FAQs for Financial Advisors with Charlie Van Derven How can I build an audience? We need to identify pain points. If we can understand what causes pain for your specific niche audience we can ask the right questions to engage the people that are feeling that pain. That allows you then to provide the solution. Now it can’t all be self promotion. You’ve got to be in there educating people the moment you promote yourself is the moment that you lose and alienate a bit of your audience. We all love to buy, but very few of us like to be sold to. So if you’re in from an education perspective. Providing help to people then you are going to create a relationship and more in-depth opportunities. How is marketing on social media different from traditional forms of marketing? What’s funny is everyone wants to treat social media like it’s a platform. It is but like a marketing platform. Like it’s designed for marketing, and its not It can be used for marketing but really it’s the evolution of communication So when you are there just trying to jam your brand out there or just trying to get content in front of them just for the sake of getting content in front of them, you are missing the whole point. What you need to be doing is starting conversations. What forms of social media do you think are most beneficial to financial advisors? We focus very dominantly on two platforms. We focus dominantly on Facebook and LinkedIn. I could make a case for twitter though, we don’t have the same kind of success that we have with the other two platforms. Facebook is the most targeted platform we could possibly leverage. If you can tell us who you want to get in front of. If you can tell us who you want to get in front of. Maybe its doctors reaching retirement that need to create income in retirement. We can design that exact audience in your geographic location based on their industry, based on their position, based on their gender, based on their age, based on house hold income and whole bunch of other criteria. And we can create the content that is going to get that audience to react. Facebook on a very very efficient model will get us in front of thousand people in that demographic. LinkedIn is used a little differently. While LinkedIn has the same type of targeting capabilities. LinkedIn is about the person to person connection. And it is very effective when you can identify who you want to know, identify the commonalities you have with that person. And reach out and request their connection. Once they become a part of that network on LinkedIn you can nurture that network from here to eternity. So next time you post a blog you can reach out to the people that blog will effect and ask them to read it. and overtime you become their thought leader the authority in the industry. Facebook and Linkedin are where we base our strategies, two very different approaches. How is custom content different from automated systems? You know in the time I spent working that automated arena, I spent about two years there so I know it well. It helped me identify where the divide was. All that automation in the couple years I was working in it. I never actually saw any advisors get clients or leads for that matter out of social media. That is why 3 and half years ago I started Social Advisors. Is because, I recognized very quickly that there has to be a presence. There has to be a human element to social media. It is a social platform. We can either educate someone how to do that. Create a good strategy, and implement on that strategy via social media and email to create opportunities and leads or we do it for them. And at the end of the month we deliver leads, every time.