Are you among the 85% of financial advisors who use social media to find new clients? Are you happy with the results of your current marketing efforts?
If not, it’s time to rethink your social media marketing strategies. With over 72% of Americans (that’s nearly 250 million people) active on social media, you can’t afford not to use these channels.
At the same time, social media marketing success involves more than creating an account and sharing posts. Like your other marketing efforts, your need to create a solid plan, rather than posting and hoping for the best.
In this article, we’ll provide six actionable strategies you can use to engage with your audience and attract new clients through social media. Keep reading for fresh ideas you can start using today!
1. Use Canva to Create Posts
It’s true that “content is king,” but no one is going to give your post a second glance if it’s poorly designed. No matter how much experience you have as an advisor, bad branding will make you appear like an amateur.
Of course, it’s unlikely you have a background as a graphic designer, and that’s okay. The good news is there are plenty of great (even free) tools you can use to create stunning posts for various social media platforms.
At the moment, one of the best websites/apps for creating posts is Canva.com. They have a vast array of templates that are already optimized for use on every major social media platform. Choose from hundreds of free images, videos, fonts, and template styles to create eye-catching posts.
Want to create a video post for Facebook? A story for Instagram? Twitter assets or LinkedIn posts? It’s all right there, customizable with a few clicks of a button. You can even create attractive infographics, reports, or event invitations.
Alternatives to Canva include Pixlr, Snappa, and Piktochart. If you have Adobe Suite, check out Adobe Spark for creating beautiful graphics.
2. Join Relevant Facebook Groups
With over 2.7 billion active users, Facebook is a social media giant you can’t afford to ignore. However, like other platforms, it’s not enough to set up ads or create a business page and hope your posts reach the right people.
To maximize the potential of Facebook, you need to focus on engagement. By joining online discussions and conversations, you have the chance to break down the barrier created by your professional profile and connect with your target audience.
Where’s the best place to accomplish this? Head over to Facebook groups and get ready to see what online engagement is all about.
As the name suggests, the goal of Facebook groups is to connect people with similar interests that want to discuss one particular subject. The options for relevant groups looking for financial advice are almost endless!
For example, you might look for groups where its members discuss:
- Financial freedom
- Family budgeting
- College loans
- Home financing options
- Retirement planning
- Estate planning
- Investment trends
- Insurance matters
Can you see how these groups could be a gold mine full of prospective clients? Members join the group to find reliable answers from someone in-the-know. Who could be in a better position to offer sound advice than you, a savvy financial advisor?
Of course, the idea is to educate and engage with other members, not push the hard sell on your services. Focus on providing valuable information and answering common questions, and you’ll soon be viewed as the expert that you are.
The next time someone from the group has a big financial decision to make, they’re more likely to reach out to you as someone they already trust.
3. Harness the Power of LinkedIn
While Gen Z is flocking to TikTok, members of Fortune 500 companies prefer to spend their time on LinkedIn. This platform is designed for working professionals to connect with other professionals.
With over 61 million senior-level influencers (and millions more in decision-making positions), you’re wise to invest some time in social media marketing strategies for LinkedIn.
Set your profile to “public” to reach as many users organically as possible. Optimize your profile with relevant keywords related to finances and wealth management. Join relevant groups (like the ones we talked about for Facebook) where you can share your financial know-how.
After that, it’s time to start posting and sharing the latest financial news. Share your latest blog posts from your website or post articles directly onto the LinkedIn platform.
LinkedIn is also a terrific platform to share video content. Create short video posts from your office where you talk about the latest financial news or offer tips for building a portfolio. Don’t forget to include a call-to-action at the end to visit your website or send you a message.
Keep your content (and comments) positive, valuable, and concise. At the same time, you need to treat LinkedIn a little differently than you would Instagram or your personal Facebook page. Ideally, you should view it as a professional workspace where you’re reaching out directly to other professionals.
4. Collaborate With Influencers on Instagram
You might not be as familiar with Instagram as you are with Facebook or LinkedIn. But with over a billion monthly users worldwide, this is another platform that’s well worth your time and effort.
This is especially true if you have the goal of reaching “young money” who need help managing their large salaries or growing startups. The highest demographic of Instagram users are aged 25-34, making this an ideal place to reach out and connect.
What can you do to capture the attention of these young and wealthy future clients? Your best bet is to collaborate with an Instagram influencer who already has a large following.
Start by searching relevant hashtags to find influencers in your niche. Alternatively, you could look for influencers who have partnered with some of your competitors. Check out their posts and engagement rates to get an idea of their work and whether your brand is a good fit.
When you find a potential influencer, reach out to discuss the idea of collaborating. Even one mention of your brand on their feed or story could put you in front of thousands of potential clients.
Considering that 80% of consumers have bought a product based on influencer recommendations, this is one marketing tactic that can result in a huge ROI.
5. Offer Life Hacks & Holistic Financial Advice
While you’re technically a financial expert, you could also consider yourself a life coach or a life planner.
After all, you’re not just there to manage your clients’ assets. Part of your job should also include helping them find success in all aspects of their lives.
Think beyond investment strategies and consider other advice you could offer to help your clients make sound decisions. Create and share content that matches your personal brand and provides valuable information to your clients.
For example, you could write blogs or create videos that discuss:
- Marriage & family planning
- Buying or refinancing a home
- Saving for your child’s college education
- Advice for couples to help them stop arguing about money
- Finding charitable causes they believe in
- Career advancement & pursuing higher education
- Planning retirement in a foreign country
Each of these subjects still falls within the realm of “financial advice,” but you’re adopting a more holistic approach. Present clients and prospects with actionable tips they can use to improve every aspect of their lives.
6. Learn More About Clients & Prospects
When it comes to social media marketing strategies, it’s easy to overlook one of the most obvious elements: it’s a two-way street.
Of course, you want users to find you and learn about your brand. But don’t forget that social media also gives you the chance to get a glimpse into other people’s lives.
Did an acquaintance you follow just take another trip to a luxury resort in Tahiti? Did one of your neighbors just buy a new Mercedes? Did one of your prospects recently get married or get a big promotion at work?
The more you learn about your followers, the more talking points you’ll have when you meet with them. It also gives you the chance to offer a sincere compliment or congratulations and perhaps open the door to future conversations.
Social media is also a great place to “spy” on your competitors. Who’s getting great engagement rates? What type of content are they posting? What can you learn (and emulate) from their example?
Put These Social Media Marketing Strategies to Work for You
The social media marketing strategies you choose will determine if your efforts are a smashing success — or a total flop.
Use a program like Canva to create beautiful, professional-looking posts. Understand the best ways to connect with your audience on Facebook, LinkedIn, and Instagram.
Focus on sharing and creating content that resonates with your audience. Branch out beyond strict financial advice into life hacks and other tips for success. And remember that you can learn just as much about your clients and prospects through social media as they’ll learn about you.
Did you find this article helpful? This is just a small sample of what you’ll learn working with an experienced marketing coach.
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