So often the primary objection (read: excuse) I hear from advisers for why they do not want to send ongoing communications or content to their prospect or client lists, their Twitter or Facebook followers, Google+ circles or LinkedIn communities is fear of “being annoying.”
If you’re afraid you are annoying, ask yourself: “Do I have valuable knowledge that empowers people to create the life they want to live? Do I offer a service that defines the steps a person can follow to achieve their goals? Does the service I provide help eliminate anxiety, reinforce security and create excitement?”
Don’t you want people to know about this? You have a valuable service to share with the world and communicating in a meaningful way is not only helpful when it comes to marketing, it is essential.
The next time you think, “I really shouldn’t comment or share,” consider these four factors in communication:
1. Your Audience Wants to Hear from You
If the content you share is truly valuable (and it should be), then people will want to read it. They may not read it as often as they want, because of time constraints or distractions, but they still equate “quality content” with your brand. You are a generous expert, and they aspire to learn all that you share.
2. Frequent Communication Does Not Mean Frequent Selling
Frequent communication means you are educating, entertaining, editorializing on topics through myriad channels. Sometimes you sell, but mostly you share.
3. You Are Your Biggest Follower
With social media, you’ll be lucky if followers read one out of every 20 posts you make. Social media is an in-the-moment connection that engages quickly and fades even faster. Believe it or not, you are the only one who cares enough to read all of your posts. It is hard to communicate too much in social media.
4. Passion Shines
I know you believe in the value you offer, the knowledge you can impart and your ability to make a positive impact on your client’’ overall wellbeing. When you genuinely communicate this, passion will shine through in all that you offer. Whether it’s through tweets, posts or emails, keep in touch with your followers in your authentic way.
The bottom line is: you will know if you’re being annoying. Metrics tell all (or at least reveal possible problem spots). If you are overdoing it, you’ll see higher unsubscribe rates, lower open rates, and flat growth on “likes” and “follows.” Watch the interaction with your blog, monitor your clients’ feedback and know what content enrages and what content succeeds.
Most likely, you are not communicating as regularly or as effectively as you could be. What will you change for the new year?
Kristin Harad, CFP®
Marketing trainer for advisers