Marketing to Different Generations on Social MediaMay 5, 2020

by Samantha RussellAdvisor Perspectives welcomes guest contributions. The views presented here do notnecessarily represent those of Advisor Perspectives.

With the coronavirus outbreak, being present on social media is critical for advisors. Whenused correctly, it is a great tool for impactful connections with current and prospective clientsand establishing yourself as a thought leader within your niche.

That being said, you may not need to be active on every social media platform. It depends onthe niche you target. Identify which platforms your target audience uses and what content theywant to see to effectively connect with them and make a lasting impact.

What kinds of content should appeal to your niche on social media?

1. Millennials

If Millennials are your niche, you’re in luck. Millennials are the generation with the highest use of social media. In fact,90.4% of Millennials are active on social media.

To successfully market to Millennials on social media, incorporate eye-catching graphics and imagery. Share third-partyarticles and content that would be of interest to show that you are like-minded. Additionally, 75% of Millennials watch videocontent daily, so leveraging video on social media is a great way to appeal to them. (P.S., check out my other article onhow to record professional videos right on your smartphone).

2. Generation X

When it comes to marketing to Generation X, the most effective thing you can do is focus on creating content that isauthentic and consistent. If you’re wondering what platform would be best to reach this target audience on social media,Facebook is the answer. In fact, 88.6% of Gen Xers use Facebook as their main social media platform. With a statistic likethat, having a Facebook business page and being present there is a no brainer.

3. Baby boomers/retirees

Despite the fact that this generation grew up without technology and the internet, they definitely accept it and want to learnmore about it. In fact, 64% of people aged 50-64 have at least one social media profile, with Facebook being the mostpopular platform for baby boomers. Baby boomers place emphasis on in-depth news pieces and analysis with anabundance of concrete information/. When sharing on social media, cater your content to meet their values.

Source: Pew Research Center, Survey conducted Jan. 8 to Feb. 7, 2019.

What does your niche want on social media during a crisis?

Social media is uncharted territory for many advisors. Throw in a global pandemic and it is downright confusing. How canyou market your firm effectively on social media amid COVID-19?

Page 1, © 2020 Advisor Perspectives, Inc. All rights reserved.

That’s a tough question. Facebook and Instagram have seen a 40% increase in usage due to COVID-19, with views forInstagram Live and Facebook Live doubling in one week. Your followers are spending more time online than ever before,so social media presents businesses with a unique opportunity to deepen relationships and position yourself as a thoughtleader increasing your brand affinity.

1. Show empathy

Being empathic on social media doesn’t mean you have to mention COVID-19 explicitly in every post. But take intoconsideration the tone of your captions and how it could be interpreted by those who may be facing a different andpotentially challenging reality.

2. Provide value and educate

Traditionally, I think of social media as a vehicle to drive traffic to your website, blog, YouTube channel, etc. During a crisis,your primary objective needs to shift to becoming a valuable resource to your audience. Place a focus on providing extraeducation in the form of videos, webinars, live streams, podcasts, slide decks, etc.

3. Be human

Put on a façade. While we might not all be in the same boat, we are battling the same storm. It’s normal to be human onsocial media. In fact, people want to see more of that, especially during a crisis situation.

Share how you’re coping with stress or anxiety, how you’re transitioning to working from home and what hobbies youenjoy. Showing this human side of your firm gives clients and prospects a glimpse into the “real you.” Showing that you tooare a normal everyday person is a welcoming feeling for those who may not know you yet on a personal level and givesthem something they can relate to.

Page 2, © 2020 Advisor Perspectives, Inc. All rights reserved.

Final thoughts

Whatever your niche, generating content that is of interest and meets them where they are is incredibly important tobuilding a loyal following and growing your business. You have to know your audience, so uncover what your audiencewants to learn. If you’re not sure where to start, begin by brainstorming every question your audience has and plan yourcontent to meet those needs.

Your content marketing strategy should be ever-evolving. You don’t need to be perfect immediately.

Content builds relationships – relationships are built on trust – trust drives revenue.

Use this time to your advantage by growing your brand instead of your bottom line. Create that Facebook business pageyou’ve been putting off, or run a new educational campaign on social media.

Samantha Russell is the chief marketing and business development officer at Twenty Over Ten (a digital marketing andwebsite development company for financial advisors). Samantha helps financial advisors create digital marketing strategiesthat produce explosive growth through website development, content marketing, SEO, social media and video.

Page 3, © 2020 Advisor Perspectives, Inc. All rights reserved.