Updated 12-1-23. Marketing a Notary business through social media is essential for both newcomers and veterans, but learning how to successfully connect with customers online, like performing a notarization, can be trickier than it looks.
Being active on social media can connect mobile Notaries to larger pools of potential clients and help them disseminate information and build credibility as a teacher and a coach, said Sonita Leak, a Greenville, South Carolina Notary and social media expert, in an NNA 2020 Online video. It can also present a minefield, because the wrong post shared with the wrong attitude can greatly harm a business.
Leak used social media platforms to grow her own business into a thriving regional enterprise, and others can too, she said. “Just remember,” she said. “Social media marketing is a reflection of you.”
In order to grow your mobile Notary brand through social media, you’ll need to understand what social media marketing is and understand your audience.
What is social media marketing?
Social media is really any electronic platform, including websites, where users create online communities to share messages, Leak said, and it should be a part of your overall marketing strategy.
Before you step into the fray, remember that social media marketing isn’t just posting randomly on platforms. There are many behind-the-scenes factors that go into a successful strategy:
First, consider how you want to portray yourself. What is your professional identity and how does it differ from other mobile Notaries in your area? Perform a search and see who is listed on the first page of Google results — is the field already crowded with a bunch of Notaries? That’s more likely if you live in a large metropolitan area than a smaller, rural community, Leak said.
Also, assess what you want out of the platform. You may know who you are, but you need a clear picture of what you’re seeking from the people with whom you engage. What services do you want to offer? Do you specialize in certain types of assignments, such as loan signings, or do you offer many types of notarization services? What you want out of the encounter will guide you in what you should post.
Tips for setting up your social media profiles
Create a separate account for your business rather than relying on your personal profile, particularly on Facebook, to promote your services and expand your professional network. Keep posts professional and engaging on your business page.
On LinkedIn, connect with other Notaries, title companies, real estate agents, local banks, hospital administrative staff, law offices, and any other potential client. Make sure that your profile is completely filled out and that "Notary" or "Signing Agent" appears in your job title, summary, employment history or skills so that your profile can be found in search results.
Join a few relevant groups and get involved in their discussions. The National Notary Association hosts a few LinkedIn groups for Notaries to share advice and information. Look for groups related to your immediate community so you can make connections with other local business owners in your area. Craft a short note to introduce yourself to potential business partners and offer your services as a resource should these businesses require a Notary in the future.
Know your audience
Leak receives calls from sons and daughters of seniors, so she markets to younger folks instead of the elderly because they’re the ones searching and making the calls. Also, sick and shut-in customers will reach out to others to do their research, she said.
She also advised Notaries to specialize, even if they’re the only ones in town. Leak ended up specializing in serving people who couldn’t write but were still of sound mind. Just read your state’s rules and know what you can and cannot, do. You can become the one person in town who is able to help someone.
The world sees what you post on social media, so take care. Foster positivity. A good way to do this is by posting about the positive results of your work. Social media can be an important tool in building a positive brand image: “Social media content helped my community see my career was so much more than stamping stuff,” Leak said.
Final thoughts
Always list the specific cities and state where you work, because often there are multiple cities around the country with the same name, like Leak’s own “Greenville.”
And always practice good, online etiquette and posting techniques.
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