Introduction
🧠 Why Social Media Matters
Social Media is one of the most powerful and easily accessible tools you can utilise to build your own personal brand and boost awareness, reach more audiences, and connect with current and future clients. Social Media has helped businesses and professionals build better relationships with their customers or clients by allowing a two way flow of communication that is unique from any other channel of marketing. It’s an opportunity that is too important and too easily accessible to not incorporate into your overall strategy for attracting new eyes to yourself and InvestorKit.
💚 Incorporating InvestorKit to Build Your Personal Brand
As trusted experts and the leading buyers agency in Australia, repurposing and resharing our brand content will add credibility to your own profile and establish you as an expert that people can depend on. It also allows you to add your own personality and flare to our content - as we know from our personal experiences, people build relationships not with a brand alone but with the people who bring the vision and culture to life. This playbook will showcase and guide you through the many different ways you can start creating and posting content, but by all means is not the limit of what you can do. Social Media is an ever evolving space and so too are the ways in which we can experiment with it to see what resonates most with our target audience.
♟️ Basic Strategy & How to Approach Social Media Marketing
Organic Social Media needs to be thought of as a long-term nurture journey. While it is absolutely possible to get quick and direct leads from posting, the foundation of a successful organic strategy is long term consistency and community building. It’s not about the hard sell, but about what you can offer that will entice people to want to follow you and stay up to date with your latest content
Of the points above, let’s shine a light on the one that will have the largest impact on your results - consistency.
Consistency is important across all elements of social media posting, including post frequency, content themes, overall tone, and your overall quality. It may help to view the way you audience the way you would approach building a relationship with an individual person. Generally, when you meet someone new and want to build a friendship with them, you’re going to look for certain traits or asking yourself the following questions:
Are they consistently adding value to my life?
Can I rely on them to show up to plans we make?
Do I feel as though I can get a good grasp of who they are?
Are they trustworthy and consistent with their effort?
Would I introduce this person to my friends and family?
Now think about how you can apply these questions to someone who may be stumbling across your Social Media profile. This is subconsciously how we all interact with accounts we trust and follow. We are curating our own reality online which reflects what and who we want to see in the world - how can you be a voice that fits into the worlds of our current and future clients?
⚖️ Finding The Perfect Balance Between Professional & Personal
With the above in mind, it’s still important to consider the way you are visually communicating and ensuring that the presentation of your profile remains polished and premium. It’s a common mistake that people often make thinking that casually content, haphazardly placed text, and an overuse of GIFs will draw attention and be more relatable, but it’s best to take a “less is more” approach. Start shifting your mindset from social media, particularly Instagram, being a personal platform and think about it more as an interactive portfolio/resume hybrid. How would you portray a story if you were showcasing it in a professional environment to an audience you wanted to impress? Social media profiles have replaced brochures and business cards because of their versatility, but they should still maintain a level of consistently visually - after all, design is one of the most powerful and impactful languages that we have, often transcending the written content itself.
What, When, Where?
🏠 Establishing Your Content Pillars
When it comes to curating your content, the most helpful way to set yourself a scaffold to fill in is to establish your key content pillars, or themes. This is a good way to ensure you are cover the main touchpoints on a monthly basis. For InvesotrKit, they are as follows:
Education | Culture | Credibility |
E.g. market updates, whitepapers, blog posts, podcasts, investment tips | E.g. Team events, workplace values, behind-the-scenes | E.g. Client success stories, media features, awards |
You’ll find that each of the pillars will attract a different but equally valuable followers, and also will help to nurture various points of the journey. This is why it’s important to have a holistic view of your content and what purpose each piece serves.
I would suggest following the same pillars as your content will be reflective of InvestorKit.
🚉 Social Media Platforms
There are many social media platforms out there, but we’ll be focussing on the 2 main ones that InvestorKit has a strong presence on and will be the most impactful from a personal brand perspective:
Instagram | LinkedIn |
Instagram is highly versatile and one of the most powerful platforms to utilise when it comes to organic lead building and building brand awareness.
It is able to host a number of different formats of posts, such as the following:
• Static Images
• Multi-Slide Posts
• Reels
• Stories
• Live Video | LinkedIn is also versatile but is a lot more formal and has a narrower audience in the professional space. This audience will resonate particularly well with our content, especially the education based pieces.
Unlike Instagram, LinkedIn is able to link directly within the post itself, which can be useful in being able to direct traffic to specific pages. It will also generate previews for blog posts so you don’t have to work as hard on the creative - it’s better to focus on strong, powerful copy.
LinkedIn also let’s you repost content from others to your own page, so it’s an easy way to repurpose InvestorKit content by just adding your own thoughts above. |
⁉️ What Should I Post?
Reflecting on the above, think about what you would find most interesting as a consumer. It can definitely be hard to always be coming up with new ideas, but luckily for you, you’ll be working alongside a marketing team that is always ready to provide you with new ideas and resources.
To help you get thinking, here are some post ideas for each of the content pillars mentioned above.
Education
- Whitepapers; whether it’s a new release, or you’re extracting points from an older but relevant whitepaper, there is a wealth of information that can be broken down into bite sized teasers to entice people to engage further.
- Blog Posts; These are released every Tuesday, and are a great way to provide valuable content to your audience. On instagram, these are great to post on your stories so you can add a direct link.
- Podcasts; same as the above
- Investment Tips; Anything you think will be of value to a consumer. These work well if they are presented in an easy to digest info graphic - I know graphic design is not everyones forte, but we will have a template gallery for your convenience and are always happy to assist in any custom designs needed.
Culture
- A Day In The Life; This would make for an awesome reel or carousel post - if you feel confident, shoot a video voiceover style explaining what you are doing for the day (be mindful of keeping confidential things confidential). This can be a really fun way to engage with your audience and bring a more personal, human element to your content
- Team Events; any time we have a team or company event, I would post about it! If that was in partnership with another company, make sure to tag them as well to help with exposure.
- Personal stories; maybe it’s not directly linked to our services, but you could always share something you’ve found inspiring, a small event from your day that brought you joy, or anything about yourself that helps bring your personality out and connects with your audience
Credibility
- Testimonials; an easy and abundant piece of content to share! What we will improve though is how we display these - but don’t worry, all templates will be linked below.
- Case studies; templates will be created for case studies, with various formats to showcase proof of our services
- Awards; whether that be individual, company, internal, or external awards, the marketing team will ensure graphic templates are created so these will be easy to share on your page.
📆 …What About When & How Often?
When it comes to how often you should post, frequency is always rewarded, but more than frequency is consistency - so, whatever you choose, make sure you commit to that.
The algorithm will favour accounts who are consistant in posting.
When it comes to time of day, this is becoming less and less relevant as the algorithms continue to change. It’s best to experiment with multiple times of the day and see which resonates best with your audience.
From personal experience, I think early evening (5pm - 6pm) is best as it tends to be when most people are online.
🙅♂️ What NOT To Do
- DO NOT Be Controversial ❌ While it’s true that being controversial online attracts attention, this is NOT what the InvestorKit brand is about, nor is it the kind of attention we want. Do not portray information in a way that is jarring or provocative. Remember that first and foremost, our mission is to help and inspire as many Australians as we can to be able to take control of their futures - this isn’t done by isolating certain groups of people or making inflammatory statements.
- DO NOT Post Misinformation or Unverified Claims ❌ Accuracy is crucial when discussing property investment, finance, and market trends. Always ensure that the information you share is fact-checked, sourced, and aligned with InvestorKit’s expertise. If you’re unsure about something, check with the marketing team before posting.
- DO NOT Over-Promote or Hard Sell ❌ Social media is about engagement and relationship-building, not just pushing sales. Avoid making every post a sales pitch - focus on providing value-driven content that educates, inspires, and connects with your audience naturally.
- DO NOT Ignore Comments or Messages ❌ Social media is a two-way communication channel. If people engage with your posts, respond to their comments and messages where appropriate. Ignoring interactions can make your profile seem inactive or unapproachable.
- DO NOT Use Poor Quality Visuals ❌ Your social media presence is a reflection of your personal brand and InvestorKit’s credibility. Avoid posting blurry, pixelated, or unprofessional images/videos. If you need help with visuals, use InvestorKit’s templates or ask the marketing team for guidance.
- DO NOT Share Personal Opinions on Sensitive Topics ❌ Keep your content professional and relevant to property investment, business, and finance. Avoid discussing divisive topics such as politics, religion, or controversial social issues, as these can alienate potential clients.
- DO NOT Spam or Overpost ❌ While consistency is key, quality matters more than quantity. Posting too frequently (especially multiple times a day) without meaningful content can overwhelm your audience and lead to lower engagement.
Resources
⭐️ Useful Tips & Tricks
- Social Media engagement doesn’t just stop at posting - the reason it’s so successful is because it allows you to interact and engage with your audience. Always make sure to engage with comments in a timely fashion. If someone asks a question, answer. If they’re passing on praise, like their comment and express gratitude. The more interactions and conversations you can get started on your posts, the more the algorithm will favor your content and push out to more people.
👨💻 Handy Apps To Help
- CapCut (Video Editing)
- An easy to use, iPhone based video editing app that can be use to cut together clips. The app is free, just ensure you remove the capcut logo before exporting (there will be an option to that involves watching a 60 second ad).
- There are templates on capcut, but as mentioned above, generally we’ll go for a less is more approach.
- Canva
- Great for any graphics needed, illustrating text in a visually pleasing way to present on your social media, etc.
- The limits are endless with Canva, which can sometimes feel overwhelming. Our brand colours and fonts are loaded into Canva already, and there are plenty of existing templates within there. If you need help applying our branding to existing templates, just reach out to Danni and she will happily book in some time to help!
- Danni will also build out templates you can use within canva. (Linked below)
- Teleprompter App (https://apps.apple.com/au/app/teleprompter/id941620509)
- Makes life a whole lot easier when it comes to recording content, rather than trying to memorise a script. Maybe you want to make a reel to communicate content and want to plan out what you want to say - write it out and then put it into the teleprompter app.
- Remember, always set the text slower than you think you’ll need. We don’t want it to come across as reading from a script - let yourself take pauses between sentences, and talk as if you were having a conversation. That means emotion, emphasis, and pausing between sentences.
🎨 Templates
- Showcase a Property Performance Template: www.canva.com
- Testimonials Created on BannerBear - will work out a way to have these saved to a folder or sent to a whatsapp group for content
- Case Study www.canva.com
- Market Insights/Blog Posts/Displaying Data & Insights www.canva.com
Need Help?
Reach out to your leader, the marketing team via marketing@investorkit.com.au or for technical issues helpdesk@investorkit.com.au