MARTECH MINUTES: Tips to Help Advisors Build Their 2024 Social Media Strategy


By Teresa Leno, CEO and Founder of Fresh Finance

Financial professionals must stay relevant and engaged with their target audience in the digital age. Social media has emerged as a reliable tool for connecting and interacting with potential clients. A well-executed social media strategy can boost visibility and improve engagement, ultimately driving more business and building stronger relationships with your audience. Here are some helpful tips to build an effective social media strategy, especially curated for financial professionals.

Tip #1- Define Your Target Audience

Like any marketing strategy, your social media plan starts with identifying your target audience. Understanding your ideal client’s age, location, profession, financial needs, and the social platforms they frequent is crucial to crafting a strategic and effective outreach method. Segregating your audience based on these attributes may help tailor content for specific audience segments, helping you connect personally with them.

Tip #2- Choose the Right Social Media Platforms

Only some social media platforms may suit your business—factor in your target audience’s preferences when selecting platforms. LinkedIn, for instance, is suitable for engaging with other companies or professionals. Facebook is ideal for connecting with adults across various age groups, while Instagram and Snapchat are more popular among the younger demographic.

Tip #3- Develop Compelling Content

Content is the heart of social media. Therefore, aim for informative, accurate, and engaging content that adds value to your prospects. A blend of blogs, infographics, short videos, timely tips, and industry news and updates may position you as a trusted advisor in your field. To find compelling content, consider using a provider, third-party content, hiring a writer, or writing yourself.

Tip #4- Maintain Transparency

Hiding behind a corporate façade won’t work in the social media age. Opt for transparency and authenticity to strengthen the rapport with your audience. Be open about your firm’s investment philosophies, risk management strategies, and company policies, and provide financial education content for the appropriate mix to help tell your story.

Tip #5- Stay Compliant

Compliance is critical for financial professionals since our industry is subject to stringent regulations concerning communication, primarily online. Build an understanding of the regulatory requirements around social media use and establish a system to comply with them. Ensure a compliance officer approves all your social media posts before posting.

Tip #6- Engage and Interact

A comprehensive social media strategy is about posting content and creating conversations. Engage with your followers by responding to comments, answering questions, and addressing concerns. Regular interaction enhances your credibility and helps develop a loyal social media community.

Tip #7- Leverage Analytics

Social media platforms provide extensive analytics to help you understand which content is performing well, who your active followers are when they are most likely to be online, and other crucial insights. Use these analytics to fine-tune your social media strategy and make more informed decisions about your content and engagement strategies.

Tip #8- Be Consistent

Consistency is the key to making social media meaningful. Maintain a consistent posting schedule to keep your audience engaged and looking forward to your content. Consistency in your brand’s voice, tone, and aesthetics across all platforms is crucial to developing a distinctive brand identity online.

Building a comprehensive and effective social media strategy takes time and commitment. However, it can bring significant advantages for you as a financial professional when done right. It’s about staying connected to your audience, positioning yourself as an industry thought leader, and leveraging social media’s potential to drive business growth.

Contact Fresh Finance to learn more about their enterprise MarTech SaaS content tool for firms with 25 or more advisors

Teresa Leno worked as a financial advisor and experienced firsthand the importance of financial education to help clients make more informed decisions before a crisis. Through her experience, Fresh Finance was started as a financial content marketing solution to help advisors validate their expertise through sharing content.