Professionals are seldom challenged about their technical competency. GPs, dentists, solicitors, accountants and even financial advisers and wealth managers. Their experience and qualifications, plus a perceived aura, means that the skills to do the job are unquestioned. Plus, clients (in the case of advisers) or patients (in the case of medics) aren’t really that interested in the expert’s technical work. That’s for them. What they really care about is the outcome they want. For example:
- GPs = successful diagnosis/feeling better.
- Dentists = cleaner teeth/no more pain.
- Solicitors = a new home/a new life (after separation).
- Accountants = HMRC off your back.
- Wealth Managers = Peace of mind/future certainty/ROI.
More commonly, new clients want to know more about you so they can better understand if you will be a ‘good fit’ for them as well as a good adviser. Do you care and can you show an appreciation about the same sort of issues in financial services that they might find important too? For example:
- Mental wellbeing and money.
- Investing for good as well as growth.
- Financial education for the young and disadvantaged.
- Climate change and the move to net zero.
- Community engagement.
How you do this needs adept communication skills. You don’t want to be seen as a campaigner or a tub-thumper. Nor do you want to come across as someone who is connecting to a cause just for the sake of it. Authenticity is the key. These ‘soft’ messages are weaved within the others about responsibility, confidence and education that form the structure to your social media strategy.
If you would like to know more about our ‘done for you’ social media marketing service for SJP practices, call Nick on 01252 213131 or email nick@sixthsensemarketing.co.uk
