Social media marketing for financial advisors ꟾ BlackRock

2. Commit to a cadence

Consistency is key to building a following on social media. User expectations vary by platform.

• YouTube: one high-quality video per week
• LinkedIn and Facebook: several posts over the course of a week
• Instagram: one post per day
• X: multiple microblogs per day.

The visibility of your profile is driven by your ‘activity’ on a given platform, which includes your posts as well as your reactions to other influencers (likes, comments and shares). Advisors who successfully gain clients using social media are active on their platforms an average of 35 times per month.⁵ Need to level up your activity? Each time you post, also take a moment to react to posts from three other contributors, but be selective. Only react to content that aligns with your philosophy and the clients you serve.

3. Captivate with your content

Your social media posts should aim to spark a meaningful conversation, so your topics need to interest your clients and prospects. For inspiration, recall some recent interactions with your best clients. What have they asked you lately? Posting about topics that are top-of-mind for them can attract similarly minded clients and prospects to your profile.

While the format of your posts can be the same, the type of content should vary. Try to mix it up across these categories, defined by the content’s purpose:

• To connect – Humanize your business and encourage personal interaction. There are many ways to start these conversations: Share your team’s successes, introduce new employees, showcase your volunteer work, reflect on recent local events or news headlines, take a poll, or share blog posts. When you talk about your business, make it personal and aligned with your unique story. Share success stories that illustrate how you help clients achieve their goals or avoid costly mistakes.
• To invite – Offer clients the opportunity to attend webinars or in-person events. Invite prospective clients to meet with you for a free consultation.
• To educate – Focus on concerns that are relevant for clients today. These topics might be seasonal, such as capital gains tax, or lifecycle-driven, like saving for college or estate planning. Consider creating videos as they are a particularly effective format for informative, educational and ‘how to’ content.

Build trust through your social media presence

Young investors are cautious about whom and what to trust online. They want you to provide clear explanations and discuss financial topics that are relevant for their stage of life. Be consultative and authentic, not salesy. Remain focused on building trust in these virtual relationships. The time you invest in them today is likely to yield high returns for your business in the future.

Focus on what drives trust for young investors
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