Facebook is such an important tool for financial advisors. Gone are the days of using it just to find old friends from high school or college, as it is a very impactful piece of social media that can be used to enhance your advisor website. When it is implemented correctly, Facebook can be a very powerful tactic to help perfect your advisory firm.
Step 1: Building Your Brand
As a Financial Advisor trying to promote your business online, it is vital to focus on your differentiating factors. Before starting any new marketing efforts, which should definitely include social media, you should answer the following questions, and be sure to actually write them down so that you can reference them in the future!
- What Is my unique value proposition?: How is my practice different from other Financial Advisors in my area?
- What is my biggest strength?: Is it my services? My Process? My Approach?
- Why do I do what I do? Do I want to educate others? Help people invest? Get out of debt? How can I communicate my “why” to prospective clients?
- What Types Of Clients Do I Serve Best? Do I have a niche?
Your answers will serve as a guide when building your Facebook profile. If you start to wonder at some point if you should post something, then you can refer back to your answers to these questions to see if the content is in line with your goals.
For instance, if you are a Financial Advisor seeking to attract new clients who are 5-10 years away from retirement, then your online marketing approach should be to produce content specifically geared toward this group. An example of the posts that you would share may include the following topics:
- What do you need to know about social security?
- What are taxes like in retirement?
- Should you roll over or cash out your 401k?
- What are your healthcare options in retirement?
- Can you afford bucket-list travel adventures?
Keep the content that you share enticing and interesting in order to get more clicks, “likes”, comments and shares in order to drive more to your social page.
Step 2: Creating The Page
You’ve just established your approach. The most important, and initial direction that will now guide you through the rest of your journey is complete. Next, it is time to create your Facebook page for your business.
1): Before creating a company Facebook page, you need to make sure that you already have a personal account. In the process of creating your Facebook Business Page, you will connect this page to your personal account. This is so important because your personal account will become an Admin to your Business Page, where you can post through your company page, track success, and manage your business account.
2): On the homepage of your personal profile, direct your mouse to the top right and click on the arrow pointing down. Next, click on ‘Create Page’ – this will then direct you to creating a company page.
3): Now you are on the ‘Create a Page’ step. Click on the type of business you are promoting. Follow the remaining steps which include: choosing a category for the type of business. For example…ask yourself the question: what industry is your business related to?
4): Continue on filling out the next steps which include: ‘About.’ This is a brief description of your practice, which should include a DIRECT link to your website page. The main purpose of social media is to link it back to your website which contains further content and information for clients to truly get to know your business. This is a driving force and why social media is so important for the SEO of your website.
In return, these potential clients can arrange a meeting with you. After this you can edit the remaining content of your Facebook page. When you do this, you should always add a profile picture– this typically will be your logo for your practice. Also, you need to add a cover photo that represents your firm and is consistent with your overall brand.
In the case of the photos, it is better to choose pictures of actual staff members or photos from around the office rather than choosing stock photos. This gives a more relatable and professional feel to your social page which will in turn, reflect better on your advisory firm.
When deciding on your pictures consider the following: how do you want to be portrayed at a first glance by potential clients?
Watch this informational video for instructions on creating a Facebook Company Page.
Step 3: Creating The Results
You’ve established your goals and you’ve set up your page. Now it’s time to implement your action. This is when you need to consider setting up a systematic social media plan, which includes the types of posts you want to post of your own content, share from third party sources and reply to the pages of other companies. To really keep up with your Facebook presence, schedule what you want to post in advance for an entire month. Take a look at a sample editorial calendar which includes the typical functions of an Online Marketing Action:
This is extremely helpful for any type of business. By keeping track of your action, you can record and see what types of posts are working and what isn’t working. For Facebook Posting consider posting during the following times for optimal exposure: Weekdays between 11 AM- 1:30 PM, or 4 PM – 5:30 PM
Activity on your Facebook page would not be effective without recording your success. After a month of posting and sharing, it is important to analyze activity. By doing so, you can take appropriate action for your next posting schedule.
On your company page, the top tab, click on ‘Insights’ – this will direct you to the following page:
From here, you can analyze and view your ‘likes’ ‘engagement’ ‘posts’ and ‘reach’ all within a specific time frame. With graphs, you are able to see your peek points and plummets, and from there, take appropriate action for your next Facebook Social Media Marketing Plan. For instance, as a Financial Advisor, if you shared a 3rd party article related to College Savings at 11 AM on a Monday but didn’t get high engagement, consider posting that same article on a different day at a different time. Like anything, social media is never exact, but through trial and error you will figure out what works best for you. Keep testing and practicing until you find the sweet spot! Monitor the content your users are most engaged and look for commonalities, such as, are your most-read pieces all about one subject matter? Are those posts all being shared at a similar time day of the week or time of day? Whatever it is that they have in common, you want to know!
With the right approach and appropriate plan of action, Facebook can help grow your Financial Services Business. These steps provide the basic outline of the course that you, as a Financial Advisor, can take when developing your Social Media Presence through Facebook.
Struggling With What Content to Share on Social Media or via Email?
We are offering access to our content for advisors to use via Lead Pilot for 14-days completely free (even on our month to month plans).
Get All The Details Here
About the author
Blair is a digital marketing assistant at Twenty Over Ten and has a passion for uncovering what drives online traffic and the highest engagement. She follows more animals on Instagram than humans and her greatest achievement is her daughter, Grey.