Social Media

Social Media for Financial Advisors: Social Selling Guidebook

With 3.48 billion people now using social media, social media selling is more prevalent than ever before. If you’ve never heard of social selling before, that’s okay! We’re here to inform you of all there is to know about social selling to enhance your social media strategy including 10 key tips to guide you into the world of social selling.

Sales teams using social selling experience 18% greater pipeline volume and 21% increased pipeline velocity than those who don’t.

What Is Social Selling?

Social selling is the process of connecting and engaging with prospects and customers on social media networks; primarily Twitter and LinkedIn. Salespeople can generate relationships with potential customers by commenting, liking, and sharing prospects’ posts. This engagement increases credibility because it proves that you are interested in the same things that your potential customers and current clients are interested in.

Social selling is similar to lead nurturing. In order to be successful with social selling, you have to dedicate time and effort to regularly engage and communicate with your niche audience.

Tips To Enhance Your Social Selling Strategy

Let’s dive into our selling strategy guidebook:

Tip #1: Optimize Your Social Media Profiles

Your social selling efforts will most likely be pointless if you have outdated social media profiles. Ensuring that your social media profiles are optimized is the first critical step to succeeding with social selling. After all, how will you generate leads via social media if you do not have a reputable and compelling social media presence? In fact, 71% of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to other people. With a statistic like that, it’s pertinent that you continuously update your social media profiles and optimize them to create the best user experience possible. Making sure that your contact information is easily accessible and accurate on your social media pages is a great place to start.

Tip #2: Engage On Social Media Groups

The next tip we recommend is to take a look at the profiles of your current customers and prospects. Start by exploring groups that are relevant to your niche and then actively engage with them. Take into consideration what groups they are members of, and which they engage with. Once you know which groups they are following, you can follow suit. If you have something relevant and valuable to add to a discussion, do it. It’s also helpful to connect with groups that encompass larger industry trends so that you can be knowledgable of new trends.

Tip #3: Create Social Listening Alerts

Next, we suggest setting up Google alerts or a social listening tool that notifies you when your current customers or prospects experience an event or post a possible sales opening. Social listening alerts allow you to analyze conversations about your company on social media. For instance, if a prospect makes mention of a specific problem they are dealing with that you have the ability to help them with, an alert allows you to promptly put your name in front of them and provide them with helpful insight to prove your value.

Tip #4: Share Relevant Content

Sharing compelling content is a surefire way to build credibility on social media. We aren’t suggesting that you have to create every piece of content, but we are suggesting that you need to be sharing pertinent content on social media in order to start conversations and build engagement.

Lead Pilot allows you to easily share and customize content on social media. Here’s how to share content with Lead Pilot:

1. Once you’ve finished creating your post or have selected something from our “Explore Content Library” to customize, click the “Share” button at the top of the “Edit Draft” or “Preview Content” side window:

“Share Settings” side window will take its place:

 2.  Toggle a network on (green) to add as a share destination. Toggle off (grey) to remove as a share destination:

In this above example, the content will be shared everywhere BUT LinkedIn.

 3. If prompted, re-enter your social network login. Otherwise, continue to step 4.  

 4. By default, your content will be ready to “Post Now.” If you’re ready to share, simply click the “Post” button to share your content immediately:

5. You can share content at a later time by selecting “Schedule for Later”:

6. If you select “Schedule for Later,” a calendar will open where you can click and enter the date and time you want to share your content:

Tip #5: Be Consistent

Having a consistent schedule for when you post content on social media is critical. Your followers will come to expect to see your name pop up on their news feed, so make sure that you stay at the forefront of their minds by posting regularly. It’s essential that you continuously post engaging and compelling content on social media in order to keep your followers happy. We suggest using a social media scheduling tool to simplify your social media strategy and make planning for your social media posts that much easier. Lead Pilot is a great tool to utilize to organize and schedule out your social media posts.

According to Social Report’s compiled research, you should be posting on:

  • Facebook: 1-2 posts per day
  • Twitter: 3-5 tweets per day
  • LinkedIn: 1 post per day
  • Instagram: 1-2 posts per day

Tip #6: Pay Attention To Engagement

Tracking your social media engagement is key to determining what content performs well and what content doesn’t. Social media engagement includes likes, comments, and shares, and higher engagement is an indication that a piece of content truly resonated with your audience. In addition, looking at your social media analytics will help you decipher which kinds of content your clients and prospects prefer to engage with. Once you have determined what your clients and prospects like to see in their newsfeeds, you can post more content similar to that.

If you’re looking for a tool to help you track your social media analytics, Lead Pilot has got you covered! The “Insights Dashboard” is home to Lead Pilot’s analytics and features:


Data on how your landing pages and shares have been performing


Running list of content shares, subscriber sign-ups, and LEAD score jumps


Collection of blogs specific to online marketing and lead generation

Tip #7: Share Testimonials

Sharing success stories on social media is a great way to build credibility and brand trust. In fact, research shows that 92% of buyers trust recommendations from peers and 70% trust testimonials from others on social media. Buyers would rather hear from customers themselves on how they feel about your company and the experience they had working with your company to help them make an informed decision. In addition, if a prospect feels connected to a testimonial from one of your clients, they may be more likely to picture themselves working with you.

Tip #8: Find Referrals

A great way to boost your social selling strategy is to search for referrals. You can start by finding specific stakeholders you want to be introduced to and see if you have any common connections on LinkedIn. You can then ask one of your connections to introduce you

Tip #9: Have an Updated Blog

Having an updated blog is key to enhancing your marketing strategy. A blog is a great way to provide relevant information for your current and prospective clients and show your expertise. In addition, you can share your blog content on social media to build your credibility and grab your prospects’ attention.

In the example below, Tapparo Capital Management’s blog informs readers of 6 common pre-retirement mistakes that cost dearly. Tapparo Capital Management effectively uses its blog to educate its readers and show them that they have helpful advice to offer.

Tip #10: Focus on Customer Care

Social media is a great way to pay close attention to what customers are saying about your company. For example, if a dissatisfied customer comments on one of your posts that they are are not happy with your service for a particular reason, you can make note of the reason they are not happy and work to improve that. Use social media to your advantage to get a new perspective as to what people really think about your company. Taking notice of what people are saying about your company will ultimately help you see where you need to refine your customer care strategy.

Let’s Sum It Up

Successful social selling does not happen overnight. It takes diligent time and effort to ensure that you are generating leads through social media. We hope that these 10 key tips help you nurture leads on social media and bring you the results you have been aiming for.

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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.