Working with hundreds of advisors on social media marketing, we’ve come to learn a few things and we get asked a lot of questions. One question we’re asked a lot is “what type of content should I share on social media?”
When diving into social media, it’s important to remember that your audiences on each channel are going to be different. This also means the content you share may be different across each channel – and that’s okay.
For example, if you take a look at the Twenty Over Ten Twitter and LinkedIn accounts, you’ll see that we post completely different things on each platform. But how do we decide what to share on which platform? Read on to learn exactly what types of content you should be sharing across popular social media platforms like Twitter, Facebook, and LinkedIn.
What Should You Post On Social Media?
Types of Content to Post on Facebook
The majority of advisors we work with are now most familiar with Facebook. Maybe you’ve had a personal Facebook page for some years now but you’ve never dabbled in it from a business/company perspective. They are very different. Like a brand on Facebook, it’s important to pay attention to what your audience likes and gravitates towards or engages well with.
Types of Content you Should Post:
- Blog posts
- Financial trends in your community
- Articles about local events and community happenings
Recent studies show that video is far outperforming images on Facebook. Garnering an average organic reach of 8.7% using video in your Facebook posts is top-performing. Additionally, the amount of video from people and brands on Facebook has increased by 94% and is averaging more than 1 billion video views per day.
Tapparo Capital Management does a great job of posting content continuously on their Facebook page, and we love these short 1-minute videos, especially the one below on social security. There’s a quick blurb to tell you what it is about, and it’s an easy watch, as well.
As a financial advisor, video marketing doesn’t have to be costly or time-consuming. When considering employing video on social keep these tips in mind:
- Post shorter, more timely video content: With the majority of users visiting social channels on their mobile devices, post videos that are intriguing and will pull people in from the first frame.
- Opt for no sound: Auto-play videos in Facebook specifically are automatically muted. So until someone taps to unmute they will not hear any sound. So your video should capture attention without the use of sound.
You should always share your blog posts on your Facebook page, however, it’s important to keep in mind the 80/20 rule for social media, which is this: share only 20% of your own brand’s content and 80% of “other” interesting content. And when sharing your blog posts on Facebook include a creative snippet of what the article is about and a Canva to accompany it along with a link to the blog post on your website.
Clarity Wealth Management consistently shares blog posts on their website along with eye-catching imagery. And not only do they share their own content, but they do a great job of sharing third-party sources, as well.
Community Events and Involvement
After all, Facebook is just one big online community. Facebook is the perfect platform to post about events and other happenings going on in your local community, whether you are participating or not. It is an especially great tool to leverage if you are hosting an event yourself it’s a great outlet to promote your seminar, workshop, etc.
The financial services industry is one where transparency is everything. What better way to be transparent about the work you do than posting behind-the-scenes photos of your office, team members and work-life? Posting more candid pictures like this allows your clients and prospects to get to know more about you and create brand loyalty.
Launching polls on Facebook isn’t something we’ve seen advisors do a lot of but it is something that encourages a ton of engagement among followers. Not only do these types of posts increase engagement but they are also somewhat of a mini-survey for clients and prospects. Asking questions is a good way to gauge your audience’s interest or knowledge on a particular financial planning topic if you’re considering launching a new service, tool, workshop, etc.
Types of Content to Post on Twitter
As we see some social media channels like Facebook moving more and more towards paid advertising for businesses, Twitter has become one of the easier social platforms for advisors to use. And as long you’re doing it right, Twitter provides businesses with a ton of great organic value.
Types of Content You Should Post:
- Third-Party Content from Influential People
- Retweets and Interactions
- Blog Posts
Social media is a lot about positioning yourself as an expert in the industry. And by sharing relevant third-party and other industry articles you are doing just that – you’re showing followers that you are on top of trends and remain a thought leader in the space.
Retweeting And Interacting
Retweeting and other forms of interacting with those you follow on Twitter is a great way to build and strengthen relationships with key partners and show appreciation for the work they do. Consider retweeting articles that align with your business values that will be impactful to those who follow you on Twitter. Remember that when you’re retweeting, replying and mentioning others on Twitter anyone can do these since it reflects on your business, it’s important to be responsive and avoid long exchanges.
Johnny Sandquist is the CEO of Three Crowns Copywriting & Marketing, and he is incredibly active on Twitter. He’s retweeting the latest posts from Three Crowns, as this is a good way to get more eyes on his company’s content.
Additionally, it’s also good to retweet other third-party sources, as this is a great way to connect with others, and it makes people more likely to retweet your content down the road, therefore garnering a further reach.
Seeing a trend here? Yes, your blog posts should virtually be shared everywhere and anywhere you can share them. Why? Because they drive traffic back to your website👍 Again, we recommend creating a Canva to go along with a short snippet of what your blog post is about in addition to the link.
Types of Content to Post on LinkedIn
LinkedIn is known for its “buttoned-up” presence, as most of your connections are going to be more professional. So, make sure you are sticking to posts that give that professional feel and teach your audience something, however, it’s still good to idea to show your “lighter side,” as well.
Types of Content You Should Post:
- Inspirational and Motivational Posts
- Industry-Related and Third-Party Articles
- Blog Posts
- Business Related Announcements
INSPIRATIONAL and Motivational posts
Searching for inspirational quotes can be a break from the mundane. Pick and choose quotes that either hold a special meaning for you personally, or one that relates to your business/niche specifically perhaps from another industry thought leader.
Industry-related third-party articles
Similar to Twitter, LinkedIn is a great platform to share other third-party articles with your connections. Remember – the 80/20 rule still applies here. However, stick to third-party articles that are focused on financial planning to garner better engagement with your connections.
Like the other platforms, sharing informative blog posts is a great way to connect with others and show that you are an industry thought-leader. Zoe Meggert, CEO of Perfectly Planned Content shares blog posts to help advisors with their marketing and content creation.
Your LinkedIn profile is a great avenue for clients and prospects as well as potential hires to learn more about your company’s culture, achievements, and other happenings around the office. According to LinkedIn, images “generally result in a 98% higher comment rate,” so consider including images along with your business-related announcements.
Similar to Facebook, behind-the-scenes business posts also tend to perform very well on LinkedIn! And like the other platforms, make sure that you include an image as this is so important for engagement.
That’s a Wrap!
Above all else, before you start posting to any social media channel ask yourself this: “is what I’m sharing useful, informative, entertaining, interesting, and will it help my audience better connect with me and my brand?” Now, are you ready for 2022 to be your best year on social media yet?! Once you get a hang of it and start connecting with your audience, you’ll start to realize that this is fun!
Struggling With What Content To Share on Social Media or via Email?
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About the author
Blair is a social media strategist for FMG Suite and Twenty Over Ten and has a passion for uncovering what drives online traffic and the highest engagement. She follows more animals on Instagram than humans and her greatest achievement is her daughter, Grey.