Social media for Financial Advisors

Social media content ideas for Financial Advisors

As a Financial Advisor, the task of creating content for social media marketing probably seems pretty foreign compared to your day-to-day work and expertise. I should know – I had to build my brand from the ground up when I moved my practice online, and it quickly became clear that I would need to take advantage of social media channels to reach potential clients.

I’ve previously spoken of the secret to content creation and why it’s so important as a marketing tool. From providing valuable, platform-specific content to humanizing your brand, developing your brand voice, and ditching the jargon, I shared my tips for getting started with social media content. 

Today, I want to get a little more specific and focus on the types of posts you can explore in your content.

Creative blocks are common even for seasoned social media marketers, so don’t be discouraged when you ‘hit a wall’ and struggle to develop new ideas. I’ve laid out some simple post ideas that you can use to build out your monthly content calendar to stay on track. 

Why social media?

When the going gets tough, and you start to question whether this investment of time and effort is worth it, come back to the list below – the reasons you turned to social media in the first place and all of the benefits these platforms can bring:

• To generate leads, you need to be where your target audience is.
• In today’s digital age, millennials and Gen Z turn to social media to seek out investment advice and make financial decisions.
• For non-finance professionals, financial advice is more accessible on social media because the information is condensed into bite-sized pieces, so it’s less confusing. 
• Your presence on social media increases your visibility online – aka your brand awareness – and differentiates you from the competition.
• Social media is a great tool for building relationships with people before they need your service so that you’re already top of mind when they do.

Now that you know why you’re creating all this content, let’s look at some specific post ideas you can use to keep your content fresh and engaging…

Content ideas for Financial Advisors

You don’t need to reinvent the wheel when it comes to creating social media content. Here are some post ideas you can tailor to your business to start connecting with prospective clients today.

Create a poll

Depending on the social media platforms you use, you can utilize the poll functionality to engage your audience by asking them questions and then gain insight from their answers. 

For example, on Instagram, you can create a new Story post and select the ‘Poll’ sticker icon to ask a question, whereas a LinkedIn poll can be shared as a post, and people can vote on up to four options you provide.

Polls are a great way to get people to engage with your content, and they can give you brilliant insight into your audience’s interests too. 

For example, you could ask what people are the most concerned about: estate planning, retirement contributions, emergency funds, or income protection. The answers then let you know which topic to focus on in future content.

You can use polls to find out what people are looking for in a Financial Advisor, what their financial goals are, where they typically get their financial advice, or what they think about industry news. You can also encourage people to explain their answers or reasoning in the comments to inspire further conversation.

Debunk investment myths

I’m sure you’ve come across a lot of misconceptions throughout your career as a Financial Advisor. Use this to your advantage and clear the air – debunk the myths or scams in your social media posts that you’ve seen firsthand and help people make more informed decisions. Show you have people’s best interests at heart by educating and informing them to clear up any confusion.

You could also discuss the common mistakes you’ve seen many investors make over the years and what your advice would be to either avoid these pitfalls or recover from them.

Stay away from any type of content that may be construed as actual advice or a sales pitch.  Focus on stories, problems solved, outcomes, etc.  Educate, educate, educate.

Post an inspirational quote

Industry quotes often generate a lot of engagement because they’re inspiring, motivating, entertaining, or relatable. They’re also fairly simple to create using a template in Canva. LinkedIn also recently added a feature to do the same within their mobile app.

Make sure the image is eye-catching to grab your audience’s attention, then find a good online resource for interesting quotes that relate back to your business, and you’re off to the races! 

Here’s a good quote, for example: “It’s not how much money you make, but how much money you keep, how hard it works for you, and how many generations you keep it for.” – Robert T. Kiyosaki

Discuss industry news and trends

Provide updates on the latest industry news and market trends to keep people informed and show that you’re an authority in the industry; someone who has their finger on the pulse who people can turn to as a credible source of informtion. 

This kind of content establishes your expertise and credibility so that people know where to turn when they need assistance.

Share client success stories and testimonials

Social media is a great place to build your credibility and trust with potential clients, and nothing carries more sway than sharing testimonials and success stories from your existing clients. It’s called “social proof” – basically showing prospects that you’re good at what you do and that real people can attest to that. 

With the passing of the new investment advisor marketing rule by the SEC, investment advisor advertising can now include both “testimonials” (reviews given by clients) and “endorsements” (reviews given by non-clients). The new rule recognizes the key role that online reviews play in consumer decision-making and how effective they can be for driving new business as long as compliance standards are met.

Make sure you know this rule inside & out before posting anything like this, so best to work with your compliance resources to have things in order before jumping in with this strategy.

Explain financial regulations and industry jargon

As an expert, you’re well-placed to help the average Joe, or Jane better understand what’s happening in the finance industry, as well as the complicated ‘industry speak’ that the everyday consumer might not understand. 

Explain various financial regulations in layman’s terms and help people develop a working understanding of the various rules, requirements, restrictions, and guidelines.

When you help consumers become more informed by providing value, you demonstrate that you’re approachable and trustworthy, which is what prospective clients need to see before they’ll commit.

Final thoughts on social media content for Financial Advisors

At the end of the day, the client-advisor relationship is built on trust, and that’s what you’re trying to establish with your social media content. No matter what topic you choose to cover, your focus should be on addressing prospective clients’ needs and demonstrating that you are someone who can be trusted with their business.

Content creation can be very time-consuming, so choose topics you’re comfortable speaking on and deliver useful and helpful information. The more value you put in, the more value you’ll get out. When people start to see that you’re helping them make better financial decisions, they’ll hopefully make the best decision: to engage your services.

Content creation is the long game so make sure you are having fun and know that you will have good days and not so good days.

If you want to get up to speed with social media marketing and creating content that attracts potential clients, my online coaching course for Financial Advisors covers everything you need to get started.

Best Regards,

Derek Notman