Es­tab­lish an En­gag­ing Link

Us­ing Linkedin videos helps me to build a stronger con­nec­tion with my global client base.

Financial Planning - - Contents - BY MIGUEL SOSA

Us­ing Linkedin videos helps me to build a stronger con­nec­tion with my global client base.

I’ve been in the busi­ness of ad­vis­ing global clients for 35 years, and it’s al­ways been chal­leng­ing to stay in touch. Time-zone dif­fer­ences make it dif­fi­cult to re­view and re­spond to in­quiries. In some cases, clients and I are speak­ing with 12-hour gaps.

One of our clients lives in Aus­tralia and we make it a point to speak ev­ery quar­ter, but it can take a few tries to get the meet­ing sched­uled. At times we’ve spo­ken on Sun­day evenings, which is Mon­day morn­ing for him.

My so­lu­tion: Linkedin videos. With these videos, our firm reaches a wide au­di­ence in a timely man­ner. They pro­vide an en­gag­ing way to reach clients, prospects and cen­ters of in­flu­ence. Our fol­low­ers and those who share our videos get to hear and see monthly what our thoughts are, whether we are of­fer­ing in­sights about fi­nan­cial mar­kets, ideas for con­sid­er­a­tion or sum­ma­riz­ing our re­ac­tions to cur­rent events.

At the same time, our fol­low­ers get to know us. When I started ap­pear­ing on videos, I didn’t have fa­cial hair. Once I grew a goa­tee, I sud­denly got lots of com­ments.

Here’s how we do it: We usu­ally post some videos the month af­ter the end of each quar­ter. These posts com­mu­ni­cate im­por­tant points of what oc­curred dur­ing the quar­ter and share our fore­casts for the fu­ture. We use the other two months to high­light a topic such as al­ter­na­tive in­vest­ments or we might share our ex­per­tise on en­vi­ron­men­tal and gov­er­nance is­sues.

We’e also used videos to en­cour­age clients to con­sider do­ing re­views. With prop­sects, we’ve sug­gested seek­ing a sec­ond opin­ion for port­fo­lio re­views.

We nor­mally have around 300 views; how­ever, when I post a pic­ture of my­self catch­ing fish, which is my off-duty pas­sion, I get 4,000 to 5,000 views. Peo­ple re­ally want to see what I do when I’m not at the of­fice.

We usu­ally don’t mar­ket spe­cific prod­ucts or ser­vices. For us, it’s not the right fo­rum.

The feed­back has been very pos­i­tive. In a com­pet­i­tive dig­i­tal world, com­mu­ni­ca­tion is a key to demon­strat­ing that you are rel­e­vant. When our au­di­ence sees a brief video, it gives them a sense of who we are. They get to “meet” the found­ing part­ner and hope­fully es­tab­lish a psy­cho­log­i­cal con­nec­tion.

Lev­er­ag­ing Linkedin

We have tried other dig­i­tal and so­cial me­dia chan­nels to dis­trib­ute our brief videos and have found Linkedin pro­vides the best way to get the word out.

From time to time, we’ve posted pho­tos of our team do­ing some­thing recre­ational to show that it’s not all about busi­ness.

This year, for ex­am­ple, I posted a photo from a deep-sea fish­ing trip. These per­sonal posts have re­ceived, by far, the largest views, shares and likes.

We don’t in­tend to use Linkedin pri­mar­ily for per­sonal news, but we feel it’s im­por­tant for our fol­low­ers to oc­ca­sion­ally see us out­side of the of­fice, too.

In ad­di­tion to videos and a few per­sonal pho­tos, we post ad­di­tional con­tent on Linkedin about two or three times a week — of­ten charts and graphs that com­mu­ni­cate a point. These reg­u­lar posts help keep our firm and our mes­sage in clients’ minds, no mat­ter where in the world they re­side.

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