Section 2: Marketing

This module instructs the reader on the benefits of using social media for their financial advisory business. It states the benefits and drawbacks of the various social media platforms available and includes instructions on how to target the right audience on these platforms, how to build an audience and how to start posting and, subsequently, amplify posts.

In addition, the module engages the reader on the benefits of developing a brand identity for their business and why this should be viewed as a priority. The module details the components that make up a brand along with the benefits of having a strong brand identity. It enables the reader to understand a brand’s role in building relationships and the importance of aligning business, brand and behaviour.

By engaging with the content and applying the guidance provided, the reader should be able to demonstrate a thorough understanding of the potential benefits of using social media for their financial advisory business. They should know how to target the right audience, build this audience and set up a consistent social media messaging strategy.

In addition to the social media outcomes, readers completing this module should be able to clearly define a brand and explain its importance in the business context. They should be able to identify the key components that contribute to a brand’s identity, including value, principles, voice and perception. After studying this module, readers should understand the importance of aligning business strategies and behaviours with the brand’s values and messaging and apply the knowledge gained to start designing and developing their own brand.