“We have dedicated financial planners who I drag into a room every month or so for an hour or two and capture content with. I'll film them, interview them, and find out what clients are talking to them about. We've got the capacity to do it that way, but smaller businesses have got to juggle a little bit more. You've got to say, okay, this part of my day I'll spend on social media, this part on client work, this part on business development, etc. Thankfully my typical day and week are quite varied because I think I'd go absolutely bonkers if it wasn't.”
When it comes to embracing social media, Martin is streets ahead of most other financial planners and advisers. So what got him into it?
“For me, it was about experimentation. I've always been interested in technology; I'm quite geeky in that sense. I’m a little bit ADD, so wanted to try new things. I wanted to experiment with different ways of communicating with not just our clients but the next generation of clients too. Not all of them worked, but that’s what experimentation is all about. You’ve got to try things, see what’s successful and what’s not.”
This fearless ‘have a go’ approach has worked well for Martin, who’s grown a substantial following across his channels and is seeing a return on the time he’s invested in it.
“Some channels have been incredible for us. Our YouTube channel has about 3.5k subscribers, but my most successful state has been the Informed Choice Radio podcast because it was the thing that grew the most and that I’ve been most consistent with. The podcast has been going for close to eight years in its current format, and I’ve produced nearly 600 episodes with half a million downloads. It’s been fantastic for us and generates a regular stream of new client enquiries and referrals.”