The Best Digital Marketing Strategies for Financial Advisors
- Jul 16
- 3 min read
Top 3 Financial Advisor Social Media Marketing Tips
Sticking to a social media marketing strategy can give your financial advisory firm a leg-up on your competitors. In fact, according to Broadridge Financial Solutions, 68% of leads come from LinkedIn. Branded videos are the ideal way to stand out on social media, connect with leads, and grow your client base. Keep reading for our top marketing strategies for financial advisors.
1) Create a Niche with Brand Videos
Whether or not you carve out a niche for your financial firm can make or break your social media marketing strategy. As opposed to simply advertising your financial services to a broader, less-focused audience, positioning your firm as an expert within a specific niche allows you to reach an audience that is narrowed to your target client. Brand videos are the perfect way to address them, both directly and indirectly. Direct marketing strategies are straightforward and dive right into your expertise. For example, a video such as "How Our Firm Helps Millennial Entrepreneurs Grow their Net Worth" would be ideal direct content. The video headline hits all the SEO key phrases that your target audience is searching. When posting the brand videos to your social media accounts, be sure to use niche-specific hashtags so the right users will find them. On the other hand, indirect marketing is slightly more casual and showcases your personality. People are far more likely to work with the professionals they feel are relatable and approachable. The language in your script, the music in the background, the way you dress, where you film--each choice is an opportunity to connect with your audience.
2) Build Authority with Q&A Videos
Consistently posting engaging, informative videos is one of the best ways to establish yourself as a thought leader within the niche you've carved. While Q&A videos are great for any service provider to showcase their knowledge, this type of content is especially useful for financial advisor social media marketing. 30-second videos that focus on a single topic are perfect for social content. They position your firm as an authority and credible source, while simultaneously providing valuable content for followers. When planning out your social posts, play close attention to how often you're sharing different types of videos and what they offer. As a rule of thumb, only 20% of content should be selling--more typical, direct advertising. The remaining 80% of your social media posts need to be value-focused--something that offers education, entertainment, and/or connections. An engaging Q&A video is perfect for balancing your social media content calendar, as it provides extensive value while still presenting the expertise you offer, all without a hard sell.
3) Foster Relationships with Community Videos
Building strong relationships is the key to a successful financial advisory firm. Advisors rely on referrals and the trust they build with their clients, so it's crucial that your digital marketing strategy fosters a strong connection with your audience. Further, money can be a deeply personal subject, and seeking financial services may leave people feeling particularly vulnerable. Using branded videos is a great way to create a safe space for audiences to seek guidance and judgement-free support. Videos, specifically, allow us to leave an impact that words alone cannot. Our brains are far more likely to trust and form deeper connections with other humans when we can see them--similar to the idea of "putting a face to a name." We are much quicker to connect with the same person saying the same things when we see and hear them via video, as opposed to reading about them alone. When you regularly post the right community-focused branded videos, viewers will recognize your firm as a friendly face and trustworthy source.
Ready to Create a Digital Marketing Strategy for your Financial Advisor Firm?
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