Even if you are a financial advisor who does not use social media for marketing, there’s no denying its importance for reaching investors who use the services of financial advisors. And that’s not likely to change anytime soon.
The good news is that it’s easier than ever to turn your financial advisor social media content into leads.
Choose the Right Platform(s)
There are a dizzying number of social media platforms out there. But that doesn’t mean you should pick one and dive in. Instead, you should do your research and find the platform(s) that feel like the right fit for your financial advisor marketing practices.
Some popular channels for financial advisors include LinkedIn, Facebook, X (formerly Twitter), YouTube, and even TikTok. The important thing to remember is that each channel will likely have a different audience for your financial advisor content, so in this case, one size does not fit all.
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Bonus: Even if you don’t plan to use a specific channel right now, reserve the username/handle for your future use. That way you have it when you’re ready and you are preventing someone else from taking it before you.
Consistency is Key
Let’s say your financial advisor social media page or profile has 500 followers. If you’re not in their feed, they’re probably not seeing your content. And to be in their feed, you must post content on a regular basis.
How much you post is up to you, but posting with a scheduled frequency helps not only with staying top of mind for your audience but can also help with the social media algorithms. Like Google, social media platforms have a secret “formula” for what shows up in a user’s feed, and posting regularly improves the chances of your financial advisor social media content showing up for your followers.
Gate Content Behind Lead Forms
An engaged social audience is fantastic. But at this point, they still aren’t necessarily part of your sales funnel and/or are on your financial advisor active prospect list. The next step is to collect their contact information on a lead form. This can happen if they visit your financial advisor website seeking additional information. There’s also a way to make this happen directly on the social media platforms.
As an example, if someone wants to access a white paper you have shared on your Facebook page, you can put the whitepaper behind a lead form so that the contact information comes straight to you. The prospect then gets access to the content, and your financial advisory firm has a new lead. It’s a win-win.
Monitor and Engage (Where Appropriate)
This is not a “set it and forget it” marketing strategy. While it may seem unlikely for financial advisor content, most social media posts can have a lively comments section – in both positive and negative ways.
Beware of “Trolls”
For all its advantages, the internet can be a strange place to market the services of financial advisors. That’s because, for some, it’s a place to instigate and cause drama for no apparent reason. Known as “trolls” these users are often using fake names and profile photos. They will often come into a comments section and wreak havoc by stating an outrageous or very unpopular opinion (possibly having nothing to do with the post itself).
This in turn gets others to react, and then it’s not hard to see how things can get out of control fairly quickly. If your financial advisor social media content has comments turned on, be sure to monitor it regularly.
If you see any comments that are unhelpful or trolling in nature, you can simply hide or delete them as the administrator of your financial advisor social media page. You can also block the user entirely. It’s considered a best practice to not acknowledge or engage with the person producing the post at all because it can serve as motivation for them to continue.
Engage With Your Audience
Social media, as the name implies, is meant to be a way for people to communicate with each other. If your financial advisor social media content is getting engagements such as likes, shares, and comments, it’s important to react accordingly while keeping your compliance departments’ policies in mind, of course. The important thing is that you’re acknowledging any (relevant) feedback to your financial advisor social media content.
Pay Attention to Trends – Even if You Don’t Follow Them
While viral social media trends vary from silly to downright ridiculous, it can be beneficial to be aware of them even if you don’t plan to participate. That way you don’t get caught off guard and seem out of touch with your followers, should you get “challenged” (i.e. called out publicly to participate by another social media page or user).
An example of this was back in 2014 when the “Ice Bucket Challenge” went viral to raise awareness for ALS. The challenges have only grown since then, and it’s helpful to have a plan in place in case you want to respond.
Above All Else, Be Authentic
With all of the above having been said, don’t try to be trendy for the sake of being trendy. If something doesn’t fit your financial advisor brand, it can come off tacky at best or pandering at worst. A good rule of thumb is that if you’re unsure about what to say, it’s probably better to skip it.
Because while social media was created for everyone, your financial advisor social media content is not—and that’s ok! The goal is to find your audience and carve out a digital space that serves them and you the best.
Share Your Accomplishments
While it might feel like a shameless plug, social media is one of the best places to share your financial advisory firm’s accolades. Received an award? Share it on social media. Made news in a positive way? Share it on social media.
A simple post and a link to the press release or article can go a long way toward growing your social media audience and potential leads.
Measure and Adjust
Naturally, some content is going to perform better than the rest. But what resonates with your social media audience(s) may surprise you! That’s why analyzing your financial advisor social media content is crucial to a successful social media marketing strategy. Through built-in tools on the respective social media platforms, you can easily see what’s working, and what’s not, and make informed adjustments from there.
About Paladin
Paladin is a digital marketing agency that has worked exclusively with financial advisors since its founding in 2003. Paladin’s team of digital marketing professionals has more than 100 years of collective financial industry experience marketing our clients' services to individuals, families, and businesses. Plus, our team has decades of experience providing digital marketing services to financial advisors. Our clients range from start-ups to firms with billions of dollars of AUM. We are a full-service agency that provides website, SEO, SEM, Video, and Fractional CMO services. Want more information about our digital marketing services for financial advisors? Email: Info@PaladinDigitalMarketing.com to schedule an introductory call. We protect your privacy.
