Many financial advisors find themselves on the fence about whether they should invest time into their social media platforms as part of their marketing toolbox. Many assume social media isn’t capable of generating new business for their firm or isn’t worth investing time and resources into.
The truth is, your social media presence can be one of the most powerful lead generation channels within your digital marketing strategy!
With proper knowledge and application, a strong social media presence can give you the opportunity for increased visibility and drive new customers to your business - who otherwise may have overlooked you.
We've compiled the most powerful social media tips and tools for financial advisors that will help you drive engagement, website traffic and convert more leads into customers...
The Most Important Social Media Platforms For Financial Advisors
It is not enough to rely on a simple cookie-cutter website to get your name in front of potential clients in today's digital world. Instead, you need a website and digital presence that is personalized and targeted to capture the attention of your ideal client base. By leveraging the power of social media and personalization, financial advisors can differentiate themselves from their competitors and target prospects in ways that they never could before.
With so many different social media platforms, it can be daunting to figure out which ones are best suited for your business. Here are three platforms that we recommend Financial Advisors start with:
There are a staggering 2.89 billion(1) monthly active users on Facebook, over two-thirds of the world's population! It offers some of the richest marketing data and the ability to execute highly targeted advertisements.
Advisors have been utilizing Facebook to grow their presence and educate prospects for years, and its credibility as a platform has remained strong, with around 60% of advisors leveraging the platform for their business today. (2)
LinkedIn is the "world's largest professional network with 774+ million members(3) in more than 200 countries and territories worldwide".
Just as with Facebook, LinkedIn has quickly grown into one of the leading platforms for financial advisors in promoting their business. Today, approximately 57% of financial advisors use LinkedIn to share their industry knowledge and connect with their audience, this number has grown by 10% in the past year. (2)
Twitter has a slightly lower percentage of advisors who use the platform for business purposes at 47%, when compared with Facebook and LinkedIn. (2)
However, for many advisors, Twitter is the perfect platform to establish themselves as thought leaders in their niche industry, which is an excellent use for the platform since 59% of Twitter users(4) getting their news from Twitter, and 81% using it predominantly to connect to the world around them. (5)
3 Social Media Content Ideas You Can Use Over & Over
Many advisors have had a hard time getting started and don't know what type of content to create for their social media accounts. To make it easier for those struggling, we've compiled three different ways to keep your ideas flowing!
|Check out this article, "Content Marketing for Financial Advisors: The Small Firm's Secret Weapon for Attracting Attention", to learn how to create targeted content to attract the right visitors to your website.|
Timely Market Updates
When it comes to posting on social media, staying current with the world around you is a good place to start. Investors want financial advisors like yourself talking about the financial impacts of economic events(6). Answer questions your clients might have, for example, "how does COVID-19 affect mortgage rates?"
Interesting Statistics and Infographic
Infographics are the PowerPoint presentations of the social media realm. They combine text and images to present a message in an interactive way that is easy for viewers to understand. Presenting data visually can also be more engaging than just listing numbers on paper or screen, so try creating one of your own!
Here's an example from a post of ours! (Click to see more)
If we had to name a winner for digital marketing best practices in 2020, it would have to be video! According to Cisco, “by 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017”. (7)
Video is a phenomenal marketing tool; it doesn't have to be hard to create, especially since almost all of us have access to a high-quality camera on our phone or computer! Some of the best types of videos to share on your accounts are short and sweet. Here are a few ideas to get you started.
Best Types of Marketing Videos for Financial Advisors:
- Meet the Team / About Us - A video that introduces your firm, team members, area of expertise, and specialization can help build credibility with the visitor quickly.
- Explainer / How-To - An explainer or a how-to video can provide an explanation or a demonstration of a typical question you receive.
- Company Update - A short video to share a company update or announcements such as a new team member joining, an expansion, a move, or new services being added.
Turn Clicks Into Customers
Okay, so most financial advisors know the importance of being actively present on social media. But the reason many don't see the results they want from their platforms is that they forget to set up their accounts to turn clicks into customers!
What do we mean by this? First, while prospects may reach out through a direct message or post, all your social media accounts must lead back to your website, where they're much more likely to convert into a customer.
A personalized website paired with targeted marketing strategies and solutions will convert traffic from those sources into paying clients. In addition, driving social media engagements back to your website allows prospective clients to find additional resources on your service. It also allows you to address their needs further with personalized content so that they can know, like, and trust you enough to want to hire you.
Your website, paired with the right tools and automation, is what pulls your entire strategy together. Here are the most powerful tools for Financial Advisors to get the most out of their social media presence:
Ultimately one of the main goals for driving social media engagements back to your website is to convert them into clients. One of the most direct ways to do this is to make it easy for prospects to contact/meet with you directly!
One of the best things about a great website design is using automation to help you organize and optimize your time—for instance, scheduling tools to pre-set your availability and avoid the back and forth in scheduling meetings. Once you have a scheduling tool set up to your calendar, make it visible to prospects landing on your website, either on your home page or adding a CTA (call to action) button at the bottom of all your landing pages.
Psst! Checkout MeetingMaker,
Social Media Automation
Suppose you find yourself struggling to create content on a weekly basis. In that case, social media automation is the solution to your problems! Find an automation tool that can help you stay on top of your social media accounts and schedule your content ahead of time.
Advisor Websites Social Media Automation feature does just this! It is built into your website, making targeted, personalized marketing easier since it's connected with Advisor Websites Content Library.
Gain access to hundreds of ready-to-use articles, videos, and images for your content marketing strategy. You can customize every content piece to fit your own voice and target audience for a personalized touch while saving time.
Not sure where to start with your website or social media marketing strategy?
WHO ARE WE?
At Advisor Websites we help financial advisors grow their business and enhance their digital marketing strategies with their own personalized website. Our platform offers a selection of effective and proven frameworks that are personalized to reflect your business and brand.