Social Media Marketing for Financial Advisors26 min read

Social Media Marketing for Financial Advisors  – Full Guide

 

How Can Financial Advisors Utilize Social Media Opportunities To Grow Their Business?

Financial advisors can utilize social media platforms to share valuable content that builds a community and establishes trust with your audience. Financial advisors rely on the trust of current and prospective clients, especially since they’re managing people’s finances and long-term wealth. That’s why it’s crucial for financial advisors to have a social media strategy that builds trust and provides value to their audience. Here are some other key reasons for financial advisors to utilize social media opportunities.

It Increases Brand Awareness

One of the biggest reasons to utilize financial advisor social media opportunities is that they help build brand awareness for financial advisors. You could have an incredible track record for getting your clients results, but it won’t mean much if people don’t know who you are. In fact, statistics show that it takes 5 to 7 impressions for people to remember a brand. social media for financial advisors Millions of people are on social media, so if you aren’t constantly posting, you’re missing out on incredible reach. Some ways to increase brand awareness on social media include:

  • Constantly posting on your social media channels
  • Liking, commenting on, and sharing other content
  • Having consistent branding across your channels and your content

The more you post and the more consistent you are with your brand, the more people will see your messages and identify with who you are and what you do. The more impressions you make, the more likely people will remember you when they need your services.

It Builds Relationships With Current and Prospective Clients

Another key reason to pay attention to financial advisor social media opportunities is that social media helps financial advisors build meaningful relationships with current and prospective clients. Financial advisors rely on retaining clients and bringing in new ones to stay in business, and a key way to stay in contact with both these groups is to utilize social media. Financial advisors can use social media to:

  • Speak to the issues of current and prospective clients
  • Provide solutions to these issues
  • Show their audience the person behind the brand

financial social media

Think about it: people want to have a good relationship with the person who helps manage their finances. They want to see who you are and why you do what you do. Posting on social media will help you establish trust with your current clients and prospective clients. This also helps you set yourself apart from other brands in your audience’s feed. Authenticity is huge for people on social media, and the more you show who you are and the value you provide, the more authentic you seem.

It Drives Website Traffic

Your website is a crucial pillar in your financial advising business. It shows the world who you are, how you help your clients, and how people can get in touch with you. You want people to visit your website to learn more about who you are and what you do, and a viable way to drive traffic to your website is to post content on social media. If you have a blog, you can post blog content to your social media pages. This will help drive traffic to your website and boost your SEO efforts. If you utilize SEO properly, your website can reach millions of users in an instant. Driving people to your website from social media is a viable strategy that can get more eyes on your services and your brand.

social media for financial business

It Establishes Credibility

One of the most important financial advisor social media opportunities to take advantage of is the fact that social media can help you establish credibility in the financial advising industry. Posting valuable content that helps solve your audience’s problems will make you more credible as a financial advisor. The more credible you are, the more likely your audience will trust you. Establishing credibility can also lead to you becoming a thought leader in the financial advising industry. Becoming a thought leader can actually make clients come to you.

Plus, establishing yourself as a thought leader can lead to additional opportunities for your career. You could be asked to speak at events, write books, and even take on big-name clients.

It Helps You Stand Out From The Competition

A key thing to remember with financial advisor social media opportunities is that they allow you to stand out from your competition. There’s a reason it’s called “social media”: people want to see who you are and what you stand for as a financial advisor. Getting social on social media and sharing your expertise helps you stand out from other financial advisors who, quite frankly, are sleeping on their social media strategy. According to investors.com, a 2019 Putnam Social Advisor Survey of more than 1,000 financial advisors in the U.S. concluded that 98% of the advisors use social media for business or personal use.

So, it’s clear that your competition is using social media — but the question is: are they using it correctly? If you double down on your social strategy and find the right content that resonates with your target audience, you could build a following and reputation that’s unmatched in the industry. Sure, people could follow other financial advisors — but they won’t get the same quality content they get on your channels.

How Can Financial Advisors Capitalize On Social Media Opportunities To Grow Their Business?

Now that you know why it’s important for financial advisors to utilize social media, it’s time to address what you can to capitalize on various social media strategies to grow your business. When done right, these strategies can help you grow your social media following, boost your brand, and get new clients in your inbox. social media financial advisor

Utilize All Your Social Media Platforms

As you brainstorm financial advisor social media opportunities, you should think of strategies that utilize all your social media platforms. These platforms include:

  • Facebook
  • Twitter
  • Instagram
  • LinkedIn
  • Pinterest
  • YouTube

Keep in mind that you should capitalize on the platforms your target audience uses most. Sure, you can have a strategy for all social platforms, but you should really focus on the platforms where your target audience is engaged with. That’s how they’ll see your content and brand, after all. Then, you can focus on the kind of content you create for each platform. Different types of content do well on each platform.

For instance, YouTube is a video platform, so you’d create video content for that channel. However, you could post a mix of posts, videos, and articles on LinkedIn to get maximum engagement. That being said, make sure you create a variety of content for different social platforms. This will help ensure your content is viewed, no matter which platform it’s on. The last thing you want is to work hard on creating content, only to have it fall flat because it wasn’t posted on the right platform.

Invest in Paid Social Media Ads

One of the financial advisor social media opportunities that can lead to a great return on investment is investing in paid social media ads. Online paid ads, in general, typically make money for the advertiser. Statistics show that small businesses earn an average of $3 in revenue for every $1.60 they spend on Google AdWords. If you’re looking to get results quickly, investing in paid social media ads is a strong strategy to consider. instagram for financial advisors If you do decide to invest in paid social media ads, make sure the ads are targeted and speak to a specific audience. If you pay for generic ads that don’t speak to a targeted audience, there’s a good chance they’ll miss the mark and not be compelling. Instead, create ads that:

  • Are the right format (video vs. picture) for the platform
  • Target the right people
  • Speak to a specific pain point your services help relieve for your target audience

Doing these things, plus doing some research on your audience’s social media habits, can help you maximize your paid social media ROI and land new clients.

Speak To Your Target Audience

One of the most important things to remember about social media is that it’s more about your target audience and less about your services. Your social media accounts should be filled with content that helps your target audience. No one wants to follow a social media account that only brags about how great their services are. Instead, focus on having a healthy balance of self-promotion and valuable content. For instance, if you schedule four posts each hour, you could have three of those posts be educational content and one of those posts be promotional content.

financial advisor target audience

Remember: people follow you on social media because they think you’re of value to them in one way or another. If you target your content based on the wants and needs of your target audience, the more trust you’ll build with them.

Provide Valuable Social Content

Something else to keep in mind with financial advisor social media opportunities is to provide valuable social content for your followers. People follow your social media accounts for a reason: they want to keep up with you and your financial tips. So, give them what they want and provide valuable content they can learn from and use each day. This kind of content includes:

  • Blog posts about financial tips
  • Infographics about the state of finance
  • Video interviews with finance and wealth leaders discussing trending topics

This kind of content shows your followers that you’re a good source for financial and wealth advice. If they trust your tips and they follow you for long enough, they may want to hire you as their financial advisor. Or, at the very least, they’ll be grateful that you provide the content you do and recommend that others follow your platforms. Valuable social content helps clients come to you and keeps your inbound strategy fresh.

Interact With Your Social Followers

One of the most important financial advisor social media opportunities to capitalize on is to interact with your social followers. If someone’s following you on social media, they want to hear from you. If you interact with people on social media, you’ll establish a rapport with your followers and develop a friendly and helpful reputation with them. There are multiple ways you can interact with your followers on social media. If someone posts a question, you can respond with an answer. If someone shares a story, you can comment on it or share it on your own feed.

You can also like posts, comments, and content that your followers share. The more you interact, the more your followers will think of you as a personable financial advisor who has their best interest at heart. Interacting with your followers also helps you stand top-of-mind to them. The more they see your name, the more likely they’ll think of you when they need financial advising. social media in finance

Starting Utilizing the Power of Social Media

There are many opportunities financial advisors can capitalize on when it comes to social media. Social media is a powerful tool that can build brand awareness, establish trust, and take your financial advising business to the next level. When done right, social media can make clients come to you and establish yourself as a thought leader in your industry. It takes time to plan out your social media strategy, especially if you want it to play a large role in your organic growth plan. Don’t rush your social media plan because if you do, your audience will be able to tell. Focus on a plan that puts the right message in front of the right people at the right time and you’ll have a winning social media strategy.

Effective Social Media Post Ideas for Financial Advisors

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Your firm’s social media presence makes a difference. In fact, almost 2/3 of people will visit a company’s website after seeing its Instagram; and as a financial advisor, your website serves to draw prospects into the marketing funnel. Yet it’s not enough just to know you should be putting out unique, original content. There comes a point where you have to turn that knowledge into action- and coming up with original ideas, especially for social media posts, isn’t always easy.

Social media strategy is most effective if you post regularly, ideally every day. Keeping the idea generation flowing gets hard, even for the most experienced social media content specialists. If you want to grow your digital presence yet struggle to come up with ideas consistently, consider these 7 examples of financial advisors taking their businesses to social media.

1. Promote Your Firm’s Event

Financial advisory firm Scott advisory group event on Facebook In this great Facebook post from Scott Advisory Group, the firm invites any women with questions pertaining to finances to join them at their upcoming event. The caption is welcoming, friendly and specific to a certain audience. The link embedded allows viewers to sign up for the event with just a few clicks. Promoting any upcoming events your firm is involved with is easy and effective social media content. These “events” could even include webinars or community events your firm is taking part in. Doing this not only gets the word out, but it builds your social media portfolio and shows prospects what kinds of resources and events you typically offer.

2. Share Timely Content

If you’re unsure about what types of topics to post about on social media, simply look at the world around you. Recent research has shown that investors want to speak with their financial advisors about economic events and their financial impacts. COVID-19 effect on mortgage social media post on LinkedIn Think about what’s going on in the world. Then think about what questions those current events raise for your clients, and then connect your audience to resources that will answer those questions. The example above links to a blog post about the effect of coronavirus on mortgage rates, and the below example brings up a hot topic- the election- and connects it with the stock market. Presidential elections and the stock market blog content post on LinkedIn

3. Give the Audience a Glimpse Into Your Life

Premier Wealth Advisors Instagram post Prospects want to see that you’re people, too. In this Instagram post, Premier Wealth Advisors makes light of the pandemic-induced situation by sharing a fun Zoom screenshot of their team. When you find yourself overthinking social media, don’t be afraid to have a little fun with it. Share about a fun vacation you went out, highlight one of your team members or share some pictures of an office party. These types of posts go a long way in displaying your brand’s personality.

4. Share Relevant Statistics or Infographics

Branson financial planning twitter post infographic education If you find a great infographic or statistic that communicates information your audience could find helpful, utilize it as a social media post. In this Twitter example, the advisor reels readers in with a great hook related to the infographic he’s sharing. The infographic then actually links to a landing page on the firm’s website, driving more traffic and potentially capturing the attention of new prospects. Also note that the advisor uses the hashtags his target audience would use, which ensures that the right people get their eyes on your content. infographic for financial advisors about paying for children's education For these kinds of posts, you don’t have to overdo it. A simple hard-hitting statistic, such as in the example below, demands attention and- as you can see from the overwhelming response to this post- drives engagement. Christine Luken LinkedIn post financial advisor statistic

5. Post Market Updates Regularly

Sage Wealth Planning weekly stock market update on Facebook A lot of social media success comes with getting into a routine with your social media strategy. An easy way to do this is by designating a certain day each week to sharing the same type of content- in this case, a weekly stock market update. Routines such as this hold you accountable in addition to getting followers to anticipate the posts each week. Ready-to-use weekly stock market updates can be found in Lead Pilot’s content library, curated specifically for financial advisors.

6. Utilize Video On Social Media

video content on Instagram Storybrook Financial advisors Most social media platforms, including Instagram, as seen above, allow you to share videos. Video is a powerhouse mode of communication for your marketing– so it’s always a great option. Whether the video is someone else’s content you found helpful, a snippet from a YouTube video you shared or a highlight from a webinar you hosted, video content is sure to grab the attention of your prospects.

7. Get Your Social Media On a Schedule

WealthKeel weekly post on Twitter Chad Chubb Again- a successful social media strategy is founded on routine. It requires planning, often in the form of automation, and it requires persistence. In the example above from WealthKeel, Chad Chubb regularly supplies a comprehensive social media post with all the firm’s essential updates. In every post of the “WealthKeel Weekly,” he also includes a link to subscribe to the firm’s newsletter. This is a great practice- you never know at what point in time a prospect will come across your social media. Always offer resources to engage with your firm. social media post ideas for financial advisors Another great example of creating a recurring feature on your social media channels comes from Mark Sharp, CFP® RICP® EA. In the example above you can see how he’s developed a “Friday Retirement Fact” that gets shared on his social channels every Friday that includes one quick fact about retirement.

We love that Mark has chosen to create a catchy graphic to include with each of his posts and keeps the fact sharing relevant, short and to the point but impactful. Social media is a game of strategy, but it’s also one of creativity. Sometimes coming up with ideas seems impossible. Sometimes the ideas you come up with don’t pan out the way you want them to. Keep at it, get inspired and be patient to see the results you want.

Easy & Actionable Social Media Marketing Tips For Financial Advisors

Social media for financial advisors

​​​​​In order for a business to grow, it needs to market its products and services. The financial services industry is no different. No longer considered a passing trend, social media is here to stay, and it can be leveraged as a powerful marketing strategy. Financial advisors can use social media to put themselves in front of more prospects. ​

The Importance of Social Media Marketing for Financial Advisors

Social media is important to financial advisors because more and more people are looking to social media for investment information. Don’t believe me? A study done by Sysomos (a social media software provider) and Marketwired (a business news data channel) found that between 60-70% of all investors used “traditional” sources to get investment information. That means newspapers, analyst reports, etc.

But… between 40-60% of respondents said that they used information from social media when making in investment decisions. Another study done by Accenture shows that 48% of financial advisors use social media to interact with investors on a daily basis. That means over half of financial advisors aren’t doing it, and that’s sad. What’s even sadder is that 9% of investors surveyed by Accenture say that firms that don’t leverage social media will lose clients. What if I chopped your income down 9% right now? That’s what’s happening, and the scariest part? That 9% figure is only going to get higher…

Financial advisor surfing social media on a computer

Wait… How Does Your Website Look?

In the context of business and making money (which is the goal here), social media exists for you to generate leads. You generate leads by sending them to your website, where they will perform some action you want them to perform, whether that’s subscribing to an email list, opting in for a free report, or setting an appointment with you. That’s why it’s CRITICAL for you to get your website in order before you send over a single visitor.

I mean, don’t you clean your house before having people over for dinner? Well, I hope you do, but if you’re anything like me, your idea of cleaning is “sweeping” the room with a glance. Ha! Anyway, you don’t want website visitors to say things like, “I found the screen too confusing” or “I didn’t know what to do next”. The goal of social media should be to send people to your website. The goal of your website should be to turn visitors into leads. If you can’t do that, then your inbound marketing machine will be a failure. You’ve been warned.

When Should You Post On Social Media?

This is a pretty common question that I get from financial advisors about social media marketing. But there are no universal truths when it comes to marketing. For example, have you ever noticed that the really cheesy infomercials tend to run around 3:00 in the morning? Why is that? I’m not quite sure, but if I had to guess, I would assume that people in the infomercial business know that the people who are most likely to purchase their products are watching TV late at night and early into the morning. Maybe we have poor judgment in those wee hours… who knows?

So if you’re up at 3 a.m. watching TV, you’re probably a prime target for them. But what about your prospect? Here are some rules of thumb:

  • The best time for click-throughs averages around 1 to 4 p.m.
  • On average, Wednesday has been proven to be the best day
  • The worst time for click-throughs, on average, is on the weekends between 8 p.m. and 8 a.m.

Take these times with a grain of salt. I am NOT saying that you should only post to social media during those times because I don’t want you to avoid taking action. What I am saying is that these are the best AVERAGES. If you’re a financial advisor who specializes in working with educators, you probably DON’T want to follow this advice because your target market will be in school teaching the children during the “best times”. Use your common sense and tailor your approach to your market.

Instead of trying to find the “best time” to post, learn more about your niche…

Social Media Marketing Tips for Financial Advisors

1. Know Who You’re Targeting

With social media, you can potentially reach millions of people. However, the real magic of social media comes when you determine, in advance, the audience to whom you wish to market yourself. Both Facebook and LinkedIn have thousands of groups. These are places where people who share a common interest get together. If these people are in your target market, you need to hang out where they hang out. Plus, social media platforms typically offer hyper-targeted ads that can be delivered to the exact type of person you want to reach. For example, someone

I know sells coloring books for adults. He found out that the ideal customer for his product was a 34-year-old woman who likes meditation AND yoga. Because of social media, he can do something called “layered targeting” (where he only targets people who like both meditation and yoga) and develop an incredibly focused marketing strategy. You want to narrow your focus when advertising because the wider you cast your net, the less likely you are to get high engagement rates. If you don’t get high engagement rates, the more you will pay for your ads.

2. Engage with others and respond to prospects’ queries.

Social media is never really “off”, so if you’re only logging in once a month, you’re missing out. If you’re continually sharing engaging content on social media, you have to keep track of responses and feedback given by other social media users. If you’re doing social media “right”, then it will lend itself directly to real relationship building. I don’t necessarily mean posting every meal on Instagram or Snapchatting your every waking moment.

What I mean is giving the world an update on how your business is doing – have you had any recent successes, challenges, setbacks, or awards? Plus, a strong social media presence plays a big role in building brand loyalty. A report published by Texas Tech University found that brands who are active on social media have more loyal customers, probably because they are constantly interacting and engaging.

3. Leverage any charitable functions, events or press.

If you are sponsoring a charity fundraiser, attending a major trade show, or volunteering your time at a charitable organization, post it on social media! Depending on the time and context, you could even be picked up by news outlets. In my own life, I support Donors Choose because it allows me to give directly to classrooms across America. I talk about Donors Choose on social media and how proud I am of the work we do over at The Advisor Coach. These types of posts almost always get above-average engagement.

However, please refrain from getting involved with charities simply to get exposure. People can tell when you aren’t being genuine. In my case, I truly believe that supplying low-income classrooms with materials and resources is the right thing to do and people can see my passion. If you are picked up by a news outlet (assuming it’s for something positive), spread it all over social media. This is called “newsjacking”, and it helps to shine the spotlight in your direction.

4. Learn about your prospects, clients, and competitors.

Social media lets you peek into other people’s lives. Whether it’s that girl snapping a picture of her fancy Starbucks drink or that neighbor of yours with the Mercedes S-Class (you can’t quite figure out what he does for a living…), all these networks give us a glimpse of what people value and what’s going on. When you learn more about your prospects and clients, you have some talking points for when you meet with them. Plus, it allows you to stay in front of them during the times that they aren’t on the phone with you or in your office. In the same way that financial advisors can learn about their prospects and clients, they can also learn about their competition. Is one of your competitors doing well on social media?

Does it seem like his or her posts get tons of engagement, while yours are ice-cold? When that happens, you should take a moment to analyze what they’re doing that you aren’t. Once you learn which types of content work well for your audience, you can leverage that information outside of social media into your website, direct mail pieces, email marketing, and more. Because if someone resonates with your niche on one channel, it’ll likely resonate across others as well. Take a look at what they post, who they follow, who follows them, and their most popular posts. This will help you understand what’s working for your competition and why they’re successful with their social media.

5. Use it for content distribution.

The real power behind social media is the ability to scale. If you have a piece of relevant content, you can get in front of thousands of people, quickly. Imagine writing an article about planning for retirement in your fifties and targeting that piece of content, via Facebook ads, exclusively to people in their fifties. Or if you already have some followers, fans, or connections, you can share that piece of content with them. Never before has this been possible. LinkedIn is especially cool because it has Pulse. If you’re not familiar, Pulse is a publishing platform on LinkedIn that allows people to self-publish their own content.

It’s what you see by your status update that says, “publish a post”. Pulse stands out in social media because it allows people to showcase their expertise to interested audiences. One of the most effective things financial advisors are doing right now is sending people from social media to their email opt-in page. This works well because it gets people away from “rented land” (after all, you don’t control social media) to “owned land” (because you DO control your email list). Using social media for content distribution is especially powerful because it gets your prospects to consume your message in multiple places.

Continuing with the email example, your prospects may get an email from you in the morning, as well as see you every night when they log in to their social accounts. This works wonders for building familiarity in your market. This is also great for overcoming skepticism. Because a prospect may initially interact with you on social media but avoid reaching out to you directly because of skepticism. However, once that prospect views your website, joins your email list, etc. then he/she is more likely to accept you as legitimate.

6. Pay attention to your company’s social media policies.

I’m not going to delude you: some financial services companies are WAY behind when it comes to social media. It blows my mind that some of these places are still in the stone ages. But if you happen to work at one of these companies, you still need to respect their policies.

For example, many firms prohibit LinkedIn endorsements. That’s a decent policy because it helps you avoid the appearance of a testimonial. Not being able to create, publish, and promote content is another story entirely. Some firms only let you share content from a library of pre-approved content. That’s boring and I personally get tired of seeing the same tired status updates from advisors who work at these companies. But if that’s the company you chose, you must fall in line.

7. Don’t forget about your bottom line.

Okay, enough with the cute stuff. Let’s get down to the nitty-gritty. In my opinion, this is the most important tip because, in the context of this article, financial advisors will be using social media for business purposes. And if this is the case, the goal is to make money. “Building a community” is nice, but actually being profitable is better. If you are hyper-focused on metrics such as new likes, comments, reach, etc. you are doing it wrong. You can’t go to the bank and deposit “likes”. When it comes to social media, this is what you need to focus on:

  • How much does it cost you to acquire a lead?
  • How many leads did you generate?

And that’s pretty much it. If you’re having trouble making social media give you a positive ROI, feel free to reach out to me. But I’m not going to give you a bunch of smoke and mirrors – at the end of the day, you need to know how many leads you can generate and if you’re profitable at that particular cost per lead. Let’s say that you are running a Facebook ad right now and you’re sending people to a piece of content you created with an opt-in form to set an appointment with you. Let’s also assume that each click costs you 50 cents and out of every 40 clicks, one person sets an appointment. Now let’s do some math…

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