Social Selling Blog

 

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It may sound like an outdated joke, but it’s true nonetheless — if your business isn’t on social media, it’s almost as if it doesn’t exist. Over 40% of Internet users look up companies on social networks, and the reasoning behind this is simple. Social networks allow them to get to know a business, establish a relationship with it, and start trusting it. 

 

As a financial services provider, you’re aware of how important it is for your customers to trust you. So, if you’re to build a pool of loyal customers, you need to invest in establishing a strong social media presence. 

 

It all starts with understanding social media networks themselves, specifically Facebook and LinkedIn. These are the most popular networks for businesses. 

 

Let’s take a look at this cheat sheet that will allow you to enhance your presence on these social networks. 

Image Sizes for Social Media Platforms 

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What’s the first thing that your leads will notice on your social media accounts? Dedication to your work? Your professionalism? Your time-management skills? No. The answer’s much simpler than that. It’s your images. Your profile picture, cover photo, the image of the last article that you’ve shared. 

 

You have to make those images count. 

 

Each social media network will have its guidelines for the best image quality and size. It’s best to adhere to those guidelines if you want to see the results.

 

Facebook 

To improve your social selling on Facebook, you have to make your entire profile page look professional and uniform. And you should start with the pictures. 

 

You can share a variety of different images on this social network, and the purpose of the image will determine its ideal size and quality. Paying attention to this will ensure that all photos are perfect when viewed from different devices. 

 

Here are the image guidelines that will ensure your Facebook profile is picture-perfect: 

 

  • Profile image: 180 x 180 pixels 
  • Cover image: 820 x 312 (and no less than 400 x 150) 
  • Timeline image: 1200 x 630 (no less than 600 x 315) 
  • Shared post image: 1200 x 630 
  • Preview image of a shared link: 1200 x 628 
  • Event cover photo: 1920 x 1080 
  • Highlighted image: 1200 x 717 

 

If you don’t adhere to these guidelines, your images can easily be distorted. Smaller images will be stretched to fit, while larger images will be cropped. It will hurt the image quality and on your overall appearance on Facebook. 

 

For best results, use a higher resolution for larger images and upload either in .JPG or .PNG format. 

 

LinkedIn 

LinkedIn is among the most extensive professional networks out there, boasting over 610 million users. Since the competition here is harsh, you need to do everything in your power to enhance your LinkedIn profile. 

 

Financial service providers can greatly benefit from following the LinkedIn picture guidelines: 

 

  • Profile image: 400 x 400 pixels or larger (photo files of up to 8MB are accepted) 
  • Cover image: 1584 x 396 
  • Company cover image: 1536 x 768 
  • Company logo image: 300 x 300 
  • Square logo: 60 x 60 
  • Company page banner image: 646 x 200 
  • Preview image of a shared link: 180 x 110 
  • Shared image: 350 
  • Blog post link image: 1200 x 628 

 

LinkedIn crops photos differently on different devices. Check how everything looks on both mobile devices and computer screens before you finalize the changes. 

Etiquette on Social Media

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While every social network has some community guidelines, there are no written rules on social media etiquette. Even so, businesses should still pay attention to some do’s and don’ts of Facebook and LinkedIn. 

 

Facebook 

To present yourself as the leader of your niche, you should follow the basic rules of Facebook etiquette: 

 

  • Don’t spam! 

A few Facebook posts a day can work wonders for reaching wider audiences, but avoid spamming at all costs. No one wants their news feed filled with posts from a single company or person. Remember, quality over quantity.

 

As long as your content has value, your audience will take notice. 

 

  • Do have a posting schedule 

Inactivity is always a sign of disinterest. If you don’t want to commit to your own Facebook page, why should others? Keep a posting schedule, and stick to it. You can always hire someone who can keep your page updated and provide meaningful content on a regularly. 

 

  • Don’t be over promotional 

You will promote yourself and your financial services by engaging with your audience, answering questions, replying to comments, and more. There’s no need to update your status and promote your services regularly. 

 

  • Do keep it lighthearted 

Facebook is a social network, after all, and its users primarily want to enjoy their time on it. Be a bit more casual on your Facebook business page, but stay true to your brand image. 

 

LinkedIn 

LinkedIn tends to be a bit more professional network, and its tone is slightly more serious. These are some of the unwritten LinkedIn etiquette rules: 

 

  • Don’t lock your profile 

The whole point of having a business social media account is connecting with others. You can easily remove the connections that you do not wish to have, but otherwise, keep everything public. Your posts, pictures, and business information should be available to everyone. 

 

  • Do personalize your messages 

If you want your connection requests to be accepted, and your messages to be appreciated, personalize them. This will make your business stand out from all the other spammy requests and messages. 

 

  • Don’t send irrelevant information 

Whenever you get in contact with your audience on LinkedIn, be sure to keep your messages as relevant to them as possible. Otherwise, the messages will appear spammy, and your account will be blocked. 

 

  • Do respond to comments 

Promptly responding to comments (and messages) is the best way to build relationships with your connections. Be professional and polite, even if the comments are negative. 

Paid Advertising Options 

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Paid advertising is an excellent way for a financial services provider to reach a wider audience. Even a small investment in paid ads can work wonders for enhancing your business performance. 

 

Facebook 

Facebook has astonishing targeting options that allow you to reach exactly the type of people that you need. The following are your best choices for targeted Facebook ads: 

 

  • Image ads 
  • Video ads 
  • Slideshow ads 
  • Carousel ads 
  • Messenger ads 
  • Stories ads 
  • Dynamic ads 

 

Don’t forget to track your ad performance and ensure that your marketing is effective. 

 

LinkedIn 

LinkedIn paid advertisements come in a few different formats as well. The best types of paid ads for financial services providers include: 

  • Lead Generation forms 
  • Dynamic ads 
  • Sponsored content 
  • Sponsored InMail 
  • Direct sponsored content 

The social network has surprisingly good targeting capabilities that can enhance your marketing strategy. 

Useful Tools to Help Remain on Top of Things 

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There are many tools available at your disposal that can help you improve your social media presence. You don’t have to be an expert in social media marketing to take advantage of them. 

 

Facebook 

Some of the best tools that you can use to improve your Facebook page are:

 

It’s a comprehensive tool that gives you an overview of your page activity and helps you schedule your posts and campaigns. 

Ideal tool for developing customized tabs, designing cover photos, creating lead generation contests, and more. 

Used for improving the visual aspect of your Facebook, Canva can help you perfect images for your Facebook ads, posts or banners. 

 

LinkedIn 

There’s a wide variety of third-party LinkedIn tools that you can take advantage of as a financial services provider. 

 

Used to collect and analyze data about your audience. You can use it to find out more about your audience’s preferences, likes, and dislikes. That information can help you enhance your marketing campaigns. 

This tool allows you to gather information about the profiles you visit on LinkedIn. The collected contact information, email addresses, and more will be compiled into a .CSV file, which you can take advantage of later. 

Nimble is a Customer Relationship Management (CRM) tool. It will help you nurture the relationship with your contacts and ensure that your engagement levels are unmatched. 

 

General Tools 

If you’re more interested in finding general tools that will help you manage all of your social media, these can be of use to you: 

 

Buffer is among the most popular tools for scheduling social media posts. It works with Facebook, LinkedIn, Twitter, Pinterest, and Instagram. 

An all-encompassing tool for analytics, scheduling, and monitoring. Hootsuite can be used with over 35 different social media networks, including Facebook, LinkedIn, and YouTube, among others. 

Besides simplifying your scheduling, publishing, and monitoring on social media, MavSocial gives you access to thousands of stock images. 

Don’t Work Hard, Work Smart 

Enhancing your social media presence as a financial services provider doesn’t require much. Primarily you need to ensure that your images follow the network’s guidelines and that you follow the etiquette. Then, invest in paid advertising and make use of the variety of social media tools you have at your disposal. 

 

Working smart on social media will boost your lead generation and conversion, your brand awareness, and eventually — your bottom line.

 

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Financial service providers are often required to pursue big lucrative contracts. Everything revolves around the internet today. 

 

That’s why using social media platforms is the best way to keep your clients satisfied. It’s also an excellent way to beat your competitors.

 

Over 80% of financial advisors are already using all the potential of social media for their business. So, it’s safe to say that you need a social media approach. 

 

If you’re a financial service provider looking for good companies, you can find out about them by embracing LinkedIn. There are also many other great benefits of social selling on LinkedIn for financial service providers.

LinkedIn is the most prominent business social platform out there

LinkedIn continues to be the biggest business social platform, entirely focused on business. It’s evolving into a content platform. 

 

This shift allows financial professionals to avail themselves of many venues and tools on LinkedIn. They can now promote their brands, both indirectly and directly. 

 

Social selling on LinkedIn offers several benefits to financial service providers, such as:

 

  • An abundant source of secure new clients – LinkedIn enhances profiles with clients
  • More effective and faster client engagement – get your message to clients in a much quicker and effective way
  • Landing new opportunities by leveraging connections – LinkedIn provides important updates from potential prospects
  • Identify high-net-worth professionals – the majority of these professionals use LinkedIn
  • Build relationships with prospects – LinkedIn allows you to provide timely, useful updates in your niche
  • Stay on top of trends in your industry – get the latest news from your industry

Sure, LinkedIn isn’t a direct source of revenue. But it can help you make significant adjustments to your business strategy.

Understanding LinkedIn etiquette

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LinkedIn has one simple goal – to help you develop a strategy that allows your business to maximize the effect of financial social media. It helps you:

 

  • Develop your brand to promote your financial services
  • Build brand awareness to attract the target audience
  • Make the most of your marketing campaigns
  • Build a sense of authority in your business niche
  • Build your reputation as a leading professional in your industry

LinkedIn allows businesses to target campaigns. It provides all the necessary tools these institutions need to reach their target audience. 

 

The key factor of success for financial service providers is building thought leadership. LinkedIn can help by allowing you to show your expertise, thus elevating your brand.

Finding the right target audience

There’s no denying that businesses that manage to harness the potential of social media get a chance to drive more revenue. LinkedIn also helps you establish a meaningful, long-lasting relationship with your audience.

 

That’s why LinkedIn is the best social media platform for social selling for financial service providers. It allows these professionals to focus on the right prospects. It gives them useful insights to build trusted relationships.

 

So how does LinkedIn help financial professionals find the right audience? 

 

The platform allows you to put in place a professional context to target a quality audience. This helps narrow their market efforts down. You can discern between executives, decision-makers, influencers, and act on new opportunities. 

 

LinkedIn allows these professionals to customize targeting with their audience data. They can then nurture interested contacts, leads, and prospects. Finally, LinkedIn allows people to build ideal financial personas by combining targeting criteria. 

Individual profile vs. Business page

The individual profile on LinkedIn allows people to connect on a personal level online. A business page is something entirely else – it provides followers rather than plain connections. A business page on LinkedIn allows prospects to find businesses because of the services/products they offer.

 

According to LinkedIn research, there’s a 50% higher chance that prospects will buy from a brand with a business page. And 80% of LinkedIn members are looking to connect with companies. 

 

Here are some of the benefits a business page can provide to financial service providers:

  • Increase your brand visibility by including logos and images
  • Share videos to improve client engagement
  • Highlight individual financial services and brands
  • Keep your audience engaged by providing updates and relevant content
  • Interlink to other professionals and loyal clients
  • Spread your authority across all available social media channels
  • Drive more traffic to your page by building a following

Tools to help with LinkedIn selling

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LinkedIn went quite a length to make it easier for businesses to achieve their business goals. The network provides many, extremely practical tools for businesses.

 

Many features are constantly adapting to the evolving and increasing needs of users. That way, financial professionals can save time and money while still getting good results.

 

IFTTT

Every online action a business takes on social media matters. These actions can have a positive impact on your brand across all social media channels. Doing it by hand would take a tremendous amount of time, effort, and resources. That’s why you can use IFTTT to allow automation work for you. 

 

This tool automatically causes things to happen simultaneously on all connected platforms. Whether it’s posting, sharing, or hash-tagging, IFTTT makes cross-platform selling a breeze.

 

LinkedIn sales navigators

LSN works in a straightforward way – it allows you to find and target the right audience. You can understand their needs, keep track of changes, and engage your prospects. It’s a tool that allows you to:

 

  • Target the right audience
  • Understand key insights
  • Engage with clients to achieve personalized outreach
  • Create efficient sales processes

 

LinkedIn sales navigator includes several features, such as:

  • Lead recommendations
  • Real-time updates on your clients and prospects
  • Advanced search filter for finding the right companies and leads for you

 

Detective

Detective is a training platform for software adoption. It helps reduce the time it takes to train your employees. It does so by increasing the adoption of the latest industry-related software. 

Detective can help with CRM, knowledgebase, sales enablement, or salesforce software training.

 

Nimble

Nimble is perhaps the most useful tool for customer relationship management. It helps manage your pipeline and contacts, but it also offers one advantage. You can gather data on your potential prospects and clients from various sources. These include emails, cross-platform social interactions, and contact lists.

 

Nimble helps you reach out to each prospect in a personalized way. You can provide an exceptional user experience. It helps make the most out of every lead you generate.

Adapting the social selling approach to LinkedIn

LinkedIn provides connections to a vast pool of potential prospects around the globe. You can use it to establish strategic partnerships, build brand awareness, or generate leads. However, there are a lot more uses.

If you use LinkedIn for social selling, you can engage your audience and grow your business like never before. The process of adaptation includes some crucial steps:

 

  • Create a complete, professional LinkedIn profile with a professional headshot
  • Make your profile client-centric
  • Request recommendations to provide social proof of your services
  • Use high-value content to build trust, credibility, and authority
  • Regularly update your popular content to keep it relevant
  • Republish articles
  • Connect with other professionals, clients, and colleagues
  • Join LinkedIn groups related to your line of work
  • Find more prospects using the advanced search feature
  • Ask for warm introductions and referrals
  • Engage with influencers
  • Engage your new contacts

Conclusion

LinkedIn is all about consistency, patience, and professionalism. It’s a social media platform dedicated to helping businesses thrive in their industries. It does so by providing everything necessary for these organizations to achieve success.

 

Things move fast in this modern world. Technology has the last say in pretty much everything we do. Mastering LinkedIn social selling techniques can seem a bit overwhelming. However, it isn’t that hard if you focus on one thing at a time.

 

This article helps you master each of these social selling steps. That way, you can generate a highly predictable and easily controllable stream of new clients. Harness the power of LinkedIn to beat your competition!

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