In the Spotlight: Josh Bradburn, CFP®, CWS®, Charles Schwab
July 1, 2019
Each month we put the spotlight on a customer who’s fully embraced digital transformation. We’ll share stories of advisors and agents who are using digital to be more productive, build deeper relationships and increase business, as well as those of distribution, marketing, compliance and IT leaders who successfully led or participated in digital initiatives.
Josh Bradburn was recruited to Charles Schwab by his best friend, straight out of business school from Ball State University. After he ‘bought into the culture on day 1,’ he’s still going strong 12 years later. Josh is a Certified Financial Planner™ Professional and Certified Wealth Strategist™, and holds several securities and insurance licenses (Series 7, 63, 66, 9, 10, life, health). He lives in Santa Monica and is a financial consultant in Schwab’s Santa Monica branch. After years of being really active in his community and holding board positions at the YMCA, Boys & Girls Club, Rotary and the Chamber of Commerce, he’s been weaving social networking into his daily agenda to extend his reach and build his online reputation.
What’s a typical day like for you?
I usually get to the office around 7am or so, start with a bit of market analysis, check the headlines, indexes and stocks, and move over to email to see what came in overnight. Then, one of the first things I do every single day is use Hearsay. I schedule my social posts based on the current Hearsay content provided by our marketing department. The rest of my day is full of meetings with new and existing clients and with boards of the organizations I serve.
What trends are you seeing in the industry lately?
It’s no longer enough to just put out a short tweet and some hashtags. Bloggers are getting a lot of traction and following because the audience can see them, and that personal touch helps people connect. These trends really align with the rise of ‘millennial money.’ A lot of the younger generation is taking to social media to gain financial literacy and talk about finance, and they want a real human they can trust to teach them.
What social best practices have you adopted?
You have to be active. It’s not enough to post one thing once a week and expect to get any traction. Social media moves so fast that a post disappears 10 minutes after it goes live. You really need to be consistent and responsive, not only with your posts, but also replies, comments and likes of other posts.
You also have to do some customizing, whether it’s adding hashtags or creating your own post — it gets a lot more traction than re-sharing exactly the same posts that others share. I want the audience to see that there’s a real person behind the screen, not a bot posting articles.
I’m also diligent about doing social twice a day. I spend about 15 minutes in the morning sharing content that’s been created for me. I regroup in the afternoon, maybe take a little longer and customize posts or put out original content.
How has Hearsay improved the way you work?
I take a bigger picture view of marketing and I’m playing the long game. I’ve learned to use social and digital marketing from a branding perspective. I wasn’t expecting million dollar referrals off the bat; I was looking to build a name and a brand with an extended audience, where people in my community view me as a go-to financial resource. I started using Hearsay in December of 2017 and really latched on and pushed it to the max. Now I often get people saying ‘I like the article you posted’ or ‘I see you online all the time’ and I’ve gotten some really nice referrals through social media that have turned into actual business.
What platforms are you using?
I use LinkedIn and Twitter, primarily for business, and I use Facebook a bit as well. I like LinkedIn in particular because it’s designed specifically to build your professional network.
What myths would you like to dispel about social media?
The naysayers tell me I’m wasting my time and seem to think their clients aren’t on social media. That couldn’t be further from the truth. People of all ages and all wealth levels get on social media at least occasionally — whether they’re posting vacation pictures or checking in on what family and old friends are up to. I heard recently that the #1 thing people do after they’ve met with a financial advisor is Google them. So it’s important to have a good online presence and reputation. Your prospects and clients are out there and they are looking for you.
Now let me tell you one thing that’s not a myth in financial services: Wow, is it regulated! It is incredibly regulated. When you start mixing finance and social media, you have to be careful. Sometimes the tiniest little thing that you would never think would be an issue may get flagged. But social media can be done and it can lead to revenue.
When you’re not at the office, what do you do for fun?
We just had our first baby, little Lucas. He’s my absolute pride and joy. It’s amazing how your life changes for the positive; it’s so rewarding when I come home and see his smiling face, see how he’s growing and changing right before my eyes. Right now, I spend virtually all of my free time with Lucas. Other than that, I love anything health related — I’ve been actively boxing for a few years, and I love playing tennis and basketball too. My wife and I are also really into food and are on a mission to go to all the 3-star Michelin restaurants we can!