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By Blair Kelly Outreach

10 Social Media All-Stars in the Financial Services Industry

16 minute read
10 Social Media All-Stars in the Financial Services Industry Featured Image

There is no doubt that social media has taken over the digital marketing scene. Almost every advisory firm that you see now has a presence on some type of platform, whether it be LinkedIn, Facebook or Twitter. If you aren’t utilizing social, then you are really missing out on an opportunity to network, get your name out there to a different kind of clientele and drive traffic to your website.

In case you missed our January webinar with special guest Sara Grillo, CFA we covered easy steps to create relatable, engaging and authentic social media profiles that will help nurture and generate new leads for your firm. During the presentation, we shared 10 creative examples from advisors who are nailing it on social media. So today we wanted to take a deeper dive into each of those examples. Let’s dig into it!

1. Talking vs. Listening👂🏼

When you are speaking to someone, do you ever find yourself thinking about what you are going to say next, rather than really listening to what the person is saying? This is something that can happen on social media too, so it’s important to remember the 60/40 ratio rule! 60% of the time you need to be engaging with others while 40% of the time, you should be posting your own content.

How are you engaging?

Are you interacting appropriately with your followers? If you only post content but don’t engage with others, then it won’t seem like you are interested in what they have to say. What are some of the ways that you interact with others?

1. like other people’s posts👍🏼

If you like someone else’s post, then they are much more likely to like your content!

2. like other people’s comments on your posts

If you like each other comment’s and show that you think similarly, this is a great way to keep interacting with each other. 

3. reply to other people’s comments

Be sure to reply when someone comments. It shows that you saw what they posted and wanted to respond. It’s a great way to continue conversation and “network” in the future.

4. comment on other people’s posts

It’s great if you take the initiative and comment first! People get excited when their posts get engagement, so it’s okay to make the first move.

Advisor examples that work:

If you check out Bill Simonet’s LinkedIn profile, you can tell right off the bat that he is very active. Not active in the sense that he is just posting a lot but he is constantly liking others posts, sharing and commenting too. By interacting, he shows that he cares about what other people have to say. In the example below, Bill starts a two-way conversation and invites people to join in on the conversation to make his connections feel like he genuinely cares about what they have to say.

financial advisor bill simonet on linkedin

2. The Use of Emojis 😜

Why should you use emojis? Well, they definitely add personality to your posts! They’re everywhere on social media, on smartphones, even in blog posts (cough, cough)! They do a great job of breaking up the monotony of text, as well.

Advisor examples that work:

Winnie Sun has fun with her last name by using the ☀️ emoji in all of her posts. Many times financial advisors are viewed as “all business,” and taking a similar approach to Winnie can portray more personality online. Winnie also uses emojis throughout her postings as well. Doing so helps break up the flow and text of her posts and give them more character. In an industry like financial services, which can come across as very professional, buttoned-up and stuffy, incorporating emojis can give your posts an air of informality.

winnie sun use of emojis on social media for financial advisors

3. LinkedIn Pulse

Last spring we shared information on LinkedIn’s publishing platform called LinkedIn Pulse. With this great feature, advisors can share their own self-published content with their audiences. A LinkedIn article may perform better than sharing your blog posts. Therefore linking back to your website can create a boost in traffic and benefit your business with added SEO benefits. With your articles housed on your profile, prospects have an additional way to reach your content and your financial services company.

Advisor examples that work:

In the example below, Lance Drucker, author, speaker, ChFC ®, CLU ®, CEO and president of Drucker Wealth uses LinkedIn Pulse to publish his own content. When you use this, it boosts visibility rather than just linking out to your blog or website. It works in a similar fashion as when you natively upload a video on social rather than just sharing the link!

financial advisor linkedin pulse article

4. Use Cover Photos 🖼

How many times have you heard that “a picture is worth 1,000 words?” This rings true for when you use a cover photo! You want to choose one that draws in an audience…something that really shows the personality of you or your advisory firm. Be sure that you aren’t just pulling from a stock photo but rather one that defines who you are and captivates your audience right from the start.

Advisor examples that work:

Kieran Yeo’s profile shows him as a professional interacting with an audience. He appears to be captivating the audience as many hands are raised, and he is having a positive interaction. Upon seeing this dynamic cover photo, you immediately get the sense that he would be a great person to work with.

5. Action-Oriented

Rather than telling people that you did something great, why not show them? Actions speak louder than words, and if you show someone that you and a client had a positive experience together, then it will make someone else much more likely to want to work with you.

Advisor examples that work:

In the above interaction, you can tell that a client had a very positive experience with Kieran Yeo. Instead of telling his followers that he cares about his clients he’s showing them that he genuinely cares, by sharing examples of times when he did so. He’s, in essence, sharing the client experience.

6. Use of Video📹

Using video on social media is such a great way to engage with your audience. It’s more entertaining than simply reading text, and it’s shared much more often than written content. People that use video get 66% more qualified leads per year than those who don’t! It’s a great way to quickly get your point across, and it’s also a great way to put a face to a name. If you use a tool like Veme.ly, you can add easily add text or captions to your videos, which is VERY helpful for most of your audience who may be watching your videos at work with the sound off.

Some video tools🛠 to use:

1. iPhone or imovie

Almost everyone has an iPhone these days, so this is a very quick tool to use! 

2. gimbal or tripod

It’s important to use these for stabilization while you are filming. 

3. loom

With this, you can record yourself and the screen. 

4. Animoto

You can turn photos or videos into a comprehensive video.

5. veme.ly

As mentioned above, a majority of people watch videos with the sound OFF, a tool like Veme.ly will help you eaisly include text on your video.

Advisor examples that work:

In the below example from Jeanne Fisher, CFP®, CPFA, MBA she records a video rather than a written post to answer a simple question for her social audience: “what is the after-tax option in a 401(k)?”

7. The Importance of Imagery

When you see strong images, it makes you much more likely to retain the information. If you use vibrant colors or something that people will remember, then they will process the information that went along with it much better.

Imagery tools🛠 that we recommend:

1. canva

We love using this free tool at Twenty Over Ten! It’s a visual content creation tool specially made for non-designers. It has a huge library of pre-designed, pre-sized templates, but you can also obtain thousands of top-notch quality design elements with custom fonts and stock photos. It also offers a Design School for all of its users. 

2. unsplash

We ❤️ using Unsplash for our cover photos and stock images! The photography is stunning and photographers from around the world put their free photos in here!  If you can think of a picture, then Unsplash probably has it! It’s also continuously updated as they offer 10 new photos every 10 days!

3. pixabay

Pixabay is great if you are looking for a very specific image. You can use the “search function” and just type in a phrase to find the type of picture that you are looking for! There are beautiful and stunning options in here, as well, and like Unsplash, it’s free as long as you skip the recommended Shutterstock photos at the beginning!

Advisor examples that work:

Did you know that the brain processes visuals 60,000 times faster than text! 😮 With stats like that, why wouldn’t you include images!? In the below image, Caleb Brown, uses strong and colorful images even for simpler more “boring” posts like job opportunities. Using a free tool like Canva you can easily create graphics like this with bold letting and vibrant colors doing so will help your audience process and remember your content.

8. Does it Spark Curiosity?🤔

Are you piquing the interest of your readers? Don’t share too much information or try too hard. It will make your readers want to find out more.

Advisor examples that work:

On Sophia Bera’s twitter account, she posts just a picture saying, “So this happened.” She’s not trying too hard and gives just enough information to make people curious and proud at the same time.

9. Headline

Your headline on any social media platform is the golden ticket to branding. The headline gives you an opportunity to draw your prospects in and show your personality right from the beginning.

Advisor examples that work:

Eric Roberge does a great job of leveraging his headline space on LinkedIn by telling people exactly what he does in a creative way. Positioning his headline in this way also helps prospects self-qualify because now we know that his niche is specializing in people who are high earners since his headline says, “I help six-figure earners…”

10. Humor is Key! 😂

Finance is a serious business, so it’s good to bring some humor to the workplace every once in a while! It shows that you are human and know how to have a good time! Your leads will feel more comfortable if they know that they can joke with you in addition to 

Advisor examples that work:

We love this photo Dan Johnson’s shares on his LinkedIn profile. He’s reminding his followers to live in the moment because that is what will make you happier but also who doesn’t love animals?!

Do What’s Best For Your Firm!

When you are creating a social media strategy for your firm, different things obviously work for different businesses! We think these 🔟 advisors killed it, and we hope that you found this helpful, as well!

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