I get a lot of questions from financial advisors about marketing, but one of the most frequent is “How do I get more Facebook followers?” Especially if you’re investing time and energy into your Facebook business page, you’ll want to make sure your content is getting exposure.
Facebook is also an amazing opportunity to get in front of your clients’ friends to make them aware of your firm. After helping many advisors build their Facebook following, I’ve discovered a few tried-and-true tips to grow your fanbase.
1. Invite Your Facebook Friends to Like Your Business Page
Once you’ve taken the time to set up your Facebook business page, invite all of your Facebook friends to follow your page. This means that they’ll see the content posted to your page in their news feed.
As they see the content you share, it keeps you top of mind and gets more clicks to your website. Your followers may think of a friend who would benefit from the information and pass it along, resulting in a new lead. Facebook has a built-in process to invite your friends to like your page. Click below your Page’s cover photo, then select “Invite Friends,” and select all of the people you’d like to invite.
2. Make Your Page Fun!
The ideal way to get your page more followers is to have your network do the sharing. The best way to get likes and shares of your Facebook page is to make your page fun! Here are two great examples of advisors with active and engaging facebook pages. The more personal and active you can make your page, the better.
What do people want to see? Photos! Clients love to see photos of you, your team, and your events. If you tag your clients in your photos, their friends will see them and see your page as a result. Be sure to take lots of photos at each of your events and tag everyone in the photos!
3. Use Facebook Ads
Facebook ads are some of the least expensive digital advertising opportunities, with “promote page” ads designed to help you get more likes. You can choose to pay per new like for your page, which makes it easier to set a budget.
You can use the ads to target people in your location, of a certain income level, or people who are friends of your friends. Facebook will suggest a sample ad for you that you can customize. Finally, set your budget and ad duration, then check back in a month to see the results.
4. Try Facebook Pixels to Retarget Website Visitors
Digital advertising gets savvier and savvier every day. With Facebook Pixels, you can ensure your Facebook ads show up on the feeds of only people who have visited your website or even a certain page of your site. This is one of the most cost-effective ways to advertise because there’s a good chance that someone who’s visited your website would want to like to your Facebook page.
To take advantage of Pixels, there is some upfront work you have to do, including adding a code on your website and linking it with your Facebook. However, it doesn’t take long, and once you do it once, you’re set.
For example, I could show an ad about my Monthly Marketing Package only to people who have read a related blog post on my site recently. This will increase my ad’s conversion rate, since I know the viewers are interested in the topic.
5. Boost Your Posts
Boosting your posts is another inexpensive advertising option that can increase your Facebook likes and reach more people. For example, you could boost a post about your upcoming social security event to people in your neighborhood who are 65+ years old.
You can target by basic demographics, such as age range, location, and gender, as well as more specific fields, such as interests, employer, and job title. For this advertising option, I recommend boosting posts that link to a blog post on your website that covers a highly topical financial concern to grab viewers’ attention.
6. Add a Link to Your Email Signature and Website
This is one of the easiest yet effective ways to let people know about your Facebook page and encourage more likes. In your email signature, add a link to your Facebook page beneath your name.
Don’t forget to also include a link to your Facebook on your website. Most website providers make it easy to feature the Facebook icon in your masthead or footer. When visitors click on the icon, it takes them to your Facebook page where they can follow your business.
Facebook is a powerful tool for building your brand and getting in front of your network. Consumers today expect businesses to have an active and engaged business page showcasing their culture, so now is the time to get your page up and running.
If you need help setting up your Facebook business page, try our social media optimization services. Once your page is created, our Monthly Marketing Package is designed to share new, original content every day. In the meantime, be sure you’re subscribed to my newsletter so you get all the latest marketing tips for financial advisors in your inbox!
Claire Akin runs Indigo Marketing Agency a marketing firm serving top independent financial advisors. Claire is a former Investment Advisor Representative who holds her MBA in Marketing from the Rady School of Management at UC San Diego as well as a BA in Economics from UC Davis. It’s her goal to help specialist advisors target their ideal prospects with content marketing.