Social Media

Creating Killer Content for Social Media

Social media encompasses a whole lot of platforms and posts. When diving into the social media pool, it’s important to remember that your audiences on each channel are going to be different. This also means the content you share may be different across each channel. But how do you decide what to share on which platform? All of the options can be overwhelming, but don’t fret! Read on to learn exactly what types of content you should be sharing across popular social media platforms for financial advisors like Twitter, Facebook and LinkedIn.

Types of Content to Post on Facebook

According to Sprout Social, Facebook has over 2 billion monthly active users and over 1 billion daily active users. That’s a huge potential audience you simply can’t ignore. You’re probably pretty familiar with Facebook. Maybe you’ve had a personal Facebook page for some years now but you’ve never dabbled in it from a business/company perspective. These uses of Facebook are very different. As a brand on Facebook, it’s important to pay attention to what your audience likes and gravitates towards or engages well with.

Facebook monthly active users have surpassed 2 billion in 2017, making it extremely important that financial advisors use this platform.

  • VIDEOS

  • BLOG POSTS

  • FINANCIAL TRENDS IN YOUR COMMUNITY

  • ARTICLES ABOUT LOCAL EVENTS & OTHER COMMUNITY HAPPENINGS

  • BEHIND-THE-SCENES PICTURES

  • POLLS/QUESTIONS/TRIVIA

VIDEOS

Photos make up most of Facebook page posts, but videos result in significantly higher engagementFacebook gets over 8 billion video views a day on average and are a great way to provide engaging content. Facebook has been decreasing an emphasis on text and diving headfirst into video – and you should too.

Financial advisor clients prefer videos over any other type of content.
Hubspot’s recent study shows that consumers prefer video from businesses than any other content.

As a financial advisor, video marketing doesn’t have to be costly or time consuming. When considering employing video on social keep these tips in mind:

  • Post shorter, more timely video content: With the majority of users visiting social channels on their mobile devices, post videos that are intriguing and will pull people in from the first frame.
  • Opt for no sound: Auto-play videos in Facebook specifically are automatically muted. So until someone taps to unmute they will not hear any sound. So your video should capture attention without the use of sound.

BLOG POSTS

This is a no-brainer. You should always share your blog posts on your Facebook page. However, it’s important to keep in mind the 80/20 rule for social media, which is this: share only 20% of your own brand’s content and 80% of “other” interesting content. When sharing your blog posts on Facebook include a creative snippet of what the article is about and a Canva to accompany it along with a link to the blog post on your website.

Forward Thinking Wealth Management shares an article from their blog on Facebook.
Financial advisor business, Forward Thinking Wealth Management, shares an article from their blog to their Facebook page.

COMMUNITY EVENTS & INVOLVEMENT

After all, Facebook is just one big online community. Facebook is the perfect platform to post about events and other happenings going on in your local community, wether your participating or not. It is an especially great tool to leverage if you are hosting an event yourself it’s a great outlet to promote your seminar, workshop, etc.

Example of an advisor business using Facebook events to promote a speaking event.
Financial advisor business, Bay Point Wealth Management, leverages Facebook events to promote a speaking event.

BEHIND-THE-SCENES

The financial services industry is one where transparency is everything. What a better way to be transparent about the work you do than posting behind-the-scenes photos of your office, team members and work life? Posting more candid pictures like this allows your clients and prospects to get to know more about you and create brand loyalty.

An example of a financial advisor business using Facebook to show a fun behind-the-scenes moment.
Financial advisor business, Act Two Financial Advisors, shares a fun behind-the-scenes team member picture.

POLLS/QUESTIONS/TRIVIA

Launching polls on Facebook isn’t something a ton of advisors do a lot, but it is something that encourages a ton of engagement among followers. Not only do these types of posts increase engagement but they are also somewhat of a mini survey for clients and prospects. Asking questions is a good way to gauge your audience’s interest or knowledge on a particular financial planning topic if your considering launching a new service, tool, workshop, etc.

Types of Content to Post on Twitter

As we see some social media channels like Facebook moving more and more towards paid advertising for businesses, Twitter has become one of the easier social platforms for advisors to use. And as long you’re doing it right, Twitter provides businesses with a ton of great organic value.

  • THIRD-PARTY CONTENT FROM INFLUENTIAL PEOPLE

  • RETWEET AND INTERACT WITH OTHER USERS

  • BLOG POSTS

THIRD-PARTY CONTENT

Social media is a lot about positioning yourself as an expert in the industry. And by sharing relevant third-party and other industry articles you are doing just that – you’re showing followers that you are on top of trends and remain a thought leader in the space.

An example of a financial advisor sharing an article from marketwatch.com on it’s Twitter page.
Financial advisor business, TCM Wealth Advisors, shares an article from marketwatch.com on it’s Twitter page.

RETWEETING & INTERACTING

Retweeting and other forms of interacting with those you follow on Twitter is a great way to build and strengthen relationships with key partners and show appreciation for the work they do. Consider retweeting articles that align with your business values that will be impactful to those who follow you on Twitter. Remember that when you’re retweeting, replying and mentioning others on Twitter anyone can these since it reflects on your business, it’s important to be responsive and avoid long exchanges.

A financial advisor uses this by mentioning partners in a tweet about an upcoming event.
Financial advisor business, Forefront Wealth Partners, mentions partners in a tweet about an upcoming event.

BLOG POSTS

Seeing a trend here? Yes, your blog posts should virtually be shared everywhere and anywhere you can share them. Why? Because they drive traffic back to your website! Again, we recommend creating a Canva to go along with a short snippet of what your blog post is about in addition to the link.

Types of Content to Post on LinkedIn

LinkedIn can get a bad rep for it’s more formal “black tie” feel. However, it’s an incredibly important platform for financial advisors to have presence on. It’s likely that most of your LinkedIn connections are want a more business-oriented vibe (i.e. clients, peers, sales managers, etc.), so it’s important to stick to content that appeals to those professional interests.

  • INSPIRATIONAL & MOTIVATIONAL POSTS

  • INDUSTRY RELATED THIRD-PARTY ARTICLES

  • BUSINESS-RELATED ANNOUNCEMENTS

  • BEHIND-THE-SCENES

INSPIRATIONAL & MOTIVATIONAL POSTS

Searching for inspirational quotes can be a break from the mundane. Pick and choose quotes that either hold a special meaning for you personally, or one that relates to your business/niche specifically perhaps from another industry thought leader.

INDUSTRY RELATED THIRD-PARTY ARTICLES

Similar to Twitter, LinkedIn is a great platform to share other third-party articles with your connections. Remember – the 80/20 rule still applies here. However, stick to third-party articles that are focused on financial planning to garner better engagement with your connections.

An example of a financial advisor business sharing third-party articles from Investopedia on their company LinkedIn page.
Financial advisor business, Finkbeiner Retirement Strategies, shares third-party articles from Investopedia on their company LinkedIn page.

BUSINESS-RELATED ANNOUNCEMENTS

Your LinkedIn profile is a great avenue for clients and prospects as well as potential hires to learn more about your company’s culture, achievements, and other happenings around the office. According to LinkedIn, images “generally result in a 98% higher comment rate,” so consider including images along with your business-related announcements.

Google does a great job posting business-related announcements to their LinkedIn page such as this team member experience post.
Google does a great job posting business-related announcements to their LinkedIn page such as this team member experience post.

Above all else, before you start posting to any social media channel ask yourself this: “is what I’m sharing useful, informative, entertaining, interesting, and will it help my audience better connect with me and my brand?” If the answer is yes, then happy posting! ☺️

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