Financial advisors have limited time to worry about their social marketing. Between LinkedIn, Twitter, and Facebook, it can be especially hard to build a brand that remains unique to your firm and yet specific to each platform.
At Advisor Launchpad, we’re here to strengthen your social marketing by simplifying your focus. Our advice? Pick a platform, build a game plan, and stick to the process. It’s that simple. Rather than trying to master LinkedIn, Twitter, and Facebook all at once, invest your time in one platform at a time.
Today, we’ll provide an overview of each outlet so you know what types of content work best.
- LinkedIn: “The 24-Hour Trade Show Booth”
For financial advisors, LinkedIn is regarded as the most important social marketing community. While Twitter and Facebook bring more personality to the conversation, LinkedIn is usually the first destination prospective clients and industry colleagues will search you. It’s the place where thought leaders carve their niche and cultivate their audience.
To join the conversation, you need original, engaging, and thought-provoking content. LinkedIn surfers aren’t only interested in hearing about what you do. They want to know how you think. Not only do people use LinkedIn to network, but also to stay abreast of the most innovative ideas in their industry.
Inspirational pieces about your unique work philosophy or your distinct approach to financial planning will make the most lasting impressions. To captivate audiences about your company, shine a spotlight on your team, your work culture, and your firm’s successes. If you can attract readers with your business ethos alone, it’s only a matter of time until they become your client.
LinkedIn rewards topicality. Stick to your niche, focus on your audience, and publish content that continually reinforces your expertise in the financial world. Think of LinkedIn as your 24-hour, seven-day-a-week trade show booth at a financial planning conference.
What would you publish to continually attract (and retain) your visitors?
2. Twitter: “The Eternal Elevator Pitch”
LinkedIn posts age slowly, but last week’s tweets might as well be from 1850. Twitter is a social media beast that feeds exclusively on a steady stream of fresh and pithy messages.
While providing a second outlet for the content you share on LinkedIn, Twitter presents an opportunity to network in a more engaging and public way. Beyond linking to your white papers and blogs, Twitter encourages you to continuously interact with others in your field.
Retweets, comments, and even a well-timed GIF show readers that you possess a broad perspective that extends beyond your own practice. That’s an attractive quality to prospective clients. Think of Twitter as your personal newspaper, carefully curated to highlight the qualities that make your firm unique. Though much of the content on your feed may come from third parties, if you retweet it, you’re technically still the publisher.
While your LinkedIn profile largely consists of your own blogs and updates, Twitter can be an eclectic collection of tweets from The Economist, stock market updates, a random Bill Murray GIF, and the occasional thought piece of your own.
A word to the wise: while propriety is paramount, don’t be afraid to build the Twitter feed you want, not the one you think others respect.
3. Facebook: The Happy Hour of Social Media”
The secret is in the title: Face. Book. The ubiquitous social network demands one thing above all else: users want to see you. In contrast with LinkedIn and Twitter, Facebook is by far the most personal of the social media outlets.
With well over 2.13 billion active users on the platform, Facebook is less about overt branding and more about personality. This plays well into the hands of financial advisors.
While you may already have a personal Facebook page, you will want to establish one specifically for your company. When you do, lean into the recreational side of social media that Facebook enables. Continue sharing your company’s original blogs and content, but go a step further by posting videos of you and your firm.
45% of users watch over an hour of Facebook videos a week. If you can tap into that demand - whether via clips explaining a hot topic in the news or behind-the-scenes videos of your team at work - you’ll be personally inviting prospective clients into your world.
If LinkedIn is your round-the-clock trade show booth and Twitter is your elevator pitch, think of Facebook as a corporate happy hour. You’re technically still working, but you’re surrounded by people who want to loosen up and get to know the real you.
Use video to get the most out of Facebook.
We hope this guide helps clarify the larger differences between the three pillars of social media. However you choose to get started, prioritize building an authentic personality on one platform rather than a haphazard presence on all three.
Pick your platform, build a game plan, and stick to it. Over time, you’ll master each platform and reap their individual rewards.