How can financial advisers master social media marketing?

Summary

• Social media is now a critical tool for marketing for financial advisers, helping build credibility, attract clients, and stay competitive.

• 25% of young people in the UK use social media for financial advice, and 20% have made investments based on recommendations from social media platforms.

• Combining organic search media and paid social media is key to engaging a wider audience and growing your practice.

• Advisers can use content planning, client success stories, and industry insights to boost their organic social media reach and build strong client relationships.

What role does social media play for financial advisers?

Social media has become a must-have tool for marketing for financial advisers. It’s essential for building relationships, attracting new clients, and staying ahead of the competition. 

A well-structured social media strategy helps a financial adviser reach a broader audience, build credibility, strengthen connections with current clients, and position advisers as thought leaders in the industry.

One of the biggest perks of social media is lead generation. Platforms like LinkedIn and Facebook give advisers access to clients who may not engage through more traditional means.

A strong social media presence keeps advisers visible, boosts brand awareness, and establishes them as experts.

Recent statistics back this up. A 2023 Deloitte survey found that 25% of 18-24-year-olds in the UK turn to social media for financial advice, showing how younger clients are shifting away from traditional financial institutions in favour of platforms like Instagram and TikTok.

On top of that, 20% of this demographic has invested money based on social media recommendations.

But here’s the catch—33% of these young people still feel uncertain about their financial knowledge, meaning there’s a huge opportunity for advisers to step in with accessible, trustworthy content.

These stats highlight how social media can drive both brand building and business growth.

For a financial adviser looking to engage the next generation of clients and grow their practice, investing in a smart mix of paid social media and organic search media has become vital to staying competitive.

Which social media platforms are best for advisers?

Choosing the right platform depends on where your clients spend their time. For financial adviser marketing, LinkedIn is the top pick. It’s the go-to space for professionals, making it perfect for connecting with high-net-worth individuals and business leaders. LinkedIn’s user base aligns well with the 30-55 demographic, many of whom are decision-makers.

X (formerly Twitter) is great for sharing quick financial insights and engaging with trending topics, while Facebook reaches a broader audience. It’s particularly useful for paid social media campaigns aimed at specific groups like small business owners or retirees. Instagram works well for visual content, like client testimonials or quick financial tips, but it’s often best as a secondary platform.

Both organic search media and paid social media approaches are useful on these platforms, depending on your goals. Each has its own strengths to help advisers grow their client base and stay visible in a crowded marketplace.

How can financial advisers boost organic social media?

Organic social media refers to the unpaid side of social media, where content grows naturally through engagement.

Here are some simple ways a financial adviser can boost their organic search social media presence:

• Content planning: Keep your audience engaged with a consistent posting schedule.

• Types of content: Share a mix of industry insights, client success stories, FAQs, and financial tips to position yourself as a trusted expert.

• Engagement: Respond to comments and join relevant groups to show you’re actively involved and approachable.

• Hashtags and keywords: Use relevant hashtags and keywords like "financial adviser" to make your content more discoverable.

By consistently providing value and engaging with your audience, you can expand your reach and strengthen relationships.

What’s the secret to successful paid social media?

Paid social media gives you the chance to accelerate growth by expanding your reach quickly and targeting specific audiences.

Unlike organic strategies, paid ads let you reach potential clients who may not come across your content otherwise.

Paid social media also offers advantages like testing different messaging and narrowing your focus to specific demographics.

Some popular paid social media formats include sponsored posts, which promote high-performing content; lead generation ads, which help capture contact information; and carousel ads, which allow you to showcase multiple services or client success stories.

Using tools on platforms like LinkedIn and Facebook, advisers can target niche audiences, such as high-net-worth individuals or small business owners.

Budgeting is key, so start with a manageable budget and track your ROI.

Monitoring metrics like cost per lead and conversion rates ensures your paid ads are effective.

How do you create a winning social media plan?

To create a successful social media strategy as a financial adviser, start by setting clear objectives.

Whether your goal is brand awareness or lead generation, having a defined purpose helps shape your approach.

Balance your content by mixing educational posts with promotional material and client success stories.

This variety keeps your audience engaged while demonstrating your expertise. Tools like LinkedIn Analytics or Facebook Insights can help you measure your success by tracking metrics such as engagement, reach, and conversions.

These will help you adjust your strategy based on what’s working.

What compliance rules should advisers follow on social media?

Staying compliant with regulations is crucial for social media marketing for financial advisers. It’s important to avoid giving specific financial advice and ensure your posts align with FCA guidelines.

Always be professional and transparent, and avoid any misleading information. Setting up a content approval process, where posts are reviewed internally before going live, can help make sure everything stays on-brand and meets regulatory standards.

What are some success stories of advisers using social media?

Two standout examples of UK financial advisers who have used social media to successfully grow their businesses are Robyn Allen and Timi Merriman-Johnson (Mr MoneyJar).

Robyn Allen, a financial adviser and founder of Robyn Allen Solutions, shifted her strategy during the pandemic to online platforms like Zoom and TikTok. Her TikTok videos simplify financial protection insurance and have attracted millions of views, helping her reach a younger audience who might not have sought face-to-face advice. This innovative approach has allowed her to connect with clients in a more accessible and engaging way.

Timi Merriman-Johnson, also known as Mr MoneyJar, is a qualified financial adviser and founder of Mr MoneyJar Limited, a financial education company. Timi uses platforms like TikTok, Instagram, and his podcast, The Mr MoneyJar Show, to provide practical financial advice on topics like investing and homeownership. His engaging content has earned him over 56,000 Instagram followers and 57,000 TikTok likes. By making financial advice accessible and engaging, he’s been able to connect with younger audiences and break down barriers to financial knowledge.

These examples show how social media can help a financial adviser reach new clients and build stronger, more meaningful relationships with them by making financial advice more accessible and engaging.

Want to work with Unbiased?

As a financial adviser, social media offers you a powerful way to expand your reach, engage with clients, and build trust in a competitive market. By using platforms like LinkedIn, X, and Facebook, you can connect with new audiences, especially younger clients seeking financial guidance. 

Whether through organic content or paid social media strategies, the potential for growth is immense. 

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