Twitter may represent one of the first times that financial advisors have had a hands-on role in their own marketing. In the development and ongoing management of AdvisorTweets.com we’ve noticed a few issues in the creation of Twitter accounts. Until Twitter, we suspect that some advisors have had little reason to optimize content to be found by searchers or search robots.
We pass on the following suggestions to help advisors sharpen their findability as well as improve the usefulness of AdvisorTweets and other aggregators that extract data from Twitter XML files.
- If you’re creating a new account, we encourage you to scan the AdvisorTweets profile pages for inspiration (do’s and don’ts).
- The Twitter bio provides a finite space in which to present what you do and where you do it. Realize that clients, prospects and others will be using Twitter search or another application to find you by the name you use in business, your firm name or your city and state.
- Most advisors are using Twitter to market their ideas as a means of generating leads. Remember that someone looking for an advisor could search by zip code and variations on the term “financial advisor.”
- Give some thought to what you write. Try to imagine how a consumer would search for you (almost no one will be searching for an “FA”). Where possible, use standard terms. If you have certifications, absolutely include them!
- Weigh the advantages of being conversational and accessible (both social media values) against the benefits of being informative. Is “registered investment adviser” along with the RIA abbreviation a smarter use of your space than “lover of fine food”?
- Don’t pass up the opportunity to drive traffic to your Website by including its URL in your profile. This can be a meaningful source of traffic from people who reviewed your tweets and now want to learn more about you–don’t make a lead have to search for your business.
- Of course, check your profile information for typos. Search engines are unforgiving. Close doesn’t count when it comes to mis-spellings.
For more on developing an effective Twitter strategy, we recommend Wealth Management Marketing’s Twitter Your Way To New Clients worksheet.