m already connected with them. I only wanna look at his connections that are my second degree, and then I can start looking and saying, okay.
Who are some of these folks? Click on their picture, look at what they do, and then I can look at some of their most recent posts and go in and leave a comment. Right? So now if Richard sees that I leave a comment, he’s gonna say, who’s Samantha Russell?
Oh, we’re both con she’s connected with Alan Smith. And you start to create all these, thread lines. Right? You don’t want your comment to be a sales pitch.
It should be adding to the conversation, but that is really how you grow your network strategically.
Yeah. And, you know, not everybody so let’s say you take your top ten ideal clients, and you click on their profile. You see the shared connections. You go through. You look at some of their second connections.
You know, there’s probably a good chance that fifty percent or more don’t even post. So you’ve also gotta find the ones that are posting. It takes a little bit of hunting, but it pays off big time. I mean, it is it would take you, I bet, like, two or three comment. Like, let’s say they they’re posting every other week or something. If you comment on three of their posts and then message them, I would be I would bet that they would take a call.
So, like, for instance, this gentleman, Sterling, I’ve never met him. I don’t know him. But Susan and I just went to a Barron’s event in Florida. So I could say, sounds like a great panel.
I just attended at, you know, a Barron’s event for the first time myself, and it was such a great event. Can’t wait to hear how it goes. Right? Something very simple, but yet making those connections.
Yep.
And so that’s how to do it strategically.
Got a quick question if Facebook is very different, which I would say, yes. It is.
Yes. It it one hundred percent is. I mean, the thing about LinkedIn that makes it so uniquely suited for this particular type of activity is the filtering by job title, description, location. You know, within Facebook, you can certainly search for all financial advisers and even financial advisers in a specific area, but you’ll find a lot more business pages than personal pages.
But they wouldn’t be searching for financial advisers. It’d be, you know, like I don’t know that it I don’t I don’t think they’re that analogous. And I I think it might be worth us. We could, you know, put a pin in it. Maybe we do a a webinar on Facebook because we do tons on LinkedIn.
But there is definitely a strategy on I and I have some slides in here today.
I’m hopeful we’ll get to them at the end about using utilizing I think Facebook is so great if you’re tapping into your local community. So I have some info on how to do that specifically. Not as good if you are niching down across the country.
Totally.
So okay.
And that’s something you’re It’s much harder to talk business on Facebook.
I think it can be. Yeah. I think you’re right. Okay. Let’s keep going through these mistakes.
You guys have amazing questions and feedback. So the third one is that you don’t use the what’s in it for me mindset when deciding what to post. So, really, you wanna constantly ask yourself, why should someone care about this? Right?
If you’re targeting young families and you’re posting a bunch of Social Security content, well, that is a long way off in the distant topic for them, and they are just not gonna care at the moment. Right?
This is a great example of one that I do think, like, we work with a ton of, obviously, financial advisors, insurance professionals, people that are trying to grow, and email is a big one. And so one simple change that can double your email open rate.
That is something people wanna know. Okay. What’s the tip? Right? So if there’s something that you can share that is going that people scrolling are gonna stop and say, yes.
This is interesting to me. And so you need to know your audience. In our FMG library, which I’m gonna show you in a minute, we have so many different types of content that you can pick and choose depending on your audience, but it’s really crucial that you know your audience and what they will particularly be interested in so that you can choose those right pieces for them.
You know what? I’m just thinking I just remembered it. It is small because we have some people commenting on it. You know, I really wanna market in my community.
Small business week is, I think, the first week in May. Let me kinda get the dates up. But we that is something that could give you an opportunity to, like, reach out, like, find the small business owners in your community or small businesses, find the people so you could look up the company, then you could look up the people, and, you know, play off small business week and create connections. And, you know, these people could be people you do events with if they have a, you know, a company that does something that plays into either hosting an event or being a thought leader.
Action.
There’s an adviser that I know. I can’t think of who it is off the top of my head, but they do a thing where every Friday on Facebook, they round up what’s happening in the local community, and they make, like, a little image in Canva, like, five free things happening this weekend, and then they tag the local businesses. And that always performs so well for them.
For sure. And that’s a lot of work, but you could do that every month. I mean, there’s so many ideas.
But Yep.
So just to, you know, to point out that you when you come in, to the library, you can search by different keywords and find, you know, so many different types of posts. So this is one retirement strategies for small business owners. It’s a sequence. So, excuse me, every so often, you can see, like, delay five days, a new image will come up.
The images are already created for you. You can go in and add your own logo logo because we have an integration with Canva, or you can leave it as is. It’s really up to you. But so depending on what it is that you are looking for, you can search the content library for those different keywords, again, to be hyper specific for your audience.
Okay. There’s a quick question. Like, should I un I don’t even know if you can unconnect. I haven’t never done that. But can you should you unconnect with disconnect with other financial advisers if that’s how you you know, if a lot of your connections are, and I don’t think so. Just try to build from there.
Yeah. I don’t think so either. Because remember, what the algorithm is doing, it’s constantly looking at your own activity. So right now, I am getting a ton of activity of people who live in the UK because I have been strategic about connecting with people there.
If you all of a sudden really start focusing on, you know, talking with all of the small business owners in Philadelphia, you’re gonna get a ton of content in your feed from those folks, and they’re gonna see your content. So it’s really all based off your actions, not your connections. Because think of it. Like, I have forty four thousand followers.
Right? So of those forty four thousand, LinkedIn has no idea whose stuff to show me and what to to show, like, who’s who they show my stuff to. Right? So it’s constantly looking at what am I interested in and what am I taking time to dwell on and leave comments on.
That’s the indicators it’s paying attention to. So you do not need to disconnect from people. You just need to tell the algorithm what you’re interested in by, you know, searching for those things and commenting on those folks.
Oh, awesome. One of the tips I know you’ve given that I think is great is when right after somebody accepts your connection request is the the highest chance that they’re gonna see your content in the next couple days. So you have, like, a good post that you’re excited to post. You’re like, alright. This is a good one. Make sure that you connect with send out connection requests to some, you know, whatever your top target audience is, and that, you know, is almost like increasing your odds exponentially that they will see that content. Obviously, not everybody’s in LinkedIn every day accepting connection requests, but you might wanna think about that the next time you’ve got a good one.
That’s such a good point. So all the folks here who are listening in, hello, you’re you’re sending me connection requests. If I go in and accept all of these, the next thing I post, you’re almost guaranteed it will be in your feed.
So questions if the FMG library is available to all.
So if you are a customer of FMG, we have three tiers. There’s, our essential marketing, our premium marketing, and then our do it for me. There is a there is an option where we do it for you. And each of those has its own has a you know, so the essential is library a, premium adds more to it, and then diffim adds more to it.
Yep. And if you’re not sure which one you’re in, you can reach out, and we’ll help you Yes. That out. For sure.
Sorry. I didn’t understand the question. If they meant, like, everyone on the call, yeah. Got it.
Okay. Let’s keep going. So another mistake. I’m not gonna spend too much time on this. You probably heard this before, and we’ve talked about it. But I just was at this conference, like I mentioned, in Ireland, and someone said, you know, I agree with everything you say except for one thing. I don’t believe personal posts belong in LinkedIn.
And I said that, you know, thank you for your opinion, and I totally understand. And if it’s not for you, it’s not for you. But just know that just because it’s your opinion and you don’t feel comfortable with it, doesn’t mean it’s correct.
I have Sam, when you look at all your posts, which ones have performed the right?
And when I look at all the advisers we talk to and work with, consistently, hands down, if you figure out a way to incorporate personal details into your post, those ones will perform best.
It’s not an personal photos.
You know? Personal photos. Oh. Like, what I love is, you know, for do it for me, Sam and I actually map out the content calendar for the month, and we write the social post.
We expect and hope that the adviser will tweak it just a little bit. But, especially, we want them to tweak the picture, and our most successful advisers are finding a way. Like, let’s say, it’s a post about graduation.
Even if they don’t have a child that’s graduating, they find a picture from the past. Like, if they had a child graduate from, you know, high school five years ago, they still use that, and then the post gets so much more engagement. So you can be creative. And, again, you could ask AI. Like, I wanna post about this and and use a personal picture. Give me some ideas of pictures that could work because it can be metaphoric too.
I was just gonna say so for instance, here’s our do it for me calendar. So, again, this program is we’re looking at what if we were running a financial planning business, what would we send out to clients and prospects, the blog post we would add, the social media post we would share, and the emails that would we would send. And we map it all out, and you’re paired with the concierge who will execute it for you.
But Oh, you know what?
Because somebody just said my best post have been nothing to do with business or business market. You’ll see it, and you could show some of these, like the one you just hovered over. Like, I I particularly look for things that are tangentially related to financial. So, like, there’s this one in this calendar. I think there’s also one about, you know, buy or rent a second home.
I think there’s one I talked about, maximizing points because Sam and I are, like, Sam’s taught me so much about how to leverage frequent flyer points and things like that.
The things that are on the minds of your clients that, you know, relate to their well-being broadly and Yeah. You know, identity theft, etcetera.
And what I was gonna say is, so for something like this, here’s a great example. Right? This is my how my marketer brain works. You could share a picture of your family and say, here’s how much Americans think they need to be rich. Talk all about it at the end and say, but you know what? I’m already the richest person alive because of these three people.
Children. Yeah.
You know? And it it can be so you know, it does not need to be related even to the thing at hand. Now if you don’t wanna share personal photos of your family, that’s okay.
There it could be a picture of you running a marathon, and you could be talking about saving for, you know, retirement and how it’s a long game and it’s not the you know, there’s so many What about that the guy that was at a baseball game with his son, and he used it to talk about how he just won an award?
Yes. Exactly. Exactly. This one here, Emily’s talking about how do you feel she’s talking about, like, delayed gratification and, you know, just the idea of when you pay things off and, like, money goals. And so she she’s got a picture of her kid because they went to Disney, and it’s a big expense. So, again, we’re not gonna harp on it too much, but just know that the more you can incorporate that personal storytelling, personal photos into your social media, the more connections you will make, the more people will remember you, and the more it will work because that’s what we’re looking for online.
And for those that like a formula, not that everything is formulaic, but when we write diff you know, our do it for me post, I’m thinking generally about, you know, thirty percent financial planning topics, thirty percent sort of tangential relate to financial but more human interest, and then, you know, thirty percent, you know, it’s national pet month and add a picture of your pet.
Love it. I love it. And this is sort of our it is. Yeah. Playbook here.
I just skipped ahead to that one. And whenever you can ask a question to get the comments going, that’s also a really good tip, to, you know, get people to start engaging, and make it just a little bit easier for them to reply and to get those comments going because comments really are the currency on all these social media platforms. I think we skipped, though, mistake number five. I just wanna go back to that really fast, which is you’re not not knowing which platform or strategies to use to target your audience.
So I just listed out That’s a good one.
Because they’re the most, the most often used for the advisers we work with. So LinkedIn, we talk about a lot. It really is great for mass affluent, high net worth, anyone who is actively working, and not retired, right, or still in high school. Everybody in between. So it’s great for a massive swap of the population.
Instagram is really great for twenty five to now up to fifty five year olds, especially women and the mass affluent. So they’re seeing adoption of older generations by every month getting older generations by every month getting higher and higher, especially as grandparents join because their children are posting photos of their babies and not posting them over to Facebook like they used to. So they’re joining there. This is an example of a post that works really well on Instagram that I would not post anywhere else. Right? So Instagram has its own flavor, a little bit more cheeky, I would say, than you could be other places.
We got a couple questions that I think are worth answering. Okay. YouTube, I’m just gonna run them out, and we can just go in different art. What about YouTube?
Do we have anything that supports Canada? And then another about, you know, the call to action buttons in a post, which I I think we wanna steer you. I’ll start with that one. You know, click here for financial plan in a post is too salesy.
That’s too what’s about what’s in it for you. Right. The the question that Sam’s suggesting you ask is about the post. Like, what do you think about the post?
You know, what’s your favorite, you know, type of ice cream, or what do you think about this new legislation that’s impacting, you know, the Secure Act? It’s not the place where you’re asking for a meeting or to do a financial plan. That’s further down the funnel when you get them to your website, and ways to convert there. So that’s that.
But YouTube and Canada, what do you think?
Okay. Yes. And I just put an example here of, like, how you could ask a question to get the comments going.
So with, YouTube, I’m a massive fan of YouTube. I think the, you know, video is just amazing for so many different reasons. One of them being that you can constantly, you know, let someone hear your face Hear your face? Hear your face.
Hear your voice. Oh my lord. See your face, and it just it kind of breaks through that wall. I do get that not every firm feels comfortable making video.
But if you do have someone that can make video, you can repurpose in so many places. Right? So, actually, I’ll just skip ahead and show a slide. But, you know, you could have one video and you post it to YouTube Shorts, to Instagram Reels, to LinkedIn.
So, you know, video if you’re already making video, I guess, the way my I would answer the question is if you’re already making video, it would be a criminal not to be posting it to YouTube as well. Like, you’re already doing it. Go ahead and Totally.
Okay. Middle.
What about oh, Canada.
Does SMG provide real content?
We do. We do.
That’s new. Yes. It is new. It is.
Here’s, just a I could not get when I was trying to make this slideshow, this to work, where I could get the GIF in here, but this is just a still from this video. So I will show you how to do it, but we do provide, these already done for you videos that look amazing that, again, you can edit in Canva if you want. So if you wanted this to not be b roll of other people, you wanted it to be your face talking, you could create the video, add it in here. If you wanted it to be add your logo to the bottom, this has a voice over of somebody that we’ve hired to do a voice over for The Real. But if you wanted to make it your voice, we give you the script so that you could record it. And I don’t know if any of you have ever made a video on LinkedIn I’m sorry. In Instagram.
It’s so easy. You hit the microphone record button. You hold the phone up to your mouth, and you say it. It’s very easy to do. And so we have all the instructions to make this happen. I will say for a lot of you, you would you know, you wanna go through the instructions.
If you’ve never done it before, it’s not, as It’s not, you know, one, two, three. But It’s not as simple as just pulling up your phone and recording it.
Right? Because we’re adding it to the reel we’ve already made. But if you wanted to post this reel as is, it’s professional looking. It’s already completely done. It’s beautiful. You could just add your logo. You don’t need to put your face on this.
Let me just doing something is way better than doing nothing. So I I hear some advisers are like, you know, I can’t get it perfect, so I’m not doing it.
But so you’re not doing anything. And I I just can’t encourage you enough. Just being out there is is so much better. And then as you do it, you will start engaging more and actually probably feeling better about doing it more and customizing it, but don’t let perfection get in the way of action. And one other quick little question that I think might be kind of nagging at a lot of people is I’m nervous about negative comments.
And I, obviously, can’t guarantee anything. That’s like a net you can’t use that word in our industry, but I don’t think I would bet you that you will never get a negative comment. I’ve never if anything, everybody’s kinda fake and saying positive, positive, flowy things. But don’t worry Again, don’t not do it because you’re worried somebody would say something negative. I I just I think people, if they don’t have something nice to say, don’t say anything.
I mean, and if they do, like, who cares? Like, do you care about their opinion? I mean Yes. Yes. Are gonna say the negative comments are not gonna be your clients or prospects that you actually want that you work with already or want to work with. I mean Oh, no.
Deepak and debunk the fear. It’s the I mean, if you ever seen somebody do a negative well, I mean, if you ask something controversial or you get into politics, then you’re opening the door for that. I wouldn’t go there.
But if you’re sharing, you know, valuable tips about something, nobody is going to go into it.
I’ve gotten, people who’ve said like, I remember one time I posted something and someone wrote, you know, you should fix your teeth before you record another video. Like, just so horrible.
But somebody I don’t know, who cares what they think? And, you know, have you ever heard that, saying where it’s like, don’t take advice from someone or don’t take criticism from someone you wouldn’t take advice from? Just keep that in the back of your mind.
People who can’t do, comment.
So Yes. You’re not doing it, they’ll they’ll leave comments. But, anyways, here’s where you can find all of those reels and the Instagram content just in case anyone’s looking. And we do, of course, have Reels, but Instagram is just a visual platform in general.
So we also will give you things like these awesome Social Security, images. Right? They’re made again in Canva. You can scroll through and look through all of them.
And I I like these, like, better than the videos to some degree unless you will take the time to customize. I think they’re both good, but, you know, this just looks like super professional. You don’t have to worry about it. It’s not your voice, that kind of thing.
Yes. So So I think the idea, though, in general, is that we’ve got so much different content in this library, whether you want to be prioritizing LinkedIn, Instagram, Facebook, if you want it to be video, if you want it to be image based. Current events, obviously, is such a big one. I mean, I know with all of you out there communicating with clients one on one, being able to send things out or have, social posts about what’s happening with the market volatility, These have been seen so much use across the board from advisers because we’ve done it for you know, we’ve created it for you.
So you can get these posted, you can get the emails sent out, without needing to rush to figure it all out and deal with those conversations. But even things tapping into, you know, the pop culture, like the price of eggs. Right? So we have, like, a social post here a lot of people loved about egg prices finally falling.
And so these are the kinds of things that we’re constantly adding to the library so that you can use. I think maybe right now, we should put up the poll because we’re gonna click out of the FMG library, and ask if anyone wants to learn more specifically about FMG and how we can support your marketing across all the different social platforms and help you run more social campaigns, whether you wanna learn more about our do it for me program or just the content we have in the dashboard and the different tiers, we would love to talk with you, but you can just answer this poll question.
And, we’ll know whether to prioritize reaching out.
Oh, does daytime, when you post matter?
Yes. It does. It varies per, you know, platform, per person. I have found for me, for instance, that because I’m targeting financial advisers, it really works best Tuesday, Wednesday, Thursday, and usually early in the morning before people are really starting their day. But I just posted something on a Sunday in the middle of the day, and it got thirty eight thousand impressions. So you just you gotta try out different things.
Okay.
And remember, it’s gonna get more if you engage in the platform before you post.
I’m sorry? And remember to engage in the platform. Like, go Oh. Pick up those connections that you wanna connect with and comment on their stuff or even just comment on your feed before you post.
And I was just gonna say it. Somebody just mentioned. I was trying to find on Instagram. I know on LinkedIn, they will tell you in the platform in your analytics when your audience is most active, and you can look at that.
How do you see that? Do you are you able to find that?
I was just saying I’m I’m trying to I know how to find it in the app. I don’t know if I can show it on the dashboard. This is Instagram, which if anybody knows, tell us in the chat so we can show you all.
There is a way to do it.
I’ll have to play around with it.
We’ll figure it out, and we’ll do a post on it.
That’s great. I love it. Go into Meta Planner via Facebook. Okay. That’s for Instagram.
Okay. Let’s keep going, though, because we have so many other great tips. So we talked about the the type of content playbook, and kind of the mix.
We talked about the engagement and what you should do. This is just a little bit more detailed on that. But just remember, if you have no network, no one will see your content. So when it comes to growing your network, here’s some tips that we suggest.
This again is specific for LinkedIn. We’ll talk about the other platforms as well. This is a new feature that Susan and I have been sharing with people that everyone seems to love. If you go into LinkedIn and you go into the search bar and you hover over your QR code at the top there, it will give you a QR code that you can just make the screensaver on the background of your phone or you can pull up at a conference and show people and connect with them that way rather than having to do business cards.
And everyone loves this. Every time I share it, it does make connecting with people so much more seamless.
But a tip that we give is that if you wanna add really thousands of more people to your network so you have so many more eyeballs on your content this year, every Friday, go through the last five days of your calendar and emails and just copy who you’ve met with, who you’ve emailed with, who you’ve talked to, and send them a connection request. And, Susan, I think we had a question about how to format those requests.
Yes. Totally. That was actually, like, a to me, a little bit surprising, but maybe the most frequently asked. What do you say in the little message for the connection request?
So you might all be shocked to hear this, but I don’t put a note unless I unless I really like, so let’s say we I just had a meeting with Kirsten. I might say, great to meet you Friday. That’s it. But if it’s somebody that I’m not yet connected to and I’ve never met them, never emailed them, and I’m just hoping to connect with them so they can start seeing my content, I don’t put a note at all. And I find that I get about a seventy to eighty five percent acceptance rate that way way versus if I add a note. Because I think in the notes sometimes appears sales y.
Sales y. Totally.
So it’s easy. There is no down I mean, there’s no shame in just sending the connection request without a note.
Say that. Worst that can happen. They say no. Yeah. Or they don’t accept you, I should say.
Okay. They don’t accept you. Don’t take it personally. Half the time, they’re just not in LinkedIn.
You know what? You’re right. A lot of people, you know, they’re not logging in every day.
Okay. So do we have other questions we wanna get to before we just so this is the this now we’re gonna just talk about the playbook content for, Instagram specifically.
I would love to know. Maybe tell us in the chat because, again, we get we’re always cautious how many people are actually even using Instagram, or is this something you want to use going forward or you’re hoping to use?
We have so many tips and ideas we can share with you all, but we want it to be helpful. We want it to be something that you’re actually focused on. So we can talk about Instagram. We can skip over to Facebook. Let us know maybe in the chat or the q and a.
I’ve already seen, like, earlier, you know, it is, it’s not approved at LPL. For example, we work with a lot of LPL advisors. I think I think there’s a lot of interest in just, you know, some people have a green light and some not. Some don’t.
Okay. So with Instagram, it’s very similar in the sense that you want to have a content mix.
But one of the posts again, yes, should show off your expertise.
And a there’s a difference between a post and a story. So, again, I’m just gonna pull up this is I don’t use, Instagram. I haven’t historically used it for speaking to financial advisers, but I have a little Instagram travel account. And I’ve learned a lot about Instagram through this. So a post in a reel or I’m sorry. You have posts.
There’s two kinds of posts. You can have a post that’s pictures, which is like carousels or photos, or you can have reels, which are videos. Right? So reels really help you go more, like, go viral, pick up new followers, and the carousels, which would be like this one that you can click through, These ones are much better for just engaging with the followers you already have. So you wanna have a mix of both these type of click through as well as, reels that are the videos.
So you wanna like it takes a lot of time.
Well, that’s why using the FMG Instagram content is huge because we’ve made it look beautiful for you. So you can choose these different collections, and we’ve already gone into Canva, made the images, downloaded everything.
So you do not need to go in and spend all that time creating it. They’re already done for you.
Why don’t you see, like, when you download that, what does it look like? Or Or is that too much time?
I think I’ve already downloaded.
Oh, did we already do that one? Okay.
No. That’s okay. Here’s an example of what one of them would look like.
So they’ve got the big bold image, and then you would put it on, you know, your page as you want. Here’s another example. Right? So, again, it it can still be text.
It doesn’t have to be imagery, but it needs to be text. Designed. It’s designed up a little bit. Right?
Yeah. To look a certain way. This is a couple examples of the reels. As I mentioned, the reels will grow your audience, carousels, really connect you with the audience half.
And then I didn’t talk about this yet, but stories. You know what a story is, Susan?
Vaguely, but I’m above the age that you had for Instagram target audience. So those old people, I’m, like, above the old people.
Okay. So the stories are if you were to click on this person’s picture, what comes up here. So this is like my son playing a game. So the stories only last for twenty four hours, and they live in your little profile here. Now you can add any of those to these highlight bubbles, but they are not going to live on your grid here. So that’s stories. And what’s great about stories is they really make it easy to engage with your audience because you can ask questions, you can pull people.
So it’s just a fantastic way to do it.
I did an adviser just getting started, which would you focus on?
If I was an adviser just getting started, I would go into the FMG content library, and I would use our already done for you reels and carousels that are highly designed. They look beautiful. Good to me. That I would post those to my profile page, and then I would in stories, all to make a story, all you do is pull up your phone, you put the camera facing towards you, and you can talk at it.
So you can say, hey, everybody. I just posted a reel about the best time to claim Social Security. I wanted to put up a question box in case anyone has any questions. So you can use all of our really beautifully designed content, and then you can just show your face up in the stories for the engaging part.
We did get a question if, the Instagram content is part of premium or just do it for me. It is part of premium and do it for me.
Yes. Perfect. Okay.
And we have scripts, all kinds of use stories or comments due to compliance reasons.
I think you just stick with the reels.
Yep. Stick with what you can. Again, and if somebody’s looking for your business, they’re still gonna find your business page and see it looking beautiful.
Okay.
I think the next thing we wanted to do was we had some people submit their profiles for.
And if you are interested, in having us take a look, go ahead and put your, profile in the chat, and we’ll get to as many as we can.
But we just wanted to pull up a couple people. Thank you for the guinea pigs who submitted and share some of the things that we would suggest potentially, changing. So when you’re looking at a LinkedIn profile specifically, one of the things that I always suggest is nailing right off the bat the first thing that people see at the top. So I’m not exactly sure what Joe’s got to fixing here. It’s kind of like a fun image of him, talking to the founding fathers, it looks like.
But it doesn’t tell us much about who he is, what he does, how he helps people. Right? So instead, I would use this. You can go into, Canva, and there they have free we’ll put a link in the follow-up mess email to everyone.
But they have free templates that you can use where you can, like, create a background that’s specific to you. So, right, if you go to, mine, it shows you marketing strategies to grow your advisory firm. What do you have, Susan? Actually, now that I’m thinking about it. You have FMG, I think, at the background.
I have FMG.
Yeah. Our expertise is showing up here as FMG. So I really think using, yeah, your your slogan, your company name or logo, just again to reiterate who you are, what you do, who you do it for is what you wanna do with that that background banner there. And, again, we’ll send you the link to do it for free in Canva.
I like that though he has this little about section where he’s saying his experience, what he does. The thing I don’t like, Susan, and you can tell me if you agree, is that it’s written in third person version.
Say we the This is the easiest thing. I think if you take one thing away from today’s webinar that is super easy to implement is change your about to be in the first person if it’s not already.
Yeah. You’re not dead, so let’s not write it like an obituary.
Exactly. Okay. So, and then the other thing is he doesn’t have any featured posts. So, right, if you go, into your profile, there’s this, like, featured section you can do, which you can highlight some of your best content, your best post. You can, put a link to your website there. It’s really a place for you to showcase, what you’re all about. So you would wanna turn that on, Joe, and add some things to your featured section.
Okay. Another one, another Joe, h dough.
What do we think about this one, Susan? What feedback do you got?
I love the headline. Helping our clients build tax free wealth. I think this is I I this is interesting because I was looking at both of our headlines, and they’re not so much like what’s in it for them. It’s more, you know, highlight reel of us.
So almost questioning whether I should change mine, but I really love this. This is, I think, a great opportunity. Another thing, if you’re gonna do one more thing, that’s low hanging fruit, it’s thinking about what is that what do you do for people and putting it in here? What is the benefit of working with you?
What what is that thing that when when your clients tell you they’re so thrilled they have you because you’ve helped with blankety blank, that’s great to put there in a headline.
I agree. I’ve played with my headline so many times and changed it.
And I, right now, do have it more like a highlight reel. And I think, you know, telling people exactly who you help and what you help them do is is a great strategy.
And I like that he’s got for financial advisers.
Like, I I like this for financial advisers better than, you know, a big flashy title and a bunch of acronyms.
Yep. So So he’s got his about written in first person. Congrats. You’re following along. I love it.
And, again, there’s nothing in the featured section here, so I would one hundred percent add something in the, featured section here if you can.
Show how to how easy it is to do that?
Yeah. Absolutely. So if you come in here to your profile, you see where it says add profile section?
I’m gonna click that. And there’s all the different sections that you can add here.
And under recommended, you’re gonna click add feature. And once you do that, mine’s already turned on, this little section will pop up and you can decide what you wanna feature. So, again, it does not need to be a post you’ve already done. You could add a link to an article you contributed to The Wall Street Journal. You could add, pictures of your family. You can add a link to your website. It can really be anything you want.
Is there do you recommend one or the other? Or I recommend featuring things that, you know, when your target client or person that you want to hire you is gonna land on there, they’re gonna say, yes.
This person helps people just like me. So any kind of content or, but if you don’t have anything yet, like I said, you could go in for right now, put a link to your website, maybe a podcast you were on that you loved the way the interview went, things like that.
Okay.
So we have so many people that put their LinkedIns in. So I’m just gonna click maybe a few more. And, Susan, do you wanna tell me if there’s questions you saw that we should answer?
Right now, the entire feed is LinkedIn, links.
Okay.
So the last question is the bet what’s better a poster newsletter? So I think you just got that one.
Okay. So Valerie Valerie how do you say this name? Valeran?
I hope I’m Valeran?
Valerian. Beautiful. I love it. It’s diff so different. Beautiful. Let me Wealth on your terms, success without limits.
A plus. That’s awesome.
Awesome. Schoolpreneur, CFO, financial planner, champion of women and wealth. Oh, look at this. I love this. She has free resources, LinkedIn bio. So we didn’t talk about this yet, so thank you for sharing. You can add again these different calls to action to your page.
So if we click on it And that gets back to the person that asked, you know, in a I don’t and maybe I misunderstood the question.
But this is like once you post something really interesting, somebody is likely going to click on your profile, and then that’s where the call to action can come.
Exactly.
So, again, I can show you all where to add this, but this is her what she’s suggesting people do. And she’s using a tool called, MyFlowDesk to do this. So there’s Linktree. There’s MyFlowDesk.
There’s different tools. And, basically, it’s like a landing page between your profile and where you want people to go. So you can see from here, you can get all different kind of calls to action. So she could say, do you want to go visit my website?
Do you want to download this guide?
So it’s just a landing page between your website, your podcast, all the different things people like.
Seen this before. This is advanced. Very well done.
She’s doing a plus plus job.
So if you wanna know where to add this again A lot of people will just, you know, take it to their website where there’s a, you know, schedule a meeting page.
You don’t you don’t have to. I’d say that’s, you know, that’s two zero one three zero one, but very, very cool.
Let me just find where that one is.
I think I have right here.
There we go. Yep. So okay. On your profile page, if you wanna add that, you see this little pen up here? You’re gonna click on that and, keep going down. Under the custom buttons, you can add a custom button or, again, a link to your website. You can even link right to your Calendly and just say book a meeting, schedule a meeting with me.
Okay.
Should we do one more? We’re, like, almost at the top of time here.
We’ll do it. Yeah. Quickly. Okay.
We’ll do one quick one more. Let me just scroll through and find somebody.
Alexandria.
Oh, nope. This is Chris. Okay. Oh, she was posting for Chris. So Chris has got his profile, insurance agent, financial advisor.
So, again, you could update that title to be more specific to who do you help or how do you help them. And then the same thing with the banner image. Right? We it’s just black.
So putting something in there that’s specific to your business, your logo, what you’re helping people with would make a great first impression.
Yeah. Agreed.
Alright.
I think that’s all that the ones we have time to review. Let’s go back to our slide deck here. There’s a lot we did not get to. I think we were being overconfident in what we could.
I would be remiss though if I don’t mention this. With all the talk of AI, we have an amazing mobile app that, so many advisors tell me they’ve never heard of who are using FMG. If you are an FMG customer, this is free for you to use. So make sure you go into the App Store and download it.
And we have this AI powered tool where it will write the social captions for you. We’ve trained it on how to do it, using our methodology. And so this is free for all FNG customers.
So make sure you download Use your same login credentials.
We usually get that question. And I’m just gonna dangle this out there. In the next few months, I probably should hedge that. Very, very soon, we’ll be rolling it out for email and blogs as well.
You broke the news. You heard it here first, everyone.
We are so excited.
If you’re excited, tell us in the chat. Give us some good emojis because this is gonna be game changing. You’re gonna be able to use the AI tool to get that first draft on all of those content pieces that you’re putting out. But, again, if you’re interested in learning more about working with our team, about our do it for me program or just about FMG in general, we would love to work with you with our do it for me program.
We really take all the heavy lifting off your plate, and you’re paired with someone from our team who will really execute or if you just want to book a consultation and learn more about, you know, what your current marketing looks like and how we can help make it better, you can do that, as well. So thank you all so so much. I hope you all learned a few things that you can take and implement. Thank you, Susan, for always asking the best questions and being my favorite partner for these.
And I hope everyone just has a great rest of the week.
Absolutely. Bye, everybody.
