Social Media

How Financial Advisors Can Build Brand Awareness Using Social Media

Advisors Brand Awareness Social Media

What is brand awareness? The term feels self-explanatory, but let’s look at a definition before diving in. From a quick Google search, brand awareness is:

“The extent to which consumers are familiar with the distinctive qualities or image of a particular brand of goods or services.”

It’s your brand’s ability to be memorable, consistent and evocative. But it’s also the chance to stand out from the crowd and tell customers what makes your brand different. This is the biggest strength that brand awareness provides to financial advisors.

So, how can financial advisors build brand awareness? And why use social media to do so? In this post, we’ll look at how you can build a brand awareness campaign for your firm, with 6 steps to start.

Why Use Social Media for Brand Awareness?

Social media allows you to engage with both potential and current clients. It’s also the perfect place to showcase and test your firm’s personality and memorability.

Social media metrics also allow you to measure the performance of individual posts – giving you insights into what your audience does and doesn’t find interesting.

Best of all, different platforms attract different average audiences. Providing a level of guidance for which platform to choose as you build your brand’s identity.

What is Your Brand’s Identity?

The first thing you need to decide before building brand awareness is brand identity. What do you want others to think and feel when they see your brand?

To start, consider your services. What do you offer your clients? Now, how is what you offer different from other advisors? Your differentiating factors could be anything, your specific audience, the emotion you provide that’s inherent in your process, etc. The key is to be specific.

Your brand’s overall message and identity are also often the first thing people see when they visit your site. Referred to as the hero message, your brand’s identity is usually summed up in a mess that’s short and to the point, giving readers a sense of understanding within 5 seconds or less.

For example, check out the hero message from True Abundance Advisors:

True Abundance Advisors Homepage

The message responds to the reader’s pain point, addressing the fears created by money. But also highlights how working with the firm can help you find your purpose, establishing brand identity through a problem-solution format.

To help further clarify your brand identity, and create an awareness strategy for social media, consider the following.

1. Understand Your Audience

Your brand needs to appeal to your ideal audience. Consider who they are, their age, their occupation, etc. Then consider their pain points and how your services can resolve them.

Once you know who your audience is, consider where they might spend their time on social media. Each channel has an average user base, providing a foundation to work from. And, if you’re unsure, you can always test out a few channels. Or, run with the big three, Facebook, LinkedIn and Twitter.WhichSocial Platforms works best for your audience

2. Start With a Plan

The end result of brand awareness is to differentiate your firm from others and ultimately attract new clients. As discussed earlier, consider what you want your clients and prospects to feel when they think of your firm.

Often, the feeling provided comes from resolving a problem – so, consider the largest pain points of your audience. Then, make it clear that your services, site, social media and overall digital presence show how you resolve those pain points.

For example, the firm Dash-Wealth assists a variety of clients. Instead of focusing on a pain point related to one audience, they address the overall stress created by money by presenting a more laid-back stress-free user experience. This is accomplished by drawing from the environment of the firm’s home state, and the personal interests of their firm’s advisors:

Dash Wealth Fun-Stuff

3. Engage Your Audience

Social media is all about interaction. So if you’re going to use social media to build brand awareness, then you need to engage your audience. There are a variety of ways to do this.

First off, write posts that attract user attention. This could be interesting just-released data, a personal post, an opinion, etc. For example, Sara Grillo uses a fill-in-the-blank style post on Twitter to attract user engagement:

Sara Grillo Twitter Example

Next, you’ll want to make sure you always engage commenters. After all, you don’t want to kick off a conversation only to go silent. For example, Brendan Frazier responds to each comment in the post below to ensure that other users are engaged:

4. Showcase Your Brand’s Personality

People connect with people. We’ve said it before, but as you build brand awareness on social media, don’t be afraid to showcase your brand’s personality.

Doing so helps not only make your brand more memorable but also makes it stand out from other content on social. And best of all, these sorts of posts can be fun and easy to write.

Take Justin Castelli’s post for example. It doesn’t need to relate directly to his firm, but it does show personalty, strike conversation through controversy and appeals to a specific audience:

Justin Castelli Social Example

5. Optimize Your Social Profiles

Your social media profile is the foundation for all of your content, so make sure it’s optimized before you start posting. Here are a few tips to do just that:

  • Profile Picture: Make sure you take a high-quality, well-lit profile picture. No selfies here. Also, consider how you could show your firm’s personality in the picture.
  • Setup Individual and Business Pages: This tip is especially helpful for larger firms, as it allows individual advisors to post their own content and share who they are.
  • Tell a Story: Whether it’s your headline or your LinkedIn summary, use storytelling to let others know who you are. Avoid just skills – this is not a résumé.

6. Build a Brand With Hashtags

Hashtags, they’re a great way to include your content in an ongoing conversation. But, they’re also the perfect way to start a conversation. Or, in this case, brand-build using a Hashtag.

What posts do you create that could fall into a theme or series?

For example, Anna Kareis uses #AccordingToAnna when discussing financial topics to make posts both searchable and branded:

Anna Kareis LinkedIn Example

7. Be Consistent

Posting content once a month is never going to help build brand awareness! Consistency is key in most things, especially in social media. Set yourself with a plan that fits into your schedule.

Provide enough time to source, create and edit your content, and post it to social. Then, make sure you’re engaging other users every day. Consider using the following schedule to get things started:

2021 Marketing Schedule MM (1)

8. Create Content With Your Audience in Mind

Understanding your audience will help you write posts that stand out. But unfortunately, a lot of advisor content is a lot alike, covering similar topics.

To change things up, consider how you can adjust your content to provide the same information while making changes to appeal to your audience.

Thomas Kopelman provides a perfect example in this post. The lesson at the heart of the content isn’t much different from what you would expect, but the presentation is. Using a comic panel makes the content both engaging and fresh.

Thomas Kopelman LinkedIn Comic Example

9. Consider Your Logo

Though it’s not necessarily part of your brand-building strategy, it is important to discuss your logo. Once a brand is built, logos often call to mind the emotions associated with the brand.

For this reason, you’ll want to make sure your logo supports the emotion you want to evoke. Consider how elements of logo design like shape and color psychology influence the feel of your logo.

For example, circular imagery often evokes feelings of repetition and reliability, like in the logo of Dream Financial Planning:

Dream-Financial Logo

Whereas triangles emphasize growth and power, as shown in the logo for Alexander Wealth Planning:


Wrapping Things Up

Building brand awareness is all about establishing a brand identity, then finding ways to share it. Social media is an excellent way to do just that, as it allows advisors to connect and engage with their audience. Consider the strategies above when establishing your brand and don’t be afraid to get creative.

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stuart farst

About The Author

Stuart Farst

Stuart is a Content Marketing Specialist at Twenty Over Ten and enjoys creating content that both entertains and educates. A Game Designer at heart, he can be found pursuing one of his many hobbies during his free time.