Social media engagement

When six-year MDRT member Candice Ong first stepped into the social media world, she never imagined that it would account for nearly half of her business within a year.

“Imagine waking up daily to ready buyers who know you, trust you and want to work with you even before meeting you,” said Ong.

She recommends advisors consider two questions to direct their social media approach:

  • How do I build my personality on social media to amplify the good work I’ve already been doing?
  • How do I find my community online and convert them into offline business prospects?

If you’re struggling with what kind of content to create, remember that people crave human connections.

“If you could take time to reflect deeply on the following questions and answer them honestly, you would have tons of content ready to share with the world,” Ong said. “No one else would have the exact same answers as you, so go forth and show up as you.”

  • How do you help your clients? (What problems do you solve?)
  • What values do you hold dear when conducting this business?
  • What successful stories do you have to share?
  • How do your clients feel about you? (Share testimonials)
  • What would it look like if clients chose to journey with you? (A road map perhaps)
  • Do you enjoy your job and why?
  • What was the most interesting encounter last week?
  • What are some myths about the work we do?
  • How have you added value to your clients beyond finance?
  • What does an ideal working relationship with your clients look like?
  • What services do you provide?
  • What makes you stand out from your competitors?
  • What do you do outside of work? (Help them to know you on a personal level)

Mix up your content with short posts like a picture with a caption, an article, your own video, infographics and thought-provoking surveys to generate traffic.

“It is always encouraged to have a combination of these different mediums. After all, variety is the spice of life,” Ong said. “However, start with the one that you are most comfortable with. People want to see you expressing yourself authentically. What you say matters more than how aesthetically pleasing it looks. The beginning is always the hardest. Get your first piece of content out, and you’ll definitely gain momentum as time passes. Building your presence may not be an overnight affair; however, with enough consistency, it will be a very sustainable and lasting tool as you build and scale your business.”

This was excerpted from the January/February 2025 Round the Table article “Social media engagement.”

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