{"id":23403,"date":"2021-02-07T15:30:44","date_gmt":"2021-02-07T23:30:44","guid":{"rendered":"https:\/\/insights.fmgsuite.com\/?p=16661"},"modified":"2025-09-16T11:09:25","modified_gmt":"2025-09-16T18:09:25","slug":"creating-a-social-media-strategy-for-financial-advisors","status":"publish","type":"post","link":"https:\/\/7e78e84f-a80e-4b05-ba90-7dd3f9d29edc.express.conves.io\/creating-a-social-media-strategy-for-financial-advisors\/","title":{"rendered":"Social Media Marketing for Financial Advisors"},"content":{"rendered":"<p>Social media is a long-term strategy, an investment in your marketing. It does not provide immediate results but brings benefits with time. In this blog post, we will look at the benefits of social media and some strategies to help you acquire these benefits for your business.<\/p>\n<h2><b>The Benefits of <\/b><b>Social Media<\/b><b>\u00a0for Financial Advisors<\/b><\/h2>\n<p><a href=\"https:\/\/www.putnam.com\/static\/pdf\/advisor\/putnam-social-advisor-survey-6.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">A 2019 study from Putnam Investments<\/a> found that social media initiatives resulted in an average AUM of 4.9 million dollars.<\/p>\n<p><span style=\"font-weight: 400;\">There is every indication that social media, and the marketing opportunities for the financial services industry, will continue to grow. Facebook, Twitter, LinkedIn, and many other social media channels have become the modern equivalent of word-of-mouth marketing.<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">\u201cThe power of social networking is such that the number of worldwide users is expected to reach some 3.02 billion monthly active social media users by 2021, around a third of Earth\u2019s entire population.\u201d <\/span>(Statista, 2018)<\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">That is a big audience, and social media can help financial advisors reach more of it. So why does <\/span><a href=\"https:\/\/insights.fmgsuite.com\/social-media-tools\/\"><span style=\"font-weight: 400;\">social media marketing for financial advisors<\/span><\/a><span style=\"font-weight: 400;\"> produce such impressive ROI? Besides being a solid brand builder,<\/span><span style=\"font-weight: 400;\">\u00a0social media<\/span><span style=\"font-weight: 400;\"> is particularly good at three things every advisory needs.<\/span><\/p>\n<ul>\n<li><b>Relationship building: <\/b>Relationships have been the backbone of the financial services industry from the beginning. Social media platforms are packed with audiences ready to create relationships, providing advisors with a seemingly endless supply of prospects. Not only does social media marketing bring in new business, it also helps build stronger relationships with existing clients.<\/li>\n<\/ul>\n<ul>\n<li><b>Priming referrals: <\/b>When advisors <a href=\"https:\/\/insights.fmgsuite.com\/fmg-content\/\">share engaging and informative content<\/a> on social media, they reach existing clients and connect with their neighbors, friends, and associates. We already know that prospects rely on recommendations and advice from people they know, so a strong social media presence is a productive tool for priming referrals. That means more leads, a greater chance for engagement, and a steady flow of new clients.<\/li>\n<\/ul>\n<ul>\n<li><b>Making financial services relatable: <\/b>How many prospects think they aren&#8217;t wealthy enough to need financial services? How many of them don&#8217;t have a clue about what a financial advisory firm can do for their financial future? <i>Likely too many to count. <\/i>Social media gives advisors platforms with broad reach to educate the public about the valuable services they offer. It allows advisors a wonderful opportunity to get on their audience\u2019s level and show that financial services have something to offer to nearly everyone.<\/li>\n<\/ul>\n<h2><b>Building Your Social Media Strategy<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Financial advisors can use social media marketing to make their brand more relatable, the key is to understand what prospects need and how they communicate. Below are a few steps to get you started.<\/span><\/p>\n<h3><strong>1. Consider your audience\u00a0<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">The most valuable marketing can\u2019t be effective if it&#8217;s not positioned in front of the right audience. Financial advisors must be able to target their most viable niche market. Advisors can discover this niche by taking an objective look at what type of clients they can <\/span><span style=\"font-weight: 400;\">serve<\/span><span style=\"font-weight: 400;\"> most effectively. The more well-defined the prospect, the better chance of providing the most relevant content for establishing a financial advisor\u2019s authority and credibility.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Robert Fross, CEO and <\/span><span style=\"font-weight: 400;\">C<\/span><span style=\"font-weight: 400;\">o-founder at Fross &amp; Fross looks at it this way: <\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">\u201cIt\u2019s about constantly being a thought leader, and maybe it\u2019s not one particular thing, but because they\u2019ve seen us that there is a better chance that when they actually need help and they have a life-changing event that we are the ones that they might call.\u201d\u00a0<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Understanding your audience is key to connecting with them. And a good place to start is by digging deep into the type of clients already on board. You can do this by asking the following questions:<br \/>\n<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">What are their online habits? <\/span><\/li>\n<li><span style=\"font-weight: 400;\">What questions and concerns do they present most often? <\/span><\/li>\n<li><span style=\"font-weight: 400;\">Which financial services are the most popular, and why? <\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Prospects are looking for answers to their financial questions online, and financial advisors can use social media to answer their questions through content. This dynamic can lead to a connection.<\/span><b style=\"font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif; font-size: 15px;\"><\/b><\/p>\n<h3><strong>2. Prioritize Value\u00a0<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Providing value for the financial services audience is the key. Social media isn\u2019t about asking for a prospect\u2019s business \u2014 it\u2019s about giving them relevant information through content and interaction. In any business, but especially in financial services, it\u2019s critical to build confidence and establish authority. It\u2019s also about being genuine and personable by <\/span><span style=\"font-weight: 400;\">discussing financial issues<\/span><span style=\"font-weight: 400;\"> and personal stories to create real connections.\u00a0<\/span><b style=\"font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif; font-size: 15px;\"><\/b><\/p>\n<p><span style=\"font-weight: 400;\">Brian Cody, VP of Digital Media at Waddell &amp; Reed, makes a good point about authenticity, saying:<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\"> \u201cI think a good formula that we bring forward is something that is authentic to you, something that you can really, honestly, articulate authentically, something that is meaningful to the people that you are trying to speak to, something that is interesting that adds value to them, and finally something that is succinct that can really deliver the point home quickly, efficiently and effectively.\u201d<\/span><b style=\"font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif; font-size: 15px;\"><\/b><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Giving away insight and advice may not seem like the best social media strategy for financial advisors, but it is precisely what consumers want. Prospects want information that is actionable, easy to understand, and timely.\u00a0<\/span><\/p>\n<p><b style=\"font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif; font-size: 15px;\"><\/b><span style=\"font-weight: 400;\">These prospects understand that financial advisors are necessary for a complex industry, but they won\u2019t be ready to engage and consider doing business until trust and credibility have been established. Sharing info in this way can help establish an online presence that provides valuable, relatable content.\u00a0<\/span><\/p>\n<h3><b>3. Which Social Media Channel is Best for Financial Advisors?\u00a0<\/b><\/h3>\n<p>Financial advisors do not need to be on every social platform. Rather, they should select the channels where their ideal audience spends time. Facebook, Twitter, and LinkedIn each have average audiences that you can use to determine which platforms to prioritize. And if you&#8217;re unsure, try focusing on one and branching out to others. Then, measure performance between each channel to decide which to prioritize. Of the three channels listed below, the first we recommend is LinkedIn because, according to Hubspot, <a href=\"https:\/\/blog.hubspot.com\/sales\/social-selling-stats?hubs_content=blog.hubspot.com%2Fmarketing%2Fgenerate-leads-on-linkedin&amp;hubs_content-cta=6X%20more%20likely%20to%20convert\" target=\"_blank\" rel=\"noopener\">audiences exposed to brand messaging on LinkedIn are 6x more likely to convert<\/a>.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-49766 size-large aligncenter\" src=\"https:\/\/insights.fmgsuite.com\/wp-content\/uploads\/2021\/02\/FMG-Social-Media-1024x536.jpg\" alt=\"A List of FMG Social Media Channels by Goal\" width=\"840\" height=\"440\" srcset=\"https:\/\/7e78e84f-a80e-4b05-ba90-7dd3f9d29edc.express.conves.io\/wp-content\/uploads\/2021\/02\/FMG-Social-Media-1024x536.jpg 1024w, https:\/\/7e78e84f-a80e-4b05-ba90-7dd3f9d29edc.express.conves.io\/wp-content\/uploads\/2021\/02\/FMG-Social-Media-300x157.jpg 300w, https:\/\/7e78e84f-a80e-4b05-ba90-7dd3f9d29edc.express.conves.io\/wp-content\/uploads\/2021\/02\/FMG-Social-Media-768x402.jpg 768w, https:\/\/7e78e84f-a80e-4b05-ba90-7dd3f9d29edc.express.conves.io\/wp-content\/uploads\/2021\/02\/FMG-Social-Media.jpg 1200w\" sizes=\"(max-width: 840px) 100vw, 840px\" \/><\/p>\n<h2><b>What About Compliance?\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">In many cases, local financial service offices are affiliates of larger national companies. These companies have their own marketing preferences and policies that can hamper the local office\u2019s digital marketing. Many of these marketing policies are driven by compliance concerns, while others are only guidelines. If every piece of marketing has to pass through a corporate marketing department, meet industry regulations, and be compatible with company preferences, then many local firms and advisors may think the effort isn\u2019t worth it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">All digital marketing should be reviewed for industry compliance, and it\u2019s good career advice for advisors to follow their local or national home office lead. However, social media marketing for financial planners can meet the most rigorous corporate and industry restrictions and still be useful.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Brian Cody offers some good advice for working with these restrictions:<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\"> \u201cDon\u2019t just put out anything and everything\u2014put out everything that relates back to that core value proposition and then spend some time directing customers to content that only you can create so you are not just posting pre-approved stuff, and make sure you are posting custom stuff that resonates with your audience.\u201d\u00a0<\/span><\/p><\/blockquote>\n<h2><b>Remember the \u201cSocial\u201d Element of Social Media Marketing for Financial Advisors<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Social media <\/span><span style=\"font-weight: 400;\">posts for financial advisors<\/span> <span style=\"font-weight: 400;\">are <\/span><span style=\"font-weight: 400;\">effective because <\/span><span style=\"font-weight: 400;\">p<\/span><span style=\"font-weight: 400;\">eople like doing business with people they socialize with, even if it\u2019s only in a digital world. To work with an advisor, prospects must trust their expertise, but they also want to know that advisor\u2019s story and personality.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"aligncenter wp-image-57503 size-large\" src=\"https:\/\/insights.fmgsuite.com\/wp-content\/uploads\/2021\/02\/Stand-Out-on-Social-By-e1714511236442-1024x271.png\" alt=\"Stand Out on Social By\" width=\"840\" height=\"222\" srcset=\"https:\/\/7e78e84f-a80e-4b05-ba90-7dd3f9d29edc.express.conves.io\/wp-content\/uploads\/2021\/02\/Stand-Out-on-Social-By-e1714511236442-1024x271.png 1024w, https:\/\/7e78e84f-a80e-4b05-ba90-7dd3f9d29edc.express.conves.io\/wp-content\/uploads\/2021\/02\/Stand-Out-on-Social-By-e1714511236442-300x79.png 300w, https:\/\/7e78e84f-a80e-4b05-ba90-7dd3f9d29edc.express.conves.io\/wp-content\/uploads\/2021\/02\/Stand-Out-on-Social-By-e1714511236442-768x203.png 768w, https:\/\/7e78e84f-a80e-4b05-ba90-7dd3f9d29edc.express.conves.io\/wp-content\/uploads\/2021\/02\/Stand-Out-on-Social-By-e1714511236442-1536x406.png 1536w, https:\/\/7e78e84f-a80e-4b05-ba90-7dd3f9d29edc.express.conves.io\/wp-content\/uploads\/2021\/02\/Stand-Out-on-Social-By-e1714511236442-350x93.png 350w, https:\/\/7e78e84f-a80e-4b05-ba90-7dd3f9d29edc.express.conves.io\/wp-content\/uploads\/2021\/02\/Stand-Out-on-Social-By-e1714511236442.png 1920w\" sizes=\"(max-width: 840px) 100vw, 840px\" \/>Being \u201csocial\u201d online can also mean becoming a part of the bigger story. For financial advisors to be relevant, they must go beyond the typical press release or industry article. Financial service providers can stand out and connect with their audience through:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Appropriate uses of humor<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Sharing interesting or unusual information<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Expressing their brand and personality<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Discussing personal interests<\/span><\/li>\n<\/ul>\n<hr \/>\n<h2 style=\"text-align: center;\"><span style=\"color: #0000ff;\"><b>Struggling With What to Share on Social Media?<\/b><\/span><\/h2>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Whether you\u2019re getting started or want to increase your frequency and engagement, we\u2019ve got content that captures attention, highlights your expertise, and shows you\u2019re on top of timely topics.<\/span><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/fmgsuite.setupwp.io\/features\/social-media\/\"><span style=\"font-weight: 400;\">Find Out More Here<\/span><\/a><\/p>\n<hr \/>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Social media is a long-term strategy, an investment in your marketing. It does not provide immediate results but brings benefits [&hellip;]<\/p>\n","protected":false},"author":29,"featured_media":26275,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[15],"tags":[16,217,13,243,69],"class_list":["post-23403","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","tag-facebook","tag-instagram","tag-linkedin-2","tag-social-media-best-practices","tag-twitter"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.9 (Yoast SEO v26.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Social Media Marketing for Financial Advisors | FMG<\/title>\n<meta name=\"description\" content=\"Uncover the power of social media marketing for financial advisors. 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