PLANADVISER - November/December 2022 - 34
practice management / social media
Keep a High Profile
Advisers can't sell themselves without a social media presence
H
aving a social media presence may have been optional
for plan advisers in years past, but they can no longer
afford to ignore the platforms.
" If you're a business now and don't have a LinkedIn profile,
that would certainly raise an eyebrow, " says John Curry, chief
marketing officer at CAPTRUST in Raleigh, North Carolina.
" A couple of years ago, it was optional. But it's not optional
anymore. It would be like not having a website. "
Four in 10 B2B buyers recently told Gartner, in a survey,
that they have used social media to help make purchasing
decisions.
According to Cerulli Associates proprietary data gathered
last year, just 42% of advisers use social media at least
once a month. Marina Shtyrkov, associate director, wealth
management, with Cerulli in Swampscott, Massachusetts,
conjectures that this use is primarily for business purposes.
Forty-four percent, however, do not use it all. Advisers in this
category may be missing a crucial opportunity to connect
with potential clients; often it becomes the first impression
that prospects get of an adviser and the firm, she says.
" If you're doing outbound calls to build your business,
and you leave a voicemail, often the first thing they're going
to do is Google you, " Curry says. " When they do that, the
two things they're going to get are your bio on your company
website and your LinkedIn profile. "
When advisers create their social media strategy, it is
important that they consider the purpose of the strategy,
Cerulli says. In most cases, it is not to drive immediate direct
sales. On average, only 3.1% of advisers' new clients were
acquired because of leads generated by digital marketing,
including social media, the research firm reports.
" The purpose of social media is to be the beginning point
of conversations, " says Sheri Fitts, CEO of Sheri Fitts & Co.,
a financial services marketing, sales and branding consultancy,
in Portland, Oregon. " The purpose is really [to convey]
reputation and visibility. "
34 | planadviser.com November-December 2022
Art by Marcellus Hall
http://www.planadviser.com
PLANADVISER - November/December 2022
Table of Contents for the Digital Edition of PLANADVISER - November/December 2022
Built to Last
Cyber Ready
Measure Your Footprint
Determinants of Profitability
Keep a High Profile
Strategic Moves
The Value of a VCOC
Retroactive Compliance Reviews
Sheri Fitts
PLANADVISER - November/December 2022 - Cover1
PLANADVISER - November/December 2022 - Cover2
PLANADVISER - November/December 2022 - 1
PLANADVISER - November/December 2022 - 2
PLANADVISER - November/December 2022 - 3
PLANADVISER - November/December 2022 - 4
PLANADVISER - November/December 2022 - 5
PLANADVISER - November/December 2022 - 6
PLANADVISER - November/December 2022 - 7
PLANADVISER - November/December 2022 - 8
PLANADVISER - November/December 2022 - 9
PLANADVISER - November/December 2022 - 10
PLANADVISER - November/December 2022 - 11
PLANADVISER - November/December 2022 - 12
PLANADVISER - November/December 2022 - 13
PLANADVISER - November/December 2022 - 14
PLANADVISER - November/December 2022 - 15
PLANADVISER - November/December 2022 - Built to Last
PLANADVISER - November/December 2022 - 17
PLANADVISER - November/December 2022 - 18
PLANADVISER - November/December 2022 - 19
PLANADVISER - November/December 2022 - 20
PLANADVISER - November/December 2022 - 21
PLANADVISER - November/December 2022 - Cyber Ready
PLANADVISER - November/December 2022 - 23
PLANADVISER - November/December 2022 - 24
PLANADVISER - November/December 2022 - 25
PLANADVISER - November/December 2022 - Measure Your Footprint
PLANADVISER - November/December 2022 - 27
PLANADVISER - November/December 2022 - 28
PLANADVISER - November/December 2022 - 29
PLANADVISER - November/December 2022 - Determinants of Profitability
PLANADVISER - November/December 2022 - 31
PLANADVISER - November/December 2022 - 32
PLANADVISER - November/December 2022 - 33
PLANADVISER - November/December 2022 - Keep a High Profile
PLANADVISER - November/December 2022 - 35
PLANADVISER - November/December 2022 - Strategic Moves
PLANADVISER - November/December 2022 - 37
PLANADVISER - November/December 2022 - The Value of a VCOC
PLANADVISER - November/December 2022 - Retroactive Compliance Reviews
PLANADVISER - November/December 2022 - Sheri Fitts
PLANADVISER - November/December 2022 - Cover3
PLANADVISER - November/December 2022 - Cover4
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