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The Finance Brokers Association of Australia has urged its members to be more proactive in marketing their brokerages, suggesting they build better relationships with local media outlets and use social media more strategically.
FBAA chief executive officer Peter White says many brokers are not necessarily good marketers and that is holding their businesses back.
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“Running a successful business is different from being a good finance broker,” he said.
The FBAA has urged brokers to approach their local newspaper, radio or TV station with an offer to comment on relevant issues, and to look for a local angle on national stories.
While encouraging members to be active on social media, the association said that “with Twitter, size doesn’t matter”, emphasising that, “It’s not how many you follow, but who you follow and why”.
The tips were written by the FBAA’s media consultant and principal of Mercer PR, Lyall Mercer, who said the new media world presents more opportunities for business owners.
“When a broker is viewed as an expert and provides information and advice that will benefit others, profile is built and business is generated,” he said.
“These tips can assist brokers to share their expertise and build their reputation and brand.”
The ‘5 PR tips to market your brokerage for free in 2014’ are:
1) Build a relationship with your local media
2) Monitor what the FBAA is doing publicly and create a local angle
3) Twitter - Be strategic and give followers news they won’t get from other sources
4) Facebook – This is more consumer-based so give people a reason to share your posts
5) Email newsletter - Don’t talk about yourself; talk about your clients
