Content Creation

The secret to content creation and how to create social media content as a Financial Advisor

Before we jump in let me tell you the number one secret to getting the most from your content creation.  GO WHERE PEOPLE ALREADY ARE AND BE PRESENT!

59% of the world’s population uses social media with 54% of consumers using social networks to do their research before deciding on a service.  Let that sink in.  You simply can’t afford not to be on social media as a Financial Advisor.

Let’s take a look at some quick stats:

  • 4.70 billion people are on social media
  • More than 72% of American adults use social media
  • Consumers spend an average of 2 hours and 29 minutes on social media each day.
  • Over 80% of Financial Advisors who use social media as a marketing tool have gained new business through their efforts.
  • A recent report found that Financial Advisors have successfully gained $1.9 million in assets through social media activities.

Now that you know just how powerful social media can be as a marketing tool for Financial Advisors, it’s a good idea to know how to create content for social media to help your firm stand out from the rest with your content creation efforts.

People are clearly online.  So all you need to do is get onto social media and be present, let me show you how.

Content creation with an educational & advice-led approach

If you want to stay relevant and keep your financial brand top of mind, your social media content needs to provide value before trying to convert users into paying clients.

Simply by being a Financial Advisor, you are already an expert in your field. You have a lot more knowledge than you may realize and the advice (education, stories, examples, etc.) that you can share on social media through your content creation can start working for you 24/7. When your content creation is education and story based you are already setting the stage for welcoming new clients into your firm where you can focus on selling products and services via a process.

If you’d like to learn more about how an advice-led approach is the future of the financial advice game, check out this episode of my podcast.

Social media users are constantly being sold to. Cut through the noise by providing content that is relevant, useful, and helpful. This builds trust and credibility and will, ultimately, nudge social media users through your marketing funnel and – ideally – convert them into clients.

Make your content creation platform-specific

While this step may take you a little more time and effort, the results will be worth it in the end.

You can’t – and shouldn’t – create a post that’s optimized for LinkedIn and then post it to your other social media platforms as is. Each social media platform requires a different type of content in order for your marketing activities to be successful.

For example, LinkedIn is the perfect place to share a longer update that unpacks a concept, idea, or piece of advice.  By the way, make sure to follow me on LinkedIn to see the type of content I post and how it performs.

However, the content you post on LinkedIn wouldn’t be appropriate for Twitter. Why? Firstly, Twitter only allows you to post 280 characters’ worth of content. That’s it. Also, people aren’t on Twitter because they want to read in-depth opinion pieces, they’re there for quick, snappy updates.

Not only do you need to determine which social media platforms are best for your firm to advertize on, but you also need to make sure your content creation is appropriate per platform.

Humanize your brand

Most people are exposed to four thousand – if not more – marketing messages daily. They’re bombarded with the hard-sell, which is when brands shamelessly promote their products or services without providing any value.  We’ve all been click-baited into something we didn’t really want.

What really grabs people’s attention on social media is content that is authentic, and that shows the human side of your brand. After all, people connect with people, not with products.

Showing the human side of your firm is an excellent social media content strategy for Financial Advisors.

Genuine and authentic social media content for Financial Advisors can be posts that introduce yourself and your team to your online audience. You could also share real client stories in a way that isn’t too salesy. Lastly, you can share behind-the-scenes snaps of what your team is up to. For example, if you go out for lunch, snap a group photo that you can share on social media – this shows that there are real people behind your brand.

Let me be clear here, don’t just post what appear to be rather canned & scripted videos of you sitting at your desk or conference table.  Get real.  Show people who you are, be genuine, and be OK with your content creation not being 100% perfect, it never will be anyways

Develop a brand voice and stick to it

Part of being a real and authentic brand online is also about the tone and language you use when you post on these platforms.

Determine your tone of voice

Brand associations don’t happen overnight. When McDonald’s first opened in 1955, how long do you think it took people to start associating their yellow ‘m’ with their brand?

However, making your brand distinctive and noticeable from afar is all about being consistent. Not once over the last 60+ years has McDonald’s steered away from its logo.

The same is true for social media. You need to develop branding and a tone of voice that makes your brand recognizable from afar.

Whether your tone is outright professional, emotive with humorous undertones, or completely casual, it’s important to find that tone and stick to it.

How do you find your brand tone?  Well, you need to know who your target audience is.  Who is your ideal client?  We cover this extensively in my financial advisor course, Conneqtor.  When you get crystal clear on who you’re talking to then it’s much easier to find your brand tone and be consistent with it for your content creation.

Ditch complicated jargon

It may be tempting to use industry jargon and technical terms in your social media content to make it look like you know your stuff. But the truth is that most of your ideal clients on social media won’t understand what you’re talking about and will likely scroll right past your post.

As much as possible, use simple language that most adults would be able to understand. This makes your brand more relatable, which will result in more shares, followers, and engagement.

In other words, enter the conversation your potential customer is having in their mind.  What questions do they want answered?  What problems are they trying to solve?  Content creation built around knowing your audience will be much more impactful than complicated or generic content.

Make your content creation personal

If you think about it, not many people can relate to a Financial Advisor. We’re in a very specific profession, and our work isn’t necessarily the easiest for the average social media user to understand.  Not to mention there is a major trust issue in our profession which makes being personal all the more important.

Much like being real and authentic, your social media content also needs to sound personal and not automated.

Think about the ideal client you’d like to land via social media marketing. How would you talk to them if they were to visit your office? You’d be kind and personable, and you’d explain things to them in terms they can understand. You should do the same on social media.

Social media users will very quickly unfollow a brand that sounds automated. Rather, speak to people on a personal level, and they will be far more likely to engage with your brand.

Entering the world of social media marketing as a Financial Advisor can be a bit overwhelming. But content creation for your social media profiles doesn’t have to be a task you dread if you follow these simple guidelines. Keep it simple, consistent, and authentic, and you should start seeing success in the digital world.

Remember, this will take time, you are playing the long game.  Don’t get worried or frustrated if your content doesn’t go viral day one, brands (personal or corporate) take time to grow, nurture them and help them grow.

If you’d like to learn more about how to take your financial practice into the 21st century, visit my website to learn more about Conneqtor, my online course for Financial Advisors. You can also download my free eBook to find out more about moving your practice into the digital era. Lastly, keep an eye on my blog for more tips and guides on getting digital marketing right as an Advisor.

Cheers until next time!

Derek Notman

    October 9, 2022

    I agree that social media is a great marketing platform but it's also saturated with aggressive con artists, and 3rd world country scammers who committed so much fraud on a daily basis. I have seen other high income, very successful financial advisors who post their everyday photos to the public only to have their identity stolen by scammers. Stolen videos and photos, impersonating them, and aggressively adding their followers to fish for victims, they will message every follower until someone answers, and the scam begins. Facebook does nothing about these scammers, and I have them send me friend request everyday, only to have my reject them. So unfortunately, social media is still a restrained platform that you can't expose to everyone... unless you're willing to have your identity stolen.

      October 9, 2022

      I think your post should also include the cons of social media marketing and provide useful advice on how you can prevent it, or what you should look out for the red flags. It's not an exaggeration when financial compliance officers are saying that financial advisors have become a big target for online scammers, because they hold so much information that scammers want. One who use these tools to build their business should also know the consequences that everything you post in public can also be used for scammers to impersonate you.

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