Social media and sales terms advisers should know

So far in this jargon-busting mini-series, we’ve examined general marketing terms that often confuse advisers, as well as the language of websites, newsletters and content marketing.

In this final part we’re focusing our attention on social media and sales.

Social media

Algorithm

Every social media channel has an algorithm determining what content appears in your feed and who sees your posts. 

The algorithm is a complex set of rules unique to each platform, and while it’s essential to understand the basics, it’s impossible to decode it completely.

High engagement levels, which indicate that your content resonates with your audience, increase the likelihood the platform’s algorithm will share it with more people. 

Engagement

Engagement is the interaction your social media posts receive.

Each platform offers users different ways to engage with your posts. However, common options include likes, comments, shares, and saves. 

Monitoring the engagement levels of specific posts helps you learn what subjects are and aren’t popular, allowing you to tailor future posts to your audience's preferences. 

Reach

Reach is the number of unique users who see your content. The higher your reach, the better because more people are seeing your posts.   

Impressions

Impressions count the total number of times your content is displayed to your audience.

As your posts might be seen more than once by one person, the number of impressions your posts get will always be higher than the reach. 

Again, the more impressions your posts get, the better.

The number of reaches and impressions your posts receive is usually based on engagement levels.

If they are high, the platform's algorithm recognises them and shares the post more widely, increasing both reach and impressions. 

Organic content 

Any post, story, or video you create and publish without paying to promote it is called organic content.

Building trust and establishing authority through organic content can attract clients more naturally than direct advertising.

Paid social

In contrast to organic content, paid social media involves promoting posts or running ads on social media platforms.

This option allows you to extend your reach, target specific demographics, and retarget people who have previously engaged with your business.

Hashtag

A hashtag is a word or phrase preceded by the "#" symbol that categorises content. 

Using relevant hashtags, like #FinancialPlanning or #RetirementAdvice, helps your posts reach audiences interested in specific topics, but avoid overloading your posts with too many hashtags. 

Content pillars

These are your areas of expertise and the themes you consistently post about. 

Content calendar

A content calendar is a schedule for planning and organising your social media posts in advance.

This keeps your messaging consistent, timely, and aligned with your business goals without last-minute rushing.

Call to Action (CTA)

A CTA is a prompt encouraging your audience to take action, such as "Read the full blog,” "Contact us," or "Share this post."