top of page
  • Writer's pictureBirdia Chambers

Financial Advisors’ Social Selling Points & How to Overcome Them

It’s not uncommon for the value of social selling to be unrealized in financial services

especially when the traditional marketing methods of reaching prospects and clients

have worked for so long. So why should financial advisors spend time getting to know

digital marketing strategies that might not come naturally to them?

The answer? More money and more business - it works!

Some financial advisors repurpose their company’s content, post it on their individual

social media account, and call it a day. The problem with that, however, is that it’s not

a personal or engaging way to connect with clients and prospects. The true power of

social media is that you get to reach a broad audience, showcase your unique

personality, and distinguish yourself from other financial advisors, if done the right way.

The key to effective social selling is the dedication to working around these common

pain points.

Here are some of the typical pain points financial advisors face with using social media:

● Industry regulations

● Company policies

● No time

● No resources

● Don’t see the value in social media

● Lack of training

Financial advisors can use the following tips to overcome these challenges:

Tips for Financial Advisors

Focus on What You CAN Do - Due to industry regulations and company policies, certain

social media activities will be prohibited. Become familiar with the regulations and your

company’s policies. Learn what those restrictions are, then place your focus on the

things you CAN do. Leveraging the features and social media functionality that are

permitted will be effective in reaching your prospects and clients.

It’s Not a Hard Sell - Social selling isn’t about actually selling your company’s products

ON social media. Leverage social media as a tool to build, strengthen, and deepen

relationships with prospects and clients. It will help you build trust and appear more

credible, so when they have a life event (i.e getting married or having a baby), they will

think of you.

Optimize your Profile - Your headline should be more than your title and the company

you work for. Demonstrate the value you provide to your clients, and showcase your

personality in your description. When hiring someone to deal with their finances, clients

want to know that you’re a real person.

Get Support - Utilize the support your company offers and invest in the right social media

support to grow your business. When you spend your money and time wisely to grow

your business, it will be a win-win for you and your company.

Make it about LinkedIn - LinkedIn should be your #1 social media platform. Why?

Studies show that 92% of financial advisors who use social media have gained a client

from the platform. Additionally, 60% of advisors report that social media increases their

efficiency and 50% of investors say that social media impacts who they hire as a

financial professional. If LinkedIn isn’t your #1 platform, follow the steps below to easily

incorporate it into your routine.

Action Items for Financial Advisors

Create a Schedule - At the beginning of the week, set aside time to plan out your

content, create your posts, and schedule your posts for the next week or two. Getting

ahead is the only way to make social media marketing easy, effective, manageable,

and practical.

Engage - Spend 10-15 minutes a day engaging on social media with your ideal

clientele. This includes liking, commenting, and connecting with your target audience

on LinkedIn.

Be human - Show your clients who you are as a person and a financial advisor. People

will invest in people before they invest in a service. Prove to potential clients that you’re

the whole package.

Add value - Provide value to your clients by creating posts that resonate and apply to

them. As a general rule of thumb, you should organize your content to be 80% valuable

information, 20% soft-selling your services.

Stay top of mind - Remember to be consistent and post regularly on your social media

profiles. This lets the algorithm know that your account is trustworthy, and lets potential

clients know where they can find you when they need your services.

3 views0 comments


bottom of page