Let me start by saying this: I have a love/hate relationship with social media. You probably do, too. The first time I tried Twitter back in 2009, I felt like I was shouting into the abyss—a Grand Canyon filled with people babbling to each other or, more often than not, to themselves. It felt pointless. And yet, here we are in 2024, and social media isn’t going anywhere. In fact, it’s more powerful than ever.

You might be skeptical about its value for financial advisors, and I get it. You’re not selling protein shakes or trendy sneakers. You’re in a high-stakes, trust-based business. But here’s the hard truth: You can’t afford to ignore social media. It’s where your prospects are hanging out—whether they’re professionals, retirees, or small business owners. A well-executed social media strategy can grow your practice faster than any seminar, cold call, or direct mail piece.

Now, let’s talk about how to actually make it work for you. I’m going to give you the real, no-fluff strategies to select platforms, develop content, engage your audience, and run campaigns that get results.

Platform Selection: Your Toolbox

The first rule of social media is simple: don’t try to be everywhere. You don’t need to be on every platform. You just need to be where your prospects are. You wouldn’t go fishing in a swimming pool, would you? The same goes for social media. You need to cast your line in the right water.

LinkedIn: Your Networking Goldmine

LinkedIn is where you go when you want to build credibility among professionals. Business owners, executives, high-net-worth individuals—these are the people who need financial advisors like you.

Here’s what you need to do:

• Networking: Don’t just collect connections. Engage with them. Send personalized messages. Comment thoughtfully on their posts. This isn’t about hitting “like” on everything you see—it’s about building relationships.
• Content Sharing: Post long-form content that shows your expertise. Market insights, industry analysis, client case studies. Position yourself as the authority in wealth management.
• Groups: Join groups focused on finance and wealth management, but don’t just lurk. Engage in conversations, share insights, and prove you know your stuff.

Facebook: Your Community Builder

Let me make this clear: Facebook isn’t dead, and it’s not just for cat videos and political rants. It’s still a highly effective platform, especially for reaching retirees, families, and small business owners.

What you should do:

• Personal Branding: Share stories that highlight your approach to financial planning. Show your human side. People don’t want to hire a robot—they want to hire a trusted advisor.
• Targeted Ads: Facebook’s ad platform is laser-focused. You can target people based on age, income, location, even their financial habits. You don’t need to spend a fortune, either. Start small and scale up as you see results.
• Groups: Create or join groups centered around financial planning or retirement strategies. Engage, build relationships, and position yourself as the go-to expert.

X (formerly Twitter): Your Real-Time Playbook

I know, X (aka Twitter) doesn’t have the user base of LinkedIn or Facebook, but it’s a fantastic platform for sharing timely updates and engaging in real-time conversations about the financial world.

Here’s the strategy:

• News & Updates: Share timely content. Market swings? Tax law changes? Post your insights. Be the first to comment on industry-shaking events.
• Engage with Influencers: Connect with industry leaders and thought influencers. Retweet, comment, and add your own take. It’s about getting into the conversation—not watching from the sidelines.
• Hashtags: Use relevant hashtags like #FinancialPlanning and #WealthManagement to amplify your reach.

The Content Calendar: Stop Guessing and Start Planning

The second rule of social media: Consistency is everything. If you’re showing up once a month, you’re wasting your time. You need to be there consistently, like clockwork. The way to do that? A content calendar.

Here’s the dirty little secret most financial advisors miss: content doesn’t have to be hard to create. You just need a plan. A content calendar will save you time, stress, and make you look like a pro.

How to Build a Calendar That Works

Decide how often to post on each platform. LinkedIn? 1-2 quality posts per week. X? Multiple posts daily. Facebook? A few times a week. It’s not about bombarding people; it’s about staying top of mind.

Rotate between blog posts, client success stories, financial tips, market updates, and personal stories. Keep it fresh.

Know the financial calendar—tax season, year-end planning, quarterly earnings—and plan your posts around these key moments. Relevance is king.

Ideas for Your Content:

Educational Posts: Break down complex financial topics like retirement planning, investment strategies, or tax-efficient savings. Teach people something. When you educate, you create value.

Success Stories: Showcase real-world examples (with client permission) of how you’ve helped clients achieve financial independence. This is credibility on steroids.

Interactive Content: Polls, quizzes, or Q&A sessions work wonders for engagement. Example: “What’s your biggest financial goal for the next 5 years?” Get people talking, and you’ll learn a lot about what they need.

Engagement: Build Relationships, Not a Following

The third rule of social media: Engagement trumps everything. It’s not about how many followers you have—it’s about how many relationships you’ve built.

How to Engage Like a Pro

Ghosting—just posting and disappearing is my biggest gripe. Reply to those who take the time to comment on your updates. Don’t leave people hanging. When they comment, reply. It’s simple, but it shows you care—and that’s what clients want. Engage with people like you would at a networking event. This is NOT the place for AI-generated responses, either. I can’t stress this enough—people know when they’re talking to a bot, and they hate it. If you’re going to comment, make it thoughtful, make it valuable.

Participate in conversations, jump into discussions in LinkedIn groups, Facebook groups, or X threads. Share your insights. Respond to LinkedIn’s message in your notification area, “You are one of the few experts invited to answer…” invitation. If the topic is in your wheelhouse, go for it. Don’t be a wallflower.

Finally, curate your content. Share relevant articles or industry news, but don’t stop there. Add your perspective. Tell people why it matters. In fact, this is one of my favorite benefits of using LinkedIn. I discovered some fantastic news about my topics that otherwise would have blown by. Follow the influencers in your field. You’ll thank me later.

Social Media Campaigns: Get Strategic

Let’s get tactical. A well-executed campaign can generate leads, build your list, and drive conversions. Campaigns aren’t just random posts—they’re part of a larger strategy to achieve specific business goals. Here’s how to do it.

Campaign Ideas That Work:

• Educational Campaigns: This is all about building trust through value. Example: A series of posts leading up to a free webinar on retirement planning. Use the posts to offer tips, then invite them to sign up for the webinar.
• Promotional Campaigns: Drive people to action. Example: Offer a free consultation for anyone who engages with a specific post. Make it time-sensitive to create urgency.
• Testimonial Campaigns: Share client success stories—people trust what other people say about you more than what you say about you. Use video if possible. It’s powerful.
• Interactive Campaigns: Use polls, surveys, or live Q&A sessions. Example: Host a live Facebook or Instagram Q&A where you answer common financial questions. People love direct interaction with experts.

The Real Benefits of Social Media Marketing

If you’re still on the fence about social media, let me make it plain: it’s not optional anymore. People are using social media to vet you. They check your online presence before they even consider making an appointment. No social media presence = no credibility. And no credibility means no clients.

Here’s what you get with a solid social media strategy:

• Increased Visibility: Regular posting and engagement put you on the radar of potential clients, referral partners, and even the media. If they check your social media profile and notice you’ve not published anything in months, it makes them wonder, and not in a good way. Show them you’re on top of it with frequent updates.
• Targeted Audience: Social platforms allow you to narrow in on your ideal audience with precision. Why waste time with cold calls when you can directly target your market? I like using hashtags for LinkedIn, X, and Instagram. Your audience does follow certain hashtags. You want to make sure you’re showing up.
• Credibility: Consistent, valuable content builds trust. When people see you’re active, knowledgeable, and engaged, they’ll trust you with their money.

Take Action: Three Steps to Start

Okay, you know I usually have some ideas about what to do next. Here’s what you need to do to get the ball rolling:

1. Set Clear Goals: What do you want from your social media presence? More leads? More visibility? Set clear, measurable goals.
2. Use Automation Tools: Tools like Buffer or Hootsuite make it easy to schedule posts in advance. Consistency doesn’t have to mean constantly being online. Also take advantage of LinkedIn’s ability to schedule a post or a newsletter. You can even use Canva to schedule a social media update after you connect your Canva account to your social media account.
3. Evaluate Performance: Use analytics to track what’s working and what’s not. Adjust as needed—this is a long game, but a profitable one if done right. I use the platform Bit.ly to give me shortened URL links. It also gives me a few stats such as clicks and the dates of engagement.

Leverage Your Brand’s Mission, Vision, and Values

Last but not least, your social media should reflect your firm’s core values. What’s your mission? What’s your vision for your clients’ future? Your content should answer those questions. This isn’t fluff—it’s foundational. The more consistent you are with promoting your brand, the more impact you’ll make with your audience.

• Mission: Share tips and strategies that align with your goal to help people achieve financial freedom.
• Vision: Talk about the future of finance and how your clients are positioned for success in a changing world.
• Values: Highlight your commitment to integrity, transparency, and client-first service. These are the values that build trust.

Sharpen the Axe

Social media is a tool you’ll want to keep in your marketing toolbox. Like any tool, it needs to be taken out and used—then sharpened. It can grow your financial practice faster than any old-school tactic out there. So, resist treating it like an afterthought. Build your presence, engage your audience, and execute campaigns that drive real business results. Trust me—your future clients are out there, and they’re waiting for you.