Case Study-
Financial Services
Case Study
Dawson Financial Services improved their social media quickly by using a scheduler and expanding their posting topics
Dawson Financial Services (DFS), a reputable financial services company based in Houston and affiliated with Northwestern Mutual, has swiftly enhanced its social media presence. The team of nine professionals at DFS provides high-quality financial and investment advice to their clients.
To improve their social media strategy, DFS has committed to expanding their posting topics and utilizing a scheduler. After a collaborative effort of 3 months, DFS has observed positive results on their new social media channels.
The Plan
Post on social media 3x/weekly
The Results
1.1k monthly impressions
13.52% post engagements
(industry standard: 1.54%)
Background
Dawson Financial Services (DFS) was interested in leveraging social media to network and connect with prospective clients. The founder, Doug Dawson, a former professional athlete with an engaging personality, had already established a strong presence on his personal Facebook page.
He recognized the need to expand this presence to other social media channels, while also adapting the content to suit the different platforms. Additionally, Doug understood the importance of establishing an internal system to ensure consistent and high-quality posting.
To help develop and execute a comprehensive social media strategy, DFS sought the expertise of KMS Marketing Strategies, a consulting firm that provided DFS with strategic guidance, initial management, and ongoing coaching.
Products Used
The System: Achieving Big Results
with Limited Time Investment
1. A Focused Approach: Laying the Foundation With A Streamlined Marketing Strategy
The social media strategy implemented by DFS was tailored to their specific goals and needs. Key highlights of this customized approach include:
- Ensuring each post provides value to the audience, rather than simply promoting the company.
- Expanding the content beyond just professional or generic personal topics, to offer a more diverse range of messages.
- Frequently utilizing short, easy-to-consume video content.
- Encouraging the entire DFS team to participate in the social media efforts, rather than relying solely on the founder.
By adhering to this strategic framework, DFS aimed to create an engaging and multifaceted social media presence that would effectively connect them with their target audience.
2. Use a Social Media Scheduler
To facilitate a more consistent social media presence, DFS incorporated the use of a straightforward scheduling tool. This allowed the team to more easily publish content, enabling them to reliably meet their goal of three posts per week.
3. Create Pre-done Templates for Several Strategic Posting Series
DFS took the additional step of developing pre-designed templates for several strategic posting series. This approach made it simpler to maintain brand coherence and key messaging across their social media content. Moreover, the templates streamlined the posting process, allowing DFS to publish new updates in a more efficient manner.
4. Produce 30 Seconds Videos
As part of their social media strategy, DFS began creating and sharing short, 30-second video content. By strategically varying the topics, locations, and levels of formality featured in these videos, DFS was able to drive higher engagement from their audience.
5. Involve Team Members In the Strategy
Recognizing the importance of social media, the DFS founder made it a priority and enlisted several team members to actively participate. These team members displayed an open-minded attitude towards social media and a willingness to learn and implement best practices.
Wrap Up
Almost immediately, DFS experienced a significant increase in engagement across their social media channels, driven by the strategic variety in their content and post formats. The founder’s genuine passion for helping clients and his years of industry experience came through more clearly in the online persona he presented. His authentic and enthusiastic approach resonated with the audience, sparking numerous comments and interactions.
Within the third month, DFS began to see a steady rise in new followers on their LinkedIn and Facebook business pages. Some of these new connections are now considered potential leads that may eventually convert into clients. DFS is well-positioned to effectively onboard these new clients, as they have established a thorough process to lay the groundwork for successful, long-term relationships. Additionally, the clients who initially engaged with DFS through social media will have a more informed and personal understanding of the firm, which should enhance the onboarding experience.
What’s Next
Dawson Financial Services has rapidly transitioned from having their social media presence managed by an external team to independently running their own successful social media strategy. A particular area of strength they have developed is the production of engaging video content, including the launch of their own regular “podcast-style” video series. DFS continues to demonstrate an enjoyment and proficiency in communicating with their audience through thoughtful, high-quality social media posts.