In an era of big data and a constant stream of information, we are being influenced in how we feel, how we think and what we do. Jenny Pearse, Managing Director of Jenesis explains how advisers can use digital media to become influencers.
Marketers have been using brand advocates (influencers) as part of their marketing strategy to promote their product or service for many years. The usage of influencers has continued to gain momentum (particularly in digital channels) as shown by the State of Social Media and Influencer Marketing in Australia report indicating that 2 in 5 Australians are now more likely to purchase from a brand they have seen an influencer posting about.1
Advisers have a unique opportunity to become authority figures by providing knowledge and clarifying misconceptions through their delivery of authentic content and thought leadership.
So take a step back and check-in with your marketing. Is it positioning you as an influencer in your community?
The use of marketing can help financial advice influencers achieve three key things:
- Relevance – develop and grow your key message in a way your audience can relate to and is easy for them to understand.
- Resonance – be a trusted source by demonstrating authenticity and visibility where your network exists. This is where the magic happens in building relationships.
- Reach – Who do you want to connect with? Grow your target audience by starting with existing contacts who are already receptive to your key messages as they will be more likely to share their opinions and your message within their own community.
Start small and grow
If you have already been using social media as part of your marketing strategy, I congratulate you for embracing this approach in communicating with your audience. Make sure you take stock of your activity and evolve your content as your audience grows with you, particularly during times where people’s emotions run high (for example, in crises). Don’t limit yourself to one activity, it is critical that you look at your marketing touch points and develop them to keep your clients engaged. The key is to be present on the platforms you choose and be consistent with your activity.
Just getting started? Do this.
Take some time to create a strong LinkedIn profile that includes a captivating headline, story and professional photo of yourself; making sure the information is up to date. Consider your LinkedIn profile as your personal website. Next, share your updated LinkedIn profile via the most authentic way possible, using the option which will resonate best with clients. Sharing this type of update with your community can help you to expand the ways you build relationships – beyond the traditional face-to-face methods to digital experiences.
People deal with people; you have already developed a trusted relationship with your clients. By being an influencer through your digital marketing strategy, not only are you able to maintain your relationships with clients in traditional ways, you now also have the ability to build relevance and resonance with your greater community.
How does your digital marketing strategy enable you to influence others?
Jenny Pearse is Managing Director of Jenesis – a business and marketing consultancy she founded in 2006. For the past 14 years, Jenny has been helping financial services organisations, financial advisers, business owners and their teams to succeed and flourish in a rapidly changing landscape.