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Regardless, says McCabe, Fitzgerald needs to nd out where these types of people socialize and what community groups they belong to. She could ask her best existing clients for tips.
She also suggests Fitzgerald join the chamber of commerce to meet more business owners, and advises the team choose a cause, like a food bank, to participate in. Involvement in both initiatives merits mention or photos in the About section of the rm’s website and LinkedIn pro le. Photos of the teams they sponsor should be online too. This signals the rm’s community credibility to potential clients.
Using social media
LinkedIn should be a priority for advisors, says McCabe. It’s the forum of choice for the busi- nesspeople and professionals Fitzgerald wants
as clients. She strongly suggests Fitzgerald also join Twitter and Google Plus to promote her brand and show her expertise. Even if she doesn’t
PREPARE BATCHES OF 20 OR 40
TWEETS ON TOPICS THAT WON’T BECOME OUTDATED, SO YOU CAN GET COMPLIANCE APPROVALS IN BULK.
start tweeting or posting now, she should set up accounts under her business’s name to ensure no one else snaps them up.
Advisors need compliance approval to use social media, so McCabe suggests preparing batches
of 20 or 40 tweets or posts on topics that won’t become outdated, and getting compliance approv- als in bulk.
Tweets like, “Tomorrow is your last day to contribute to your RRSPs” or “You have your tax refund. How are you investing it?” are good starts. And busy advisors can use social media dash- boards, which allow a single post to be broadcast across several sites to save time.
Also, she suggests reaching out to clients
with customized information seven times a year. Communication shouldn’t be all business, adds McCabe. For instance, if a client has an upcoming trip to Spain, send a travel article on Barcelona. Or follow up a conversation on ETF investing with extra information on how they work. 24
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