From Likes to Leads: How to Master Social Media Marketing as a Financial Advisor

We’re living in a digital age. Even older clients are often consuming information and making decisions online - so having a strong social media presence is no longer optional for financial advisors. It's the fertile ground for building trust, establishing thought leadership, and attracting new clients. But navigating the quickly evolving world of social media can be daunting. So, I wanted to share some of my favorite tips for mastering social media marketing and using it to fuel your practice.

Below, I’ve listed five of my top recommendations on how to master social media marketing as a financial advisor. (Just a heads up, I couldn’t keep the list to five, so I included some bonus quick tips at the very end.)

1 | Know Your Audience & Platform Playground

Define your ideal client: Before engaging online, it’s important to understand your target audience, just as you would before inviting someone to your brick-and-mortar office. Are they young professionals saving for retirement? Baby boomers nearing retirement? Tailor your content to their specific needs and concerns.

Platform prowess: Different platforms cater to different demographics and communication styles. Master LinkedIn for professional networking, engage on Facebook with personal stories, and utilize Twitter for quick updates and industry insights. Different platforms also attract different audiences. Wanting to connect with Baby Boomers? You’ll find them on Facebook.

2 | Content is King (and Queen!)

Value reigns supreme: Once you’ve identified your audience, you need to give them something that’s valuable.  While we all want to promote our practice, we also need to provide content that solves problems and informs your audience. Easy ways to do it? Offer tips on saving, explain market trends, share success stories, and link to articles that address financial woes and anxieties.

Diversify the format: This is one of my favorite tips. Use a mix of formats to keep your audience engaged. Who wants to read the same type of post all the time? Instead, share informative articles and brochures, create infographics and short videos (even recorded on your phone), host live Q&A sessions, or share personal anecdotes (trust me, prospects want to know you’re a real human with interests outside of finance).

5 Ways Taxes Can Rise GuideOne of my favorite resources to share on social media? Stonewood’s “5 Ways Taxes Can Rise in Retirement” brochure. It’s great for lead capture with a form (build your marketing list!), or to post directly with an appointment-setting CTA.  

Download Here


Stay relevant & timely: Be responsive to current events and news cycles. Offer financial insights on economic changes, share your expertise on trending financial topics, and comment on relevant legislation (I have to give a plug to Stonewood’s Legislative Toolkit here, which provides dozens of ways to leverage what’s happening in Washington into leads for your practice).

3 | Engage & Build Relationships

Two-way street: Social media isn't a one-way broadcast. You or someone on your team has to interact with prospects and clients alike. Respond to comments and messages promptly and professionally.

Community counts: Encourage engagement by running contests, polls, and live chats. Clients love to share their opinions, and social media is a great place to learn what’s on the minds of your target audience.

Collaborate and connect: You don't have to do it alone! Partner with other financial professionals or influencers for cross-promotion and reaching new audiences. Leverage professional associations or industry groups to increase your reach.

If you are looking for industry experts to leverage in your marketing and promotion, schedule a call with our team here. We’ll show you how to  leverage Stonewood books, automated webinar recordings and more on social media.

4 | Consistency is Key

Regular rhythm: This is a tough one because it takes commitment. But consistency really is key when it comes to social media content for financial advisors. Develop a consistent posting schedule and stick to it. Whether daily, weekly, or bi-weekly, establish a rhythm that your audience can rely on and anticipate. Here at Stonewood, we use the project management platform Monday to plan out our social media content calendar.

Plan and track: Utilize social media scheduling tools to streamline your workflow and ensure consistent posting. Analyze your engagement metrics to understand what resonates and make data-driven adjustments.

Long-term commitment: Building a strong social media presence takes time and effort. Be patient and stay consistent. It’s not flashy, but it’s the path to success.

5 | Measure, Analyze, and Adapt

Measure and analyze your progress: Is your social media strategy effective or ineffective? You won’t know unless you measure it. Social media marketing doesn't exist in a vacuum. Track your progress! Which posts perform best? Which platforms generate the most leads? Use analytics to understand your audience and refine your strategy. HubSpot, a CRM and inbound content platform, has great analytics tools that my team and I rely on to evaluate how our social media posts are performing. If you’re using a social media publishing system, there’s a good chance you have data to analyze at your fingertips

Don’t be afraid of change: Adapt your content based on what resonates and what falls flat. Remember, your social media strategy will change - based on what converts AND on what’s happening in the broader world.  Be patient, experiment, and learn from your data.

If you are looking for the best social media marketing topics for 2024,  check out this blog post.

I told you I couldn’t limit myself to five, so here are a few more tips if you’re new to social media content for financial advisors:

Utilize relevant hashtags: Research and use relevant industry hashtags to improve your discoverability. Remember, the hashtags should be relevant to your clients, not just to our industry.

Embrace visual storytelling: High-quality images and videos can dramatically increase engagement. Explore platforms like YouTube or Vimeo to share longer-form content and showcase your expertise.

Be authentic and relatable: Let your personality shine through! Authenticity builds trust and makes your content more engaging. For example, I hope you’ve enjoyed this blog post, and have gotten to know a little about my expertise through it. But if I included a picture of my Golden Retriever, Mayla, we might connect on a more personal level, too, because you’d know I’m a dog lover and get a taste of my personality.

Mastering social media marketing takes time, dedication, and strategic planning. But with the right approach, it can be a powerful tool for attracting new clients, building trust, and establishing yourself as a thought leader in the financial advisory space. 

If you’re looking to dip your toes into the social media waters in 2024, these tips will help you get started. Instead of a toast to the new year, I’ll offer a POST to the new year.