In June 2019 there were an estimated 17,1 million Facebook users in South Africa, which accounts for 29.3% of the entire population. Although it is much less compared to the global figures, the growth in South African social media users has been remarkable.
Besides sharing photos and to stay in touch with friends and family, 31% of users recently indicated that they join social media platforms to research and find products to buy. This is, therefore, a good indication why financial advisers also need to be on Facebook.
In a recent article on the Iris platform, Samantha Russell, Director of Sales & Marketing at Twenty Over Ten, shares six steps on how advisers can write great Facebook posts.
“It’s pertinent that you aren’t just pumping out content, but rather you are pumping out strong content that will drive more traffic. The six steps should help get you started with that”, Russell advises.
Step 1: Establish your brand
Before you can even start posting great content on Facebook, the first step you need to take is to set up a business page and begin to brand your business on the platform.
Step 2: Commit to a cadence or tempo
Facebook recommends businesses should be posting at least 1 – 2 times a week while other experts say posting 1 – 2 times a day is ideal.
Step 3: Follow the 60/40 rule
When it comes to social media content we segment it into two categories: curated and created. Curated content is content gathered from trusted sources relevant to the industry. Created content is original content that is written or produced by you and your company.
Step 4: Be conversational
Keep in mind that when people use Facebook, they expect to find socially engaging content, conversations, and topics they can relate to, so this is something to keep in mind when creating your posts.
Step 5: Listen to your audience
Pay attention to the results of what you are posting. If your posts aren’t receiving many views, then try posting at different times or days. If your posts are not getting a lot of likes or comments, then try sharing different content.
Step 6: Know your content style
All of the topics that you post should help you set yourself as a well-rounded professional and support why you should be looked to as a trusted source.
“Writing strong Facebook posts is definitely something that gets better with time. The more that you see how visitors interact with you on this platform, the better that you will get at “reading” them and see what gets the most engagement and interaction”, she concludes.
Click here to read more about the six steps.