Average internet users spend over two hours a day on social networks. That’s almost 15% of their waking hours. Understanding this, social media for financial planners can serve as a funnel for attracting new clients. To help you get started with your campaigns, here are some top social media marketing strategies for financial planners.
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Can Financial Advisors Succeed with Social Media?
Utilizing social media as a financial advisor offers several potential positive outcomes, each with unique advantages:
Benefit #1: Client Engagement and Education
Social media provides a platform to engage with current and prospective clients. Financial advisors can share educational content, such as articles, videos, and infographics, to help clients better understand complex financial concepts. This positions advisors as knowledgeable experts and fosters trust, which is crucial in the financial industry.
Benefit #2: Brand Building and Increased Visibility
By maintaining an active social media presence, financial advisors can increase their visibility and build a strong personal or company brand. Consistent, informative, and well-targeted content can help establish credibility and attract a larger audience, potentially leading to more clients and referrals.
Benefit #3: Networking Opportunities
Social media platforms are excellent networking tools. Financial advisors can connect with other professionals in related fields, such as lawyers, accountants, or real estate agents, to facilitate referrals and collaborative partnerships. These connections can be valuable for expanding one’s client base and offering comprehensive financial services.
Benefit #4: Targeting Capabilities
Social media platforms provide advanced targeting options, allowing financial advisors to reach specific demographics and geographic regions. This can be especially advantageous in attracting clients within a particular niche or local area. Paid advertising on platforms like Facebook and LinkedIn can be cost-effective and highly targeted.
Benefit #5: Compliance and Transparency
Many social media platforms have built-in compliance features and archiving solutions that assist financial advisors in adhering to regulatory requirements. This ensures transparency and accountability when communicating with clients and prospects, mitigating potential compliance issues.
Social Media Post Examples for Financial Advisors
It’s important for financial advisors to maintain professionalism, adhere to compliance regulations, and offer valuable, accurate information to maximize the positive outcomes of their social media efforts.
The following are 3 social media posts that serve asexamples for financial advisors when considering what to communicate through these channels:
- Market Updates. For this type of post, the copy should be informative and include a clear call to action. For example, “In a rapidly changing financial landscape, staying informed is key. The latest economic indicators suggest [brief market update]. But remember, it’s crucial to maintain a long-term perspective in your investments. If you have questions or need guidance on how these changes may affect your portfolio, feel free to reach out.”
- Planning Tips. With this example, the copy should educate the reader to solidify your placement as an authoritative and trustworthy financial source. For example, “Planning for retirement? It’s never too early to start! In today’s post, we’re sharing five essential tips to help you secure a comfortable retirement. From setting clear goals to diversifying your investments, we’ve got you covered. Check out our latest blog post for all the details and start taking proactive steps towards your retirement dreams.”
- Testimonials. Showcase success stories from current or former clients to display social proof that your services are valued. For example, “Congratulations to [client name] on [briefly describe the achievement or strategy]. We believe in personalized solutions that cater to your unique situation. If you’re looking for a dedicated partner in your financial journey, let’s talk.”
Remember to tailor social media posts to your specific audience and the services you provide. Always use required disclosures and disclaimers, and maintain a consistent and professional tone throughout your social media presence.
Step 1: Define Your Target Audience
Before venturing into social media marketing as a financial advisor, it’s crucial to pinpoint your target customer or client persona. Identifying a target customer streamlines your resource allocation, ensuring your efforts are effective.
Social media marketing demands time and effort, and by concentrating on your ideal client, you can create content and campaigns that truly resonate with them rather than spreading yourself too thin across a broad, less-defined audience.
Additionally, understanding your target customer allows you to craft tailored messaging that directly addresses their unique needs and aspirations. Whether it’s retirement planning, investment strategies, or tax optimization, aligning your content with their concerns ensures it is valuable and engaging.
Targeting Your Ideal Client
Most social media platforms provide targeting features for paid advertising. Examples of this are Facebook Boost and LinkedIn Ads. Find a niche that you want to market to and use these tools to grow your audience. It’s one of the fastest ways to build a following.
You can also find prospects in social networking groups and by using hashtags. Find discussion groups where folks in your target market engage. Start a conversation. Use hashtags so others can see those conversations when they run related searches.
Step 2: Select the Right Social Media Platforms
Choosing a social media platform is not a comparison exercise. Facebook isn’t better or worse than LinkedIn. They serve a different function. Here’s a quick overview of common social media platforms and their uses:
- Facebook. Investors are more likely to click a link and read something on Facebook. Be sure to include an image or video along with the link in your posts so they don’t get lost in user’s feeds.
- Twitter is primarily a text-based platform. That makes it a great place to engage in conversations and establish yourself as a thought leader.
- LinkedIn is a platform for professional networking. It’s a great place to connect with potential clients, network, build relationships, and gauge interest.
Step 3: Create a Personal Brand
Find a good photographer and get some professional headshots done. Your image is the primary element for your personal brand. Another element would be your tag line. Combine the two and make sure you use it on your website and social media profile.
Make your brand unique so readers remember it. Marketing is all about repetition. Internet users are attracted to images. Put your brand out there, and eventually they’ll read your content. That’s how you build a fan base. Write great content and others will share it for you.
Optimize Your Social Profiles
Optimizing your social media profiles involves thoroughly completing all the details and elements of your social profiles to position them more prominently, ultimately attracting followers and driving meaningful interactions. The importance of this practice cannot be overstated, as your social profiles serve as your digital storefront and a primary touchpoint for potential clients.
One of the key advantages of completing all the details on your social profiles is the enhanced credibility it brings. A complete profile with a professional headshot, detailed bio, and contact information not only conveys trustworthiness but also portrays a sense of commitment and seriousness. Potential clients are more likely to engage with and follow profiles that appear well-maintained and genuine.
Optimizing your social profiles also helps with discoverability. When you include relevant keywords in your bio and summary, it becomes easier for individuals searching for financial advice to find your profile. This can boost your visibility in search results and expose your profile to a broader audience.
Lastly, complete social profiles enable you to provide a clear value proposition. In your bio, you can succinctly convey your specialization, the services you offer, and your unique selling points. This not only attracts followers who resonate with your expertise but also sets the stage for relevant interactions. By making it evident what you bring to the table, you can attract an audience that is genuinely interested in your financial advisory services.
Invite Your Friends and Colleagues
We get by with a little help from our friends. Invite those closest to you when you start to build your social networks. These are the folks most likely to say nice things about you, and having an initial base of followers can help encourage others to follow you as well.
When launching your social media profiles, connect with colleagues and peers who know you on a professional level. You can also add other financial planners to your network. Today’s competitors could end up being partners tomorrow. Don’t be afraid to open up a dialogue with others in your field.
Step 4: Write Quality Educational Content
This may very well be the most important tip on this page. If your content isn’t useful, your audience won’t engage. Write about what you know best. Become the go-to authority on all subjects related to financial planning, retirement, and your niche. That’s what brings clients in the door.
The most effective social media strategies for financial planners are run by advisors who are thought leaders in their area of expertise. They’ve built huge followings because their content is unique, educational, and relevant. You can do that too. Don’t be afraid to outsource your marketing to ensure you can produce top quality content!
Step 5: Automate Your Social Media Posting
According to a recent study conducted by Accenture, a multinational professional services company, roughly 50% of financial advisors interact daily with investors on social media. Automated communication tools are what makes that possible.
Most content management systems offer social media integrations that will auto-post your content to multiple platforms. You can also schedule articles to go out at timed intervals, making it possible to write batches of content in one sitting, then publish daily. Of course, just ensure you get approval from compliance before scheduling your post for publication.
Step 6: Engage in Online Conversations
Once your content is out there, start a conversation. Engage with those who comment on your posts. There’s a reason for their interest. Try to discover what that is by probing online. Answer questions to the reader’s satisfaction and they might just schedule an appointment.
You can also pick up leads by engaging with another party’s content. Try to stay away from being the dissenting opinion. No one likes a naysayer. Only comment if you have something to add to the conversation. Good vibes tend to generate positive responses.
Best Practice: Do Not Promote or Sell Your Services
It’s not likely someone goes on Facebook to look for a financial planner. They might buy clothing or other retail items if they see an interesting ad. They’re be less likely to buy your services—not directly anyway. Instead, keep posting quality content and build a community, and some will eventually visit your website. That’s where is the sales opportunity.
This should not be a new concept to you. We’ve all been taught to be open about what we do yet never push our services on those who don’t express a need for them. Social media marketing is essentially the same thing. Don’t promote. Educate, build a following, and establish yourself as a leader in the space.
Let’s Get Started
Unsure where to start with your social media strategy or feel like you don’t have the time or resources to produce quality content? Good Life Companies can help. In addition to a full range of compliance and marketing services, we offer a full suite of tools to help financial advisors establish, manage, and grow their practices.
Contact us today for more information.
Frequently Asked Questions
Financial advisors should post a mix of educational content on financial topics (e.g., retirement planning, investment strategies), market updates, client success stories, and personal insights that humanize their brand. Balancing informative and relatable content helps engage and educate their audience while building trust.
Yes, financial advisors can use both free and paid social media options to enhance their online presence. Free options include organic posts, while paid options involve advertising to reach a wider, targeted audience.
Having a presence on social platforms can help financial advisors in several ways. It allows them to connect with a broader audience, engage with existing and potential clients, and share valuable financial insights and expertise. It can also aid in establishing credibility and building trust with clients who seek information and transparency from their advisors.