Make Facebook Marketing Work for You

Facebook’s user base has grown to more than 1 billion. With more and more clients shifting their attention toward social media platforms, advisors should consider creating a stronger Facebook presence. If you’re not using Facebook at all, it’s time to set up a profile. And if you are already using Facebook, launch a Facebook marketing campaign, says Matt Halloran, founder of Top Advisor Coaching. “Facebook is the most powerful client-driven marketing opportunity of the century,” he says. “One of every eight minutes people spend online is on Facebook, and this is where people find their new service providers.” “Even if you only spend a couple hundred bucks, you’re going to show up on enough people’s timelines and get some brand recognition,” adds Halloran. He suggests using Facebook’s pay-per-click ad model, rather than paying for impressions, because under the former you pay only when someone clicks on your ad. When creating an ad on Facebook, an attention-grabbing headline and an eye-catching image are critical. Even if advisors don’t deploy a Facebook marketing campaign, they should at least have a presence on the platform, he notes. “You need to be on Facebook if you’re looking to focus on younger clients,” says Halloran. “If you don’t exist on Facebook, you don’t exist, period.”