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By Blair Kelly Outreach

The 4 S’s to Social Media Success

14 minute read
The 4 S’s to Social Media Success Featured Image

By now, social media has been around long enough for people to know what works and what doesn’t. As a critical part of any business’s marketing plan, acing your social media strategy can help you achieve major results. Whether you are just starting out or need a little refresh, you need an update on how to best run your profiles in order to get leads, earn website traffic and increase awareness of your brand!

Many financial advisors were initially skeptical of adopting social media as part of their digital marketing strategy but the results are now speaking for themselves. Now that you know it works, you’ll want to make sure you’re fine-tuning your skills and being efficient when it comes to planning and preparing. To help you out, we’ve put together our top four “S’s” to help you lead a successful social media strategy!

The 4 S’s to Social Media Success

In this everchanging work of social media marketing, it’s pertinent that your strategy has what it takes. Ensure the success of your plan with the goal tips below.

1. Set Goals

Any good marketing plan starts by establishing goals. If you know the results you’re looking for, it’s much easier to set a plan. Your goals can help inspire your target audience, the sources you use, the posts you put out, etc. You can use social media analytics to track progress. Data about the popularity of certain posts, followers and engagement can all be indicators of what is working and what isn’t. Keep a log to see how far you’ve gone and helped you make any changes that may be necessary.

Also, make sure you’re evaluating your goals often. They may change or need to be updated depending on company growth, new services offered or a change of location. Perhaps one of your social media goals falls into one (or more) of the following categories:

  • Increase brand awareness
  • Drive traffic to your website
  • Generate new leads
  • Grow revenue
  • Increase brand awareness
  • Generate more press mentions
  • Research and learn more about your ideal client

Most social media platforms make it easy to track any of these metrics, so there’s no excuse to fall short. Start today and see how far you can go!

linkedin analytics

2. Setup Profiles

Setting up your social profiles is the first step you’ll take and it’s very important that you do it well. First of all, you’ll want to make sure all of your information is filled out on your social profiles. This means adding your firm’s location, contact information, a link to your website and a brief description of your company and services. This ensures that potential clients can find everything about your business in one place. You also need to make sure that this information matches across all of your profiles for optimal SEO performance. Not only that but people will get frustrated if they encounter inconsistent information. It also helps show your attention to detail and transparency, which are paramount characteristics in the financial industry.

Your social media profiles are helping you build a brand so you also need to make sure the messaging and design elements are the same across all profiles. This includes your company name, logo, pictures, color palette and profile photo. When clients encounter consistent imagery and branding, it helps build a stronger brand recognition in their mind.

Kelly Financial Planning Facebook profile

Twenty Over Ten client, Kelly Financial Planning has a strong Facebook profile with their logo for main image, and their cover photo shows actual team members, not a generic stock photos and utilizes their brand colors.

3. Strategize

Strategizing your social media channels doesn’t have to be rocket science. There’s plenty of resources out there to research and learn from.  It’s important to have a game plan to ensure your social media efforts are maximized. Creating your social media strategy combines many different elements but here are some tips to keep in mind:

  • Know your target audience: Identify where your target audience is spending time. That way, you can have a strong presence there and get your brand in front of them more often. Sprout Social reports that the biggest Facebook users are women (89%), 18-29-year-olds (88%) and those earning less than $30,000 while LinkedIn’s biggest users are men (31%), those earning $75,000 or more (45%) and users with college experience (50%).
  • Engage and be present: This means putting out consistent content, liking and commenting on other posts and tagging other influencers. By publishing more content, you’ll be earning more time in front of users and they’ll be more likely to gain attention. You can also build your brand by tagging industry leaders and sharing or commenting on your posts. If they mention you or share your content, that is another great way to get noticed.
  • Track your metrics: Take advantage of the tools offered by social media business pages! You can track profile visitors, new followers, likes, etc. This will all help you get a better picture of how your posts are performing so you can make any necessary adjustments.


Knowing your audience can help you determine what kind of content to put out. Check out this chart from Sprout Social!

4. Schedule

Scheduling is very important to keep you on track and organized. It also helps you consistently post, which is a key factor in social media success. With Lead Pilot, the industry’s first-ever AI-powered all-in-one solution for content creation and distribution, you can easily manage and schedule your social media posts in the platform.

Social Media Scheduling

When it comes to this tool, you can easily pick the time and day and on which platform you want to share, along with the type of content, and from there you can create relevant social posts with the click of a button.

You can easily do this in the Lead Pilot platform by following the steps below.

1. Once you’ve finished creating your post or have selected something from our “Explore Content Library” to customize, click the “Share” button at the top of the “Edit Draft” or “Preview Content” side window:

Scheduling social posts in Lead Pilot

A “Share Settings” side window will take its place:

Scheduling social posts

 2.  Toggle a network on (green) to add as a share destination. Toggle off (grey) to remove as a share destination:

scheduling posts in lead pilot

In this above example, the content will be shared everywhere BUT LinkedIn.

 3. If prompted, re-enter your social network login. Otherwise, continue to step 4.  

 4. By default, your content will be ready to “Post Now.” If you’re ready to share, simply click the “Post” button to share your content immediately:

scheduling socia posts in lead pilot

5. You can share content at a later time by selecting “Schedule for Later”:

6. If you select “Schedule for Later,” a calendar will open where you can click and enter the date and time you want to share your content:

scheduling social posts in lead pilot

7. We’ve now added a “Manual Share” feature. Select this to generate a landing page and URL for it without publishing to social media or email:

scheduling social posts in lead pilot
Scheduling social posts in Lead Pilot

There are other scheduling services like Hootsuite that you can use to make your life easier. With a service like this, you will be able to load in content once or twice a week instead of remembering to post in real-time. For busy advisors, this can be a huge help.

free Editorial Calendar template download for Your business

Get Your FREE Editorial Calendar Template!

Get organized and keep track of your blog content for each month with our editorial calendar template.


We also suggest creating an editorial calendar similar to the one above. This way, you can schedule and plan your posts in advance, keep everyone in your business up to date, and save time. When mapping out your editorial calendar, we recommend keeping in mind the following:

  • The key is to share more than you promote. For every 10 posts you share, you should create one promotional post. This keeps your profiles from being too “sales-y” and helps you earn trust and a good reputation among your followers.
  • Link to your own content via your website. Whether it is a blog post, an ebook, a video or a podcast, these are all great ways to drive more traffic to your website. People will click on the link to view your content and will be more likely to spend time on your site.
  • Share content from other sources in your niche. This gives your followers good information and helps you get recognized by other thought leaders in your industry. Just make sure you’re sharing reputable and trusted sources. You don’t want to get yourself in trouble!
  • Post at the best times. This can differ based on the social media site you’re using, so do your research! Try out various times, keep track of engagement and find out what works best for you.

Does Your Social Media Strategy Have What it Takes?

A strong social media strategy can be a game of trial and error. You aren’t going to see success overnight, but if you continue to implement these tips, then you will start to see an uptick in your followers and engagement. Remember that it’s an important part of your overall marketing strategy, as this is a great way to build your brand and network, especially as the world has gone almost fully digital amid the coronavirus outbreak.

Struggling With What Content to Share on Social Media or via Email?

We are offering access to our content for advisors to use via Lead Pilot for 7-days completely free (even on our month to month plans).

Get All The Details Here

About the author

Blair Kelly

Blair is a digital marketing assistant at 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.

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