Be empathy-led and adopt a problem solving mindset
When deciding where to put her social media efforts and what content to deliver across each social media site, Sandy embraces customer empathy and difference.
Acclaimed Mortgages' approach to social media is all about building trust. Sandy and the team want to demonstrate they know the challenges their clients' face and leave them with the confidence that they have the expertise and the capability to solve those challenges. This empathy-led approach means potential clients recognise their own challenges in the stories of others and builds trust that Sandy and the team understand their needs.
A problem solving mindset is consistent across all of the content Sandy produces. She tailors the content differently across each social media channel, according to the type of content that works best and the demographic she wants to reach.
Facebook is where Acclaimed Mortgages focuses more on brand building. Sandy uses business branded posts giving plenty of free tips and advice, client testimonials, and promotes free webinars that focus on solving specific problems.
Instagram is where Sandy focuses more of her video content. She uses Instagram to up the thought leadership ante, creating bite-sized content that demonstrates her expertise but allows her to to connect with clients on a personal level.
LinkedIn is an interesting channel for Sandy. She sees it as a networking opportunity to reach potential B2B clients and connect with financial advisors and potential referral partners. It’s important that Sandy uses LinkedIn to showcase her personality, who she is and how she likes to do business. This approach enables Sandy to partner with the businesses who share similar values, facilitates new relationships and nurtures existing ones.
by Amy Rountree
