7 Social Media Post Ideas Proven to Work for Financial Advisors
Social media strategy takes on a life of its own. To drive engagement, you need to be innovative- and realize that engaging social media content is very different from what would be considered engaging on your website or blog.
If you struggle to create effective social media posts, keep reading. Samantha Russell, CMO at Twenty Over Ten, is offering 7 social media post ideas that have been proven to drive engagement, with real life examples from financial advisors.
Your most engaging post on social media is never going to be an article that you wrote about tax strategy, but your highest converting article on your website just might be. I’m Samantha Russell from Twenty Over Ten, and today I want to talk with you about what actually works to get engagement on social media and share seven proven ideas that you can use for your own social media posts to increase your engagement and to build more followers.
Okay, so again, don’t make the mistake of thinking that just because you have a great article that’s getting lots of website traffic that it’s going to perform well on social media. Remember people go to social media to be entertained, to escape for the day, and to build personal connections, so those are the things that we want to play on when we are thinking about what to post. So stick around, I’ve got seven social media posts and examples just for you that you can use, and you can use them starting today. So let’s jump right in.
1. Share a Personal Story- Give the Audience a Glimpse into Your Life
Tip number one, or idea number one that you can use, is to share a personal story. Give the audience a glimpse into your own life. It’s really great if you can also include a picture. So a couple different examples: here we have one from Anthony Ruffalo, who is an advisor who shared a story about how he went to the doctor and what happened there made him think about the world of financial planning. So he’s telling a story and connecting it back to his own profession.
Here’s another example from Chad Chubb of WealthKeel, and he’s talking about how he recently was invited to go give a presentation to up and coming financial planners and what that looked like.
Both of these instances, these posts got tons of engagement because they’re telling personal stories and then tying it back to their own career. If you are going to try this strategy, you can talk about something that’s happened to you, about how it made you have an “aha” moment or think about the advice that you give differently, lots of different ways you can take it. But again, if you can include a photo or a video with that type of post, it actually will perform even better in most cases.
2. Share a News Article About a Current Event (and Offer Your Insight)
Okay, idea number two: share current events or timely content. And oftentimes this might look like a news story, but what I want you to also do is give your opinion or share something that’s pertinent to you about that piece.
Whenever you’re going to share something that’s happening in the news, you don’t want to just share it. You want to give your opinion, include a quote or a stat from it or something compelling that will make people want to read and engage with it. If you have a different opinion from the one presented in the article, that creates a little bit of controversy and that also will really help get more engagement.
3. Share a 1-2 Minute Video (and Upload Natively)
Okay, that leads me to point number three: share a one to two minute video of yourself or somebody on your team talking about some sort of topic or current event or something that’s going on, or teach somebody something. So I say one to two minutes because Twitter will cut you off at two minutes and 20 seconds, and one to two minutes is all about the, you know, amount of time span people are going to give the video anyways.
So when you create the video, you want to use an app like Headliner to create captions, because people often will watch the video with the sound turned off. And when you’re uploading it, you want to upload it natively. So don’t just record the video and upload it to YouTube and then put the YouTube link in your post. You want to upload the file directly to Facebook or directly to LinkedIn or Twitter, because the algorithms on these social media platforms, they want to keep the viewer on their platform, right? So uploading it natively will often get more engagement than if you divert someone over to YouTube.
4. Promote a Valuable Offer- and Ask for Those Who Want It to Comment
Okay, idea number four: promote a valuable offer. So maybe you have a great white paper or case study or webinar that you did that’s just chock full of value for your niche audience. Rather than just give it away, promote it- but then ask people to comment below if they want you to send them the guide or the webinar or the video.
So here’s an example from Dave Lowell, and I love this because he’s talking about a case study, he’s talking about how he’s helped clients, the specific deliverables, what it looks like, and he says if you comment below and you just say “case study,” then I will send it to you. And you can see, this is absolutely mind-blowing, this is a financial advisor’s case study- he had over 766 comments. So a great way to get engagement. I use this strategy all the time at Twenty Over Ten. I will host a webinar for our members, or have maybe like an SEO checklist, something really valuable, and then tell people “here’s what it is, here’s how, you know, what’s going to be valuable to you, and if you want it, comment below.”
5. Do Some Math and Create a Thought-Provoking Scenario
Okay, strategy or idea number five: do some math and create thought-provoking scenarios that you then share.
So I love this recent post from Christine Luken, and here she’s talking about how can you blow $10,000 a year really fast, right? And then if you were to click on that see more button, you’ll see that she actually talks about how you only need to spend $27.40 a day in unnecessary spending in order to blow through that $10,000 incredibly fast.
This is such a great strategy because everybody can relate to it. 27 a day, you know, is a relatable number. A lot of people might think, “Oh man, just adding up breakfast and lunch out, I’m going through that at a clip,” and it really really creates engaging content. I love that she has a really great graphic to go with it, which you can create those on Canva.
6. And While You’re At It…Write a Clickworthy Intro, and Then Make Them Click More to Read the Rest
So that actually leads me to idea number six. When you’re already creating these engaging posts on social media, especially on every platform other than Twitter- so Facebook, LinkedIn, Instagram- you’ll notice that the first only couple lines of text will show and then you have to click a button like “see more” or “view more” to read the rest of the post.
So you can use the strategy that Christine used here, which is after you post that first really compelling thought-provoking line, hit the spacebar a few times and then leave the rest of your post below. And that’s because we want people to click that button to see more or view more. That’s another factor that’s telling the social media algorithm how many people are clicking it. It’s going to tell them that many more people are interested to read what you have to say and are engaging with your content, so use that strategy, hit that space bar to make people have to hit the view more or see more button.
7. Post a Helpful or Visually Engaging Infographic
And then last but not least, number seven. When you’re creating great content, when you’re posting to social media, infographics and visuals are your friend. You do not need to create them. I mentioned Canva, it’s a free tool that you can use, we have a great blog post we can link to on how you can use Canva– but you can also just find great infographics online and re-share them and quote the source.
So here’s an example from Bobbie Dean Bascombe. Back when the PPP loan was something every business owner in this country was talking about, thinking about, she shared this infographic from the Small Business Administration. It’s directly coming from the government’s website, all about how to apply for the PPP loan, what you need to know, what the process is, and it got great engagement. It’s helpful, it’s informative, she’s helping her audience- yet it’s also visually interesting and you can get the information at a glance.
So those seven tips are my proven strategies that, again, I look at over 10 hours of social media posts every single week, and I always am saving examples of those that are getting the most engagement and also those that are falling flat so that I can share these examples and tips with all of you. I hope you found this helpful. If you did, leave a comment below and tell us which of the seven was most impactful, or “aha” moment, for you- “wow, I never knew that’s such a great idea!” And make sure you subscribe to our YouTube channel and like this video, because every week we’re back sharing another strategy to help you grow through digital marketing.
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A part of Twenty Over Ten’s digital marketing team, Katrina is passionate about creating content for others to enjoy. You can typically find her with an Americano in hand as she makes (yet another) bucket list, writes songs or watches wedding videos.