Social media is a wonderful resource for advisors in the industry, but the territory comes with plenty of trial and error. Identifying the target audience, deciding what content to post and cultivating a unique image can feel overwhelming, but with these three tips, you can master the art of social media in no time.
Reading Metrics
The first step to nailing your social media content is knowing when and what to share. No matter the platform — Instagram, Facebook, X (formerly known as Twitter), TikTok, LinkedIn or wherever else you have an audience — basic data metrics are available. It should be noted that on platforms such as Instagram, Facebook and TikTok, the profile has to be a registered business account to gain access to these insights. Don’t fret; creating a business profile is free, so it’s only a matter of setting it up.
Each platform may house the metrics in slightly different areas than the rest, but any links on the profile tab labeled “dashboard,” “insights” or “analytics” are what you’re looking for. There are many kinds of metrics, but what users will find for free on the platforms is basic. Demographic information about the audience’s city location, country and gender is calculated, along with what days of the week and which approximate times during the day they’re active. The percentage of followers and non-followers that are engaging with your content, audience reach and external link taps are also shown. Some apps will offer more platform-specific data as well, such as Instagram and hashtag clicks.
It might seem mundane to keep up with the changing data, but the information can tell an advisor the best ways to cater to their audience. For example, if the majority of an advisor’s audience interacts with content between 8 and 10 a.m. during the week, posting at 6 p.m. on Saturday might not garner the most attention. Or, if the average audience age range lands between 35 and 44, a Gen Z pop culture reference in a post won’t have the same effect.
Ultimately, the data provided can not only help advisors more specifically pinpoint the type of audience they’re working with but also what type of content they prefer. With a solid understanding of these two variables, advisors can more efficiently generate content without feeling like they’re taking shots in the dark. Adjusting posts based on metrics doesn’t guarantee that every piece of content will be a major success, but it does help ensure a level of consistency from the audience.
Presenting a Unique Brand Image
In the vast sea of social media accounts that exist on every platform, authenticity and consistency are an advisor’s best friends for standing out. Take a look at each one more closely.
Authenticity
The perk of being an advisor in the travel industry is that you are your own brand. Think about any major corporate brands you follow on social media — their content may have a distinct tone, but you don’t really know who’s operating the account behind the scenes. As an advisor, being able to showcase your shining personality offers a human component other brands cannot embody, and it’s often a breath of fresh air for followers.
Use this to your advantage by incorporating tidbits about yourself into your content — destination pet peeves, controversial travel opinions or favorite airplane necessities will help set you apart from other accounts potential clients and followers are interacting with. Remember, don’t cast a wide net to try and catch anyone because you’ll end up missing everyone. Stay true to your niche and embrace the quirks that make you special.
Consistency
There’s a decades-old marketing theory called the Rule of 7 that suggests that a potential customer needs to encounter a brand’s message at least seven times before making a purchasing decision. Put into the context of today’s digital age and the frequency of messages we encounter daily, that number has likely doubled. The point is that maintaining a consistent presence on social media will play a major role in how well your audience remembers your messaging and brand.
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Consistency doesn’t equate to falling on either end of the spectrum — multiple posts a day, seven days a week, can be as ineffective as once a month. Quality over quantity is always a good rule of thumb to follow in the digital marketing sphere. Try to strike a balance and find a schedule your audience can come to expect from you. Once a day during the work week is a great starting point, but adjusting based on your brand’s specific metrics is recommended.
Utilizing Batch Posting
Advisors are busy business professionals, and remembering to post fresh content every day can often fall to the bottom of the to-do list. Consider carving out some time to devote solely to creating a handful of posts in one go so they can be scheduled out in advance — once a week, twice a month, whatever schedule works to keep you consistently posting.
Try to avoid falling into the trap of copying and pasting the same piece of content across all social media platforms. Each app offers distinct features that appeal to specific audiences, so catering to these nuances of the platform can help retain followers’ attention. For example, a compilation of aesthetic photos from a recent trip you booked with a fun caption is better suited for a site like Instagram than X or LinkedIn. Keeping that in mind, batch posting is a fantastic way to maintain a social media presence without feeling the pressure to create new content at the drop of a hat each day.
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