An advisor needs a social selling mindset

Advisor relationships with clients are built on trust and planning for the future. But when people's outlook on their financial futures seems uncertain, trusted relationships matter more than ever. This is where social selling comes in.

 

For agents and advisors, this means that forming genuine connections with clients and prospects both online (and in real life, of course) is crucial to success in 2023. You can't buy the trust of your existing or prospective customer base. You must nurture it — and social media is a great place to do that.

 

Social selling, or using social media as a sales and relationship-building tool, is at the intersection of marketing and sales. It’s about using social media to showcase your expertise, build rapport with leads and existing customers, and ultimately expand your reach within the digital landscape. With a strategic approach, social selling helps you showcase the value that you — and the products you offer — bring to existing and prospective clients.

 

However, it’s important to remember that social selling isn’t about collecting likes and follows on social media channels. The goal is to share your personality, knowledge and sincerity with others. 

 

Research has shown that nearly nine out of 10 consumers base their buying decisions at least partly on authenticity. Social selling gives you the chance to amplify your key differentiators to generate more long-term relationships. Remember: The longer you can keep clients, the better the chance that they'll turn to you as their life milestones require additional insurance and financial products. This is good for your bottom line.

 

Looking at social media through the lens of social selling will help you more easily weave it into everyday sales practices. Keep these three tips in mind as you shift to a social selling mindset.

 

1. Post authentically (because it really matters).

 

Social media shouldn't be a set-it-and-forget-it part of your business. When it is, your audience can tell and so can the algorithms. Your social media posts should always read and sound like they come directly from you. But even more importantly, the subject matter doesn't always have to be hard-hitting. Each time you share on social media, it's an opportunity for your personal brand to shine. 

 

This might look like sharing behind-the-scenes footage in your office, photos from a recent vacation, or even your personal take on community happenings. Take all the personal things that have connected you with your prospective and existing clients in the past and build your posting strategy around those topics. This can also include your personal commentary on an industry topic, advice on how to navigate life changes, and the financial decisions that come along with them. Above all else, be yourself. That’s what clients want to see.

 

2. Find out whether your carriers offer social selling resources.

 

An advisor shouldn’t have to go it alone. Carriers are increasingly focused on digital enablement and social media. Make sure you're taking advantage of any social media content or social media management tools offered at the carrier level.

 

For example, a carrier might give you access to a content library full of pre-vetted, branded and third-party content. This gives you material to power strong and diversified posts alongside the authentic, personal content. However, your posts shouldn't act only as brand megaphones. Take care to also share things that matter to you, your business, and your clients.

 

3. Continue the conversation.

 

Posting on social media is just the beginning of your social selling journey. The more authentic and relevant your content, the more likely you are to generate engagement and conversation. Your readiness to engage will increase the visibility of your brand and strengthen the relationships that you build online. Even better is when a conversation that starts on social media continues in the real world.

 

Digital-first customers are still looking for human interaction and guidance, especially when making decisions that protect their futures. Shifting your social media mindset to social selling not only secures an advisor's position in the digital landscape but also opens doors for business growth.

 

Nola Morris is the chief strategy officer at Denim Social. She may be contacted at nola.morris@innfeedback.com.

 

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