Social Media

Inbound Marketing for Financial Advisors: 4 Reasons Why Social Media Is Important

There are now over 2.77 billion people that use social media. 

Statista 2019

Clearly, this poses a huge opportunity for business owners, but many advisors still hesitate to have a strong presence on social media. Although it might seem unimportant or cumbersome due to compliance in the financial services industry, it’s absolutely crucial that you jump on social media as part of your inbound marketing strategy.

Still don’t believe us? Here are 4 reasons why:

Reason #1: New Content Ideas

If you spend even one minute on social media, you’ll be drowning in all kinds of content. Videos, blogs, graphics, you name it. Content creation is at the heart of any effective digital marketing plan, so surrounding yourself with others’ content is a great way to get inspired for your own. Start by following leaders in the financial services industry and other advisors in your area.

In addition to following others’ content, social media gives you an easy way to share your own original content! Be sure to frequently share your blog posts and company updates on all of your profiles. Having consistent content on social media can humanize your firm and show potential clients that you’re trustworthy.

financial advisor social media
Dan Johnson of Forward Thinking Management shares one of his blogs on Facebook.

Reason #2: Making New Connections

Connecting on social is like the new first impression. Whether it’s with potential clients or other industry thought leaders, social media provides a natural door to new relationships. 🤝

A huge part of successful social media is engagement, so be sure to initiate online relationships through following relevant accounts, liking or commenting on their content, and even giving it a re-tweet or share. You can even share third-party links and get the creator’s attention by tagging them in the post. 

blanchard wealth partners, financial advisor social media
Blanchard Wealth Partners shares a post from Twenty Over Ten on Twitter and tags them to initiate a conversation on social.

If you take the time to engage with others’ content, they’ll be more likely to check out your firm’s social media account. If they like what they see there, they’ll probably even take a look at your website to get more information on your services. This means your profile needs to be professional and include links to relevant information – especially a link to your website.

In the example below, Blanchard Wealth Partners has a great Twitter profile they can leverage to start professional relationships online. By linking their website to their profile, followers know where to find more information. Just like your website, your social media accounts are yet another place to sell the value of your firm to potential clients.

financial advisor social media, blanchard wealth partners

Reason #3: SEO Juice

Other people sharing your content on social media is a great link building opportunity, which is an important part of ranking in Google’s search engine results page (SERPs) and your overall SEO strategy. When you rank higher on SERPs, you have a higher chance of gaining more visitors to your site.

Posting links to your blogs, white pages, or case studies will help garner way more attention than simply posting them on your site. Including social sharing buttons somewhere on your content can also give readers a nudge to share it to their own accounts!

In the example below, Catalyst Wealth Planning includes social sharing buttons at the end of their blog to encourage readers to share it to their own social profiles.

social sharing buttons

Reason #4: Insight to Your Audience

Social media is also a great way to get insight into new territories and groups of people who might be interested in your products and services. By following hashtags relevant to your services, you can understand what kinds of people are looking into financial advising and how to best connect with them.

You should be monitoring engagement with your own content to get insight to what your clients want from you. You can even engage with your audience by asking them questions about your brand or their own pain points. Regardless of the conversation, social media gives you a way to talk to reach clients in a more natural way.

Below, WealthKeel gets insights from their audience on social by asking what they think about a recent campaign they made. This not only gives the firm good information for future campaigns but lets them naturally start a conversation with their audience.

financial advisor social media

Getting Started on Social Media

By now, we hope you’re finally ready to jump right into social media! If you don’t know where to even start in building your social media presence, we’re here to help. Check out our recent articles on five steps to a killer social media strategy and our 4 S’s to social media success to get started.


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About The Author

Lauren Beichner

A part of Twenty Over Ten’s digital marketing team, Lauren is a Content Creator. A true Carolina girl through and through, she loves everything about Fall (yes, especially #PSL ☕) and can’t resist a fluffy yellow lab.